Home Beverage Trends Driven by Convenience of Customization, Innovation
In the 12 months ending March 2013, sales of home beverage appliances were more than $2.6 billion, according to The NPD Group, Inc. Home beverage appliances include: home soda machines, single-serve coffeemakers, drip coffeemakers, espresso makers, countertop blenders, juice extractors, citrus juicers, and tea makers. “Innovation in categories like home soda machines and single serve brewing systems is attracting consumers, and spurring new product introductions,” said Debra Mednick, executive director and home industry analyst, The NPD Group, Inc.
Sales of home soda machines are more than double what they were last year, with the average selling price up slightly in the 12 months ending March 2013. “Consumers love the convenience of making their own soda, with the added benefit of environmental waste reduction. “In addition to the brisk sales of the machines, sales of the accessories and flavorings are increasing exponentially,” Mednick said.
JUICING & BLENDING
Website sales represented 15% of countertop blender dollars in the 12 months ending March 2013, and nearly a third juice extractor sales, each experienced significant increases over the previous year. “Blenders, juice extractors, and citrus juicers are profiting from consumers’ desire to get healthy, and high-performance blenders are giving the countertop blender segment a boost with considerably higher price points. As the Web lends itself to a wider selection, consumers of blenders and juicers are far more likely to trade up the products they buy online than what they purchase in a store,” added Mednick.
SINGLE SERVE IS STILL HOT, ONLINE PROVIDES THE STEAM
Single serve brewing systems were the largest appliance segment among the hot beverage options, at more than $900 million in sales for the 12 month period ending March 2013, but the growth has slowed compared to performance of recent years. Much of the gain in single serve is came from online sales, with a 40% dollar increase in the 12 months ending March 2013 against the previous year, despite a slight decline in average selling price. Website sales brought in 17% of the single serve brewer dollars between April 2012 and March 2013. “After years of strong double-digit growth, single serve coffeemaker dollars are now more than 60% larger than sales of the traditional drip coffeemakers. However, traditional drip coffeemakers still dominate in unit sales, at 2.5 times that of single serve,” said Mednick.
“Today’s beverage-related appliances offer consumers innovative, fun, and convenient ways to brew, bubble, and blend just about any drink they crave , and the Web makes it easy for them to tap into all of the options available,” Mednick concluded.
To learn more about home beverage appliances buyers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: “Consumer Tracking Service.” The NPD Group. 22 May 2013. Web. 7 June 2013.]