Recently on Appliance Retailer we looked at how and why Breville had signed on the sponsor the current season of My Kitchen Rules (MKR) and the upcoming Everyday Gourmet. Also expected to return, perhaps with small appliance sponsorships, are Ready Steady Cook and MasterChef Australia.
While not all of these shows are retaining their high place on the TV mantle, there is definitely life still left in the TV cooking show phenomenon, as evidenced by the success of MKR in 2013: if it weren’t for Kevin Rudd spilling Julia Gillard as Prime Minister in prime time, MKR would have been the highest rated show of the year.
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Dutch brand Philips, while not a sponsor of these programs (yet), is looking to ride this overall wave with its range of small appliances. This growth in demand, however, has created challenges on the supply side.
“The proliferation and variety of cooking programs on TV over recent years has reinvigorated this market but it has also created some challenges,” said Mikyu Chun, marketing manager for Philips Consumer Lifestyle.
“On the positive side, the TV programs have shown consumers how easy and fun it is to cook delicious meals at home, inspiring them to create. The shows have also recognised that many consumers are still time poor so chefs are often seen using many and varied appliances, boosting their appeal.
“The challenge now for retailers is to keep producing innovative and desirable products that benefit the consumer but don’t break the bank. In an extremely health-conscious society, products that aid this growing wellbeing trend are a real bonus and a big pull for consumers.”
The solution to this problem is research and knowledge, Chun said.
“Retailers should be familiar with the unique sales propositions (USPs) of each product and how they would benefit the lives of their customers. Are they easier to clean or quicker to clean than similar products? Do they use less energy? Asking a consumer why they would need a new or different product also helps to find angles for the sale and identifies how they would benefit from having a specific product in their lives.”
Philips launched two new Airfryers in September 2013 and they quickly became the most popular low-oil fryers in the market, according to Chun, with 58 per cent market share by December. Chun said the launch of the new models came at the right time, as the low-oil fryer segment has recently experienced strong growth with sales last year reaching $12 million in total.
Philips Viva Digital Airfryer (HD9230, RRP $349) fries food with air so that it is crispy on the outside and tender on the inside, Chun said. The Digital screen makes it easier to control so the kids should have no trouble whipping up a delicious fried treat for Mum!