NPD: Small Appliance Sales Grew 15 Percent in First Half of 2013

NPD GroupPORT WASHINGTON, N.Y.-U.S. sales of small kitchen appliances reached $2.5 billion in the first half of this year, up 15 percent from the same period of last year, according to data from The NPD Group.

Looking at individual product categories, according to the research firm’s Consumer Tracking Service, dollar sales of blenders/mixers/chopper systems jumped 82 percent in the first half of 2013. Sales of espresso makers were up 73 percent, and sales of juice extractors rose 45 percent. Sales of popcorn makers climbed 35 percent, and sales of countertop blenders increased 28 percent.

Debra Mednick, NPD’s executive director and home industry analyst, attributed the strong sales performance to product innovation in specialty appliances, nutrition and diet trends, and “consumers’ desire to replicate away-from-home in the home.” Mednick also said consumer spending on premium products “provides an added boost to the industry.”
In terms of sales channels, online sales rose 23 percent in the first half and accounted for 19 percent of the dollars spent on small appliances. Sales at brick-and-mortar stores were up 8 percent.

“As the online channel continues to grow in size and impact, the growth comes with new challenges for marketers,” Mednick said. “Balancing the virtual and the brick-and-mortar demands attention in order to be positioned as an opportunity.”