"Small Kitchen Appliances (Non-Cooking) in Australia" Published

Small kitchen appliances (non-cooking) experienced decline in 2014, in both value and volume, as the two primary appliances, kettles and coffee mills, become increasingly obsolete. Although there are several different reasons why consumers need to boil water, the dominant reason for Australian consumers has traditionally been for a cup of instant coffee. As consumers shifted to fresh coffee therefore, and the penetration rates of coffee machines rose, the need for a kettle has declined.

Competitive Landscape

Breville Group Ltd led small kitchen appliances with 31% volume share, through the popularity of two brands, each positioned at different price points and sold through different distribution channels. The Breville brand itself is positioned as a mid-priced brand, predominately sold through electronics and appliance specialist retailers, whereas Kambrook is lower-priced and distributed through mass merchandisers. Kambrook therefore was negatively impacted by the expansion of private label through mass merchandisers.

Full Report Details at
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Industry Prospects

With pod coffee machines negating the need for both kettles and coffee mills, the prospects for small kitchen appliances are poor. Volume sales are expected to decline over the forecast period, with a volume CAGR of -2%. With small kitchen appliances less likely to be used on a regular basis, the importance of buying a quality brand will consequently fade with a growing presence of mass merchandisers and private label consequently likely. Unit prices are consequently expected to trend downwards, reaching A$67 at constant 2014 prices in 2014.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Small Kitchen Appliances (Non-Cooking) industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Small Kitchen Appliances (Non-Cooking) industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Small Kitchen Appliances (Non-Cooking) in Australia market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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