Kitchenware Companies Focused on 'Small Home Appliances'

Favorable for Profitability Improvement Along with Business Diversification Effects
Market Expansion Due to COVID-19 Impact and Increase in 1-2 Person Households

Happycall 'Odd Adamhan Appliances' 4 Types. Photo by Happycall

[Asia Economy Reporter Kim Heeyoon] Kitchenware companies are continuing their challenge in the small home appliance market. This is because the demand for small home appliances has surged due to the increase in single- and two-person households and the impact of the novel coronavirus infection (COVID-19), drawing attention to the market's expansion potential.

According to the industry on the 6th, kitchenware companies are expanding their small kitchen appliance business, which naturally connects to consumers secured in their existing business areas. In particular, they are evaluated to be expanding their scope by securing hit products among kitchen appliances whose consumption has increased based on their familiar brand power with housewives.

Lock&Lock Steam Air Fryer. Photo by Lock&Lock

Household goods company Lock&Lock announced that its small home appliance sales increased by 405% compared to the previous year. Lock&Lock, which challenged the small home appliance market by launching mini air purifiers and knife cutting board sterilization blocks in 2019, received a good response from the market by subsequently releasing steam air fryers and others.

In addition, Lock&Lock, which officially expanded its small home appliance business by acquiring the small home appliance brand ‘Jennifer Room’ in April last year, explained that the sales proportion of small home appliances, which was only 3% in 2019, expanded to 12% last year.

Happycall High-Speed Blender. Photo by Happycall

Kitchenware company Happycall, known for its double-sided pan, is increasing its presence in the market by launching four types of small kitchen appliances (toaster, single induction cooker, mixer, electric kettle), led by the ultra-high-speed blender introduced in 2015.

The ultra-high-speed blender made its mark by recording the number one market share, and Happycall added that the small home appliance ‘Odd Adamhan Appliance’ released at the end of last year processed an initial quantity of 20,000 units and is currently producing additional units. A company official stated, “We plan to expand the proportion of the home appliance business to 30% and broaden our business area to kitchenware and kitchen appliances.”

Hurom's Multi-Cooker Steam Pot. Photo by Hurom

Juicer manufacturer Hurom also entered the small home appliance market with a teapot by launching the Tea Master in 2016 to diversify its business. Riding on the success of the teapot, which recorded cumulative sales of 180,000 units and ranked first in market share until last year, Hurom newly introduced a multicooker in May last year. Hurom, which has shown strength in the home shopping market, also launched the multicooker through home shopping and achieved sales of more than 3,000 units in three broadcasts last year.

A Hurom official emphasized, “Following the positive response to the juicer introduced last year with a drum separation structure, the multicooker has also attracted attention as a convenient cooking appliance, signaling diversification in sales. We will continue to grow in the small home appliance market through product diversification amid the prolonged COVID-19 pandemic.”

Meanwhile, global market research firm GfK forecasted that global home appliance sales reached about 1,340 trillion won last year, up 2.5% from the previous year, and among them, small home appliances recorded sales growth of more than 8% compared to the previous year, continuing the upward trend.

This content was produced with the assistance of AI translation services.