products that incorporate ergonomic
features, bigger buttons, lightweight
construction and ease of use will
further attract these consumers.
“It’s still a small category. But just
a few years ago, it was a sleepy
category.”
Mednick credits infomercial sales
to breathing life into the category.
Continued education and exposure
“I don’t know if consumers know
enough. The familiarity and household penetration is still low. Most
consumers have to do a lot of
pre-purchase research,” she said.
“Education will be key for retailers.
The more you can educate on these
types of products, the better.”
Juice Extractors Pre-purchase Research
Unit Volume
Share
Jan.-Dec. 2010
Unit Volume
Share
Jan.-Dec. 2011
Index to Total
Kitchen Electrics
Jan.-Dec. 2011
None - did not do
any research 28. 3
Visited stores to
see product 15. 2
Product review
Web sites 9. 5
24.0
58
12. 1
88
11.7
186
Retailer’s Web site 6. 3
Friend/family
recommendation 12. 6
Product rating
services 4.0
11. 5
180
10. 9
124
8. 5
213
Advertising
Manufacturer’s
Web site
11. 5
6. 8
97
5. 1
6.7
181
Other 3.7
Social Networks/
Blogs 1. 9
Visited stores to
ask questions 2.0
4. 2
71
2. 8
255
0.8
50
