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Who’s winning in the US Small Appliance Market

March 23, 2022
Ashley Jefferson Author 4 mins read
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From vacuum cleaners and coffee makers to blenders and rug cleaners, the small appliance market encompasses a unique mix of consumer products. The global market as a whole is currently forecasted to reach more than $581 Billion by 2030. Take a look at some of the data covering the small appliance market from the fourth quarter end for December 2021.

A Look at the Top Retailers in the Small Appliance Market

The reigning outlet by dollar share at the 4Q end at December 2021 was Amazon, which held only a small lead over Walmart (23.3 percent vs 21.8 percent). However, where unit shares were concerned, Walmart had a substantial lead over all other competitors, including Amazon. The retail giant held 31.8 percent of the market for unit shares. While Target has remained stable with dollar shares over the last several years in the small appliance market, their share of units sold has declined for the last two years.

How many retailers do shoppers really consider?

Around 67 percent of shoppers seem to already know what they want and where they want to buy it when they set out in search of small appliances because they shop at just one outlet. This is especially true for shoppers that visit Walmart or Amazon first. By contrast, people were more likely to have shopped at four outlets or more if they made their purchase at Costco.

What About the Top Brands?

Certain brands have grown to be big players when it comes to small appliances, some even holding steady with dollar and unit shares for several years. At the 4Q end in December of 2021, Dyson held the largest percentage of dollar shares at 15.9 percent, even though their dollar shares also had the biggest decline from the year before (a 1.2 percent loss). Bissel topped out for unit shares, holding 7.9 percent of the small appliance market, while Hoover was a close second at 6.7 percent.

Why do buyers choose certain brands over others?

Competitive price seemed to be the clear winner when it comes to why consumers bought a certain brand, but this purchase driver has actually been on the decline since the 4Q end December 2017. Black and Decker buyers were most concerned about competitive price, while Dyson small appliance buyers were most concerned about quality of the product and a good brand name. Interestingly, people usually bought Keurig because they had previously purchased the brand.

Other Key Buyer Behaviors in the Small Appliance Market

Take a look at a few other interesting insights from the TraQline small appliance market report:

  • What drives the decision to purchase a small appliance the most? – Most shoppers were replacing a broken unit
  • Why did shoppers visit a certain store for small appliances? – Competitive price was the biggest draw for certain retailers, especially Amazon
  • Are shoppers buying small appliances online or in-store? – More people bought in-store vs online, but by a slim margin
  • Who has the highest price index among small appliance brands? – Dyson, Hoover, and SharkNinja

Want a closer look at who’s winning in the US small appliance market?

Small appliances are a mainstay in everyday life. It’s important to understand which retailers and brands are taking center stage. The data suggests that quality may even be growing more important than price, especially with some brands. This indicates that buyers are growing more aware of which brands have the best reputation for quality, and they aren’t as afraid to pay for that quality as they once were.

TraQline’s small appliance market analysis yields valuable insight into top brands, top retailers, buyer demographics, and more. Be sure to get our free infographic today!