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Ceramic and Fan Heaters Ceramic and Fan Heaters
RRP range: £40 - £90 RRP range: £40 - £90
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Provides instant spot heating, boosted by a fan that can also provide cool air in the summer. Provides instant spot heating, boosted by a fan that can also provide cool air in the summer. Ideal for medium-term use. Compact, light and transportable, some have a swivel base for more even heat distribution. Ideal for medium-term use. Compact, light and transportable, some have a swivel base for more even heat distribution.
Sleek and stylish design with directional heat Sleek and stylish design with directional heat
Direct warmth; perfect as a personal heater. Extra effiency thanks to Direct warmth; perfect as a personal heater. Extra effiency thanks to the ceramic technology. the ceramic technology.
Compact yet efficient, the perfect addition to your home Compact yet efficient, the perfect addition to your home
Boasting a range of fan speeds and heat settings, this versatile fan heater Boasting a range of fan speeds and heat settings, this versatile fan heater effectively circulates heat at your desired temperature, creating the ideal, effectively circulates heat at your desired temperature, creating the ideal, cosy atmosphere. cosy atmosphere.
This time last year, nobody thought the festive planning complications would include: What “tier” are we in? What’s the “rule of six”? Who’s in my “bubble”? If Granny comes will she have to sit in the garden? Will it all have changed again by Christmas? How can we turn this dog’s breakfast into a great Christmas feast? But there are substantial upsides to all this as we head into a traditionally strong quarter for cooking appliances
Consumers may have to scale down
their festive entertainment plans this year, so the focus is on quality rather than quantity, and on the need for hosts to spend more quality time with their guests. See it as a shift from mass catering to fi ne dining; and that’s an opportunity for those who’ve been cooking more during lockdown to showcase their newly acquired skills.
There’s always a demand for upgraded cooking appliances in the last quarter, and this year’s special circumstances may even have intensifi ed that. Quality appliances and accessories o er the versatility and scope to produce results that match lockdown-driven aspirations.
FACT-BASED OPTIMISM
There’s an argument that the demand is there. A range of high-performance products is certainly there. But is there evidence that the potential is being fulfi lled in the real world of appliance sales? Apparently so. According to buying group CIH, its electrical retailer members have emerged from lockdown in “really good shape.” June sales were up 25% on the same month in 2019, July sales were up 69%, August up 50%, and September up 66%.
While Nick Platt, business director, built-in appliances at Hoover Candy UK admits that “as trained gas and electric professionals were not allowed to enter people’s homes during the initial period of lockdown, the cooking market was subsequently a ected: down 50% in Q2, the fi rst half of the year was left at -29%”, he also points out: “AMDEA has forecast that the market will recover to a -18% position for the full
Hoover ovens bring the convenience and confi dence of WiFi connectivity
year and latest fi gures support this, suggesting a good recovery with double-digit YOY growth.”
Indesit brand manager Sara Bazeley adds: “Recent research states that 49% of consumers postponed their planned purchase of a new cooking appliance, with 86% of respondents noting the pandemic as the reason. What’s more, over a quarter of participants planned to invest in more appliances in the future. We therefore anticipate an increase in sales over the next few months, with consumers also potentially trading up based on their needs and experiences during the UK lockdown.”
And Jane Rylands, Head of Marketing Communications at Glen Dimplex Home Appliances, says: “due to COVID 19 and lockdown, the [built-in appliances] market has declined -8.4% YOY August 2019 to August 2020. However, the last quarter (June to August) saw the market grow 9.1% YOY with many consumers using unexpected time at home to renovate their kitchens as they rediscovered a love “It’s important for cooking and baking.” to ensure that the Indesit Aria microwave with versatility and the right connections
ASKING THE online shopping
QUESTIONS With the evidence experience is the best it can be for opportunity to improve BUILT-IN PERFORMANCE pointing to a fourth- culinary skills and Hotpoint Brand Manager Kimberley Garner quarter resurgence in consumers” achieve better cooking notes: “Research has found that the cooking appliances, GC results thanks to an app performance of the major domestic appliance asked some of the leading are in demand. Having the market is signifi cantly dependent upon the players for their thoughts on this right appliances, such as a sales of built-in appliances,” and believes that year’s trends, the product features large-capacity oven or a fl exi- “as consumers begin to prepare for the festive most in demand, and what retailers can do zone induction hob, allows the user the season, readying their kitchens for the wide to maximise their sales opportunities. opportunity to comfortably manage the many range of tasks that this time of year brings,
Nick Fletcher, Marketing Manager at Hisense elements of a successful Christmas dinner.” sales of built-in cooking appliances are likely to UK, notes that “there is a defi nite trend in He emphasises that “Christmas is the time increase.” time-saving technologies such as Pyrolytic to spend quality time with those closest to us, This “unprecedented” year has also meant Self-Cleaning features and ChefPro Auto and preferably without having to spend hours that “throughout the lockdown… interest in Modes,” and the confi dence o ered by “an in the kitchen preparing food. Especially since improving cooking skills grew. It is expected intelligent cooking assistant that automatically lockdown, 85% of people think time spent with that increased cooking skills will encourage calculates cooking times and recommends others is more important than ever. Although consumers to dedicate more time and energy the best settings for the dish you’re wanting to this Christmas may see people hosting a to cooking at home long term… which will help cook. This is a really helpful tool for those who smaller group than normal, kitting out the to provide a boost to the cooking appliance are cooking more than they have before.” His kitchen with the best products ahead of time category in the months to come.” advice to retailers, in an environment where will allow more time to relax and enjoy the She singles out induction hobs as having the online retail o ering has become key, is festive period. Smart technology is continually “witnessed signifi cant growth within the cooking that: “With restrictions in mind, it’s important to developing, and new features mean hosts won’t market in recent years. A study conducted by ensure that the online shopping experience is always have to be in the same room to achieve Houzz shows 41% of homeowners included an the best it can be for consumers. Audio-visual the perfect meal.” induction hob as part of their kitchen renovation assets also come in handy to showcase the For retailers, Platt’s key to a stress-free plans, with only 29% opting for a gas hob.” product in another light and provide a more Christmas is preparation: “The best advice for This technology brings “tremendous e ciency, detailed description highlighting the products retailers is to make sure your o ering includes speed, safety, controllability and economical key features in a way that’s easy to understand, products which aid and ultimately make it cooking,” and “today, induction hobs are all of which will benefi t the purchasing decision. easier on the day. As new innovations enter the available from most manufacturers at various
“It can also be really handy to recommend market there is a wide range of smart features price points, and they are now even available at some recipes that would work well using the incorporated in appliances which retailers can entry-level, making them more accessible than particular products to provide inspiration and take advantage of. However, they can only ever before.” peace of mind for users who may be nervous e ectively sell these features and benefi ts if The success of built-in appliances is, says about the experience of cooking for a big they understand them themselves. Retailers Garner, attributable to the trend for “modern occasion.” should be encouraged to utilise manufacturer’s and minimalist kitchens,” their space-saving training and marketing collateral so that they potential and their ability to “create a seamless GETTING SMART, SAVING TIME can secure maximum sales. For example, if the and integrated blend of furniture and appliances For Hoover Candy’s Nick Platt, “the trend for consumer is interested in a smart kitchen, then throughout the home.” smart appliances continues across all electrical make sure you have a fully-charged, compatible Garner also advocates that retailers can use categories, most recently cooking. The device in store for e ective demonstrations.” the integrated style potential of a well-presented
built-in display to maximise sell-up opportunities. “Customers might enter the showroom just looking to purchase a single built-in oven,” she says, “without knowing they can also purchase a built-in microwave, warming drawer and co ee machine from the same range to match perfectly. Displaying the bank of appliances next to one another, as they would be installed in a kitchen, surrounded by kitchen cabinetry for example, will no doubt help encourage the sale of a full bank of appliances.”
She also encourages retailers to “take up training opportunities that are o ered by manufacturers. Technology is ever evolving, and making sure that you and your team are up to date with the latest innovation will pay dividends with the enthusiasm it will generate.”
KEEPING IT SIMPLE
Indesit brand manager Sara Bazeley believes that simple-to-use cooking appliances are on trend, particularly during the festive season, and “multifunctional, built-in cooking appliances
Whirlpool’s 600mm induction hob equipped with Sixth Sense technology
continue to be popular with consumers, as they provide exceptional results and make life easier. Induction technology,” she adds, “is also having an extremely positive e ect on the cooking market, especially as the technology is available across a multitude of price points, making them more accessible to a variety of buyers.”
Smeg UK’s head of products Laura Jones emphasises the growth in importance of connectivity and simplicity: “Technology in connectivity has improved signifi cantly in recent years, and the benefi ts of this technology is better understood than it was in the past few years. Consumers are now much more open to the idea of a connected oven even if they might not use all the functionality these machines o er.” She adds that “demonstration is always the key to sales, particularly when it comes to multifunctional and Wi-Fi connected ovens. The best way to convince a customer of a product’s value is to let them experience it for themselves.”
Jane Rylands, Head of Marketing Communications at Glen Dimplex Home Appliances, tells GC that “capacity remains hugely important,” and adds: “The other thing people want to see is connectivity and ease of use. Consumers are used to connectivity making their lives easier, enabling them to simply manage energy use in their home remotely and to communicate with other household devices – and they now expect the same of their domestic appliances. Some of our built-in ovens and range cookers feature Bluetooth technology which works in conjunction with our Zeus app, enabling consumers to set, check and adjust their oven timers from anywhere in the home.”
SUPPORTING SKILLS
Charmaine Warner, Brand Manager at Whirlpool, cites the growth in home cooking, and the growing aspiration to improve cooking skills, saying that: “As a result, it is expected that consumers will look to invest in the latest cooking technology to enhance their cooking experience at home, potentially in the run up to the festive period. Appliances that boast built-in culinary expertise, automatic recipe programmes and step-by-step guidance are likely to propel to the top of the consumer’s wish-list, to provide support in the kitchen as well as produce great results, every time.”
She reminds independent retailers that a recent survey reveals “nearly a quarter of UK adults agreed that small/independent retailers provided better advice compared to larger chain stores.” This research, she contends, “shows the value of independent retailers and the opportunities available. It is vital that independent retailers make the most of the upcoming festive period and ensure appliances are dressed and wired for demonstration.”
The consensus seems to be that, far from taking the shine o Christmas cooking sales this year, the pandemic has created opportunities that independents are well placed to seize, provided they put the necessary e ort into a strong online presence and a well-designed bricks-and-mortar o ering.
