| KN29073 |
| KEY NOTE SMALL DOMESTIC ELECTRICAL APPLIANCES : May 2003 |
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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: Alba, De Longhi, Gillette, Groupe SEB, Morphy Richards, Philips Electronics UK, Pulse Home Products, Remington Consumer Products, Salton Europe, The Conair Group, Catalyst Products, Holmes Products, Imetec, Brita, Miele UK, Polti,
| Executive Summary 1 |
| 1. Market Definition 9 |
| REPORT COVERAGE 9 |
| MARKET SECTORS 9 |
| Small Kitchen Appliances 9 |
| Kettles and Coffee/Tea Makers 9 |
| Toasters and Sandwich Toasters 9 |
| Food Preparation Appliances 10 |
| Deep-Fat Fryers 10 |
| Table-Top Cooking Appliances 10 |
| Non-Kitchen Domestic Appliances 10 |
| Personal Care Appliances 10 |
| Market trends 11 |
| Changes in Household Size 11 |
| New Product Design and Fashion 11 |
| The Retail Sector 12 |
| ECONOMIC TRENDS 12 |
| Gross Domestic Product 12 |
| Table 1: Index of Growth in UK Gross Domestic Product at Current Prices (index 1995=100), 1997-2001 12 |
| Population 13 |
| Table 2: UK Resident Population by Sex (000 and percent), Mid-Years 1998-2002 13 |
| Inflation 13 |
| Table 3: UK Rate of Inflation ( percent), 1998-2002 14 |
| Unemployment 14 |
| Table 4: Unemployment Rate and Actual Number of Unemployed Persons ( percent and 000), 1998-2002 14 |
| Household Disposable Income 15 |
| Table 5: Index of Household Disposable Income (index 1971=100 and percent), 1997-2000 15 |
| MARKET POSITION 15 |
| The UK 15 |
| Overseas 16 |
| 2. Market Size 17 |
| THE TOTAL MARKET 17 |
| Table 6: The Total UK Small Domestic Electrical Appliances Market by Sector by Value (£m), 1998-2002 17 |
| Table 7: The Total UK Small Domestic Electrical Appliances Market by Sector by Volume (000), 1998-2002 19 |
| BY MARKET SECTOR 21 |
| Small Kitchen Appliances 21 |
| Table 8: The UK Small Kitchen Appliances Market by Sector by Value (£m and percent), 1998-2002 21 |
| Table 9: The UK Small Kitchen Appliances Market by Sector by Volume (000), 1998-2002 22 |
| Kettles and Coffee Makers 23 |
| Toasters/Sandwich Toasters 23 |
| Food Preparation Appliances 23 |
| Deep-Fat Fryers 24 |
| Table-Top Cooking Appliances 24 |
| Non-Kitchen Appliances 24 |
| Table 10: The UK Non-Kitchen Appliances Market by Sector by Value (£m and percent), 1998-2002 24 |
| Table 11: The UK Non-Kitchen Appliances Market by Sector by Volume (000 and percent), 1998-2002 25 |
| Irons 25 |
| Table 12: Breakdown of the Iron Sector by Volume ( percent), 2001 26 |
| Hand-Held Vacuum Cleaners 26 |
| Personal Care Appliances 26 |
| Table 13: The UK Personal Care Appliances Market by Sector by Value (£m and percent), 1998-2002 27 |
| Table 14: The UK Personal Care Appliances Market by Sector by Volume (000 and percent), 1998-2002 28 |
| Electric Toothbrushes 28 |
| Hair Stylers 29 |
| Hairdryers 29 |
| Men's Electric Shavers 29 |
| Table 15: Breakdown of the Men's Shavers Sector by Share of Total ( percent), 2001 29 |
| Women's Electric Shavers and Epilators 30 |
| OVERSEAS TRADE 30 |
| Table 16: Exports and Imports of Domestic Electrical Appliances by Value (£000), 1998-2001 30 |
| Imports 31 |
| Table 17: Imports of Domestic Electrical Appliances by Value (£000), 1998-2001 31 |
| Table 18: Imports of Selected Domestic Electrical Appliances by Sector by Value (£000), 2001 32 |
| Exports 33 |
| Table 19: Exports of Domestic Electrical Appliances by Value (£000), 1998-2001 33 |
| Table 20: Exports of Selected Domestic Electrical Appliances by Sector by Value (£000), 2001 34 |
| 3. Industry Background 35 |
| RECENT HISTORY 35 |
| Technological Developments 35 |
| Fashion and Design 36 |
| Lifestyle Choices 36 |
| Number of Companies 37 |
| Table 21: Number of UK VAT-Based Enterprises Engaged in the Manufacture of Domestic Electrical Appliances by Turnover Sizeband (£000), 2002 38 |
| Employment 39 |
| Table 22: Number of UK VAT-Based Local Units Engaged in the Manufacture of Domestic Electrical Appliances by Employment Size (number of employees), 2002 39 |
| REGIONAL VARIATIONS IN THE MARKETPLACE 40 |
| DISTRIBUTION 40 |
| Mass Merchandisers 40 |
| Electrical Multiples 41 |
| Department Stores 41 |
| Independent Electrical Retailers 41 |
| Other 42 |
| HOW ROBUST IS THE MARKET? 42 |
| LEGISLATION 43 |
| KEY TRADE ASSOCIATION 43 |
| Small Electrical Appliance Marketing Association 43 |
| 4. Competitor Analysis 44 |
| THE MARKETPLACE 44 |
| MARKET LEADERS 45 |
| Table 23: Selected Leading Small Domestic Electrical Appliances Companies and their Brands, 2002 45 |
| Alba PLC 46 |
| Company Structure 46 |
| Current and Future Developments 46 |
| Financial Results 46 |
| De Longhi Ltd 46 |
| Company Structure 46 |
| Current and Future Developments 46 |
| Financial Results 47 |
| Gillette Group UK Ltd 47 |
| Company Structure 47 |
| Current and Future Developments 47 |
| Financial Results 47 |
| Groupe SEB UK Ltd 48 |
| Company Structure 48 |
| Current and Future Developments 48 |
| Financial Results 49 |
| Morphy Richards Ltd 49 |
| Company Structure 49 |
| Current and Future Developments 49 |
| Financial Results 50 |
| Philips Electronics UK Ltd 50 |
| Company Structure 50 |
| Current and Future Developments 50 |
| Financial Results 50 |
| Pulse Home Products Ltd 50 |
| Company Structure 50 |
| Current and Future Developments 51 |
| Financial Results 51 |
| Remington Consumer Products Ltd 51 |
| Company Structure 51 |
| Current and Future Developments 51 |
| Financial Results 52 |
| Salton Europe Ltd 52 |
| Company Structure 52 |
| Current and Future Developments 52 |
| Financial Results 53 |
| Other Companies 53 |
| The Conair Group Ltd 53 |
| Catalyst Products 53 |
| Holmes Products (Europe) 53 |
| Imetec 53 |
| Brita 53 |
| Miele UK 53 |
| Polti 54 |
| OUTSIDE SUPPLIERS 54 |
| ELectronic Component Manufacturers 54 |
| Plastics Processors 54 |
| The Chemical Industry 55 |
| marketing activity 55 |
| Table 24: Main Media Advertising Expenditure on Small Domestic Electrical Appliances by Product Sector (£000), Years Ending September 2001 and 2002 56 |
| Table 25: Main Media Advertising Expenditure on Small Domestic Electrical Appliances by Sector, Company and Brand (£000 and percent), Year Ending September 2002 57 |
| Exhibitions 59 |
| 5. Strengths, Weaknesses, Opportunities and Threats 60 |
| STRENGTHS 60 |
| WEAKNESSES 61 |
| OPPORTUNITIES 61 |
| THREATS 62 |
| 6. Buying Behaviour 63 |
| CONSUMER PENETRATION 63 |
| Table 26: Ownership of Small Domestic Electrical Appliances ( percent of households owning), 2000 and 2002 63 |
| Small Kitchen Appliances 64 |
| Non-Kitchen Appliances 64 |
| Personal Care Appliances 65 |
| PURCHASING PATTERNS 65 |
| Small Kitchen and Non-Kitchen Appliances 65 |
| First Time and Replacement Buying 65 |
| Table 27: Purchasing Patterns of Small Kitchen and Non-Kitchen Appliances ( percent of adults buying in the last 12 months), 2002 66 |
| Personal Care Appliances 67 |
| Personal Use and Gift Buying 67 |
| Table 28: Purchasing Patterns of Personal Care Appliances ( percent of adults buying in the last 12 months), 2002 67 |
| Penetration by Sex, Age and Social Grade 68 |
| Small Kitchen and Non-Kitchen Appliances 68 |
| Table 29: Penetration of Purchasing Electric Deep-Fat Fryers by Sex, Age and Social Grade ( percent of adults), 2002 68 |
| Filter Coffee Maker 69 |
| Table 30: Penetration for Purchasing Electric Filter Coffee Makers by Sex, Age and Social Grade ( percent of adults), 2002 69 |
| Food Processors 70 |
| Table 31: Penetration for Purchasing Electric Food Processors by Sex, Age and Social Grade ( percent of adults), 2002 70 |
| Food Mixers 71 |
| Table 32: Penetration for Purchasing Electric Food Mixers by Sex, Age and Social Grade ( percent of adults), 2002 71 |
| Liquidisers and Blenders 72 |
| Table 33: Penetration for Purchasing Electric Liquidisers/ Blender by Sex, Age and Social Grade ( percent of adults) 2002 72 |
| Toasted-Sandwich Makers 73 |
| Table 34: Penetration for Purchasing Electric Toasted-Sandwich Makers by Sex, Age and Social Grade ( percent of adults), 2002 73 |
| Irons 74 |
| Table 35: Penetration for Purchasing Electric Irons by Sex, Age and Social Grade ( percent of adults), 2002 74 |
| Toasters 75 |
| Table 36: Penetration for Purchasing Electric Toasters by Sex, Age and Social Grade ( percent of adults), 2002 75 |
| Kettles 76 |
| Table 37: Penetration for Purchasing Electric Kettles by Sex, Age and Social Grade ( percent of adults), 2002 76 |
| Personal Care Items 77 |
| Hairdryers 77 |
| Table 38: Penetration for Purchasing Hairdryers by Sex, Age and Social Grade ( percent of adults), 2002 77 |
| Heated Styling Brushes/Tongs 78 |
| Table 39: Penetration for Purchasing Heated Styling Brushes/Tongs by Sex, Age and Social Grade ( percent of adults), 2002 78 |
| Heated Hair Rollers 79 |
| Table 40: Penetration for Purchasing Electrically-Heated Hair Rollers by Sex, Age and Social Grade ( percent of adults), 2002 79 |
| Mens Shavers 80 |
| Table 41: Penetration for Purchasing Mens Electric Shavers by Sex, Age and Social Grade ( percent of adults), 2002 80 |
| Ladies Electric Shavers 81 |
| Table 42: Penetration for Purchasing Ladies Electric Shavers by Sex, Age and Social Grade ( percent of adults), 2002 81 |
| Electric Beard Trimmers 82 |
| Table 43: Penetration for Purchasing Electric Beard Trimmers by Sex, Age and Social Grade ( percent of adults), 2002 82 |
| Electric Toothbrushes 83 |
| Table 44: Penetration for Purchasing Electric Toothbrushes by Sex, Age and Social Grade ( percent of adults), 2002 83 |
| 7. Current Issues 84 |
| CONSOLIDATION OF MANUFACTURE AND RETAIL 84 |
| LEGISLATION 84 |
| 8. The Global Market 85 |
| GLOBAL MANUFACTURERS 85 |
| Emerging Markets 85 |
| 9. Forecasts 86 |
| iNTRODUCTION 86 |
| FORECASTS 2003 TO 2007 87 |
| Table 45: The Forecast Total UK Small Domestic Electrical Appliances Market by Sector by Value (£m and percent), 2003-2007 87 |
| FUTURE TRENDS 88 |
| Demographic Trends 88 |
| Fashion and Design 89 |
| Polarisation and Price Erosion 89 |
| 10. Company Profiles 90 |
| Alba Plc 91 |
| De longhi LTd 93 |
| Gillette Group Uk Ltd 95 |
| Groupe Seb Uk Ltd 97 |
| Morphy Richards LTd 99 |
| Philips Electronics Uk Ltd 101 |
| Pulse Home Products Ltd 103 |
| Remington Consumer Products Ltd 105 |
| Salton Europe Ltd 107 |
| 11. Further Sources 109 |
| Associations 109 |
| General Sources 109 |
| Bonnier Information Sources 109 |
| Government Publications 110 |
| The small domestic electrical appliances market has performed well in the UK compared with other electrical industries and has benefited from the boom in high-street spending. The market showed good growth to reach £799.3m in 2002. |
| The market is a fragmented and diverse one, encompassing small kitchen appliances, non-kitchen appliances and personal care items. Specific products range from commonplace household items, such as kettles, toasters and irons, to more niche products, such as electric toothbrushes. There has been major growth in the table-top cooking appliances sector, as consumers' demands in the pursuit of a healthier lifestyle have driven the sales of electric steamers, breadmakers and grilling machines — which were niche products — into the mainstream market. The boom in high-street coffee shops has given consumers a taste for real coffee and a resultant desire to purchase increasingly professional-quality coffee and cappuccino machines. Hair-styling appliances and electric toothbrushes also performed strongly over the period between 1998 and 2002. |
| The market has responded to changes in consumers' lifestyles and attitudes, as well as to the demands of fashion. There is an increasing awareness of the pleasures and benefits of healthier eating among consumers, as well as an increased interest in cookery. This is concurrent with a lack of time to devote to food preparation and cooking, due to busier lifestyles. Consequently, appliances which can aid the preparation of healthier, tastier food have found welcome places in the kitchen. Health and beauty issues have also influenced the growth in product ranges, such as electric toothbrushes and hair dryers. Demands for speed and convenience are equally important to the personal care sector. |
| Growth in individual sectors is due to an increased premium placed on style and design, and the introduction of new products into the market. Appliances which are familiar and, to some extent, saturated in the market, have increased their value through the development of premium models, boasting performance-enhancing innovations and a range of new styles and looks. Irons alone can boast performance improvements as a result of digital technology. |
| There has been increased consolidation in the industry, as fewer, larger companies acquire more and more familiar brands. Retail has also begun to consolidate, with mass retailers providing less expensive, diverse appliance ranges to complement their cheap ranges of food. Manufacturers are now looking to outsource manufacturing to cheaper centres in the Far East. Key Note estimates that the market for small domestic electrical appliances will increase between 2003 to 2007. |
Text © 2003 Key Note
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Last updated by Amanda Porteous July 2003
