Most used kitchen appliances

Introduction

The small kitchen appliances market is estimated to be valued at US$105.84bn in 2023 and is expected to grow to US$145.0bn, The adoption of small kitchen appliances is likely to advance at a CAGR of 3.2% during the forecast period. (1)

To understand consumer behaviour and attitudes to small appliances Bryter undertook a survey of more than 3,500 consumers across three European markets – UK, Germany and Italy

We wanted to find out which appliances are most popular, which ones are on their radar and which ones they can't live without. 

What's popular?

The microwave is the most popular small appliance across the three markets, owned and used by 8 in 10 households across the three markets, and whilst usage of this appliance is consistently high in all three markets, we see some significant differences in terms of popularity of the different appliances

Germans (84%) and the Brits (87%) are heavily reliant on their electric kettles, but these are owned by just 23% of Italian homes. Coffee is king in Italy, with 62% of homes owning and using a coffee pod machine and a further 70% owning a moka pot far outstripping ownership in the UK and Germany, where just 5% and 7% respectively own a moka pot and 28% and 32% respectively own a coffee pod machine.

Where are the opportunities?

Air fryers are the new kid on the block and ownership of these appliances have soared in the past few years. The Brits with their love of fried food are leading the charge on this with 44% of homes owning and using, compared to 33% of Italian and German homes. 

Italy is the home of pasta, but surprisingly only around a fifth (21%) of those interviewed said they own and use a pasta machine. This is still significantly higher than Germans (7%) and Brits (5%) though, as is the use of a Thermomix owned by just 1% of Brits, 9% of Germans but 16% of Italians.

Air fryers, breadmakers and rice cookers are the top three small appliances that consumers are most interested in acquiring that they don’t currently own

What's important from small appliances differs by market

Italians and Brits place greater importance on what small appliances look like than their German counterparts, as do women compared to men, and those agreed 18-34 and 35-54 compared to those aged 55+

Interest in professional style kitchen equipment is highest in Italy (41% agree), and lowest in Britain (32% agree). We also see interest decline with age, with those aged 18-34 (43% agree) most interested in this quality, compared to 38% of 35-54 year olds, and 29% of those aged 55+.

Germany has a rich heritage in engineering and manufacturing, and this is borne out in consumer attitudes to the domestic manufacture of small appliances. 39% of Germans agreed that ‘small kitchen appliances that are manufactured in my own country are better quality than those manufactured abroad’, compared to 32% of Italians and just 24% of Brits.

Which small appliances can't we live without?

National stereotypes may be more accurate than we sometimes give them credit for as Italians really can’t live without coffee. Of the top three small appliances they would keep, two are for making coffee!

Do Brits live on tea and toast? Probably. The kettle tops the charts and toaster comes in third after microwave. It would seem the Brits have more in common with their German cousins than they might expect, with kettle and toaster in the top three for German households too.

But, convenience appears to be king for all markets, with microwave the most cited small appliance that we can’t live without overall, and in the top three for all markets.

The cooking habits of different markets are also revealed in this test of appliance loyalty. Italians (26%) are far more reliant on their blender than the Brits (7%). British households are more wedded to their slow cookers (15%) vs Italians (2%) and Germans (1%), and it seems Britain’s love of fried food has translated into loyalty to their new air fryers.

Action points for the industry

• Connected appliances are running into a dual problem of being perceived as expensive compared to normal appliances and being primarily associated with relatively basic functionality like the ability to control them remotely or set programmes for later. Older consumers in particular are struggling to see the reason to trade up. We need to move the narrative on, and show how these products can deliver more tangible benefits to the home without hurting consumer’s wallets. Demonstrating cost savings and energy efficiency is one route to this, particularly at a time of high concern around energy prices and a rise in the general cost of living.
• Growth opportunities exist for certain product categories by market; where penetration is relatively low compared to other markets, but interest in future purchasing is high. Coffee pod machines in the UK, air fryers in Italy, and breadmakers in all markets show good future growth potential
• Consumer attitudes to small appliances differ by market and demographic profile. There are clear opportunities for manufacturers to tailor their communications, and communicate specific values related to their brand and products that will resonate with different consumer segments
• Consumers are struggling to see the benefits of connected small appliances. Consumer imagination in this space is limited, and manufacturers need to find ways to bring the benefits to life if they hope to grow the category.
• Convenience remains king for many consumers, reflected in the ubiquitous dependence on microwaves, but also in shifting trends in consumer preferences. The rise of coffee pod machines at the expense of traditional coffee grinders points towards a demand for more efficient and convenient solutions. This may be an opportunity for smart/connected appliances, if manufacturers can demonstrate how they can deliver a more efficient and convenient solution for consumers.
  
  

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Access the full report covering a broad range of topics including ownership of smart appliances, reasons for ownership, key features, barriers to ownership, view of the different smart appliance brands and key consumer concerns

Report is based on a large nationally representative survey of 3,500 UK, German and Italian consumers. Report includes key demographic splits and data cuts. Access and download the full report here

Want to learn more about how market research and insights can be used by domestic appliance manufacturers? Read our article on domestic appliance research