By Patrick Avenell
While small appliances are popular all year round — especially at major gift-giving times such as Mother’s Day and Christmas — they also see a solid boost in winter. More time spent indoors means more time to experiment with home-cooked meals, and benchtop cooking appliances are a great way to try out a huge range of cooking techniques and recipes.
Here’s our wrap of the latest appliances, and the messages that suppliers have for retailers on how to best sell these products.
Kambrook Pressure Express Digital Pressure Cooker (KPR800, RRP $119)
“With a comprehensive range of benchtop appliances, Kambrook is a solid choice for consumers. Each of our new releases boasts plenty of features for today’s kitchen while still promising an affordable price from a known and trusted small appliance name. We continue to focus on our brand promise of durability, safety and performance from every product.” Adam Tacey — Kambrook.
Tefal ActiFry 2-in-1 (YV601, RRP $399)
“As the growth trend for benchtop appliances continues, we believe retailers can benefit with clear communication of the key benefits and features of innovative products. Retailers should position hero products in high traffic areas and offer outstanding customer service.” Pedro Dimartini — Groupe SEB (distributor of Tefal).
De'Longhi Benchtop Oven (EOP2046, RRP $249)
“The market is inundated with an extensive range of benchtop appliances and whilst there are products to fulfil very specific consumer needs, it may be impractical in regards to how often these products will actually be used. The focus should be on products that will be used frequently, and products that offer multifunctional solutions.” Ricel Bernardo — De’Longhi.
Breville Fast Slow Cooker (BPR200, RRP $199)
“A deep understanding of new technologies, popular cooking styles and contemporary ingredients will give consumers confidence in the advice they receive in-store. Consumers need retail staff to guide them to the best appliance solutions to replicate the results they see on popular television cooking shows and read in magazines and online. Knowledgeable floor staff will be able to recommend the best solution for cooking enthusiasts who are prepared to trade up. With leading small appliance brands continually introducing innovations in existing and emerging categories it’s important to take these appliances out of the box and put them into situations consumers can relate to.” Richard Babekuhl — Breville.
Morphy Richards Electric Wok (48899, RRP $169)
“Benchtop cooking appliances should be simple to use products with beneficial product features such as the ability to look at what’s happening inside the unit with transparent lids, dishwasher-safe body and parts, included recipes to use the product immediately and a non-stick cooking surface.” Fiona Gotas — Morphy Richards.
Philips HomeCooker (HR1050, RRP $529)
“Philips Kitchen Appliances is trying to help Australian families enjoy healthy, tasty, and hassle-free food in the home, and as even more innovative products are launched, there is a great opportunity for retailers to help grow the category and enjoy greater preference from consumers. Retailers should see the growth of this market as an opportunity to gain preference from consumers that are driving the food and health culture in Australia and help the category grow.” Mikyu Chun — Philips Consumer Lifestyle.
For more on small benchtop cooking appliances, turn to the June issue of Appliance Retailer magazine.