Table of Contents
1. Consumer portraits and 2020 consumer trends in the kitchen supplies category 2. Kitchen supplies 2020 fashion trends 3. Kitchen supplies reference suggestions for sellers 4. Hot selling sub-categories of kitchen supplies and operation tips 5. Kitchen supplies compliance certification

► European and American consumers buy kitchen products more frequently and often buy repeatedly every quarter
► Household appliances will be consumed relatively less frequently. In addition, since charged products have a higher customer unit price and longer service life compared to uncharged products, consumers will also take longer to consider replacing new products

In terms of kitchen supplies, generally speaking, consumers generally focus on cost performance, many product choices, stable and guaranteed quality, convenient and fast delivery, etc., but the demands of consumers on each site are also slightly different:

► Japanese consumers, on the other hand, prefer fresh, simple products. Brand loyalty and online repurchase rates are very high. Since purchasing decisions are carefully considered, the return rate is also relatively low. In addition, Japanese consumers also generally have the following demands:
• Because the room is relatively small and the ceiling is low, it is important that the product is easy to store
• Attention to details, including packaging, labels, shopping vouchers
• Environmentally friendly and efficient, that is, the product page is simple and easy to understand, easy to place orders, and fast delivery

► The kitchen is a popular consumption scenario:
• Affected by the epidemic, most European and American families are at home. Cooking at home has become an essential part of daily life. Food storage and stainless steel kitchenware and tableware have also become essential household items. Among them, stainless steel kitchenware and tableware have also become one of the materials loved by European and American people because they are easy to clean and comfortable to hold
• Cooking at home has stimulated foreigners' interest in studying food. 54% of Americans say they will continue to cook at home even after the pandemic, while 46% of Americans say they will cook more at home in the future. I believe demand for kitchen products will continue to be strong this year. In addition to kitchen appliances, kitchen storage, baking utensils, and utensils are all popular categories
• According to research, 39.9% of US consumers said that if they plan to buy small kitchen appliances online within the next 12 months, the most likely products to buy are air fryers, followed by bread makers, ovens, blenders, slow cookers, etc.

► China has always been a major producer of kitchen supplies. The products are good and inexpensive, and Chinese sellers can make full use of the advantages of the industrial belt
► We must continue to pay attention to product quality and cost performance, so as a breakthrough to win the trust of European and American consumers and expand brand influence
► Focus on small household appliances. Household appliances are mainly divided into large appliances (such as refrigerators, freezers, dishwashers) and small appliances (such as vacuum cleaners, bread makers, coffee machines). The size of kitchen, cleaning, and other household appliances (especially small household appliances) exceeds 50% of the market share. Small household appliances are the fastest growing category. The average growth rate is expected to be 10.9% in 2019-2023, and the market size is estimated to reach 207 billion US dollars in 2023

► In addition to household scenarios, dining out, commercial dinners, or restaurant purchases are also buying scenarios for corporate buyers that deserve sellers' attention. In addition to the restaurant industry, the main types of corporate customers include government, hospital, school, and corporate cafeterias, as well as cafes and street food trucks.

You need to follow:
• FCC: For radio-related products, such as Wi-Fi, Bluetooth, microwave, etc.
• DOE: For small household appliances involving electrical appliances related products
• FDA: Food contact materials such as microwave ovens, pots, bowls, etc. must meet relevant requirements
- The US FDA has certain regulations on products that come into contact with food, and many kitchen categories will be covered. Not every kitchen appliance is required to be approved by the FDA before it is marketed, but its constituent materials must meet “generally deemed safe” (GRAS) compliance and must be free from hazardous defects and design defects in accordance with the FD&C Act. In the absence of routine inspections or cookware sampling activities, consumer complaints can be an important trigger for the FDA to conduct product reviews. FDA has limited inspection resources and prioritizes its surveillance activities based on anticipated risks to public health. Low-risk items (such as stainless steel utensils or cookware) receive less attention, while high-risk items (such as glazed lead oxide ceramic cups) should be sampled and tested regularly. Manufacturing companies or distributors may be subject to inspection by consumer safety officials, and the FDA may issue a warning letter, product recall, or ban if an offending product is found
- For details, please visit: https://www.fda.gov/food/food-ingredients-packaging/packaging-food-contact-substances-fcs • Energy labels and electric light source labels are required: TVs, refrigerators, freezers, washing machines, indoor air conditioners, ceiling fans, etc.

It is necessary to comply with CE, RoHS, WEEE (applicable to electronic and electrical products), food contact materials (Regulation EC NO. 1935/2004）
• The CE mark is a self-certification mark applied by the manufacturer to the product. The CE mark indicates that the product complies with European Economic Area (EEA) health, safety and environmental protection standards. Not all products sold in the European Economic Area are required to have a CE mark. Examples of common products requiring CE marking include toys and games, TV/audio, personal protective equipment, machinery, construction goods, gas equipment, recreational and personal boats, pressure vessels, and measuring equipment. You can find a full list of products that require CE marking, as well as information on the steps manufacturers need to take to apply the CE mark at the following link:
- https://ec.europa.eu/growth/single-market/ce-marking/manufacturers_en
- https://europa.eu/youreurope/business/product-requirements/labels-markings/ce-marking/index_en.htm
• If you sell electrical or electronic equipment (EEE), you may be required to comply with the European Directive 2012/19/EU (Electrical and Electronic Equipment Waste Directive) on the collection and recycling of electrical and electronic equipment waste (WEEE), as well as country/regional laws implementing this Directive
• Restriction of Hazardous Substances (RoHS) Directive: Directive 2011/65/EU restricts the use of certain hazardous substances in electrical and electronic equipment (RoHS) and aims to promote the environmentally friendly recycling and disposal of electrical and electronic equipment waste (WEEE). To achieve this goal, the RoHS Directive restricts the use of certain hazardous substances in such devices

It is necessary to comply with the “Electrical Equipment and Material Safety Act” (PSE) and the Radio Wave Act (applicable to radio wave products). At the same time, Japan's Food Sanitation Law requires that products must not contain toxic and harmful substances that cause harm to humans, and sets corresponding inspection standards. Products can only be exported and sold within Japan if they have passed the inspection and inspection, and Japan's Ministry of Health, Labor, and Welfare will also control them according to the corresponding standards. For specific requirements, please refer to [Seller Central].