Kitchen Appliances

Topline Summary

The market for small electrical
appliances is worth IR 40m in the
Republic of Ireland and 18m in
Northern Ireland.
Small electrical appliances typically
account for 15-20% of the total
(white, brown and small) electrical
market.
The market is growing at around
6% pa in Northern Ireland and by
10-12% in the Republic.
Combined sales of selected
kitchen tools account for 1.8m in
Northern Ireland and IR 4.2m in
the Republic.
The Irish small electrical appliances
and kitchen tools market is
dominated by imports and Irish
manufacturers are thought to have
less than 5% share of the market.
There are only two significant Irish
manufacturers; Glen Dimplex in the
electrical goods sector and Kelly
Hunter in kitchen tools.
The main factors affecting the
development of the market are:
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The markets for small electrical
appliances and kitchen tools are
fairly mature with high levels of
household penetration. Growth
comes from the replacement
market.
Key product trends are design and
technology led with an emphasis
on modernity, functionality and
energy efficiency.
Retail trends favour the expansion
of UK and Irish multiples at the
expense of independents and
specialists. Department stores and
mass merchandisers have also
entered the sector.The Internet
development is in its infancy in
this sector.
Pricing and margins are very
competitive in this sector at an
average of 30%, necessitating
volume business and limiting
scope for Irish manufacturers.
Opportunities for Irish
manufacturers in the sector are
niche orientated and require value-
added design or technical
innovation. New channels such
as giftware outlets and homeware
shops also present new routes
to market.