Coffee capsule machine ownership on the rise in UK households
When it comes to coffee, UK consumers are increasingly looking to create cafe-quality coffee within the comfort of their own home, according to new findings from market research organisation Mintel.
In a report looking at the market for small kitchen appliances, sales of hot beverage makers (mainly coffee makers) were highlighted as a star performer within the sector. The market increased by 67 per cent over over the past five years, rising from £52 million in 2008 to £87 million in 2013. In 2013, some 14 per cent of UK consumers (equating to approximately 3.7 million British households) owned a coffee capsule/pod drink maker.
Food preparation machines (such as food processors, blenders, liquidisers and mixers) have also seen buoyant demand, helped by the trend to do more cooking at home and by inspiration created by television chefs, according to Mintel. Indeed, in 2013, more than a third of UK consumers (35 per cent) claimed to bake from scratch at least once a week. What is more, one in five stand mixers or food processors were bought in the last year alone, which Mintel said was testament of the “great British baking revolution”.
Premiumisation in this market also boosted sales, which had grown steadily since 2008, increasing 21 per cent over the same 5 year period from £77 million in 2008 to a record high of £93 million in 2013.
“Despite the economic gloom that has shrouded consumers in the last five years we have seen significant demand for coffee machines and food mixers,” said Jane Westgarth, Senior Retail Analyst at Mintel. “Hot beverage machines have grown sales by two thirds in the last five years and coffee pod machines are at the heart of this growth,” she said.
Mintel said the UK’s love affair with good coffee stemmed from consumers enjoying their coffee shop experiences and wanting to create coffee shop quality at home.
“The taste for premium coffee at home has resulted in an explosion of different types of coffee machines and plenty of tempting appliances to encourage the coffee aficionado to trade up,” Ms Westgarth said.
“Furthermore, what may have begun as a response to a rising need to be thriftier with the food budget has become a kitchen craft, as people want to create the indulgent treats they see on programs like the Great British Bakeoff,” Ms Westgarth said.
Basic appliance sales weak
However, while sales of coffee and food preparation appliances soared, kitchen basics such as kettles and toasters performed weakly, as low-priced goods ate into market share.
Consumer spend on kettles fell by 2 per cent between 2008 and 2013 from £146 million to £143 million, while spend on toasters fell by 3 per cent from £70 million in 2008 to £68 million in 2013.
Meanwhile, sales of health grills were not too healthy, either decreasing 30 per cent between 2008 and 2013 from £46 million to £32 million.
Overall kitchen appliance sales rose
Overall, sales of small kitchen appliances rose 4.5 per cent over the past five years, increasing from £555 million in 2008 to £580 million in 2013. Of the people who bought appliances in 2013, 15 per cent spent over £100 while, one in five (20 per cent) spent less than £20.
The top five appliances bought by UK consumers in 2013 were:
1. kettle (36 per cent)
2. toaster (22 per cent)
3. sandwich toaster/grilling machine (10 per cent)
4. food processors/ blenders/ stand mixers (10 per cent)
5. handheld blender/ mixer/ whisk (9 per cent).
The secret of a good toaster
In the same report, Mintel revealed the UK’s toast wish list. The number one requirement was a toaster which is easy to clean (52 per cent) as well as a toaster which will evenly toast the whole slice of bread (52 per cent). One in two (49 per cent) are looking to be able to toast a wide range of types/ sizes/widths of bread (e.g. hand-cut bread, breakfast muffins). Four in ten (39 per cent) are looking for space for at least four slices of bread while the same number 38 per cent would like sensor controls that automatically pop up the toast when it is ready.