ISBN 1-85765-875-2

This report covers: small kitchen appliances, kettles, coffee makers, tea makers, toasters, sandwich makers, sandwich toasters, deep fat fryers, food preparation appliances, table-top cooking appliances, irons, hand-held vacuum cleaners, personal care appliances, electric shavers, hair dryers, hair stylers, electric toothbrushes, plaque removers, jug kettles, four-slice toasters, long-slot toasters, hand blenders, hand mixers,

Companies covered include: Braun UK, Kenwood Appliances, Morphy Richards, Moulinex UK, Philips Electronics UK, Pifco Holdings, Remington Consumer Products, Rowenta UK, Tefal UK, Alba, De'Longhi, Pulse Home Products, Sunbeam Europe,

Executive Summary

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EXECUTIVE SUMMARY

The UK small domestic electrical appliances market covers a wide range of product sectors, including kettles, coffee/teamakers, food preparation appliances, toasters, sandwich toasters, deep-fat fryers and table-top cooking appliances. Non-kitchen appliances include electric irons and hand-held vacuum cleaners, and personal care appliances include hair dryers, hair stylers and electric shavers.

In 1997, the total market was worth £582.5m, up by 20.5 percent on 1993. In terms of volume, the market reached 24.3 million units, up by 9.9 percent on 1993. The largest small domestic electrical appliance sector by value was that of kettles, accounting for a 19.4 percent share of the total market.

The small electrical appliances market is dominated by a relatively small number of manufacturers, several of which are owned by foreign companies. The most important small electrical appliance manufacturers in the UK include Morphy Richards, Moulinex Swan, Tefal, Kenwood, Philips, Pifco (whose brands include Russell Hobbs and Salton) and Braun. Of these, Tefal and Moulinex Swan are French-owned, Philips is based in the Netherlands, and Morphy Richards is owned by the Irish company Glen Dimplex.

As small electrical appliances are relatively compact in size and easy to display in terms of the space they occupy, sales are not as dominated by the major electrical multiple retailers as they are in the white goods market. Most small electrical appliances are also simple to understand and use, so do not always require specialist knowledge on the part of the retailer. This has meant that consumers have tended to buy mainly on the basis of product choice and price, and sales are spread between mass merchandisers such as Argos and Boots, electrical retailers such as Currys and Comet, and other sources such as department stores and independent electrical retailers.

The small domestic electrical appliances market is forecast to grow in value by 17.3 percent between 1998 and 2002, to reach £687.2m.

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET TRENDS

Table 1: Number of UK Households (million), 1992-1998

Table 2: The Total Small Domestic Electrical Appliance Sales by Value and Volume (£m and 000), 1993-1998

Table 3: The UK Small Domestic Electrical Appliance Market Segmentation by Value ( percent), 1993-1998

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 4: The UK Market for Small Domestic Electrical Appliances by Value (£m), 1993-1998

Table 5: The UK Market for Small Domestic Electrical Appliances by Volume (000), 1993-1998

Table 6: The UK Market for Kettles and Coffee/Teamakers by Volume and Value (000 and £m), 1993-1998

Table 7: The UK Market for Toasters and Sandwich Toasters by Volume and Value (000 and £m), 1993-1998

Table 8: The UK Market for Deep-Fat Fryers by Volume and Value (000 and £m), 1993-1998

Table 9: The UK Market for Food Preparation Appliances by Volume and Value (000 and £m), 1993-1998

Table 10: The UK Market for Table-Top Cooking Appliances by Volume and Value (000 and £m), 1993-1998

Table 11: The UK Market for Irons by Volume and Value (000 and £m), 1993-1998

Table 12: The UK Market for Hand-Held Vacuum Cleaners by Volume and Value (000 and £m), 1993-1998

Table 13: The UK Market for Hair Appliances by Volume and Value (000 and £m), 1993-1998

Table 14: The UK Market for Electric Shavers by Volume and Value (000 and £m), 1993-1998

Table 15: The UK Market for Electric Toothbrushes by Volume and Value (000 and £m), 1993-1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION BY RETAILER CATEGORY

DISTRIBUTION BY PRODUCT CATEGORY

TRADE ASSOCIATIONS

Table 16: Market Shares in the Retail Distribution of Kettles and Coffee/Teamakers by Volume ( percent), 1997

Table 17: Market Shares in the Retail Distribution of Toasters and Sandwich Toasters by Volume ( percent), 1997

Table 18: Market Shares in the Retail Distribution of Food Preparation Appliances by Volume ( percent), 1997

Table 19: Market Shares in the Retail Distribution of Deep-Fat Fryers by Volume ( percent), 1997

Table 20: Market Shares in the Retail Distribution of Table-Top Cooking Appliances by Volume ( percent), 1997

Table 21: Market Shares in the Retail Distribution of Non-Kitchen Appliances by Volume ( percent), 1997

Table 22: Market Shares in the Retail Distribution of Electric ShaversÅ and Electric Toothbrushes by Volume ( percent), 1997

Table 23: Market Shares in the Retail Distribution of Hair Appliances by Volume ( percent), 1997

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

OTHER COMPANIES

SMALL KITCHEN APPLIANCES

NON-KITCHEN APPLIANCES

PERSONAL CARE APPLIANCES

ADVERTISING AND PROMOTION

Table 24: Selected Small Domestic Electrical Appliances Companies and Brands, 1998

Table 25: UK Manufacturers' Shares of the Kettles Market by Volume ( percent), 1997

Table 26: UK Manufacturers' Shares of the Coffee/Teamakers Market by Volume ( percent), 1997

Table 27: UK Manufacturers' Shares of the Toasters Market by Volume ( percent), 1997

Table 28: UK Manufacturers' Shares of the Sandwich Toasters Market by Volume ( percent), 1997

Table 29: UK Manufacturers' Shares of the Food Processors Market by Volume ( percent), 1997

Table 30: UK Manufacturers' Shares of the Hand Blenders Market by Volume ( percent), 1997

Table 31: UK Manufacturers' Shares of the Deep-Fat Fryers Market by Volume ( percent), 1997

Table 32: UK Manufacturers' Shares of the Irons Market by Volume ( percent), 1997

Table 33: UK Manufacturers' Shares of the Hand-Held Vacuum Cleaners Market by Volume ( percent), 1997

Table 34: UK Manufacturers' Shares of the Men's Electric Shavers Market by Volume ( percent), 1997

Table 35: UK Manufacturers' Shares of the Women's Electric Shavers Market by Volume ( percent), 1997

Table 36: UK Manufacturers' Shares of the Hair Dryers Market by Volume ( percent), 1997

Table 37: UK Manufacturers' Shares of the Hair Stylers Market by Volume ( percent), 1997

Table 38: Main Media Advertising Expenditure on Small Electrical Appliances by Product Sector (£000), Moving Annual Total to June 1995-1998

Table 39: Main Media Advertising Expenditure on Small Appliances - Generic Campaigns (£000), Moving Annual Total to June 1997 and 1998

Table 40: Main Media Advertising Expenditure by Sector, Company and Brand (£000), Moving Annual Total to June 1998

Table 41: Main Media Advertising Expenditure by Selected Electrical Retailers (£000), Moving Annual Total to June 1996 and 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

TOTAL MARKET

KETTLES AND COFFEE/TEAMAKERS

TOASTERS AND SANDWICH TOASTERS

FOOD PREPARATION APPLIANCES

DEEP-FAT FRYERS

TABLE-TOP COOKING APPLIANCES

NON-KITCHEN APPLIANCES

PERSONAL CARE APPLIANCES

Buying Behaviour

CONSUMER PENETRATION

PURCHASING LEVELS

Table 42: Ownership of Small Domestic Electrical Appliances ( percent of adults owning), 1993-1998

Table 43: Purchasing Levels of Small Kitchen Electrical Appliances ( percent of adults buying in the last 12 months), 1998

Table 44: Purchasing Levels of Personal Care Appliances ( percent of adults buying in the last 12 months), 1998

Outside Suppliers to the Industry

INTRODUCTION

ELECTRONIC COMPONENT MANUFACTURERS

PLASTICS PROCESSORS

THE CHEMICAL INDUSTRY

Current Issues

NEW LAUNCHES

Forecasts

FORECASTS 1998 TO 2002

GROWTH OPPORTUNITIES

Table 45: The Forecast UK Market for Small Domestic Electrical Appliances at Current Prices (£m at rsp), 1998-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1998 Key Note

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Last updated by Jacob van Eldik 22th February 2000