The NPD Group Reports on 2010 Small Appliance Sales

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Kitchen Categories Help Drive a Rebound Movement

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The kitchen continues to be the heart of the home, regardless of economic climate.

According to The NPD Group, Inc., a leading market research company, it was a positive year for much of the small appliance industry. Overall, the small appliance market is rebounding. In particular, the rebound is being driven by small kitchen electrics, plus select categories in personal care and home improvement.

According to NPD’s Consumer Tracking Service, in both dollars and units, small kitchen electrics exceeded 2007 pre-recession levels, by three and nine percent respectively. Many categories saw double-digit dollar increases between 2010 and 2009, such as drip coffeemakers, blenders, stand mixers, electric grills/griddles, hand mixers, waffle irons, and rice cookers.

The downward sales trend in personal care appliances, since 2007 has flattened with 2010 sales on par with 2009. Categories in positive territory include, men’s facial trimmers, oral care replacements, hair dryers, and hair setters.

In home environment, both unit and dollar sales in 2010 were flat versus 2009, however, there were some winners, such as heaters, humidifiers, vaporizers, bare floor cleaners, robotic and workshop vacuums all achieving double-digit dollar growth.

Click on the YouTube video to see what NPD's Debra Mednick, Executive Director for the Home industry has to say about this year's results.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit, or follow us Twitter at


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Dora Brunette
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