NPD: Soda Makers Lead Beverage Appliance Growth

Sales of beverage appliances have grown substantially over the past year, according to NPD Group, which reported that home soda machines grew by 147% for the 12-month period ending in March. While not matching that level of growth, sales of citrus juicers, juice extractors and espresso makers all showed substantial growth, recording year-over-year gains of 55%, 46% and 24% respectively.

Blenders, which have been benefiting from the same health-inspired sales lift that fueled juicers and juice extractors, showed year-over-year growth of 33%, according to NPD. “Consumers love the convenience of making their own soda, with the added benefit of environmental waste reduction. In addition to the brisk sales of the machines, sales of the accessories and flavorings are increasing exponentially,” said Debra Mednick, executive director and home industry analyst, The NPD Group, Inc.

Single-serve beverage systems, which have been among the fastest growing small appliance categories in recent years, were up 7% over the past year, according to NPD, while tea makers were up 3%.

“Innovation in categories like home soda machines and single-serve brewing systems is attracting consumers, and spurring new product introductions,” said Mednick.

According to NPD, website sales represented 15% of countertop blender dollars in the 12 months ending March 2013, and nearly a third juice extractor sales, each experienced significant increases over the previous year. “Blenders, juice extractors, and citrus juicers are profiting from consumers’ desire to get healthy, and high-performance blenders are giving the countertop blender segment a boost with considerably higher pricepoints.  As the web lends itself to a wider selection, consumers of blenders and juicers are far more likely to trade up the products they buy online than what they purchase in a store,” added Mednick.

Single-serve brewing systems were the largest appliance segment among the hot beverage options, at more than $900 million in sales for the 12 month period ending March 2013, but the growth has slowed compared to performance of recent years. Much of the gain in single-serve came from online sales, with a 40% dollar increase in the 12 months ending March 2013 against the previous year, despite a slight decline in average selling price. Website sales brought in 17% of the single-serve brewer dollars between April 2012 and March 2013. “After years of strong double-digit growth, single-serve coffeemaker dollars are now more than 60% larger than sales of the traditional drip coffeemakers. However, traditional drip coffeemakers still dominate in unit sales, at 2.5 times that of single-serve,” said Mednick.


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