COMPETITIVE LANDSCAPE
Midea and Zhejiang Supor dominate with premium offerings
The competitive landscape in small cooking appliances in China is highly concentrated and stable, with no significant changes anticipated among the top five players, and the top five brands accounting for approaching three quarters of retail volume sales in 2025. Midea maintained its leading position with a 30% volume share through its extensive product portfolio and quick response to consumer trends, launching products such as safe and healthy all-glass kettles and multifunctional appliances that cater to health-conscious consumers.
Emerging players and innovation drive premiumisation
Amid growing coffee culture and consumers' pursuit of a quality lifestyle, volume sales of coffee machines have shown growth momentum. Domestic brands are steadily enhancing their competitiveness in this category.
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Overview:
Understand the latest market trends and future growth opportunities for the Small Cooking Appliances industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Small Cooking Appliances industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Small Cooking Appliances in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Small Cooking Appliances in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Small Cooking Appliances in China - Category analysis
KEY DATA FINDINGS
Premiumisation drives value growth amidst volume decline
Value sales grow despite volume decline as disposable incomes rise
Coffee mills and coffee machines drive value and volume growth with premium demand
Multi-cookers with enhanced functionality and compact design are increasingly popular
Despite volume decline, premiumisation expected to drive value sales
Innovative and multifunctional products to shape small cooking appliances
Eco-friendly and energy efficient products likely to come to the fore
Midea and Zhejiang Supor dominate with premium offerings
Emerging players and innovation drive premiumisation
Retail e-commerce drives sales with fast delivery and engaging content
Appliances and electronics specialists appeal to those looking for advice and trials
Midea introduces healthier rice cookers with advanced technology
Xiaomi upgrades smart kettles with larger capacity and enhanced features
Consumer Appliances in China - Industry Overview
Consumer appliances navigates headwinds with AI, functionality, and value-driven growth
Government subsidies drive sales despite economic challenges
Personal care appliances leads volume sales, with growth driven by high-speed hair dryers
Smart and AI-powered appliances revolutionise consumer appliances
Companies implement different strategies to avoid the anticipated volume decline
Personal care appliances will continue to dominate, and dishwashers set to perform well
AI's evolution from gimmick to essential utility and embodied intelligence
Consumer rationalisation and the rise of niche appliances
Midea, Haier and Gree lead with scale and innovation
Innovation and ecosystems reshape the competition in consumer appliances
Opportunities by leveraging core capabilities and adopting consumer-first strategies
Haier's "listening marketing" revolutionises research and development through co-creation
Retail e-commerce dominates with fast delivery and installation
Omnichannel strategies are emerging as key to success
Convenience and customisation drive innovative product designs
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Small Cooking Appliances
- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
Small Cooking Appliances
Small cooking appliances includes coffee machines, breadmakers, electric grills, fryers, electric steamers, kettles, coffee mills, slow cookers, and other small cooking appliances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Small Cooking Appliances research and analysis database.
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