BUYERS' GUIDE STEAM
BUYERS' GUIDE STEAM OVENS STATE OF PLAY KEY SELLING POINTS Steam cooking is fantastic for preparing moist, succulent meals, including seafood, poultry, red meat, vegetables, asian dishes and desserts. The technology is available by itself or in combination with an oven or a microwave. MARKET After stabilisation in 2013, the first half of 2014 shows a market growth of about 8% in sales value. The average spending for a steam oven increased continuously TECHNOLOGY Ovens that combine traditional hot-air cooking with injections of steam have exploded in popularity as customers are drawn to the health, taste and texture benefits these luxury appliances provide. Combining steam with traditional roasting means the oven is essentially a 2-in-1 cooker. For customers not looking to add a new oven to their integrated kitchen, steam microwaves are benchtop solutions that can also offer grilling and roasting. FEATURES Hundreds of automatic programs make steam cooking easy, even for novices. Choose the meal you want to cook from the on-board computer, make sure the water reservoir is full, and then the oven will take care of the rest, injecting steam at precisely the right moment to create amazing meals. Steaming allows for food regeneration in which leftovers, for example, are slowly brought back to freshness via steam heating. It’s very hard to overcook or burn food while steaming so it is a great way for new chefs to learn while creating delicious meals. Steamed food is also very healthy, as more nutrients are retained than if the food were boiled. DESIGN Steam-only ovens can be manufactured in compact sizes - 45 cm high - so they can fit into smaller cavities in the wall or be built under the primary oven. Convenience technology like touch-screen controls, push-to-open doors and telescopic rails are all available in steam ovens. Plumbed steam cookers take convenience to the next level: the user never need replace or refill the reservoir and the steam never runs out. STEAM OVENS GERMANY Development of Sales Value and Average Price Jan 2012 Jun 2012 Jan 2013 Jun 2013 Jan 2014 Jun 2014 INNOVATING @ IFA 1.602 Sales Value, m EUR Price, EUR 1.608 1.646 46 46 49 GORENJE HOMEMADE The HomeMade combined steam ovens are the latest additions to Gorenje’s oven range and come in the compact 45cm-high and regular 60cm-high versions. In the new HomeMade generation the water tank is integrated into the front panel allowing for greater capacity. Gorenje HomeMade steam ovens employ the principle of pure steam, made possible by patented cyclone technology. This technology creates a mist of pure steam that is evenly distributed around via the MultiSteam360° system. » HALL 1.1 STAND 201 Gorenje HomeMade CONTACT Martina Sedlmaier Key Account Manager Major Domestic Appliances GfK Retail and Technology martina.sedlmaier@gfk.com THE FUTURE Across the appliance spectrum steam is being used to greatly enhance the user experience. Steam ovens will continue to grow in popularity as the technology becomes easier to understand and the functionality filters down to the more affordable brands. Expect to see more bench-top steam ovens and free-standing cookers adding steam as a key function. MIELE DGC 6600XL STEAM OVEN The new DGC XL is a fully fledged steam and conventional oven for discerning connoisseurs. The oven features the powerful MultiSteam technology, which ensures consistent heat throughout the cavity. Steam is created outside the food chamber until it reaches the required temperature where it is injected into the chamber, surrounding the food on all sides. » HALL 2.1 / STAND 101 Miele DGC 6600XL » HALL 1.1 / STAND 201 44
BUYERS' GUIDE COFFEE CAPSULE MACHINES STATE OF PLAY The capsule coffee machine market is split between luxury lifestyle brands based around famous coffee labels and relatively new entries leveraging manufacturing heritage. Developed markets are also seeing major retailers launching their own capsule coffee systems. MARKET The overall Western European market for coffee and espresso machines is becoming tougher, having registered declining value sales for the first half of the year, despite a slight growth in terms of volume. Single-serve Espresso machines were the only segment which saw improved sales, driven by double-digit growth in Italy, the Netherlands and the UK. KEY SELLING POINTS TECHNOLOGY Nineteen bars of water pressure is becoming standard for capsule coffee makers, which is stronger than some of the best manual coffee machines on the market. Capsules are often available online for homedelivered convenience and there is the option of buying cheaper, ‘home brand’ style capsules for most major systems, for price-sensitive customers. Home carbonation At least two major brands are looking to integrate home carbonation to their capsule coffee machines, meaning the same appliance could be used to make a piping-hot espresso and an ice-cold glass of lemonade. FEATURES Accessories There is a vast array of accessories available, presenting excellent cross-selling opportunities. Specially sized cups, stirrers, capsule holders and carousels, milk frothers and complementary foodstuffs are among the most attractive options for bumping up sales. Disc-shaped capsules are available for manual coffee machines, meaning consumers can hone their barista skills with a prepared portion before moving on to grinding and tamping their own doses. Coffee is by far the most popular drink While research shows that coffee is by far the most popular drink and the main motivation for purchase, some systems also offer tea and hot chocolate, as well as readymade cappuccinos and cafe lattes through the use of milk capsules. DESIGN Access to an ecosystem Customers don’t just buy machines that make fresh and delicious cups of coffee; they buy access to an ecosystem. Coffee flavours sold by the machine manufacturer often come with elaborate narratives and elegant packaging to make the customer feel extra special. Cooking appliance brands have started developing their own capsule coffee machine systems, meaning customers have the option of a machine that matches the design of their oven, hob and dishwasher. There are now also integrated capsule machines for the truly luxurious. Partnerships with famous drinks, snacks and cafe brands have broadened these machines’ appeal. VALUE SHARE OF HOT BEVERAGE MAKERS TYPES in EU6 for MAT 2014 INNOVATING @ IFA 42% 9% 34% 15% Trad. Filtercoffee Espresso Fullautomatic Portioned Systems Others FLAMA 1287FL CAPSULE COFFEE MAKER Leading Portuguese home appliance company Flama is releasing a new entrant into the booming capsule coffee maker market. The 1287FL features 950 watts of power, 15 bar pressure pump and a thermoblock heating system. The classic minimalist design is set off by an injected aluminium lever, while the control panel features retro-illuminated buttons. The three beverage sizes - short coffee, large coffee, tea/chocolate - are programmable. » HALL 8.1 / STAND 216 Flama 1287FL Capsule Coffee NESPRESSO INISSIA CONTACT Udo Jansen Global Director Small Domestic Appliances GfK Retail and Technology udo.jansen@gfk.com THE FUTURE Inissia, the latest machine innovation from Nespresso, has been awarded the 2014 Red Dot prize for Product Design. Streamlined for maximum efficiency, this machine lives up to Nespresso’s reputation for high end technology, allowing for a 25 second heat up. Automatic pre-programmed coffee buttons ensure the perfect serving each time, while the automatic power-down after 9 minutes earns it the A Energy Efficiency Class. » HALL 1.1 STAND 102 Increasing machine sales and coffee capsule sales. The growth of this sub-category shows no signs of abatement because consumers are drawn to its speed and convenience. Expect improvements to coffee quality to win over the real aficionados. » HALL 9 / STAND 106 » HALL 1.1 / STAND 102 www.ifa-international.org IFA International • Friday 19 th September 2014 45
