The global small appliances market saw slow but stabilising growth in 2025 as pandemic era purchases reached end of life. Innovation led categories such as vacuum cleaners and personal care drove value, while mature kitchen segments lagged amidst inflation and long replacement cycles. E commerce and social commerce reshaped a highly fragmented market. To 2030, growth will be driven by emerging markets and innovation-led categories.
Delivery
This report comes in PPT.
Key findings
Slow but stabilising growth in 2025 for small appliances
In 2025, the total small appliances market reaches two billion units, seeing growth from 2024. The industry sees slow but stabilising growth as pandemic-era purchases reach end‑of‑life, though overall momentum remains muted by economic pressures and long replacement cycles.
Muted growth for kitchen appliances as they fight for counter space
Personal care appliances is among the highest growing categories, particularly driven by emerging markets. Food preparation and small cooking appliances are likely to see muted growth in developed regions due to maturity, and globally due to limited innovations in some categories.
Leading companies do not dominate the small appliances market
The market remains highly fragmented; SEB Groupe leads with just 5% volume market share, while fast‑growing players include Roborock, Ecovacs, SharkNinja, and rapidly scaling Chinese innovators.
Innovation categories vacuums and personal care appliances set to grow
By 2030, the strongest absolute retail volume gains will come from the US, Brazil and Russia, with India close behind. Vacuum cleaners and personal care appliances will see the strongest growth due to low maturity in emerging markets and innovations in their respective categories.
E-commerce and social commerce benefitting small appliances
E‑commerce is the dominant and still growing channel for small appliances, reshaping brand engagement and enabling rapid expansion of smaller or niche players via social commerce such as TikTok, Douyin or Xiaohongshu.
Our expert’s view of Small Appliances in 2025
Small Appliances snapshot
Key findings
Small but stabilising growth supported by omnichannel and social commerce trends
Top five trends in Small Appliances
Top five trends uncovered
Drivers of consumer markets and impact on small appliances
Wearables, Wellness and D2C: The cross-industry forces in small appliances innovation
Small appliances are experiencing a slow-burn recovery globally
Vacuum cleaners surge, while the US leads per capita demand
Beauty boom and vacuums innovate, while kitchen categories plateau
Asia Pacific leads while emerging markets accelerate
Stalled cooking habits put pressure on kitchen appliances
Fragmentation leaves leading SEB Groupe with 5% market share in small appliances
Global momentum shifts driven by Chinese innovators and SharkNinja
Small appliances remains a market of many players
Convenience and value further drive e-commerce channel
Midea leverages partnership with Costco Canada to expand in North America
Personal care and small cooking appliances will continue to dominate mature markets
Rising emerging markets offer opportunity for brands that capture local needs
Competition for countertop space limits potential of kitchen appliances in China
Personal care drives scale and growth as other categories mature
Wellness-related categories thrive but enthusiasm about cooking is fading
Opportunities for growth
Our expert’s view of Small Appliances to 2030
Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
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