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Home Appliance Trends in H1 & Projections for H2 (2020) By Revuze

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Home Appliance Trends in H1 & Projections for H2 (2020) By Revuze

August 12
23:46 2020

In this report, you will find the top-listed trends in consumer opinions and wishlists for H1, and based on this information Revuze’s AI made projections for H2, it also pointed out a few trends which are on the rise.

We pulled data from the last 4 years and got our AI to analyze it. The total number of reviews that were collected and analyzed are over 213,611, out of which our AI extracted 493,422 valuable quotes.

A few notifiable from our report:

  • The overall industry star rating is 4.59 and the average sentiment is 83% which means that in general, brands are doing a pretty good job in listening to their customer’s needs.
  • KitchenAid is the leading brand with a sentiment score of 91.59%!
  • Hamilton Beach is the second most loved brand with a sentiment score of 88%
  • In 2018 there were 28K reviews for the category of mixers. In H1 2019 alone there were 29K reviews!
  • According to consumer opinions – Hand mixers are on a positive trend with their overall share of a voice reaching 14.59% in H1 2020 (a 14% compared with H2 2019)

According to consumer opinions – Hand mixers are on a positive trend with their overall share of a voice reaching 14.59% in H1 2020 (a 14% compared with H2 2019)

  • On the other hand, stand mixers are slightly losing popularity, to an overall SOV of 65.16%, a 0.9% decrease in the share of voice compared to H2 2019, and 4.41% drop compared to the same period last year which was 69.3%.
  • The stand mixer category is ruled by one player on ecommerce!

Stand mixers are slightly losing popularity, to an overall SOV of 65.16%, a 0.9% decrease in the share of voice compared to H2 2019

Revuze’s analysts came to the conclusion that in-home appliances categories, mixers are gaining momentum and the number of reviews keeps on growing.

Top 10 Hand Mixers in 2020 By Consumer Sentiment?

It’s striking to see that in the first half of 2020, 8 out of the 20 items with the best eCommerce sentiment are KitchenAid mixers getting the top 8 positions with an average star rating of 4.6

Closing the list are Hamilton Beach & Cusinart.

Product Brand Hierarchy Sentiment % Star Rating
9 Speed Hand Mixer KHM926 KitchenAid Hand mixers 96.15385 4.9375
KHM7210 7 Speed Hand Mixer KitchenAid Hand mixers 91.48936 4.862069
Merchandise KitchenAid Hand mixers 91.00529 4.738806
KitchenAid® 5-Speed Hand Mixer KitchenAid Hand mixers 88.6631 4.68323
5 Speed Hand Mixer KHM512 KitchenAid Hand mixers 88.31461 4.684039
KitchenAid® 9-Speed Digital Hand Mixer KitchenAid Hand mixers 86.63102 4.637931
KitchenAid® Queen of Hearts 7-Speed Hand Mixer in Red KitchenAid Hand mixers 84.87395 4.625
KitchenAid KHM512ER 5-Speed Ultra Power Hand Mixer, Empire Red KitchenAid Hand mixers 70.78947 4.24812
Hamilton Beach 6-Speed Electric Hand Mixer with Snap-On Storage Case, Wire Beaters, Whisk and Bowl Rest, 250W, White (62682RZ) Hamilton Beach Hand mixers 67.69457 3.989204
Cuisinart HM-90S Power Advantage Plus 9-Speed Handheld Mixer with Storage Case, White Cuisinart Hand mixers 67.68293 4.075758

KitchenAid is the leading brand with a sentiment score of 91.59%!

Top 10 Stand Mixers All Time By Sentiment

If it was surprising for you that KitchenAid took the respectfully 1-8 places in the hand mixers category you will be amazed to learn that the top 10 stand mixers are all ruled by… You are right – KitchenAid!  And not only that KitchenAid is the sole dominator in this category they are doing it with an average of 4.8-star rating. Respect!

Product Brand Hierarchy Sentiment % Star Rating
KitchenAid Artisan Series 5-Quart Tilt-Head Stand Mixer, Red (KSM150PSER) KitchenAid Stand mixers 94.39911 4.89841
Artisan 5 Qt. Stand Mixer KSM150PS KitchenAid Stand mixers 93.89299 4.88847
Classic Series 4.5-Qt. Tilt-Head Stand Mixer K45SSOB KitchenAid Stand mixers 93.30227 4.861371
KitchenAid® Classic Plus Series 4.5 Quart Tilt-Head Stand Mixer – Silver KitchenAid Stand mixers 92.75037 4.90427
4.5 Qt. Classic Plus Stand Mixer KSM75 KitchenAid Stand mixers 91.59581 4.84243
Artisan Series 5-Quart Tilt-Head Stand Mixer with Flex Edge Beater Bundle Set KSM150FE KitchenAid Stand mixers 91.05731 4.87069
KitchenAid® Artisan® 5 qt. Stand Mixer KitchenAid Stand mixers 90.48455 4.84172
KitchenAid KV25GOXER Professional 5 Plus 5-Quart Stand Mixer, Empire Red KitchenAid Stand mixers 89.58466 4.81439
KitchenAid® Professional 600™ Series 6-Quart Bowl Lift Stand Mixer KitchenAid Stand mixers 84.47746 4.68916
Pro 600™ Series 6 Quart Bowl-Lift Stand Mixer KP26M1X KitchenAid Stand mixers 81.90321 4.66283

4 Most Loved Brands By Sentiment

Continuing the same path KitchenAid is number 1. No surprise here considering the majority of the top 10 products are made by KitchenAid.

Brand Sentiment % Star Rating
KitchenAid 91.5945589 4.90310228
Hamilton Beach 88.0603393 4.79815656
Cuisinart 87.7399297 4.83382993
Sunbeam 84.3975283 4.76298701

Number Of Reviews For Stand and Handheld Mixers from 2018 to June 2020.

As mentioned at the beginning of our research, the mixer category review is on the rise and we see more and more people buying these products & reviewing them.

Time Frame 2018 H1 2019 H2 2019 H1 2020
Volume 28037 29213 21151 24372

Stand Mixer Vs Hand Mixer Share Of Voice (SOV) (2017-2020)

  2017 SOV 2018 SOV H1 2019 SOV H2 2019 SOV H1 2020 SOV
Stand Mixers 28613 64.06% 15496 55.27% 20265 69.37% 13968 66.04% 15882 65.16%
Hand Mixers 3423 7.66% 4507 16.08% 3294 11.28% 2697 12.75% 3557 14.59%
Category 44669   28037   29213   21151   24372  

Whilst stand mixers are dominating the category, we can see that there is a change in this trend as we are heading into H2 2020. More and more people are starting to purchase & review hand mixers and we also see new players who are threatening to take the mixer throne from KitchenAid.

Without a doubt, we can say that KitchenAid is the big winner of this category in the eCommerce market with an impressive star rating & category dominant.

YOY growth in the share of voice for Hand Mixers from 2019 to 2020

  • 11.28% growth H1 2019
  • 12.75% growth H2 2019
  • 14.59% growth H1 2020

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