Small domestic appliances are increasing in global popularity

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Courtesy Philips.
Courtesy Philips.
Courtesy Philips.

Global sales of small domestic appliances grew in the first six months of 2015 by 12 percent to approximately 18 billion euro, according to GfK. In particular China, the UK and Germany specifically contributed to this growth. Overall, appliances such as cordless stick vacuum cleaners, stand mixers and rice cookers were especially in demand. Worldwide expenditures (excluding North America) on small domestic appliances rose by 12 percent in the first six months of 2015. Consumers in Asia contributed significantly to this growth: sales of small domestic appliances in Southeast Asia as well as the Pacific in the first six months of 2015 grew positively and were above the previous year’s level by 19 percent and 17 percent, respectively. China in particular, the most important market for these products in terms of value (in euro), increased by 63 percent. Considering the European market, sales in the two largest markets in Western Europe increased by 13 percent (Germany) and 21 percent (UK) in the first six months.

Courtesy Princess.
Courtesy Princess.

Kitchen appliances boosted global sales in the small domestic appliances market, in addition to traditional personal care appliances such as electric toothbrushes and razors for men. Kitchen appliances such as rice cookers and stand mixers, as well as modern vacuum cleaner segments (cordless stick and robotic models) were particularly popular. Coffee and espresso makers were purchased less in the first six months. However, the trend towards higher-quality appliances led to a sales increase of 4 percent. In particular, the two most significant segments, espresso capsule machines and fully automatic espresso machines (13 percent increase each), boosted this development. As before, Western Europe is the most significant growth driver for espresso machines. While positive business momentum for fully automatic espresso makers comes from Germany and Poland, Brazil and the UK drive sales trends for espresso capsule machines. Kettles also experienced an upswing. Global sales rose by 12 percent in comparison to last year.
The retail market for kitchen appliances grew in several segments by double digits, reaching worldwide sales of 4.2 billion euro. While rice cookers (35 percent increase) are a classic Asian success story, Western Europe and Asia together are driving positive sales growth with juicers (29 percent increase) and stand mixers (38 percent increase). Kitchen appliance sales grew in Western Europe (14 percent increase). A global trend is emerging with hot air fryers (37 percent increase): all regions contributed to this sales growth. Global sales in the floor care segment increased by 12 percent to 4.1 billion euro. Rechargeable handstick vacuum cleaners continued the already positive growth of the previous year with an increase of 58 percent. Rechargeable handheld vacuum cleaners (37 percent increase), as well as robotic models (38 percent increase) also significantly increased in sales (in value). Both segments particularly benefited from product innovations which showed increasing demand in Japan and Western Europe. Additionally, products in the air treatment segment are popular among consumers: sales (in value) grew mainly for air purifiers (37 percent increase), driven by increased demand in Asian countries. The global market for irons also contributed to the growth and closed the first six months of 2015 with a 5 percent increase from the previous year’s level. The traditional steam iron, the most important segment, recorded a slight increase of 1 percent, particularly through sales growth in the regions of the Middle East, Africa, Southeast Asia/Pacific and China. Sales from generators grew by 5 percent despite a sharp slump in the Russian market. Western Europe, the most sales-relevant region for generators, grew by 4 percent. With sales (in value) growth of 14 percent, the worldwide market for personal care products has developed strongly. In particular, China, the UK, Germany and Japan, the largest markets for small domestic appliances, recorded significant sales with electrical products for personal care in the first six months. The electric toothbrush segment (34 percent increase), as well as the classic men’s shaver (18 percent increase) grew in particular in Western Europe and Asia. Products for laser/IPL (Intense Pulsed Light) hair removal (47 percent increase) were particularly attractive to consumers in Europe and Turkey.