According to Flipkart, the kitchen appliance product categories have witnessed a 2x growth and have seen the entry of some international brands in this domain.
Flipkart analysed the customer behaviour during the pandemic period and post-pandemic period and found that in 2022 many Indians decided to modify eating habits and set nutritional goals.
“The pandemic brought to light the importance of a healthy diet that plays in maintaining physical and mental wellness,” states Flipkart study.
With the change in working and learning structure and prolonged times spent at home, Flipkart research states that Indians are looking at easier and simple ways to manage household chores and daily cooking.
“They are increasingly preferring to invest in kitchen appliances that not only make the daily food preparations easier, quicker but also healthier,” observes Flipkart
Based on the latest customer buying behavior, Flipkart lists down some of the popular trends witnessed on the platform:
Appliances that help reduce oil consumption
Today, Indians are increasingly preferring to invest in appliances such as air fryers and OTGs (Oven Toaster Grill) to reduce the oil intake in their daily diet. As air fryers use hot air instead of oil to crisp up foods, it gives users a healthy alternative to deep-fried foods. Whereas OTGs support a variety of cooking methods such as baking, grilling or roasting for a healthy meal. Flipkart has witnessed a 2x growth for these product categories in the last three months.
Rise in popularity of single utility devices
Gone are the days when single utility devices were considered cumbersome and had no place in an Indian kitchen. Appliances such as flour mills, stand mixers and roti makers are becoming a household essential as users are recognising its potential to save time on tasks such as grinding grains or mixing dough, significantly simpler. Flipkart has registered over 50% increase in demand per month for these product categories in the past three months.
High demand from Tier 3+ cities
Adoption of kitchen appliances have seen an uptick in demand from tier 3 cities and beyond. While tier 3 cities accounted for around 55% of the demand on Flipkart, metro cities contributed 30%. Tier 3+ cities such as Muzaffarpur, Bhagalpur, Medinipur, Gaya, Bankura have witnessed growing demand and collectively contributed 14% of the demand from the region.
Shopping on a budget
As many users are investing in such newer kitchen appliance segments for the first time, customers are seen opting to purchase products at the starting price points. Air Fryers are preferred in the price range of INR 5,000 – INR 7,000, Roti Makers from INR 2000 – INR 3000, Flour Mills for INR 12000 – INR 13000 and OTGs for INR 2000 – INR 4000. Philips, Prestige and Havells are some of the preferred brands in these categories.
