Category drivers Food Prep appliances

- Global summary -

Hans Mommer
MI&S Domestic Appliances
May 2008
Background
• Over the past years, most food preparation appliances have come with many
new accessories and new functions. Due to this, many food preparation
appliances have started competing with each other. Philips feels consumers no
longer know what to use what appliance for.

• Although Philips knows a lot about individual appliances separately, Philips has
never taken the whole Food Preparation category into account. Philips would like
to gain more insight into how the different food preparation appliances relate to
each other and how they differ from each other.

• This research should answer the following questions:

1. What appliances are used for the different applications?

2. What are the benefits and the differentiators of the different food
preparation appliances?
3. What is the awareness and ownership of, and interest in the food
preparation appliances and their accessories?

MI&S Domestic Appliances, May 2008 2

Methodology
• This study was conducted by TNS NIPO, in eight countries:
France, Germany, the UK, Italy, Spain, Brazil, China and Russia.

• A total of 6000 interviews were conducted: 600 per country in the Western European
countries, and 1000 per country in Brazil, Russia and China.

• The interviews were conducted by means of Computer Assisted Web Interviewing

(CAWI), and fieldwork was carried out in week 51/52 (December 20-30, 2007).

• For this study, the targeted respondents are people who are involved in preparing foods
and drinks. In addition, respondents met the following conditions:
- Minimum of 75% females
- Between 18 and 60 years old
- Lowest incomes excluded (in Brazil, Russia and China)
- Own at least one of the food preparation appliances, and use this at least once a month

• In the remainder of this report, when talking about a ‘core application’ for an appliance, we
mean that that application is more often done with this specific appliance than with other
appliances.

MI&S Domestic Appliances, May 2008 3

Applications

MI&S Domestic Appliances, May 2008 4

Applications – top 5 per country

1. Mix 1. Slice 1. Chop 1. Make 1. Slice 1. Chop 1. Chop 1. Slice

ingredients vegetables onions orange juice vegetables onions onions vegetables
(FP: 32%) (hand: 71%) (hand: 55%) (CP: 86%) (hand: 81%) (hand: 59%) (hand: 47%) (hand: 51%)
2. Slice 2. Mix 2. Make 2. Slice 2. Chop 2. Make fruit 2. Mix 2. Julienne
vegetables ingredients orange juice vegetables onions juices ingredients vegetables
(FP: 55%) (HM: 40%) (CP: 77%) (hand: 73%) (hand: 81%) (BL: 71%) (HM: 34%) (hand: 61%)
3. Make 3. Chop 3. Slice 3. Chop 3. Dice 3. Mix 3. Slice 3. Shred
orange juice onions vegetables onions vegetables ingredients vegetables vegetables
(CP: 58%) (hand: 62%) (hand: 46%) (hand: 43%) (hand: 83%) (BL: 45%) (FP: 39%) (hand: 52%)
4. Chop 4. Dice 4. Mix 4. Mix 4. Mix 4. Make 4. Dice 4. Dice
onions vegetables ingredients ingredients ingredients orange juice vegetables vegetables
(CHO: 41%) (hand: 82%) (FP: 25%) (hand: 32%) (hand: 39%) (CP: 67%) (hand: 60%) (hand: 58%)
5. Make soup 5. Chop 5. Chop 5. Shred 5. Chop 5. Slice 5. Shred 5. Slice meat
or sauces herbs herbs vegetables finely vegetables vegetables (hand: 58%)
(HB: 48%) (hand: 63%) (hand: 49%) (hand: 73%) (hand: 71%) (hand: 62%) (FP: 38%)

MI&S Domestic Appliances, May 2008 5

Applications – bottom 5 per country

1. Make soy 1. Crush 1. Granulate 1. Make soy 1. Make 1. Granulate 1. Make soy 1. Make
bean milk ice ginger bean milk mayonnaise ginger bean milk cocktails
(hand: 58%) (hand: 37%) (hand: 47%) (hand: 77%) (hand: 29%) (hand: 46%) (hand: 35%) (hand: 36%)
2. Granulate 2. Make 2. Make soy 2. Make 2. Make soy 2. Make soy 2. Make 2. Crush
ginger mayonnaise bean milk cocktails bean milk bean milk mayonnaise ice
(hand: 52%) (HM: 40%) (hand: 52%) (hand: 41%) (hand: 54%) (BL: 56%) (HM: 39%) (other: 30%)
3. Crush 3. Make soy 3. Make 3. Crush 3. Make 3. Make 3. Granulate 3. Crush
ice bean milk cocktails ice cocktails cocktails ginger herbs
(hand: 32%) (hand: 52%) (hand: 28%) (hand: 31%) (hand: 49%) (BL: 73%) (hand: 51%) (hand: 36%)
4. Make 4. Make 4. Make 4. Granulate 4. Granulate 4. Crush 4. Crush 4. Chop
smoothies cocktails mayonnaise ginger ginger nuts ice herbs
(BL: 27%) (hand: 52%) (BL: 25%) (hand: 61%) (hand: 59%) (BL: 37%) (hand: 47%) (hand: 47%)
5. Crush 5. Make baby 5. Crush 5. Whip egg 5. Crush 5. Make 5. Make 5. Crush
nuts food ice white/dairy ice mayonnaise cocktails nuts
(CH: 34%) (HB: 34%) (CH: 26%) (HB: 47%) (hand: 31%) (BL: 70%) (hand: 36%) (hand: 24%)

MI&S Domestic Appliances, May 2008 6

Applications
• Although dishes and recipes may differ between regions and countries, the applications
show many regional similarities: slicing, dicing and shredding vegetables is done very often
in almost all countries. More or less the same holds for chopping onions, mixing
ingredients, slicing meat and chopping finely (without specification).

• Some applications are more popular in certain countries: making orange juice and juices
from fruits and vegetables is done more often in the Latin countries (Brazil, Spain, Italy,
France). Making smoothies is clearly most often done in Brazil, granulating ginger and
making soy bean milk is done mainly in China.

• ‘Only’ between 20% and 50% make babyfood. However, the ones that do, make it relatively
frequently.

• Mayonnaise and (alcoholic) cocktails are rarely made. The same holds for soybean milk
and granulating ginger (except for China) and for crushing ice (except for Brazil).

MI&S Domestic Appliances, May 2008 7

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Slice vegetables Shred / grate vegetables

1
by hand 1
by hand 1
56% 22% 10% 53% 22%

Dice vegetables Julienne vegetables Granulate ginger

by hand by hand by hand

68% 13% 59% 16% 52%

For many applications, ‘competition’ or ‘confusion’ between the different food preparation appliances is
rather limited (to two appliances). Preparing vegetables for instance is generally most often done by hand,
or alternatively with a food processor – especially in France.

MI&S Domestic Appliances, May 2008 8

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Crush / grind nuts / seeds Crush / grind herbs

1
1 1
by hand 1 by hand
1 1
28% 21% 13% 14% 39% 20% 10%

Chop finely Chop herbs Chop onions

by hand 1 by hand 1 by hand 1

55% 16% 49% 21% 54% 20% 11%

More or less the same holds for chopping and crushing herbs and seeds. It is generally most often done
either by hand, or alternatively with a chopper (especially in Spain and France). In ‘food processor
countries’, the chopper competes with the food processor. Only in Brazil does one mainly use a blender.

MI&S Domestic Appliances, May 2008 9

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Mince meat

Other
1
1
electrical
by hand 1 1 appliance 1
32% 25% 16% 12% 11%

Chop meat Slice meat

Other
electrical
by hand 1 1 by hand appliance
49% 15% 13% 71% 10%

People generally prepare meat by hand, especially when chopping and slicing meat. In France, Italy and
Russia, meat is most often minced with a food processor. In China they use a blender for that. Spanish
consumers most often mince and chop their meat with a chopper.

MI&S Domestic Appliances, May 2008 10

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Make juices from fruits / vegetables Make (alcoholic) cocktails

1
1 1
1 1 by hand by hand 1
36% 33% 23% 11% 34% 29%

Make fresh orange juice Make smoothies / milkshakes

by hand 1 1
1
55% 19% 18% 42% 18% 12%

Drinks are generally prepared with an electical appliance. Overall, fresh orange juice is made with a citrus
press and smoothies and milkshakes are made with a blender.
More ‘competition’ or ‘confusion’ exists for making juices from fruits and vegetables. The most often used
appliances seem to be related with ownership and cultural heritage. In addition, some may have interpreted
making fruit/vegetable juice as making orange juices or fruit smoothies.

MI&S Domestic Appliances, May 2008 11

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Crush ice

1
1
by hand 1
1
27% 26% 12% 10%

Make soy bean milk

Other
electrical
by hand 1 1
appliance
27% 22% 19% 12%

Ice is either crushed with a blender, or by hand. The same holds for making soy bean milk. In Europe they
generally do both by hand – especially in Brazil are they made with a blender. However, only few people
crush ice or make soy bean milk.
Only in China do many people make soy bean milk, for which they mainly use a juice extractor.

MI&S Domestic Appliances, May 2008 12

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Make liquid dough / batter

1
by hand 1
36% 22% 18% 18% 10%

Whip egg white or dairy

by hand 1
1
51% 14% 13%

Liquid dough and batter is generally prepared with a mixer (or with a blender in Brazil; by hand in the UK).
For whipping egg white, the hand mixer is even a more obvious appliance (except in Spain and in China).

MI&S Domestic Appliances, May 2008 13

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Make thick dough

Other
1 electrical
1 1
by hand appliance
1 1
29% 28% 15% 11% 10%

Mash / puree potatoes

by hand 1
45% 14% 10% 10%

Thick dough is made either by hand or with a hand mixer. Only the French and the Italians mainly use a
food processor to make thick dough.
Except in Russia, potatoes are mainly mashed by hand.

MI&S Domestic Appliances, May 2008 14

 Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Puree fruits / vegetables

1
by hand 1 1 1
26% 24% 23% 20%

Make mayonnaise

1
1
1
by hand 1 1
25% 21% 20% 17%

For pureeing fruits & vegetables and making mayonnaise, ‘competition’ between the appliances is substantial.
Globally, fruit & vegetables are prepared almost as often either with a hand blender, by hand, with a blender
or with a food processor – depending on the country.
More or less the same holds for making mayonnaise. Several different appliances are used, depending on the
penetrations per appliance or the cultural heritage of a country.
MI&S Domestic Appliances, May 2008 15
 Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Make fresh soup or sauces

1 1
by hand 1 1
31% 23% 21% 10%

Make baby food

1 1
1 1
1 1
by hand 1 1
23% 22% 19% 11%

Mashing/pureeing applications like making fresh soup and making baby food are either done by hand, with a
blender or with a blender – depending on the different countries.
Only in France do they mainly use a food processor for making baby food.

MI&S Domestic Appliances, May 2008 16

Applications and global ‘competing’ appliances
Only >10% mentioned is shown

Mix ingredients

1
1
by hand 1 1 1

29% 22% 19% 18% 10%

Most people mix ingredients by hand. However, the electrical appliances used for mixing ingredients
are reflecting the most often owned appliances and the cultural heritages of the different countries.

MI&S Domestic Appliances, May 2008 17

Appliances

MI&S Domestic Appliances, May 2008 18

Usage shares appliances

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Food
France 24% 7% 2% 7% 5% 12% 5% 2%
0%
2%4% 29% processor
Hand blender
Germany 6% 9% 2% 13% 3% 7% 6% 5%1%
2%4% 43% Juice extractor

Hand mixer
Italy 15% 7% 1% 6% 5% 10% 10% 4%2%3% 5% 32%
Citrus press

Spain 11% 12% 3% 5% 7% 11% 3% 5% 2%

1% 6% 34% Chopper

Blender
UK 10% 9% 2% 5% 1%4% 9% 2%2%2%3% 50%
Kitchen
machine
Brazil 6% 4%2% 8% 5% 2% 27% 9% 1%
1%4% 31% Smoothie
maker
Mini blender
Russia 16% 7% 4% 14% 2% 7% 7% 3%
1%2% 5% 33%
Other

China 6% 5% 10% 3% 4% 5% 14% 5% 2% 6% 12% 28% By hand

Percentages represent the relative use of the appliances across all applications

MI&S Domestic Appliances, May 2008 19

Usage shares appliances
• Many applications are most often done by hand: usage share of ‘by hand’ is almost 30% in
China and France, 43% in Germany and even 50% in the UK. The first slide also indicated
that many of the top-5 applications per country are done by hand.

• Reasons for doing applications by hand mainly refer to the quickness, ease and efficiency
of use and the easiness to clean afterwards. To some, energy efficiency also plays a role.

• Usage shares of the different appliances are obviously influenced by appliance sales and
ownership – and hence show similarities with GfK shares:

 France, Italy and Russia are ‘food processor countries’

 Spain makes relatively most use of the hand blender
 Mixer has highest usage shares in Russia and Germany
 France, Spain and Italy have relatively high chopper usage
 The blender has by far the highest usage share in Brazil, followed by China

MI&S Domestic Appliances, May 2008 20

 Food Processor
Ownership & Awareness
• Very well known appliance (>90%
awareness), except in China
(53%).
• Highest usage shares in France,
Russia and Italy – lowest in China.
• Relatively high interest among
non-owners in UK, Russia, Italy,
France and Brazil.
• Most owned attachments are
slicing, shredding and kneading
attachments. Meat mincing
attachment popular in Russia.
• Pasta making, ice cream making
and meat mincing attachments
appear most interesting.
Benefits & Drivers
• The food processor has a clear
image of the one-in-all,
multifunctional appliance – both in
the ‘food processor countries’ and
in the countries with low usage
and penetration.
• It has ‘many different functions’
and ‘accessories’ (making it less
‘easy to assemble’), and it is ‘good
for all ingredients’.
• It is ‘powerful’ and good for ‘large
quantities’, which on the other
hand makes it ‘heavy’ and ‘bulky’.
• It is perceived to be less
appropriate for ‘liquid ingredients’
and is less used for ‘small
quantities’.
• Perception and actual purchase
drivers are similar, although
storage and cleaning seem to be
more of a problem after purchase.
MI&S Domestic Appliances, May 2008
Applications
• The food processor is used for a wide variety of
applications – especially in France, Italy and
Russia.
• Only in these countries does the food processor
have ‘core applications’ (for which food
processor is more often used than other).
• Preparing vegetables is one of the core
applications in France. In many other countries
people do this by hand (but the food processor
is the most used alternative).
• Mincing meat (FR, IT), pureeing fruit and
vegetables (RUS) and making thick dough (FR)
are other core applications – sometimes
competing with by hand or the hand blender in
other food processor countries.
• In addition, the French use food processor most
often (together with by hand, chopper or hand
blender) for making babyfood, pureeing fruit,
making thin dough and chopping meat.
• Many other applications are also done with the
food processor – although generally more often
by hand, with a chopper or a mixer
21
 Food Processor - applications
* Thin dough

Mix ingredients Chop meat

Crush ice

Slice vegetables
Shred vegetables
Mince meat
Puree fruit & vegetables
Thick dough

Julienne Dice
vegetables vegetables
Baby food

* Second and third rim mainly France MI&S Domestic Appliances, May 2008 22
 Hand Blender
Ownership & Awareness Benefits & Drivers Applications

• The hand blender is perceived to • The hand blender has the most ‘core’
• Awareness with hand blender
be the ‘compact and lightweight’ applications in Spain: smoothies, egg white,
very high (>85%), except in
appliance, that is ‘easy and quick baby food, mayonnaise and fruit/veg puree are
China (65%)
to assemble’ and ‘quick to use’. all most often done with a hand blender.
• Ownership and usage share
• It is ‘easy to store’ and ‘easy to • Fresh soup and sauces (FR, IT), puree fruits
highest in Spain, lowest usage
clean afterwards’. and vegetables (GE) and baby food (RUS) are
share in Brazil and China.
• However, it seems to be most core applications in other countries.
• Relatively high interest among
appropriate for ‘small amounts’ • In France and Italy, it competes with food
non-owners in Germany, UK, Italy,
and ‘liquid ingredients’ and less processor for pureeing fruit/vegetables. In
Spain and France, rather low
appropriate for ‘large quantities’. Germany and the UK people make baby food
interest in China.
• Purchase reasons are similar to as often ‘by hand’ - or with a food processor in
• Beaker and whisk are most often
perceptions. France. The same holds for making
owned attachments. Chopper
• Although hand blenders may come mayonnaise in the UK (hand) and Italy (blender)
attachment and beater
with different accessories, people • In many other instances, the hand blender
attachments come second.
do not (yet) see it as versatile as competes with other appliances; like for making
• Ownership of the other
the food processor. smoothies (blender, GE) or making egg white
attachments is rather low
or thin dough (mixer, IT; by hand, UK).
• No clear difference in most
• In China and Brazil, the hand blender is only
interesting attachments.
used for a few applications, and never more
often than by hand in China or with a blender in
Brazil.

MI&S Domestic Appliances, May 2008 23

 Hand Blender - applications
* Mash potatoes

Smoothies / milkshakes

Fresh soup & sauces

Puree fruit & vegetables
Baby food Egg white
Mayonnaise

Thin dough /
batter

* Second and third rim mainly Spain MI&S Domestic Appliances, May 2008 24
 Mixer
Ownership & Awareness
• Almost all consumers know the
hand mixer, only in China is
awareness much lower (only
55%).
• Of all food preparation appliances,
ownership of the mixer is
generally one of the highest
(together with citrus press –
IT and SP – and blender – BR).
• Only in China is ownership
almost neglectable.
• Usage share of the mixer is
highest in Germany and Russia.
• High interest in France and Brazil,
low interest in China and Spain.
• Beaters, dough hooks and whisk
most owned attachments, most
interest for hand blender, chopper
and food processor attachments.
Benefits & Drivers
• The perceived benefits and divers
of the mixer show similarities with
those of the hand blender:
• It is a ‘small’ and ‘lightweight’
appliance that is ‘easy and quick to
assemble’.
• As the hand blender it is ‘easy to
use’, ‘easy to store’ and ‘easy to
clean afterwards’.
• However, the mixer seems even
more appropriate than a hand
blender ‘for liquid ingredients’, but
less ‘for small quantities’.
• On the other hand it seems to be
less ‘aesthetic’ and more ‘old-
fashioned’ than a hand blender
(except in Spain).
• In addition, in some countries,
people mention ‘easier to comtrol
results’ and ‘faster than by hand’
as actual drivers as well.
MI&S Domestic Appliances, May 2008
Applications
• Mixer has most core applications in Germany
and Russia – hardly any applications at all in
China.
• Whipping egg white / dairy is the core
application in all countries (together with hand
blender in Spain).
• Making thin dough / batter is another core
application in many countries – although in
some coutries competing with a hand blender
(IT), food processro (FR), blender (BR) or by
hand (UK).
• Making mayonnaise is most often done with a
mixer in France, Germany and Russia; making
thick dough a core application in Germany and
Brazil.
• In Russia, mixer also most often used to mash
potatoes.
• Mixer also used for some other applications
(a.o. make baby food, soup an sauces), but
more often done with other appiances.
25
 Mixer - applications
*

Mix ingredients

Egg white / dairy

Thin dough / batter
Mayonnaise
Thick dough

Mash potatoes

* Second rim mainly Russia and Germany MI&S Domestic Appliances, May 2008 26
 Blender
Ownership & Awareness
• Awareness of the blender is very
high (in most countries even close
to 100%).
• Even in China, the blender is well
known (88%).
• In Brazil, almost everybody has a
blender. In China, blender is also
one of the most owned
appliances.
• Usage shares also by far highest
in China and especially Brazil.
• Even among non-owners, very
high interest in Brazil.
• Ownership of blender
attachments seems rather low.
• If at all, owners have a chopper
accessory in Europe and a Fruit
filter in China and Brazil.
Benefits & Drivers
• Blender in first instance mostly
associated with drinks (smoothies,
cocktails) – and to lesser extent
with pureeing (except in China).
• Blender is also perceived as very
appropriate for ‘liquid ingredients’
(not as much for tough’
ingredients’) and for ‘all quantities’.
• It is seen as a rather ‘bulky’ and
‘heavy’ appliance, which on the
other hand makes it rather
‘stable’, ‘poweful’ and ‘sturdy’.
• Blender is not seen as very
versatile. In some countries the
blender is perceived as ‘modern’
and ‘aesthetic’.
• ‘No splashing’ is another clear
benefit
MI&S Domestic Appliances, May 2008
Applications
• Blender has by far the most core applications
in Brazil – and to lesser extent China.
• In Brazil, the blender is most often used for
making drinks like smoothies, cocktails, fruit and
vegetable juice, soy bean milk and to crush ice.
• But also for making food, like fresh soup and
sauces, thin dough, baby food, mayonnaise, to
crush nuts and to puree fruit/vegetables (also by
hand) the blender is most often used.
• In China, people puree fruit / vegetables, mince
meat and mash potatoes most often with a
blender. For many other applications (making
thin/thick dough, smoothies, egg white,
mayonnaise, baby food), the blender competes
with ‘by hand’.
• In Europe, the only real core application of the
blender is making smoothies (only in IT, FR, UK
– together with hand blender in Germany).
• In Italy and UK, the blender competes with other
appliances a.o. for making cocktails, fruit and
vegetable juices, fresh soups and mayonnaise.
27
 Blender - applications
*
Whip egg white / dairy

Mash potatoes Mix ingredients

Baby food
Crush ice
(Alcoholic) cocktails
Puree fruit &
Smoothies / milkshakes vegetables
Thick
Juice from fruits & vegetables dough
Fresh soup & sauces
Thin dough Mayonnaise

Soy bean milk Crush nuts

Thin dough / batter

* Second and third rim mainly China and Brazil MI&S Domestic Appliances, May 2008 28
 Chopper
Ownership & Awareness
• Chopper is generally a less well-
known food preparation
appliance (70%-80%), again
lowest in China (52%).
• Ownership appears rather limited
as well.
• Ownership and usage share
seem highest in France, Spain
and Italy.
• Among non-owners, relatively low
interest in UK, high interest in
Russia.
Benefits & Drivers
• The chopper is clearly seen as a
‘small, compact’ appliance, that is
good for ‘fine and small ingredients’
and ‘smaller quantities’ that will
give you ‘smaller pieces’.
• In addition, the chopper is most
appropriate for ‘tough ingredients’
and hardly for ‘liquids’.
• The chopper is generally perceived
to be a dedicated appliance,
without many different functions.
• In Spain and France, ‘smoothier
and better results’, and ‘easier to
control results’ are also mentioned
as benefits of using the chopper
MI&S Domestic Appliances, May 2008
Applications
• The chopper only has core applications in
Spain and France.
• Crushing herbs and nuts are core applications
in both countries. Same holds for chopping
onions, although competing with ‘by hand’ in
Spain and food processor in France.
• In France, chopping herbs and chopping finely
are also core applications (competing with ‘by
hand’ in Spain).
• In Spain, people also use chopper most often
for mincing meat and chopping meat (competing
with food processor in France).
• In Italy, chopper as often used as hand for
crushing nuts and food processor for crushing
ice.
• In most European countries, the above core
applications (crushing and chopping herbs,
nust, ice, onions), are most often done by hand.
However, if one uses an appliance for it, it is
most often a chopper.
• Same holds for preparing vegetables in China.
29
 Chopper - applications
*
Make baby food

Chop onions

Crush nuts
Crush herbs
Chop herbs Mince meat
Chop meat

Chop finely

Crush ice

* Second and third rim mainly France and Spain MI&S Domestic Appliances, May 2008 30
 Kitchen Machine
Ownership & Awareness
• Awareness with the kitchen
machine is rather high; from 77%
in China to >90% in most other
countries.
• Ownership seems limited (level of
chopper or lower (in France, Italy,
Spain), with the exception of
Brazil.
• Rather high interest among non-
owners in Italy.
• Usage share highest in Brazil.
• Dough hooks, whisks, blender
and citrus press attachments
(Latin countries) and meat
mincing attachment (Russia) most
often owned.
• Highest interest in pasta making
and ice cream attachments.
Benefits & Drivers
• The benefits for the kitchen
machine show similarities with
those of the food processor.
• The kitchen machine is a rather
‘big’ and ‘heavy’ appliance that is
good for ‘large quantities’. It is
‘sturdy’ and ‘powerful’, but more
‘difficult to store’ and ‘assemble’.
• Although not as much as the food
processor, people see the kitchen
machine as ‘having different
functions and accessories’.
• In addition, whereas food processor
was more appropriate
‘for all ingredients’, kitchen machine
seems a bit more appropriate for
liquid inredients (except in Brazil).
• Benefits change slightly among
owners/users: they perceive the
kitchen machine as more versatile
and more appropriate for all
ingredients (not just liquids).
MI&S Domestic Appliances, May 2008
Applications
• Even though the kitchen machine has similar
ownership levels as the chopper, it does not
have any core aplications; kitchen machine is
never used most often.
• The main applications percieved fitting with the
kitchen machine, are also mentioned for the
mixer or the food processor (whipping egg
white/dairy, thin dough, thick dough, mix
ingredients). Since ownership levels are
generally higher for mixer and food processor,
kitchen machine is never used more often.
• Striking is that – apart from making thick.thin
dough – the kitchen machine is also used
(although never most often) for preparing
vegetables (Germany, Brazil) and for
chopping/crushing herbs/nuts/onions (Brazil).
although hardly any one associates the kitchen
machine with these appliances.
• Apparently, only the users are aware of all
possibilities of the kitchen machine.
31
Kitchen Machine - applications
Thick dough

Mash
potatoes Shred
vegetables

Slice vegetables

MI&S Domestic Appliances, May 2008 32

 Juice Extractor
Ownership & Awareness
• Awareness with juice extractor is
over 90%, France and Italy
lagging a bit behind.
• Juicer ownership seems relatively
high in China and Russia
• Usage share particularly high in
China.
• Interest among non-owners also
highest in China and Russia.
Same holds for Brazil.
Benefits & Drivers
• The juice extractor is a ‘dedicated
appliance’, without ‘many functions’
and ‘accessories’ that is good for
‘large quantities’ and – obviously –
‘liquid ingredients’.
• It is a ‘large’ and ‘heavy’, but
‘powerful’ appliance. Some
preceive it as ‘modern’.
• People seem to use the juice
extractor since ‘it gives better
results than with other appliances’.
• In some cases, people were not
even aware you could use other
appliances for making juices.
• However, on the other hand, the
juice extractor is also associated
with making orange juice,
smoothies, cocktails, soy bean milk
(China) and to a lesser extent even
prueeing fruits and vegetables or
making soup and sauces.
MI&S Domestic Appliances, May 2008
Applications
• Although the juicer is seen as a dedicatede
appliance, there seems to be slight confusion or
competition with the citrus press.
• People mainly use the juice extractor for making
juices from fruits and vegetables. It is the core
application of the juicer in Russia and China.
However, in some countries they even more
often use the citrus press (or in some cases the
blender) for it.
• On the other hand, in most countries, people
also say they use the juice extractor for making
orange juice.
• Apart from making fruit/vegetable juice, making
soy bean milk is another core application in
China.
33
Juice extractor - applications

Orange juice

Juice from fruits & vegetables

Soy bean milk

MI&S Domestic Appliances, May 2008 34

 Citrus Press
Ownership & Awareness
• Citrus press is a well-known
appliance in all countries.
• Ownership and usage shares are
highest in the Latin countries.
• Relatively low interest for citrus
press among non-owners in
Germany and the UK, higher
interest in Spain.
Benefits & Drivers
• Both the citrus press and the juicer
are ‘dedicated appliances’ that are
good for ‘liquid ingredients’.
• However, the citrus press is
perceived as ‘more compact’ and
‘lightweight’ than a juice extractor,
making it ‘easier to store’ and more
appropriate ‘for small quantities’.
• In addition, the citrus press is
‘easier to clean afterwards’ and
‘easier to assemble’, but less
‘powerful’
• On the other hand, the citrus press
may be ‘less modern’ than the juice
extractor, it is also ‘cheaper to
purchase’.
• In contrast to the juice extractor,
the citrus press is only associated
with making orange juice and – to
a lesser extent – making juice from
fruits and vegetables.
MI&S Domestic Appliances, May 2008
Applications
• Makin orange juice is the core application of the
citrus press, although competing with the juicer
in China and Russia and by hand in the UK.
• In France and Spain, making juices from fruits
and vegetables is another core application of
the citruss press (competing with the juicer in
Germany and the blender in Italy)
• Fruit and vegetale juices are also made with the
citrus press in UK, Russia, China and Brazil,
although clearly less often than with a juicer or
a blender.
• All in all it is a mroe dedicated appliance – with
less competition and confusion around it – than
the juice extractor.
35
Citrus Press - applications

Juices from fruits & vegetables

Orange Juice

MI&S Domestic Appliances, May 2008 36

 Mini Blender
Ownership & Awareness
• Although awareness on an
absolute level still rather high –
appr 60% (Brazil, France,
Spain) – awareness clearly lower
than most other food prep
appliances.
• Only in China is awareness mini
blender higher than many ‘main
stream’ food prep appliances.
• Ownership and usage shares
highest in China, rather low in
other countries.
• China only country with average
interest mini blender among non-
owners, in all other countries
interest is low (maybe due to
lower awareness).
Benefits & Drivers
• Benefits and drivers of the mini
blender are probably highly
influenced by the name of the
appliance.
• It is mainly seen as a ‘small,
compact’ and ‘easy to store’
appliance, that is good for ‘smaller
pieces’, for ‘fine / small
ingredients’and good for ‘small
quantities’.
MI&S Domestic Appliances, May 2008
Applications
• Although the mini blender is associated with a
rather wide variety of applications (mainly
similar to regular blender or even chopper or
food processor), the mini blender is never
actually used most often for any application.
• In Italy they actually use it for chopping (but
they more often do that by hand).
• Mini blender has the highest usage in China.
Chinese use the mini blender for making
cocktails, smoothies, babyfood and
mayonnaise, or for mashing potatoes, fruits
and vegetables, for chopping onions, or
whipping egg white – although not as often
as by hand or with a blender.
37
Mini Blender - applications
(Alcoholic) cocktails

Mayonnaise

Baby food

Smoothies / milkshakes

MI&S Domestic Appliances, May 2008 38

 Smoothie maker
Ownership & Awareness
• In almost all countries, awareness
and ownership of the smoothie
maker lowest of all food
preparation appliances.
• Among non-owners, interest in
smoothie maker also rather low
(perhaps due to relatively low
awareness).
Benefits & Drivers
• The benefits of the smoothie maker
show large similarities with the
ones of the blender.
• It is a rather ‘large’ and ‘heavy’
appliances, mainly good for ‘liquid
ingredients’.
• Results are thought to be even
smoother than with a blender.
MI&S Domestic Appliances, May 2008
Applications
• Although the smoothie maker is seen as fitting
with many different applications (mostly the
same as the blender), for no application is the
smoothie maker actually used most often.
• People use it for making smoothies in the UK,
France and China although they more often
use a blender for that.
• In Spain, people prefer using a hand blender
for making smoothies.
• The smoothie maker is also used for making
fruit/vegetable juice or cocktails in the UK (but
they more often use a blender or do it by hand),
and for making baby food in Spain (although
preferred with a hand blender)
39
Smoothie maker - applications

Crush ice

Smoothies / milkshakes

Baby food

Juice from fruits & vegetables

MI&S Domestic Appliances, May 2008 40