Innovative and on-trend small kitchen appliances (SKAs) are heating up with consumers. The SKA market was estimated to reach $5.8 billion in 2014, a 41 percent increase from sales in 2009 before inflation adjustment.
Mintel has found healthy living, interest in at-home cooking and several key appliances are driving category growth.
People aged 25-34 — at a life stage when they are most likely to be actively acquiring new appliances at a level well above that of other age groups — stand out as a major consumer demographic.
Brands should consider aiming package design and marketing materials for SKAs at the demographic groups most interested in them — new parents, Millennials and Hispanics..
According to Mintel, multi-functionality, stylish design and intelligent electronic controls are all features with high appeal to these buyers, as well as to affluent consumers with the means to buy high-end products and upgrade frequently. Ease of use and cleaning is also considered very important. Packaging should reflect these desired product qualities.