Cook at Home Trend Leads to Higher Sales of Small Electrics

Whether it’s the new frugality on the part of consumers or the influence of celebrity chefs on the Food Network, the average kitchen is getting more of a workout these days. And to cope with the need to stir up something 933091_blenderdelicious, consumers are increasing their purchases of small electric appliances. According to research concern,  NPD Group, several items in this broad category are experiencing a sales bump this year.

Here’s a list of the top items being purchased by consumers along with the percentage increase in unit sales:

  • Waffle irons/​sandwich makers 7.2%
  • Food processors 2%
  • Espresso makers 2.5%

As they shop for new kitchen toys, consumers are swayed more by features, price and quality instead of design and color. The holy grail from a marketing standpoint turns out to be demonstrating how to use small appliances. Younger consumers, especially, may be unfamiliar with the variety of functions performed by everything from electric frying pans to indoor grills.  Marketers who display demonstrations via online  or in-​store video may have a much better chance of selling to the consumer who wants to cook at home.

[Source: Strailey, Jennifer. “Trend Report. Small Electrics.” The Gourmet Retailer. Summer 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.