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% on 1993. In terms of volume, the market reached 24.3 million units, up by 9.9% on 1993. The largest small domestic electrical appliance sector by value was that of kettles, accounting for a 19.4% 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% between 1998 and 2002, to reach £687.2m.
Seventh Edition 1998
Edited by Dominic Fenn
ISBN 1-85765-875-2
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