Dryer and Kimchi Refrigerator with Same Functions but Smaller Size
Women's Favorite 'Minix The Blender' Sales Triple in 4 Months
‘Mini home appliances’ have emerged as the trend in the home appliance market. Recently, as the number of single-person and two-person households has surged, becoming the main consumer base for home appliances, sales of mini home appliances have increased.
Mini home appliances are designed to have the same functions as existing products but with reduced capacity and less space consumption. According to Statistics Korea, as of 2022, single-person households numbered 7.5 million, accounting for 34.5% of the total. Considering that there were 6.64 million single-person households in 2020, this represents an increase of over 800,000 households in two years. During the same period, two-person households increased from 5.86 million to 6.26 million. In response, small and medium-sized home appliance companies have been continuously launching products that consider space efficiency to capture the hearts of consumers in single- and two-person households.
According to AtHome on the 27th, the food waste disposer ‘Minix The Blender’ saw a 298% increase in sales last month compared to October of last year. This is about a threefold growth in just four months since its launch. The Minix The Blender is a representative mini home appliance, measuring 19.5 cm, roughly the size of an adult’s hand span. An AtHome official explained, “Currently, if you purchase the Minix The Blender, delivery is only possible after next month,” adding, “Its size perfectly fits small kitchens, and its grinding and drying power, along with reasonable pricing, have tailored to meet the needs of food waste disposers for single- and two-person households.”
AtHome also launched a mini dryer that can dry, deodorize, sterilize, and manage clothing all at once, targeting single-person households. The core target is single-person households in their 20s and 30s. The Minix mini dryer is one of AtHome’s best-selling products, with steadily increasing sales since its release in 2021. Sales in the second half of last year increased by 40% compared to the first half.
Lock&Lock restocked its mini kimchi refrigerator on the 14th. The mini kimchi refrigerator, released in November last year, attracted attention as the initial stock sold out within two weeks. With a capacity of 32 liters, it can be placed in kitchens or utility rooms without space constraints. Typical kimchi refrigerators have capacities of about 300 to 500 liters. This product offers convenience not only in capacity but also compatibility with Lock&Lock airtight containers. Lock&Lock explained that inquiries from single- and two-person households, who found it difficult to have a kimchi refrigerator at home while living alone, have been increasing.
Jennifer Room also introduced a new milk white color for its mini oven toaster this month. The mini oven toaster, which can be used not only for toast but also for home baking such as cookies and scones, has surpassed cumulative sales of 150,000 units. Its dimensions are 332 mm in width, 281 mm in depth, and 221 mm in height, making it suitable for studio apartments. Despite its small size, it can cook large quantities up to 12 liters, which is another advantage.
Last month, Jennifer Room also began selling a handy mini vacuum cleaner that upgrades the performance and functions of its existing mini vacuum cleaner. Weighing only 560g, it uses a powerful motor that rotates 42,000 times per minute to increase suction power. It is also equipped with a HEPA filter used in air purifiers to remove fine dust.
Mini home appliances are mainly sold on various e-commerce platforms such as Coupang, Naver Shopping, and Kakao Shopping. Although it varies by company, online sales account for about 80-90%. Given that the largest number of single-person households are in their 20s and 30s, many consumers check online reviews before purchasing. At the time of its launch, Minix The Blender sold over 2,000 units in 79 hours on Kakao Shopping alone, setting the highest sales record for a single item on the platform.
Offline, companies are gradually expanding consumer contact points through pop-up stores and other means. Jennifer Room’s pop-up store held at The Hyundai Seoul last December attracted a total of 20,000 visitors over 14 days. Minix mini dryers have been expanding their distribution channels by entering stores such as Lotte Hi-Mart and Electron Land.
An industry insider said, “As the number of single-person households living alone without marriage and ‘DINK’ couples who do not have children continues to increase, the mini home appliance market is growing and sales are rising,” adding, “We expect even smaller and more efficient products to continue to be released.”
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