How the small kitchen appliance industry develops in 2022

Under the background of relatively severe environment, the small household appliance industry will maintain a dynamic balance and will not continue to decline or rise against the trend; In the category, it is necessary to maintain the stability of the category, and the declining category is replaced by the trend category. Trend categories will also be based on the rapid changes in consumer trend preferences and the "short", "fast" and "flat" in consumer kitchens. The brand must always quickly track changes in customer needs and update old products. At present, the main demand of users is to save space, time and health.

In the fourth quarter of 2022, there are three findings about the development of small kitchen appliances in 2022:

Finding 1: Eating at home every day or in the first and second tier cities has become the norm

According to relevant data, the study found that in relatively developed secondary cities, more than 61.5% of consumers eat at home at most once a day. This is just an opportunity to cook every day. This has also created a different demand for small household appliances in the past. 71.9% of consumers want to buy small household appliances to save time, and 56.1% want to improve their quality of life. The above two points are that consumers become the main demand for buying small household appliances, followed by laziness/not wanting to let machines help solve problems, and then hoping to buy small household appliances with multiple functions rather than products A variety of ways can save kitchen space. In the context of a busy life, the chance to eat at home once a day will also increase cooking. As long as it is long and short, the meal should be healthy and practical.

Finding 2: Buying small household appliances depends on consumption trends

Since 2022, it is not difficult to find that the small appliance industry as a whole is more convenient to "mix" than "low". In general, the overall trend of the small appliance industry based on traditional performance categories is still relatively weak According to the data released by AVC (AVC) from January to August 2022, the price of Snowe has declined to varying degrees, but this cold trend has not affected the small household appliances in emerging categories, which are very popular in the performance field. The data accumulated online boosted the retail sales of fried air, electric steamboat, multi-function bowl and coffee machine by 136.1%, 53.4% and 41.7% respectively The background of this overall contraction still exists. Why these three categories may break the opposite direction has become a very necessary research topic.

So far, we have summarized the trends of consumer preferences in 2022 from four directions: health, anxiety free, lazy, relaxed and interesting, and consumer experience. It is not difficult to find that the sales of small household appliances will end at the end of this year. Consumers also use this universal feature. For example, less air frying oil, no washing mobile phone crusher, luxury coffee machine, saving the electrical space and time of the steam engine.

Finding 3: The future of the industry will develop in a dynamic balance

A group of data shows that the average number of small kitchen appliances in Europe is about 21, and that in China is less than 10. From these data, there is still a lot of room for growth in small kitchen appliances in China. However, judging from the current consumer buying trend, the product demand segmentation function is far lower than the product demand integration function.

The "big living room and small kitchen" in the traditional Chinese cultural thinking limit the increasing number of kitchen products. It is estimated that in the future, the number of small household appliances in China will mainly remain around 10 Each function of the product is dynamically balanced integration and replacement.