Table of Contents
1.Consumer profile and 2020 consumption trends for the kitchen products category
2.2020 kitchen supplies trends
3.Reference suggestions for sellers of kitchen supplies
4.Best-selling kitchen product subcategories and operating tips
5.Kitchen supplies compliance certification

► Mainly housewives, wage earners, and white-collar workers, who have above-average purchasing power and certain expectations for quality of life, so they care about a product’s cost-effectiveness and also seek quality and personalization

► Consumers in Europe and the US buy kitchen products relatively frequently and often make repeat purchases every quarter
► Household appliances are purchased relatively less frequently. In addition, because electric products have a higher average order value and longer service life than nonelectric products, consumers also take longer to consider replacing them with new products

For kitchen products, consumers generally value good value for money, a wide product selection, consistent and reliable quality, and convenient, fast delivery, but consumer needs also vary slightly across marketplaces:

► American consumers want products to have competitive prices; more than 65% of Americans believe that competitive prices can improve the shopping experience. At the same time, they want more choices among similar products, with guaranteed quality. In terms of logistics, on-time delivery and easy returns are also consumer needs

European and American consumers also look for good value, and products that are both high-quality and affordable are the most popular

► Japanese consumers, on the other hand, tend to prefer products with a fresh, minimalist style, and they show high brand loyalty and high online repurchase rates. Because they make purchase decisions only after careful consideration, return rates are also relatively low. In addition, Japanese consumers also generally have the following needs:
• Because rooms are relatively small and ceilings are low, consumers care a lot about whether a product is easy to store
• Focus on details, including packaging, labels, and proof of purchase
• Eco-friendly and efficient: product pages are simple and easy to understand, ordering is convenient, and delivery is fast

► The kitchen is a popular shopping scenario:
• Due to the pandemic, most households in Europe and the US have been staying at home, and cooking at home has become an essential part of daily life. Food storage products, stainless steel cookware, and tableware have also become daily household essentials. Among them, stainless steel cookware and tableware have become one of the materials favored by people in Europe and the US because they are easy to clean and comfortable to hold
• Cooking at home has sparked people’s interest overseas in exploring food, and 54% of Americans said they would continue cooking at home even after the pandemic, while 46% said they would do more baking at home in the future. Demand for kitchen products is expected to remain strong this year. In addition to kitchen appliances, kitchen storage, baking and cooking utensils and cookware will all be hot categories
• According to the research, 39.9% of U.S. consumers said that if they plan to buy small kitchen appliances online in the next 12 months, the product they are most likely to buy is an air fryer, followed by bread makers, ovens, blenders, slow cookers, and more

► China has long been a major producer of kitchen products, with high-quality, affordable products, and Chinese sellers can take full advantage of industrial cluster strengths
► Be sure to keep focusing on product quality and value for money to earn the trust of European and American consumers and expand your brand influence
► Focus on home and kitchen small appliances. Appliances are mainly divided into major appliances (such as refrigerators, freezers, and dishwashers) and small appliances (such as vacuum cleaners, bread makers, and coffee machines). Kitchen, cleaning, and other household appliances, especially small appliances, account for more than 50% of the market. Small appliances are the fastest-growing category, with an estimated average growth rate of 10.9% from 2019–2023, and the market size is expected to reach US$207 billion in 2023

► In addition to household scenarios, dining out, business dining, or restaurant purchasing are also business buyer purchasing scenarios worth sellers’ attention. In addition to the food service industry, the main types of business customers also include government agencies, hospitals, schools, corporate cafeterias, cafes, and street food trucks.

You need to follow:
• FCC: for radio-related products, such as Wi-Fi, Bluetooth, microwave, and other devices
• DOE: for electrical products in the small household appliances category
• FDA: Food-contact materials, such as microwave ovens, pots, and bowls, must meet the relevant requirements
- The FDA in the United States has certain regulations for products that come into contact with food, and many kitchen categories are involved. Not every kitchen utensil needs FDA approval before being marketed, but its component materials must comply with “generally recognized as safe” (GRAS) requirements and, under the FD&C Act, must be free of hazardous defects and design defects. 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. Manufacturers or distributors may be inspected by consumer safety officials. If noncompliant products are found, the FDA may issue warning letters, order product recalls, or seek injunctions.
- For details, go to: https://www.fda.gov/food/food-ingredients-packaging/packaging-food-contact-substances-fcs
• Energy labels and light source labels are required for TVs, refrigerators, refrigerated cabinets, freezers, washing machines, indoor air conditioners, ceiling fans, and more

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 the health, safety, and environmental protection standards of the European Economic Area (EEA). Not all products sold in the European Economic Area need to be CE-marked. Examples of common products that require the CE marking include toys and games, TVs/audio equipment, personal protective equipment, machinery, construction products, gas equipment, recreational and private watercraft, pressure equipment, and measuring instruments. You can find a full list of products that need to be CE-marked, as well as information about the steps manufacturers need to take to affix 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 need to comply with Directive 2012/19/EU on waste electrical and electronic equipment (WEEE Directive), as well as national laws implementing this directive in Europe
• RoHS: 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 waste electrical and electronic equipment (WEEE). To achieve this goal, the RoHS Directive restricts the use of certain hazardous substances in such devices

You must comply with the Electrical Appliance and Material Safety Act (PSE) and the Radio Act (for radio products). At the same time, Japan’s Food Sanitation Law requires that products must not contain toxic or hazardous substances that are harmful to human health, and it sets corresponding testing standards. Products can be exported to and sold in Japan only after passing testing and inspection, and Japan’s Ministry of Health, Labour and Welfare also regulates them according to the applicable standards. For specific requirements, go to Seller Central.