Analysis of China’s Home Appliance Market in 2021: Young People Become the New Main Force of Kitchen Appliance Consumption

Data shows that in 2021, 40.7% of the “post-95″ group in China said they would cook at home every week, of which 49.4% would cook 4-10 times, and more than 13.8% would cook more than 10 times.

According to industry insiders, this means that the new generation of user groups represented by the “post-95s” have become the main consumer of kitchen appliances. They have a higher acceptance of emerging kitchen appliances, and their demand for kitchen appliances also pays more attention to function and product experience. This allows the kitchen appliance industry to meet individual experience and even visual needs in addition to the realization of functions.

New categories of kitchen appliances continue to develop.

According to data from Gfk Zhongyikang, the retail sales of home appliances (excluding 3C) in the first half of 2021 was 437.8 billion yuan, of which kitchen and bathroom accounted for 26.4%. Specific to each category, the retail sales of traditional range hoods and gas stoves were 19.7 billion yuan and 12.1 billion yuan, an increase of 23% and 20% year-on-year respectively. It can be seen from the data that kitchen appliances, which were once regarded by the industry as the last “bonus highland” in the home appliance industry, have indeed lived up to expectations.

It is worth mentioning that the retail sales of emerging categories of dishwashers, built-in all-in-one machines, and integrated stoves were 5.2 billion yuan, 2.4 billion yuan, and 9.7 billion yuan, respectively, compared with the first half of 2020, an increase of 33%, 65%, and 67% year-on-year. 

According to industry insiders, the data reflects that the rise of the new generation of consumers has brought about more profound changes in consumer demand for kitchen appliances. For kitchen appliances, in addition to more demanding taste requirements, derivative demands such as more intelligent and simple operation and perfect matching with kitchen space are also becoming more abundant.

Taking a well-known e-commerce platform as an example, the sales of kitchen appliances from January to July increased by more than 40% year-on-year. Among them, the sales growth rate of emerging categories such as integrated stoves, dishwashers, built-in all-in-one machines, and coffee machines was significantly higher than that of kitchen appliances. industry average. These “specialized and special new” products with more differentiated selling points stand out, reflecting that the industrial design, color matching and user-friendly functional selling points of kitchen appliance products based on user needs have become mainstream.

Industry insiders believe that with the emergence of smart home outlets and the new generation of consumers’ reliance on smart products, “smart linkage” may be the standard for ideal kitchens in the future. At that time, kitchen appliances will reach a new level. In addition, opportunities such as changes in consumers’ lifestyles and adjustments in population structure are coming one after another, and the kitchen appliance market will have a broader blue ocean to be tapped. The independent research and development of kitchen appliance companies will also have more new categories to boost the growth of the kitchen appliance market.

Post time: May-08-2022