World Market for Small Appliances

April 2023

In 2022, the small appliances industry saw decline as a sign of normalisation after the pandemic uptake when home-bound consumers stocked themselves with kitchen appliances and hygiene-related categories such as vacuum cleaners or air purifiers. However, small appliances that trade on industry trends such as health and wellness or multifunctionality or can distinguish themselves from competitors by premium features such as AI-enabled functions are expected to continue growing in the forecast per

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This report comes in PPT.

Key Findings

Artificial intelligence and automation

Small appliances lagged behind major appliances in embracing new technology, specifically AI and automation, but this is slowly changing. Products such as vacuum cleaners, air treatment products and electric toothbrushes are seeing gradual tech innovation, including in connectivity and AI-enabled functions such as advanced object avoidance in robotic vacuum cleaners or motion sensors in electric toothbrushes. This is expected to be a key differentiator to drive product performance and premiumisation.

Space and multifunctionality

Urbanisation and the decreasing size of households, linked with the trend towards smaller living spaces, place greater importance on space saving and versatility. This is not entirely new for small appliances but is becoming a must rather than nice to have. The convenience of versatility and shrinking living spaces is manifesting in the growing popularity of products such as 2-in-1 mops and vacuum cleaners, multifunctional air purifiers, multicookers among rice cookers or food processors.

Wellness and healthy lifestyles

The pandemic has served as a catalyst for consumers to strengthen their focus on health and wellness. In small appliances, the focus on wellness and self-care continues to have an impact on consumers’ choices and is not decreasing in importance. Small appliances that trade on health credentials, germ-killing properties or air cleaning, such as air fryers, air purifiers or vacuum cleaners, benefit from this trend.

Services and ecosystems

Ecosystems and partnerships that go beyond offering one product to a net of services or products are more advanced in major appliances, but small appliances offer an opportunity. For instance, we see a growing net of partnerships between recipe providers and manufacturers, as many have recognised the mutual benefit for expanding revenue and for working towards smart kitchens.

Premiumisation of home experiences

Despite the cost-of-living crisis, consumers are willing to spend on premium products, if they view them as bringing them increased personalisation or a premium experience. From the ability to choose unique designs, to having various attachments fulfilling specific needs, for instance in vacuum cleaners for pet owners or hair appliances tailored to specific hair needs, the small appliances industry offers many opportunities for brands to capitalise on this trend.


Examining five trends shaping small appliances
The industry faces normalisation in 2022 after the uneven effects of the pandemic
Vacuum cleaners and small cooking appliances enjoy the pandemic boost
Asia Pacific and North America continue to dominate small appliances worldwide
Personal care appliances set to recover from the pandemic and pose strong growth
Retail e-commerce as a clear winner of the pandemic continues to dominate
India and the US set to account for a third of total volume sales
E-commerce and the wide range of brands underpin fragmentation in small appliances
Midea Group leads especially due to its strong position in air conditioners in Asia Pacific
After smartphones, Xiaomi is building its reputation in consumer appliances
Panasonic relies primarily on its home market Japan in small domestic appliances
Leading player in robotic vacuum cleaners iRobot struggles to gain ground in China
Examining five trends shaping small appliances
(1) AI-tech and automation are fast shaping industries, and small appliances is catching up
(1) Case study: iRobot’s AI-powered platform improves object avoidance
(1) Case study: AI-powered multifunctional air purifiers from Philips
(1) Case study: Smart functions and individual user settings of Tineco’s Toasty One toaster
(2) Urbanisation and smaller households put space saving and versatility at the forefront
(2) Multifunctionality is an important selling point as consumers rationalise shelf space
(2) Case study: Combination robotic vacuum cleaners offer opportunities for premiumisation
(2) Case study: More built-in air purifiers entering the market
(3) Pandemic strengthens consumers’ focus on health and wellness
(3) Case study: Air fryers see more product releases upon keeping up their popularity
(3) Case study: Irons struggle, but leverage trading on new use cases such as sanitising
(3) Case study: Concerns about health bring new claims to rice cookers
(4) Small appliances offer opportunities in services and ecosystem partnerships
(4) Case study: IRobot acquisition of Aeris opens opportunity for “healthy home ecosystem”
(5) Premiumisation of home experiences brings new value prospects for small appliances
(5) Case study: Jura’s GIGA 10 offers the choice of 35 coffee options
Global snapshot of Air Treatment Products
Global snapshot of Food Preparation Appliances
Global snapshot of Heating Appliances
Global snapshot of Irons
Global snapshot of Personal Care Appliances
Global snapshot of Small Cooking Appliances
Global snapshot of Vacuum Cleaners
Regional snapshot: Asia Pacific
Regional snapshot: North America
Regional snapshot: Latin America
Regional snapshot: Western Europe
Regional snapshot: Middle East and Africa
Regional snapshot: Eastern Europe
Regional snapshot: Australasia

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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