Global Market for Small Household Equipment

The market comprises both small electrical appliances – an addressable global market worth an estimated €27.5bn – and cookware – a global market worth an estimated €6.5bn.

The Small Household Equipment market covers a very broad range of products, from basic utility items through to accomplished, innovative or specialist solutions:

• basic household products are generally manufactured in countries with low production costs, and are subject to rapid range renewal. At the present time they make up a still small proportion of the market.

• driven by innovation, our mid-range products generate market momentum – groundbreaking or differentiated products, new functions, new consumer benefits, advanced technical performance etc. And, on top of this, at the distribution end, in-store events and optimizing shelf presentation. The Core range segment still represents the largest part of the market.

• High-end products are positioned according to strict criteria of quality, results and aesthetics. Leveraged by premium brands and commercialized through selective distribution networks, they are aimed at demanding and/or expert consumers who are looking for both status and performance.

In geographical terms, the global market for Small Household Equipment is in fact made up of a multitude of national and regional markets, each with specific cultural, culinary and lifestyle requirements. It is very fragmented, as much for small electrical appliances as for cookware, shared between a few truly global suppliers, numerous local or national competitors, specialists focussed on one or two categories of targeted products and non-branded or private-label products.

Small household equipment market growing around 4% per year.