In 2023, small appliances saw growth, as consumers replaced their small appliances purchased during the pandemic, especially as many continue to adopt hybrid or remote working. The industry has strong growth prospects over the forecast period, with trends such as smart home and AI-enabled features enhancing consumers’ experience at home. Furthermore, manufacturers are going beyond just selling products by providing continuous service options throughout the appliance’s life cycle.
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.
Scope
Examining five trends shaping small appliances
The industry saw only moderate growth in 2023, due to low consumer confidence
Asia Pacific to continue experiencing strong growth in small appliances
Personal care appliances benefit from more affordable products
Retail e-commerce now offers similar or better benefits to physical stores
India and Brazil show substantial growth potential
Top manufacturers sees increased competition from e-commerce brands
Midea Group looks to expand beyond China, as it faces strong competition
Expansion to new product categories is key for growth
Whirlpool shifts its focus towards small appliances
SharkNinja continues to expand its presence in Europe
Examining five trends shaping small appliances
1. IoT, AI and automation are top priority for electronics and appliances manufacturers
1. Case study: Barista Brew by Midea to enhance the coffee experience through AI
1. Case study: Ecovacs’ AINA model handles complex scenarios in home cleaning
1. Case study: LG’s Whinsen Objet AC incorporates AI motion sensor for maximum comfort
2. Personalisation of small appliances designs and features continue to gain traction
2. Case study: Midea and Samsung allows consumer to customise colour panel
2. Case study: Dupray Bloom Air Purifier blends into consumer’s home
3. Summer heatwaves to fuel surge in demand for air conditioners and heat pumps
3. Case study: Bosch’s IDS Ultra Heat Pump to work in colder climates
4. Continued consumer engagement through “servitisation” is key for growth
4. Case study: Tineco Smart Cooking Machine automate cooking process for busy consumers
4. Case study: Panasonic Japan offers home appliances plus food subscription
4. Case study: Tovala’s Smart Oven Air Fryer has scan-to-cook tech for quick meal-making
5. Affordable premium appliances lower entry barriers for middle-income households
5. Case study: Cecotec Mambo Touch Kitchen Robot brings affordability in automation
5. Case study: Yeedi Cube robot vacuum offers premium features at half the price
Global snapshot of air treatment products
Global snapshot of food preparation appliances
Global snapshot of heating appliances
Global snapshot of irons
Global snapshot of personal care appliances
Global snapshot of small cooking appliances
Global snapshot of vacuum cleaners
Regional snapshot: Asia Pacific
Regional snapshot: North America
Regional snapshot: Latin America
Regional snapshot: Western Europe
Regional snapshot: Middle East and Africa
Regional snapshot: Eastern Europe
Regional snapshot: Australasia
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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