Breville claims number one ranking for kettles and toasters

By Martin Vedris

SYDNEY, NSW: Breville Group has announced that its flagship kettle and toaster, the BEK820 Variable Temperature Kettle and BTA840 4 Slice Toaster, were ranked number one according to the latest GfK reports.

The BKE820 achieved 5.7 per cent of value percentage share (GfK, August 09) and Breville brand director Australasia, David Gubbin believes is a strong sales indicator in the lead up to the traditional Christmas buying months.

“In a category where over 2 million units are sold each year, it’s our flagship model that drives the most revenue for the market,” said Gubbin.

Over the past year to August, the Small Kitchen Appliances category has grown by over 8 per cent, with a unit growth closer to 3 per cent. Also, the past year has seen an average sell price increase across most categories. While in many cases the most expensive, more highly featured models are taking the GfK market leadership when considering value.

“This upward trend is clearly evident across bench top categories of kettles and toasters, espresso and most food preparation categories,” said Gubbin.

“The data suggests that consumers have gravitated towards better product over the past year.

“It is believed this trend of buying premium products will continue into Christmas as low interest rates have left Australians more cashed up. Therefore retailers will need to ensure stock is on the shelves to capitalize on this trend.”

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