SMALL COOKING APPLIANCES in DENMARK 13 Jun 2012 HEADLINES

SMALL COOKING APPLIANCES IN DENMARK 13 Jun 2012 HEADLINES

Small cooking appliances increases by 4% in volume terms in 2011. This positive development matches the short term expectations for the category The average retail price of small cooking appliances is DKr509 in 2011, which is an 8% increase compared with 2010 In 2011 small cooking appliances increases by 4% and 9% in volume and constant value terms respectively, reaching 868,400 units and DKr442 million Changes in food consumption habits positively impact volume sales The highest growth categories within small cooking appliances in volume terms in 2011 are waffle makers and coffee machines The leading brand in small cooking appliances in 2011 is OBH Nordica, and the strongest percentage increase in share is achieved by the Nespresso brand Small cooking appliances is expected to see a volume CAGR of 2% between 2011 and 2016

COMPETITIVE LANDSCAPE

The leading brands in small cooking appliances in 2011 were OBH Nordica, Philips, and Bosch. The strongest percentage growth in share was seen by Nespresso, with an increase of 19%. In terms of actual sales, the strongest growth was achieved by Nespresso, Siemens and Philips. Despite the abovementioned small changes, volume shares were fairly stable in 2011, companies do everything they can to keep up with the competition and market their products as well as they can. Unit price is the second most important factor in the decision after product quality; therefore manufacturers try to operate with different product lines to offer an appliances for everybody within their target group.

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Brand (GBO) Adexi A/S Exido (Adexi AB) Albaline A/S Cuisinart (Conair Corp) AN Gruppen ApS Hotpoint-Ariston (Indesit Co SpA) Bosch (BSH Bosch & Siemens Hausgeräte GmbH), Siemens (BSH Bosch & BSH Hvidevarer A/S Siemens Hausgeräte GmbH) Electrolux Home Products Denmark A/S AEG-Electrolux (Electrolux AB), Electrolux (Electrolux AB) Exergon Skandinaviska AB De'Longhi (De'Longhi SpA) Miele A/S Miele (Miele & Cie KG) Nestlé Danmark A/S Nespresso (Nestlé SA), Nespresso (De'Longhi SpA) OBH Nordica Denmark A/S OBH Nordica (OBH Nordica Group) Philips (Koninklijke Philips Electronics NV), Senseo (Koninklijke Philips Philips Danmark A/S Electronics NV) Procter & Gamble Danmark A/S Braun (Procter & Gamble Co, The) SEB, Groupe Krups (SEB, Groupe), Rowenta (SEB, Groupe), Tefal (SEB, Groupe) Smeg Sverige AB Smeg (SMEG SpA) Whirlpool Nordic A/S KitchenAid (Whirlpool Corp) Wilfa Sverige AB Moccamaster (Technivorm BV) Witt A/S Kenwood (De'Longhi SpA) Source: Passport by Euromonitor International

FORECAST

DEFINITIONS AND METHODOLOGY

Small Cooking Appliances Small cooking appliances includes coffee machines, breadmakers, electric grills, deep fat fryers, electric steamers, toasters, mini ovens, sandwich makers, slow cookers, waffle makers, rice cookers, rotisseries and roasters, and other small cooking appliances.

Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis