Global Results Category Drivers Food Preparation

8/8/2019 Global Results Category Drivers Food Preparation

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Hans Mommer

MI&S Domestic Appliances

May 2008

Category drivers Food Prep appliances- Global summary -


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MI&S Domestic Appliances, May 2008 2

Background

Over the past years, most food preparation appliances have come with manynew accessories and new functions. Due to this, many food preparationappliances have started competing with each other. Philips feels consumers nolonger 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 wouldlike to gain more insight into how the different food preparation appliances relateto 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 foodpreparation appliances?

3. What is the awareness and ownership of, and interest in the foodpreparation appliances and their accessories?


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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 Europeancountries, 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 foodsand 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 applicationfor an appliance, wemean that that application is more often done with this specific appliance than with otherappliances.


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Applications


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Applications top 5 per country

1. Mix

ingredients

(FP: 32%)2. Slice

vegetables(FP: 55%)3. Make

orange juice

(CP: 58%)4. Chop

onions

(CHO: 41%)5. Make soup

or sauces(HB: 48%)

1. Slice

vegetables

(hand: 71%)2. Mix

ingredients(HM: 40%)3. Chop

onions

(hand: 62%)4. Dice

vegetables

(hand: 82%)5. Chop

herbs(hand: 63%)

1. Chop

onions

(hand: 55%)2. Make

orange juice(CP: 77%)3. Slice

vegetables

(hand: 46%)4. Mix

ingredients

(FP: 25%)5. Chop

herbs(hand: 49%)

1. Make

orange juice

(CP: 86%)2. Slice

vegetables(hand: 73%)3. Chop

onions

(hand: 43%)4. Mix

ingredients

(hand: 32%)5. Shred

vegetables(hand: 73%)

1. Slice

vegetables

(hand: 81%)2. Chop

onions(hand: 81%)3. Dice

vegetables

(hand: 83%)4. Mix

ingredients

(hand: 39%)5. Chop

finely(hand: 71%)

1. Chop

onions

(hand: 59%)2. Make fruit

juices(BL: 71%)3. Mix

ingredients

(BL: 45%)4. Make

orange juice

(CP: 67%)5. Slice

vegetables(hand: 62%)

1. Chop

onions

(hand: 47%)2. Mix

ingredients(HM: 34%)3. Slice

vegetables

(FP: 39%)4. Dice

vegetables

(hand: 60%)5. Shred

vegetables(FP: 38%)

1. Slice

vegetables

(hand: 51%)2. Julienne

vegetables(hand: 61%)3. Shred

vegetables

(hand: 52%)4. Dice

vegetables

(hand: 58%)5. Slice meat

(hand: 58%)


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Applications bottom 5 per country

1. Make soy

bean milk

(hand: 58%)2. Granulate

ginger(hand: 52%)3. Crush

ice

(hand: 32%)4. Make

smoothies

(BL: 27%)5. Crush

nuts(CH: 34%)

1. Crush

ice

(hand: 37%)2. Make

mayonnaise(HM: 40%)3. Make soy

bean milk

(hand: 52%)4. Make

cocktails

(hand: 52%)5. Make baby

food(HB: 34%)

1. Granulate

ginger

(hand: 47%)2. Make soy

bean milk(hand: 52%)3. Make

cocktails

(hand: 28%)4. Make

mayonnaise

(BL: 25%)5. Crush

ice(CH: 26%)

1. Make soy

bean milk

(hand: 77%)2. Make

cocktails(hand: 41%)3. Crush

ice


ginger

(hand: 61%)5. Whip egg

white/dairy(HB: 47%)

1. Make

mayonnaise


bean milk(hand: 54%)3. Make

cocktails


ginger

(hand: 59%)5. Crush

ice(hand: 31%)

1. Granulate

ginger


bean milk(BL: 56%)3. Make

cocktails

(BL: 73%)4. Crush

nuts

(BL: 37%)5. Make

mayonnaise(BL: 70%)

1. Make soy

bean milk

(hand: 35%)2. Make

mayonnaise(HM: 39%)3. Granulate

ginger

(hand: 51%)4. Crush

ice

(hand: 47%)5. Make

cocktails(hand: 36%)

1. Make

cocktails

(hand: 36%)2. Crush

ice(other: 30%)3. Crush

herbs

(hand: 36%)4. Chop

herbs

(hand: 47%)5. Crush

nuts(hand: 24%)


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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 juicesfrom 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).


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22%

Applications and global competing appliances

Slice vegetables

10%

by hand

56%

13%

Dice vegetables

by hand

68% 16%

Julienne vegetables

by hand

59%

22%

Shred / grate vegetables

by hand

53%

Only >10% mentioned is shown

Granulate ginger

by hand

52%

1 11

1

For many applications, competitionorconfusionbetween 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.


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14%13% 10%

11%


Chop onions

20%

by hand

54%

Chop finely

by hand

55%

Chop herbs

by hand

49%

Crush / grind herbs

by hand

39%


16% 21%

20%

Crush / grind nuts / seeds

by hand

28% 21%

1

1

1

1 1

1 1

1

1

More or less the same holds forchopping andcrushingherbs 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.


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25%

1

11%



Mince meat

by hand

32% 16%

Other

electrical

appliance

12%

15%

Chop meat

by hand

49% 13%

Slice meat

by hand

71%

Other

electrical

appliance

10%

1

1

1

1

1

1

People generallyprepare meatby 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.


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36% 29%23%

42% 18%


Make smoothies / milkshakesMake fresh orange juice


Make juices from fruits / vegetables

by hand

11%33%

55% 18%

by hand

19% 12%

Make (alcoholic) cocktails

by hand

34%

1

1

1

1

1 1

11

1

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 competitionorconfusionexists 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.


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12%27%


Make soy bean milk


Crush ice

by hand

26%

by hand

27%

10%

22% 19%

Other

electrical

appliance

12%

1

1

1

1

1

1

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.


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14%

18% 10%22%


Whip egg white or dairy


Make liquid dough / batter

by hand

18%36%

51%

by hand

13%1

1

1

1

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).


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15%


Make thick dough


28%

by hand

29%

Other

electrical

appliance

11% 10%

11

11

1

14% 10%

Mash / puree potatoes

by hand

45% 10%1

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.


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20%26% 23%

Puree fruits / vegetables

by hand

24%

1 11

1

17%

Make mayonnaise

by hand

20%25% 21%1 1

1

1

1



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.


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10%21%


Make fresh soup or sauces


Make baby food

by hand

31% 23%

23% 22% 11%

by hand

19%1

1

1

1

11

1

1 1

1

1

1

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.


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10%18%19%

Mix ingredients

by hand

29% 22%

1

1

11

1

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.


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Appliances


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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


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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 amongnon-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 functionsand 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.

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 coreapplications 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


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Food Processor - applications

Slice vegetables

Shred vegetables

Mince meat

Puree fruit & vegetables

Thick dough

Mix ingredients

Dicevegetables

Crush ice

Thin dough

Baby food

Chop meat

uliennevegetables

* Second and third rim mainly France

*


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Hand Blender


Awareness with hand blender

very high (>85%), except in

China (65%)

Ownership and usage share

highest in Spain, lowest usage

share in Brazil and China.

Relatively high interest among

non-owners in Germany, UK, Italy,

Spain and France, rather low

interest in China.

Beaker and whisk are most often

owned attachments. Chopper

attachment and beater

attachments come second.

Ownership of the otherattachments is rather low

No clear difference in most

interesting attachments.

Benefits & Drivers

The hand blender is perceived to

be the compact and lightweight

appliance, that is easy and quick

to assemble and quick to use.

It is easy to store and easy to

clean afterwards.

However, it seems to be mostappropriate for small amounts

and liquid ingredients and less

appropriate for large quantities.

Purchase reasons are similar to

perceptions.

Although hand blenders may come

with different accessories, people

do not (yet) see it as versatile asthe food processor.

Applications

The hand blender has the most core

applications in Spain: smoothies, egg white,

baby food, mayonnaise and fruit/veg puree are

all most often done with a hand blender.

Fresh soup and sauces (FR, IT), puree fruits

and vegetables (GE) and baby food (RUS) are

core applications in other countries. In France and Italy, it competes with food

processor for pureeing fruit/vegetables. In

Germany and the UK people make baby food

as often by hand - or with a food processor in

France. The same holds for making

mayonnaise in the UK (hand) and Italy (blender)

In many other instances, the hand blender

competes with other appliances; like for making

smoothies (blender, GE) or making egg white

or thin dough (mixer, IT; by hand, UK).

In China and Brazil, the hand blender is only

used for a few applications, and never more

often than by hand in China or with a blender in

Brazil.


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Hand Blender - applications

Fresh soup & sauces

Puree fruit & vegetables

Baby food

Mayonnaise

Smoothies / milkshakes

Mash potatoes

Egg white

Thin dough /

batter

* Second and third rim mainly Spain

*


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Mixer


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 touse, 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.

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 coreapplication 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.


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Mixer - applications

Egg white / dairy

Thin dough / batter

Mayonnaise

Thick dough

Mix ingredients

Mash potatoes

* Second rim mainly Russia and Germany

*


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Blender


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 alsoone 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 toughingredients) 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

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, tocrush 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.


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Blender - applications

Crush ice(Alcoholic) cocktails

uice from fruits & vegetables

Fresh soup & sauces

Mayonnaise

Mix ingredientsMash potatoes

Puree fruit &vegetables

Baby food

Thin dough

Crush nuts

Whip egg white / dairy

Thin dough / batter

Thickdough

Soy bean milk

* Second and third rim mainly China and Brazil

*



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Chopper


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 shareseem 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 ingredientsand 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

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 finelyare 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.


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Chopper - applications

Crush nuts

Crush herbs

Chop herbs

Chop meat

Chop onions

Chop finely

Make baby food

Crush ice

Mince meat

* Second and third rim mainly France and Spain

*


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Kitchen Machine


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 ofBrazil.

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) mostoften 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 moredifficult 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).

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 eggwhite/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.


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Kitchen Machine - applications

Thick dough

Mash

potatoes

Slice vegetables

Shredvegetables


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uice Extractor


Awareness with juice extractor is

over 90%, France and Italy

lagging a bit behind.

uicer 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. Somepreceive 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, thejuice 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.

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 moreoften 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.


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uice extractor - applications

Orange juice


Soy bean milk


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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, higherinterest 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 moreappropriate 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.

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.

Citrus Press


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Citrus Press - applications

uices from fruits & vegetables

Orange uice


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Mini Blender


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 miniblender 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 smallerpieces, for fine / small

ingredientsand good for small

quantities.

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.


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Mini Blender - applications

Baby food


(Alcoholic) cocktails

Mayonnaise


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Smoothie maker


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 lowawareness).

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 evensmoother than with a blender.

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)


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Smoothie maker - applications

Baby food


Crush ice



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Global Results Category Drivers Food Preparation

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Transcript of Global Results Category Drivers Food Preparation