Market Research
Product Intro
Tea kettles have been part of cultures all over the globe for centuries, evolving in many ways. Because of this, the credit for the electric kettle invention potentially goes to a few groups of people. The first kettle that utilized electricity to heat up water was made known by the Carpenter Electric Company of Chicago in 1891. However this model was not extremely effective due to the fact that the part of the kettle that heated the kettle was in different compartment than the water. In 1922, The Swan Company introduced a kettle with an integrated heating element, solving this design flaw. Despite these two developments, Arthur Leslie Large is often given credit for the invention of the electric kettle as his plug-in model played a large role in making the traditional, whistling tea kettle obsolete, (1922). Years later, the first automatic electric kettle was manufactured by a British company called Russell Hobbes, (1955).
The purpose of the electric kettle, for most people, is to boil water without using a stovetop. When the electric kettle was introduced, this process could be completed much more efficiently and without the “whistling tea kettle” sound. Electric kettles are fast and easy to use and because of this, are found in homes across the nation.
So how does an electric kettle work? It is actually more simple than it may seem. There is a metal coil at the bottom of the kettle in which energy enters when the kettle is plugged in. Essentially, when you plug in or turn on your electric kettle, energy flows into the coil and due to the electrical resistance of the coil, the energy is transformed into heat. This heat is in contact with the water, causing it to heat up and come to a boil. Most current day electric kettles also have a thermostat that causes the kettle to shut off once the water comes to a boil.
Visual Benchmarking
In stores, you can generally find electric kettle in the home appliance section, by other appliances like coffee makers and blenders. At the stores I visited, they did not seem to be placed in a super, particular way other than the fact that the “most generic” kettles were right at eye level. In stores, there was not much variety in the types of kettles other than “quality”. Most kettles had pretty much the same set of features with the occasional kettle that had a unique aesthetic. When search online, this is still true however you can find a larger range of prices, and there were a few more innovative concepts or unique kettles, (ex. collapsible kettle, retro kettle). Alternative solutions for an electric kettle include coffee maker type appliances that have a water heating capability, (ex. Keurig) or a traditional kettle that you use on the stove.
Online Reviews
After looking at many online reviews of various types of electric kettles, it is clear that at the end of the day, users want a kettle that heats their water quickly and has the basic features of an electric kettle, (i.e. auto shut-off etc.). Although some people value things like unique aesthetic or fancy controls, the average user was completely content with a middle price range kettle that had basic features, worked fast and looked nice. Another aspect that seemed to be mentioned often was the use of plastic on the inside of kettles. If a kettle had plastic on the inside, there were always negative reviews about this, usually mentioning plastic taste etc. I think these user needs are directly reflective of the target buyer of electric kettles. They are a very simple household appliance that many “average” consumers buy. From families to college students to office workplaces, electric kettle consumers are just looking for an appliance that fulfills the purpose of heating water.
Trend Research
Two main lifestyle trends that could impact the electric kettle market are simplicity and portability. People are moving towards minimalist lifestyles and simple aesthetics. I think this could really come into play with the look of appliances like kettles, especially because they are something that generally sits out on a countertop.
Portability is another trend that is becoming more popular; people like to be able to use things “on the go”. This could introduce some interesting portable kettle concepts, especially with a large portion of consumers being college students or families.
One retail and product trend that I think could impact appliances like electric kettles is sustainability. It is clear that people are being more aware of the environment and where products come from. This is something that I don’t think has been really introduced to appliances like electric kettles, but with new technology and materials arising, I could see this being explored in the future.
In addition, I think the increase in online shopping will also impact the electric kettle market because it is an appliance that could easily be ordered online. With people being able to compare many kettles so easily, it will continue to be important to have a differentiating factor.
New Ideas
Timeline
9/18- Look over assignment, publish outline/ timeline.
9/19- Research basics of an electric kettle. Learn about history, how it works, etc. Make rough diagram.
9/21- Visit Target, Walmart and Bed Bath and Beyond and document kettles offered at stores. Do some online shopping for electric kettles as well.
9/22- Start blog: start benchmarking table, 2x2, online reviews trends, and new ideas.
9/24- Finishing blog touches: finish all sections, read through blog, and submit.
