Summary of our market study

As of 2020, the global market for kitchen utensils, including mobile accessories and small electrical appliances for meal preparation, continues to grow, influenced by consumers' increasing preference for healthy home-cooked meals and manufacturers' push for product customization, resulting in a higher average unit price. While growth in Spain's small household appliance market had been steady, with a compound annual growth rate (CAGR) of 2.8% from 2013 to 2018, the forecast from 2018 to 2023 showed a more modest expansion, with a CAGR of 0.75%. The coffee machines category dominated approximately 53% of this market, although its growth was tempered by high market penetration and saturation. Spain imports a significant volume of kitchen utensils, primarily from China, contributing to a complex competitive landscape where major players like Groupe SEB Ibérica and De'Longhi Electrodomésticos España, led by their coffee machine products, dominate a consolidated share of the market. The growth in specialized retail stores and online sales channels has redefined distribution, with internet sales jumping from 1.1% to 7.3% between 2013 and 2018. Despite the mature nature of traditional kitchen utensils, innovation in this category remains pivotal, as demonstrated by the continuous introduction of specialized tools and kitchen gadgets. International standards and regulations, such as EU Regulation No 284/2011, ensure the safety and compliance of imported kitchen utensils, particularly monitoring harmful substance migration into food from utensils sourced from China and Hong Kong..Title: Spain's Growing Fascination with Compact Kitchen Appliances and Utensils The Spanish market for small electrical kitchen appliances and cooking utensils has shown a consistent upward trajectory since 2013, culminating in a market size of between 350 and 400 million euros in 2018, reflecting a steady compound annual growth rate of approximately 2.5% to 3% over a five-year span. Spaniards' embrace of healthier living and culinary diversity is fueling this expansion, evident in their investment in devices that support the preparation of wholesome meals at home. Manufacturers are responding by diversifying their product lines to cater to individual consumer needs, thereby pushing the average unit price upwards. This surge in demand aligns with a larger global trend, where the sale of kitchen utensils has climbed to a valuation between 5 and 5.5 billion euros, and forecasts predict that this figure could approach 6 to 7 billion euros in the coming years, with an annual growth rate of about 4%. Spanish consumers, much like their international counterparts, are gravitating towards more sophisticated and efficient kitchen gadgets, such as mixers and food processors, influenced by a global shift towards nutritious diets and multicultural cuisines. Coffee machines have become particularly emblematic of this trend within Spain, accounting for over half of the small kitchen appliance segment. The collective enthusiasm for coffee culture is also indicative of broader changes in consumer habits, as more Spaniards seek out appliances that not only ease kitchen labors but augment the quality of their culinary experiences. In the realm of trade, Spain leans heavily on imports, bringing in a variety of kitchen utilities estimated at around 700 to 800 million dollars, while exporting a lesser figure, roughly between 450 and 500 million dollars. China emerges as the dominant supplier, significantly ahead of other European counterparts, highlighting Spain's reliance on external sources for a substantial portion of its kitchenware. The landscape of small kitchen appliances is fiercely competitive in Spain, dominated by major entities such as the SEB Group and De'Longhi, and complemented by long-standing local brands like Solac. Collectively, dominant players in the market hold nearly 40% of the market share, pointing towards a concentrated industry where a few have a significant influence on market trends and consumer choices. In terms of distribution, there has been a noteworthy pivot towards online sales, which saw a sixfold increase over a five-year period, a reflection of the broader digitization of consumer behavior. Nonetheless, specialized appliance stores remain the primary channel for sales, despite.### Key Players in The Small Kitchen Appliance Market In the realm of small kitchen appliances, there emerges a landscape replete with innovation and consumer-oriented solutions. Several companies have cemented their status as principal operators within this space, each offering a diverse palette of products tailored to the evolving culinary needs and health-conscious choices of modern households. **De'Longhi**: Known for its Italian design and engineering, De'Longhi's presence in the market is marked by a wide array of kitchen appliances. The company is widely recognized for its premium coffee machines, including the Nespresso systems, which stand as a testament to its partnership with Nestlé. Their dedication to quality and functional elegance keeps them at the forefront of the small appliance sector. **Groupe SEB**: As a titan in the industry, Groupe SEB operates under several brands, with a particular stronghold thanks to its Nescafé and Nespresso coffee machines. As a multi-local group, it has a significant market impact with its diverse and innovative products, which range from cookware and kitchen gadgets to a plethora of small electrical appliances designed for convenience and efficiency. **Electrodomesticos Solac**: Standing firm on its Spanish roots, Solac boasts a historic brand presence across almost all categories of small appliances. Its stronghold on electric grills and standard coffee machines solidifies its domestic favor, reflecting a blend of tradition and contemporary relevance. These leaders, along with others in the top bracket of market share, collectively champion the drive toward meeting consumer needs. With a shared emphasis on quality, innovation, and strong brand identities, they cater to a market that is growing increasingly health-conscious and inclined towards bespoke culinary experiences. Each player's approach is a mix of time-tested reliability and a forward-thinking embrace of emerging kitchen trends, including the rising popularity of cooking workshops and a significant shift towards online retail channels. As they adapt to and shape the consumer landscape, these key players continue to stir the pot of competition, ensuring that the market for small kitchen appliances remains vibrant and dynamic.
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Summary and extracts

1 Market summary

1.1 Definition and scope of study

The market for kitchen utensils includes all the mobile accessories necessary to prepare a meal, including all the necessary accessories cookware set but also the small appliances of the kitchen. This study therefore excludes large kitchen appliances, such as ovens or gas stoves.

In Spain, sales of small cooking appliances have increased in sales volume in 2018, maintaining the positive trend already observed during the 2013-2018 period. Nevertheless, growth was slower than in 2017, due to the slowdown the growth of coffee machines. Overall, sales of small cooking appliances have been boosted by consumers' increasing adoption of healthy habits and investment in appliances that help them prepare healthy meals at home.

In addition, manufacturers have accelerated the customization by offering a wide range of products, with different types of equipment to meet the specific needs of consumers, which has made increase the average unit price . Over the forecast period, the customization of small cooking appliances is expected to reach its peak, with value sales growing faster than volume sales.

However, volume performance should be compromised by the already high penetration of small cooking appliances and in particular hard pod coffee machines, which are the main category in terms of volume and value.


List of charts presented in this market study

  • Market size for cookware
  • Volume de ventes de petits ustensiles de cuisines
  • Chiffre d'affaires de la coutellerie et des articles en lien avec la préparation des aliments (code 2571)
  • Balance commerciale d'ustensiles de cuisine
  • Principales destinations des exportations d'ustensiles de cuisine
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Latest news

A good Franco-German recipe from Thermomix - 28/12/2023
  • In the Eure-et-Loir village of Cloyes-les-Trois-Rivières, the Vorwerk factory has been manufacturing Thermomix, the famous food processor, for fifty years
  • The first Thermomix came out of the Cloyes factory in 1971. It now produces between 5,000 and 8,000 every day.
  • More than a million units produced every year.
  • Sales for Vorwerk's Thermomix division rise from 1.26 billion euros in 2019 to 1.72 billion in 2022.
  • Number of independent sales advisors: 93,000 worldwide, including 10,000 in France
  • Vorwerk family group: sales of 3.2 billion euros in 2022.
  • 9,300 employees, including 1,100 in France.
  • Thermomix is sold in 60 countries

El Corte Inglés exceeds 1 billion euros in profit by 2022 - 18/04/2023

  • Increase in operating profit between 2021-2022 and 2022-2023: 20%.
  • Net profit excluding extraordinary events for the 2019-2020 financial year: 310 million euros.
  • Approximate total net profit for fiscal year 2022-2023: 1 billion euros.
Vorwerk launches new services and accessories - 28/09/2022
  • 2021 Vorwerk sales €3.4 billion, more than half of which in Europe and €272 million in France
  • Thermomix price increased by €40 this summer
  • Made in Eure-et-Loir, Thermomix continues to claim to be made in France
  • A second plant is under construction in the Eure-et-Loir region.
Vorwerk to open second plant in France - 18/07/2022
  • Investment of 57 million euros 74 people to be recruited
  • Thermomix manufacturer to invest 57 million euros in a second plant in Donnemain-Saint-Mamès, Eure-et-Loir, France
  • Vorwerk also operates seven stores in France
  • 2021: sales of 3.4 billion euros
A second Thermomix robot production plant in France for Germany's Vorwerk - 11/07/2022
  • The purchase price for the Donnemain-Saint-Mamès plant, near Châteaudun, amounts to over 57 million euros
  • By 2021, Thermomix sales had risen by 7.1% to 1.7 billion euros, or half the German manufacturer's sales of 3.4 billion euros
  • The robot is distributed by a global network of 11,000 advisors
Second Thermomix plant to open in Eure-et-Loir - 11/07/2022
  • The company employs around 2,000 people in France and 11,000 independent sales advisors
  • 57 million euros will be invested in the site, which will employ 74 people
  • In 2021, Vorwerk posted record sales of 3.4 billion euros, driven in particular by sales of its food processor manufactured in France at the Cloyes-sur-le-Loir site

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Seb Iberica
Edesa Industrial
Philips Espagne
Spectrum Brands Espagna
Vorwerk Thermomix
El Corte Inglés
Ikea Espagne

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