Amazon’s data shows that the kitchen category is becoming one of the fastest-growing and most promising categories on Amazon, and some sub-categories are particularly growing. Amazon Business Opportunity Detector shows that in the past 360 days, the search volume of Japanese chef knives sub-category has increased by more than 500% year-on-year .
As of January 2022, the sales of kitchen categories on Amazon's US and European sites also showed an upward trend. Third-party sellers from China also performed very well in the kitchen categories of European and American sites. Some popular categories such as ice machines, air fryers, tick Bone knives, etc., the average growth rate has doubled.
Kitchen utensils cover many sub-categories, such as air fryer, ice maker, food processor, juicer, coffee machine and other small kitchen appliances, as well as knives, tableware, baking utensils, food preservation products, storage and other kitchen tools. Third-party data shows that the U.S. kitchenware market will reach $250 billion in 2023, and the European market will grow to $232 billion in 2022.
According to a survey by overseas institutions, 54% of American consumers said they would continue to cook at home even after the epidemic. In addition, the global penetration rate of small household appliances reached 25.6% this year , and is expected to increase to 35.5% in 20253. As high-efficiency, energy-saving, power-saving, and environmentally friendly small appliances continue to penetrate into the kitchens of young European and American consumers, the purchase and use of small kitchen appliances will become more and more common in the future.
In addition to home use scenarios, dining out, commercial gatherings or restaurant procurement are also commercial scenarios that are worth paying attention to in the kitchenware category. The main types of commercial procurement customers include fast food and casual restaurants, full-service restaurants, cafes, bars, street food, and government enterprises. and canteens in schools and hospitals. The global foodservice market is expected to grow to $4.2 trillion in 2027, and the American Restaurant Association expects total restaurant industry sales to exceed $1.2 trillion in 2030.
In addition, according to the survey results of FE&S Magazine, compared with 2021, nearly half of the catering operators will increase their budget investment, which also reflects the gradual revival of the catering industry and the continuous demand for commercial kitchen equipment. growing trend.
Battlefield Overseas Kitchen:
Chinese knives "fusion"
Different from domestic usage scenarios, in the kitchens of many overseas families, various cooking tools are dazzling, and usually the configuration of kitchen knives may reach ten. Foreign cooking pays attention to special knives, so consumers will also buy knives with different functions to meet their cooking needs.
On Amazon, chef's knives, bread knives, cleavers, paring knives, steak knives, kitchen scissors and other types of knives meet the diverse needs of consumers around the world. According to OEC data, in 2020, the total global transaction value of kitchen knives and other items was 289 million US dollars, of which the United States was the largest importer, while China was the largest exporter of kitchen knives.
"The world's knives and scissors look at China, and Chinese knives and scissors look at Yangjiang." 80% of China's overseas knives are from Yangjiang, Guangdong . In addition to its deep historical origins, in recent years, under the guidance of the government, supply chain resources such as hardware materials, knife and scissors machinery have moved closer to Yangjiang. Relying on cost advantages and technological advantages, Yangjiang has made its name in the overseas knife industry. Yangjiang knife The scissors are now exported to more than 100 countries and regions such as Europe, the United States, and Japan.
Domestic kitchen utensils
Going overseas in compliance
Chinese kitchenware brands are being seen and recognized by the world, relying on the industrial belt and supply chain advantages where they are located. Amazon data shows that Chinese sellers specializing in kitchen categories are recognized by more and more overseas users on Amazon’s European and American sites.
In early and mid-May, Amazon UK issued an announcement saying that according to the new Offensive Weapons Act promulgated by the British government, the purchase of knives (including kitchen knives) requires age verification, and self-delivery sellers will no longer be allowed to be listed on the platform. Certain age-restricted knives, effective May 19.
Currently, although Amazon UK still allows these knives to be sold, they must meet both of the following requirements:
1. Use FBA, the delivery method specified by Amazon; sellers with self-delivery delivery methods are prohibited from listing such age-restricted products.
2. Make sure that the product detail page is clearly marked, stating "Not for sale to buyers under the age of 18".
Selling such products on Amazon requires verifying the age of the consumer first. Consumers need to show valid documents to verify their age again when they sign for receipt. If consumers are under 21 years old, they need to sign at the time of delivery and note their ID.
On Amazon Europe, valid documents that can verify age are: passports, driver's licenses, ID cards, and immigration documents. If a seller wants to sell blade products on Amazon, they must use Amazon FBA to sell. But even when selling with Amazon FBA, sellers need to make sure their listings are clearly marked "not to buyers under the age of 18."
In the process of going overseas, sellers not only need to understand the real needs of local consumers, but also need to understand the relevant compliance requirements of overseas countries in advance to ensure a stable and long-term journey to the sea.