Special Feature by Aimee Chanthadavong
Quick Guide to Built-in Cooking Appliances…
• Our celebrity chef culture has resulted in consumers wanting restaurant quality results from their kitchen appliances.
• The streamlined kitchen is desired by houseproud families that like to socialise while preparing dinner.
• A new trend of separating the kitchen appliances and ‘distributing’ them around the kitchen is emerging.
• As consumers tire of stainless steel, black glass and non-traditional colours are expected to become more popular.
Now that consumers are looking for ways to save money, cooking has never been sexier. More and more consumers are spending time at home as the kitchen becomes one of the most popular rooms in the house. So as they try to cook extravagant meals beyond the average steak and three veg, the desire to have an a high performance appliance is even more desirable.
The built-in cooking appliances market has been responding to this need, introducing greater capacities to cater for extra dinner guests and advanced technologies to make the cooking process simpler, all while ensuring these new appliances will fit into the look of a consumer’s home.
Smeg national marketing manager Jim Kalotheos said the company has made valuable inroads in the built-in cooking category, with sales growth across its two main styles — Classic and Linear — while also witnessing its Marc Newson-designed collection gain traction.
“In a fairly static market, Smeg has again significantly increased market share over the past 12 months,” he said.
A raft of new appliances will be released by Smeg during the second half of 2013, with the flagship Linear SFPA140 (RRP $3,990) creating huge excitement. Featuring a TFT (Thin Film Transistor) touchscreen, colour graphics and an intuitive S-Logic cooking system, the oven will be able to advise on cooking times, temperatures and even shelf height for 50 pre-set recipes.
The SFPA140 is one of five new Linear design ovens that will be joined by seven new Classic models.
Smeg will also be adding three double ovens to its range, such as the DOSPA38X, a Classic design double oven with nine cooking functions, removable quadruple glazed door in the pyrolytic main oven and thermoseal oven technology in both.
Another new arrival for the company in 2013 is the SAP3900X 90-centimetre pyrolytic oven. Smeg is expecting this appliance to perform well in this growing category.
“One of the distinct strengths of the Smeg brand is its design linkage, whereby consumers can select all appliances from cooktop and oven to rangehood and dishwasher with similar styling and profile,” Kalotheos said. “This, together with 45-centimetre high compact ovens and microwaves, enables consumers to custom design their kitchen with appliances to fit all sizes and styles of kitchen and suit all culinary tastes.”
Fisher & Paykel has also recognised consumers are valuing kitchen design a lot more and that they are seeking solutions to fit into their cabinetry to create space in compact settings.
General manager, marketing, Peter Russell said given the challenging times in the general retail market, it makes sense for the company to meet those needs.
“Retail is a challenging industry with online pricing almost being regarded as the default, a crowded market and, recently, the strength of the Australian dollar all adding to a tough climate,” he said.
“To combat these, Fisher & Paykel plans to release cleverly designed, beautifully finished new products with features that add value to consumers’ lives and, as a result, command higher ASPs,” he said.
The company has launched its next generation 60-centimetre built-in oven range that has been designed specifically for Australian families with its 77-litre usable capacity. These ovens have a black reflective glass and stainless steel finish and are available with eleven (RRP $2,699), nine (RRP $1,799) or seven (RRP $1,299) functions, depending on the consumers’ needs.
The 11- and 9-function ovens feature Fisher & Paykel’s ActiveVent Technology, which allows moisture control through special vents positioned at the top and the base of the oven.
“Fisher & Paykel’s engineers worked hard to develop the 60-centimetre built-in oven, which is a complete reinvention of previous 60-centimetre models,” Russell said.
“Instead of refining and adding to Fisher & Paykel’s current ovens, the design team went right back to the beginning. They took in key insights from customers to find out what they really need in an oven and based the new oven on these needs.”
De’Longhi’s range is a departure from the traditional commercial stainless steel finish and a move towards a contemporary sleek look of black glass with minimal stainless steel.
Helen Finlayson, De’Longhi product manager for major appliances and comfort, said the range is a response to changing tastes.
“The latest trend I see emerging is being driven at a design level,” she said. “The call for products that feature more expressive design is definitely in demand, and our Art models in black glass and purple are positioned to capture this market.
“Our challenge is to secure the appropriate display platform for this type of product to best highlight its unique styling and motif,” she said.
The company has also been catering for more serious cooks that require extra space, have large families or like to entertain on a large scale. De’Longhi’s DE6060MSD (RRP $2,999) has two 60- litre ovens, each featuring eight cooking functions, while the DE6038MSD (RRP $2,399) has a 60-litre and a 38-litre configuration for the same cooking experience on a smaller scale.
Finalyson noted that while induction cooktops are trending upwards and prices are coming down to meet market demand, the company is seeing a shift towards its gas-onglass cooktops.
“They definitely add a touch of sophistication to the kitchen and are starting to overshadow the traditional stainless steel models,” she said. De’Longhi has three models in the range: a 90-centimetre five-burner, a 70-centimete five-burner and a 60-centimetre four burner.
Gaggenau has turned its attention to offering appliances that can be discreetly integrated for seamless open plan living. Brand manager Frances Lynch said this is a trend that is particularly present in contemporary Australian homes.
The Vario 400 series cooktops — available as induction or gas — have been designed for this evolution of shared kitchen and living.
“Integration is about facilitating a more social way of dining and entertaining,” Lynch said. “Whether it’s a shared family meal or a social gathering, the kitchen must now facilitate an easy shift from cooking, through to serving and dining. The Vario 400 series cooktop meets that need,” Lynch said.
Bosch and Siemens are selling on the idea that built-in cooktops and ovens can add a streamlined look to a kitchen.
“Built-in appliances afford consumers the flexibility to install one full sized 60-centimetre, or multiple appliances, including compact appliances and warming drawers,” said product manager for cooking Monica McCormack.
“These can be installed in multiple configurations including horizontal, side-by-side or vertical to create a tower of appliances.”
As the hero of the range, the Bosch 60-centimetre built-in compact combisteam oven (HBC34D554P, RRP $3,499) has four heating functions, including multi-level steaming and has 40 automatic programs, referred to as ‘AutoPilot40’.
Carrying on with the idea of flexibility is Siemens’ latest release of the freeInduction cooktop, which has 48 heat micro-conductors operating below the glass to form one continuous cooking surface. This means a pot can be placed anywhere on the ceramic surface to activate a cluster of modules that can be controlled as one entity.
Siemens 80-centimetre freeInduction cooktop (EH875KU11E, RRP $8,999) boasts 17 power levels and can detect and heat up to four pots or pans at a time, whilst accommodating the size, shape and position of each individual piece of cookware. Its 6.5-inch TFT touchscreen displays the size, shape, position and setting of each pot or pan.
“We are seeing an increasing trend towards electric and, in particular, induction cooktops that offer greater flexibility. Recent models, such as the freeInduction cooktop from Siemens, offer unlimited freedom when it comes to pot size, shape and position,” McCormack said.
Eurolinx, the local distributor of ILVE and De Dietrich, is tapping into the user-friendly Smart technology offerings that are now available for the built-in appliances category, especially seen in ovens and induction cooktops. This means consumers will be able to cook precisely without the worries often associated with cooking.
“ILVE has adapted to market trends, expanding our built-in oven offering, whilst also focusing equally on the neglected but prosperous sector of the market — for example, larger sized ovens; expanding our range of induction cooktops, with some great new models arriving in September; and maintaining our extensive range of gas cooktops,” said marketing manager Daniel Bertuccio.
With De Dietrich, the company plans to launch a completely new product range. The new range will include the Le Piano Zoneless induction cooktop and an extensive range of 65-, 80- and 90-centimetre Continuum induction cooktops.
There will also be a new addition to the Jewel range, a pyrolytic oven that will feature 16 cooking functions, 99 recipes and a patented Tactilium full touch colour sliding menu control panel. Bertuccio, however, warns that not all customers are interested in the best features and highest specifications available:
“It’s important to qualify the customer and sell them what they want as opposed to what you like personally. There is such a thing as over-selling and, in turn, talking yourself out of a sale,” he said.
The surge of interest in functional, yet simple and sophisticated oven technology, driven by the popularity of cooking shows, is also grabbing the attention of ASKO Appliances.
The company has responded by going to market with the ASKO iChef oven (RRP $3,499), featuring a highresolution full colour display that provides 65 pre-programmed recipes, as well as up the ability to store up to 120 personalised recipes. It also comes with three pyrolytic cleaning functions.
James Vogdanos, ASKO Appliances national product manager, said the appliance has been well-received amongst consumers and retailers. “People want a combination of elements in their appliances and we’re seeing an increased interest in these types of products,” he said. “Products should have more than one function and be easy to clean.
“People are experimenting more and more with their cooking thanks to popular cooking shows from across the world. They are cooking and entertaining more at home than they ever have before and appliances need to reflect this changing trend.”
Miele is also helping consumers take the guesswork out of cooking to achieve professional cooking results. Moisture Plus ovens, such as Miele’s H 5681 BP CLST (RRP $5,499), use defined quantities of steam at specified points in time to ensure ideal cooking results.
For example, when baking bread, steam can be injected in the first few minutes to allow the dough to rise more effectively and form a glossy crust.
“Time-poor customers are seeing the great benefits of fast induction cooktops, as well as convenient pyrolytic ovens, while the continued trend towards home entertaining and more cooking is one of the reasons motivating the increasing popularity of steam cooking technology,” said food and beverage preparation product manager Thorsten Kissel.
What consumers are dishing up in the kitchen is another key factor retail staff need to consider when assisting customers, according to Matthew Evans, the sales and marketing director at Baumatic.
“You are not only selling an in-built appliance, you are selling the experience that it creates for family and friends,” he said.
This experience is closely tied into the popularity of lifestyle and television shows, which often emphasise the importance of healthy eating, creating a desire for appliances that cater to that need.
“At Baumatic, we understand the importance of creating healthy and delicious meals for families,” Evans said. “Steam cooking has become the preferred method of cooking in many households, offering many benefits over traditional fan forced cooking.”
For those enraptured by the steam revolution, Baumatic has introduced the Studio Solari Compact Multifunction Steam Oven (RRP $2,849), which has a 38-litre capacity and six functions: grill, fan-forced, fan and grill, defrost, steam and fan-forced with steam.
Italian brand Nardi Household Appliances has entered the market with an eye-catching, finger-touching 60-centimetre TFT touchscreen oven (RRP $1,999). Made in Italy, it features 10 automatic cooking functions and a drop down grill.
The range also includes 75-centimetre and 90-centimetre ovens in both touch and programmable versions and a 60-centimetre double oven. Nardi Appliances sales and marketing director Ian Woodhouse said the brand has been launched under an agency, or pro forma, trading arrangement.
“The challenge for us is in entering a local market that is already somewhat crowded with cooking brands, however, we believe there is a definite opportunity for true Italian-made products with a clear focus on Italian design style, quality and innovation,” he said.
Glem Gas Australasia has been working hard to match the presence it has in the freestanding cooker segment in built-in appliances.
“Today, sales of Glem and Emilia built-in ovens and hobs are starting to gather momentum,” said general manager David Gilmore. “In Italy, the Glem oven and hob production lines are almost at full capacity. The global demand for the relatively new Glem ovens has grown quickly but the growth in demand is possibly driven by the demise of a couple of Italian oven manufacturers.
“This is not such a good thing and we know that we have to produce products that are excellent to keep us relevant in such a crowded and congested market.”
The company recently introduced its 60-centimetre built-in gas ovens under both the Emilia brand (EMF61MVI, RRP $1,299) and the Glem brand (GMF61MVI, RRP $1,499).
“With fast heat up, best-in-class temperature control and bulletproof serviceability, these gas ovens are building a loyal customer base. One specialist sells the ovens in pairs — one electric and one gas — and the feedback from consumers has been amazing,” Gilmore said.
“Advertising, training and making the best use of our new showrooms are integral to communicating with the market on our comprehensive built-in range. It is a crowded market and we will keep reinforcing our unique qualities.”
Just like Glem, 130-year veteran of the cooking appliances market Bertazzoni Appliances, distributed locally by Technika, is complementing its existing luxury hand-built freestanding cookers by introducing a built-in range to the Australian market.
Bertazzoni’s hero product is the 76-centimetre built-in oven (F30 CON XT) that will be retailing at RRP $6,990. It features a hand-blown Murano glass handle, a smartphone style LCD screen, Sabbath mode and pyrolytic cleaning.
“Highlighting that our range is new to the market and that it has been designed in collaboration with chefs such as Roberto Carcangiu and designers like Stefano Giovannoni will create a point of interest and engage consumers in further discussion,” said group sales manager Andrew Daff.
Daff also revealed the company has “some exciting marketing initiatives” planned for the second half of the year that will help increase the awareness of its brand in the marketplace.
Blanco is catching up to changing times and is in the process of revitalising its entire range of built-in ovens, steam ovens and cooktops.
According to Maver Sims, Blanco general manager, “the Blanco product line up has been very tired and does not reflect Blanco’s positioning in the market, hence we have developed a range that has cutting edge design, the latest technology and offers our target market flexible cooking options and exceptional results”.
Its new built-in oven collections — Enigma, Elegance, Elite and Entice — have been designed to make cooking easier. Enigma, the flagship range, has four pyrolytic 60-centimetre ovens retailing from $2,199 to $3,299; each featuring intuitive menu options, multi-menu auto cook and Blanco QuartzClean enamel.
To support the launch of these ranges Blanco has invested $2 million in showrooms across Australia.
“We will be investing in stylish new in-store displays that are consistent with the new brand positioning, as well as developing a new interactive website, brochures and point-of-sale material,” said marketing executive Lisa Hill.
Research conducted by TNS Australia revealed that oven cleaning is one of the most hated jobs in the home because it is time consuming, difficult and it often requires the use of harsh chemicals. LG Electronics is targeting those consumers that agree with these findings by launching a built-in cooking range featuring a cleaning technology called ‘EasyClean’.
The EasyClean feature works in three simple steps: spray the oven interior with water; press the EasyClean button; and 20 minutes later, wipe away residual grime.
Jennifer Osborne, LG home appliance marketing manager, said EasyClean allows consumers to clean their ovens within minutes, with less hassle and with the use of just water.
“LG offers both EasyClean and self-cleaning pyrolytic features to give users the freedom to choose between speedy cleaning for lighter, everyday messes and a more extensive process for heavier, built-up grime,” she said.
Omega has recently released a new range of Italian-manufactured built-in 60-centimetre, 75-centimetre and 90-centimetre ovens, which incorporates several multifunction models; and, for the first time, a range of 60-centimetre pyrolytic ovens.
Omega product development manager Darren Sharvell said the reason for this is because the pyrolytic and steam oven categories are gaining more momentum as the average sales prices decrease, making them more affordable in the marketplace.
“At Omega, we understand that cooking, cleaning and washing aren’t your favourite things in the world. That’s why we created a range of nononsense, reliable products that always get the job done for you,” he said.
Lastly, developing cut-out size cooktops to replace old standard style cooktops is the focus for Braemar Tudor Romeo. The company said retailers continue to applaud its versatile cooktop designs, which are available in black, white and stainless steel.
The 900-millimetre cooktops with automatic electronic ignition and fingertip temperature control offer a choice of burner configuration, with the wok on the left hand side, right hand side or dual wok option, making it ideal for Asian-style cooking.
Braemar Tudor Romeo is distributed by Seeley International.