Breville claims 76 per cent market share in juicing category

By Matthew Henry

SYDNEY: Breville claims to have extended its market leadership in the juicing category, which grew by over five per cent during the middle of the year to around 76 per cent, according to September 2007 GfK data provided by the company.

In the September issue of Appliance Retailer magazine, Breville claimed the number one spot in the category and quoted GfK data suggesting its market share stood at 70 per cent as of May 2007.

At the time, this result was attributed to its new premium juicer, Breville Ikon BJE510.

However, Breville’s parent company, Houewares International (HWI), said the brand’s recent growth in the category has been due to the mid-price segment led by its BJE400 juice extractor, which retails for RRP $189.

“Sales of the BJE400 have increased to over $6 million (September MAT), making it the fourth highest selling model by value across the entire kitchen SDA market,” said HWI brand director – Breville, James Robinson.

“There is also more value in juicing now when compared to previous years, with the average price of electronic juice extractors increasing by $15 per unit. The average spend on a juice extractor is currently $154 in September 2007, compared to $139 at the same time last year.”

Breville has also announced a promotion for the category to see it through Christmas, which will be supported by an advertising campaign and a cash back offer.

From 1 December 2007, Breville will be offering up to $50 cash back across three key juicing models. Breville will offer $50 cash back with the 800JE commercial class juicer, $30 cash back with the BJE510 Ikon and $20 with the BJE400 Juice Fountain Plus.

“We believe this is a strong incentive to encourage gift purchases, as well as purchases for the home in the lead up to the summer entertaining season,” said Robinson.

The offer ends on 31 January, 2008.

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