NPD: Innovation, Back-To-Basics Driving Small Appliance Sales Growth

A combination of innovation and a desire for consumers to get back to the basics were key factors in the solid 12-month sales growth seen in small electrics through June of this year.

According to figures reported on Monday from The NPD Group, the segment as a whole grew 4% to $19.6 billion for the time period from June 2013 to June 2014. The figures cover an array of items ranging from food preparation products to floor care.

“Innovation has been the key to driving small appliance sales in recent years, but we are also beginning to see consumers that are interested in getting back to basics again,” said Debra Mednick, executive director and home industry analyst, The NPD Group.

Among the categories seeing growth as the result of innovation are blender/mixer/chopping systems (+39%), bare floor cleaners (+20%), countertop blenders (+10%), stick vacuums (+10%) and single-serve brewing systems (+8%).

In addition to those segments growing as the result of innovation, NPD also tracked several long-standing segments that are also seeing solid sales growth. They include rice cookers (+34%), electric kettles (+27%), slow cookers (+4%), waffle irons (+4%) and stand mixers (+2%).

“There is clearly a consumer out there for almost every type of product,” said Mednick. “Regardless of the category or the consumer, innovative thinking to reach an engage with today’s consumer is key to the success of retailers and manufacturers alike.”