Market share hits a high.

Vitamix has strengthened its sales and marketing team as business for the high-performance blender category grows. Recent data show market share for Vitamix increased 35% in 2016, with the category rising from 6.2% to 7.1% in in Australia.

According to Vitamix country manager, Euan Mitchell, the shift from entry-level personal blenders to high-performance blenders highlights consumer’s willingness to invest in quality products that last.

“We expect the high-performance blender category to continue performing well this year with strong support from retailers continuing to play a big part in the growth of the brand as a whole.” He said this has been inspired by the wholefoods trend and the desire to replicate restaurant quality meals. “The consumer palate for delicious food and home cooking is on the rise, as is the demand for quality high-performance blenders,” he said.

Caption: Julie Kennett, Nicole Charles, Anna Herbert, Louise Dilley, Euan Mitchell, Nola Kennett, Mel Ward and Jo Coclough.

To support the significant business growth, Vitamix has expanded its Australia and New Zealand team with one new appointment and three promotions.

Nicole Charles has been appointed marketing manager for Australia and New Zealand, (ANZ) and brings over 15 years marketing experience from the small appliance category in Australia and FMCG in Canada to the role. Melanie Ward has been promoted to national key account manager for ANZ , from her previous role as area manager. Jo Coclough has also been promoted to area sales manager for NSW, Queensland and the ACT, moving from her earlier position as demonstration program coordinator. There was another promotion for Nola Kennett who moves across to area sales manager, responsible for Victoria, Tasmania, South Australia and Western Australia. She has held sales and training positions for the brand since 2012.