STABLE MARKET FOR SMALL DOMESTIC APPLIANCES
Consultant SDA
The second quarter of 2018 was quite negative for the main product groups within Kitchen Appliances: deep fryers (-7%) and hot beverage makers (-4%) both declined. Deep fryers are declining for a second time in a row in 2018. Can end-of-year sales boost this product group?
Some product groups, however, are showing quite positive results, such as draught systems (+16%), food preparation (+2%), kettles (+4%) and toasters (+4%).
Personal Care is really suffering in retail value terms. The Haircare segment in particular has suffered a severe decrease in sales value. Hair stylers are down -18%, followed by hair clippers (-8%) and hair ryers (-8%). In addition, shavers returned poor figures, with a decrease of -4%.
The product group that boosted sales within the Personal Care market is Dental care. Oral hygiene trends remain popular with consumers and continue to increase sales (+14%), so Q2 is following the same trend as in Q1 of 2018 in this area.
Within the Home Comfort segment, we see very good results, with Vacuum Cleaners being the real ‘star category’ with a growth of 5%. Here, handsticks definitely remain the most popular sub segment. Irons also show a positive trend, with an increase of +0.5%.