Can multifunctional kettles create another craze?
Multifunctional kettles, which integrate the functions of keeping warm, boiling water, and squeezing juice, have continued to gain popularity on cross-border e-commerce platforms in recent years. In 2024, can the multi-functional kettle continue its glory and create another sales miracle? This in-depth market analysis report will reveal the answer for you!
Market analysis
- Analysis samples and sources:
The data in this report comes from mainstream cross-border e-commerce platforms such as Amazon US, Amazon Europe (English, German, French, Italian, Spanish), Japan's Rakuten Market, Shopee Southeast Asia;
Select the top 100 multi-function kettle products with sales volume as analysis samples;
Combined with third-party data platforms such as Google Trends and Statista for cross-validation to ensure data accuracy and reliability.
- Monthly sales:
Overall, the monthly sales of multi-function kettles on mainstream cross-border e-commerce platforms have shown an upward trend, with the most obvious growth rate in the Southeast Asian market, reflecting the rapid growth of consumer demand for multi-function kettles in this region.
As the world's largest consumer market for multifunctional kettles, the U.S. market has a relatively stable growth rate, but the market size is still considerable and has huge potential for future development.
- Portraits of consumer groups:
Consumers in different regions have differences in age, occupation, hobbies, and consumption motivations. Sellers need to position their products and conduct marketing promotions based on the characteristics of the target market.
For example:
For the U.S. market, the product’s versatility, sense of technology, and outdoor sports attributes can be highlighted;
For the European market, the environmental protection, design and high quality of the product can be emphasized;
For the Japanese market, the exquisiteness, practicality and user experience of the product can be highlighted;
For the Southeast Asian market, the fashion sense, cost performance and trendy attributes of the product can be highlighted.
02 Cross-border market trend analysis
In recent years, the global multi-function kettle market has continued to expand and is expected to reach new heights in 2024.
With the enhancement of people's health awareness and pursuit of quality of life, multi-functional kettles will become more and more popular among consumers.
- Factors affecting sales:
Seasonal/holiday influencing factors and sales data:
other factors:
Increased health awareness: More and more consumers are aware of the importance of healthy drinking water, and multi-functional kettles can meet consumers' personalized needs for different drinks.
Accelerating pace of life: The fast-paced lifestyle prompts people to pay more attention to efficiency and convenience. Multi-functional kettles can meet the needs of consumers to drink different drinks anytime and anywhere.
Product innovation: With the advancement of technology and changes in consumer needs, multi-function kettles are becoming more and more functional, such as intelligent temperature control, wireless charging, fruit juice extraction, etc. These innovative functions have attracted more consumers' attention.
03Cross-border market share analysis
The proportion of new product sales reflects the market's degree of innovation and acceptance of multi-function kettles.
The proportion of new product sales in Southeast Asia has grown the fastest, indicating that consumers in this region are more willing to try new products.
- New product sales:
New product sales reflect the market’s spending power and market potential for multifunctional kettles.
The Southeast Asian market has the fastest growth rate of new product sales, indicating that consumers in this region have a clear trend of upgrading their consumption of multi-function water bottles.
- Average days on shelves:
The average number of days on the shelf reflects the life cycle of the product and the degree of market competition.
The average number of days on shelves for each platform has declined, indicating that market competition is becoming increasingly fierce and product updates are accelerating.
04 Degree of cross-border market monopoly
- Brand monopoly:Data interpretation:
The multifunctional kettle market has a high degree of brand concentration, with the top five brands accounting for more than 60% of the market share.
European and American brands such as Contigo, Hydro Flask, and YETI dominate the global market, while Asian brands such as Zojirushi and Thermos perform strongly in the Asian market.
- Product monopoly:
There is currently no absolute monopoly product on the market, but the following selling points are more popular:
Multifunctional: It integrates multiple functions such as heat preservation, water boiling, juice extraction, and brewing to meet the diverse needs of consumers.
Material safety: Made of food-grade stainless steel, Tritan, glass and other safe materials, it does not contain harmful substances such as BPA to ensure the health and safety of consumers.
Strong portability: moderate capacity, light weight, easy to carry, suitable for travel, sports, office and other scenarios.
Stylish appearance: Various colors and novel designs meet the aesthetic needs of young consumers, such as macaron colors, gradient colors, ins style, etc.
Intelligence: Some products are equipped with intelligent temperature control, wireless charging, Bluetooth connection and other functions to enhance the product's sense of technology and user experience.
- Seller’s monopoly:
The types of sellers in the multifunctional kettle market are relatively scattered. Brand owners, traders and factory direct sales each account for a certain proportion, and the market competition is relatively fierce.
Different types of sellers have their own advantages and disadvantages. It is recommended that sellers choose an appropriate business model based on their own circumstances.
- SWOT analysis:
Strengths:
Market demand is strong and the global market continues to expand.
Product functions are diversified and can meet the diverse needs of consumers.
The technical threshold is relatively low, making it easier for new brands to enter the market.
Weaknesses:
Product homogeneity is serious and price competition is fierce.
Product quality varies, and some products have safety hazards.
Some sellers lack awareness of brand building and have weak brand premium capabilities.
Opportunities:
Develop more functions and application scenarios, such as smart water cups, sports water cups, maternal and infant water cups, etc.
Improve product design and quality to create differentiated competitive advantages.
Expand emerging markets, such as Southeast Asia, Africa and other regions.
Threats:
Raw material price fluctuations affect product costs and profit margins.
Competitors increase and market competition intensifies.
Changes in consumer demand have put forward higher requirements for product functions and design.
05 Cross-border market scoring range
- Average rating,/rating value:
The average rating of multi-function water bottles on various platforms is higher, indicating that consumers are generally more satisfied with this type of product.
- High-quality evaluation keywords:
"Good thermal insulation effect"
"Easy to use"
"Exquisite appearance"
"Material safety"
"large capacity"
"Good value for money"
"Fashionable design"
"full functioning"
- Poor rating category:
Sellers need to pay attention to product quality issues, such as water leakage, poor insulation, poor materials, etc., and provide complete after-sales services to improve consumer satisfaction.
06 Cross-border market launch time
Best shelf time: March to October every year, with June to August being the peak shelf season.
Reason: Spring and summer are the peak sales seasons for multifunctional kettles, and consumer demand is high. It is easier for new products to gain exposure and sales at this time.
07 Cross-border market price range
The price range of multi-function kettles is wide, ranging from US$10 to more than US$100. Sellers need to develop a reasonable price strategy based on the target market and product positioning.
08Nature of cross-border products
- Infringement:
Trademark infringement: Multi-function kettles are universal products and the risk of trademark infringement is low, but you need to pay attention to avoid the trademark names and logos of well-known brands.
Patent infringement: Some multi-function kettles may involve design patents or utility model patents, so you need to pay attention to avoid the risk of patent infringement.
- Prohibited products:
Multifunctional kettles are generally not prohibited products, but you need to pay attention to whether the product materials comply with relevant standards of various countries.
Mainstream countries’ requirements for kettle product materials:
United States:FDA certification
EU: LFGB certification
Japan: Food Hygiene Law
- Conditions of Sale. Certification conditions:
Product safety standards:
CE certification (EU)
RoHS certification (EU)
FCC certification (USA)
FDA certification (USA)
LFGB certification (Germany)
Food Sanitation Law (Japan)
Certification conditions: Provide corresponding certification certificates according to target market requirements.
- Customs clearance conditions:
Tariff information: Determined based on product material and target market, generally between 0-10%.
Customs clearance conditions: Provide product-related certification certificates, invoices, packing lists, etc.
- Size:
Multifunctional kettle products are generally small in size, easy to transport and store, and can effectively reduce logistics costs.
- Multiple variations:
Multifunctional kettle products can be sold in multiple variants according to color, capacity, function, etc. to meet the diverse needs of consumers.
It is recommended that sellers create multiple variations and price them appropriately to increase product exposure and sales.
- Seasonal sales factors:
Spring: European and American market demand begins to pick up, focusing on outdoor sports and travel scenes.
Summer: The demand in the European and American markets is strong, focusing on outdoor sports, travel, and cooling and thirst-quenching scenes; demand in the Southeast Asian market begins to increase, focusing on portability and fashion.
Autumn: European and American market demand begins to decline, while Southeast Asian market demand increases, focusing on portability and fashion.
Winter: Global market demand is relatively stable, focusing on insulation and heating functions.
- Damage rate:
The breakage rate of multi-functional kettle products is low, generally controlled within 1%.
It is recommended that sellers choose appropriate packaging materials and packaging methods to reduce product damage rates.
- Return rate:
The return rates of different platforms vary, which is related to factors such as platform policies and consumer shopping habits.
Sellers need to pay attention to the platform’s return policy and provide comprehensive after-sales services to reduce the return rate.
- Repurchase rate:
Multifunctional kettles are durable goods and have a relatively low repurchase rate.
Sellers can increase repurchase rates by improving product quality, providing quality services, and conducting membership marketing.
- Defects and after-sales service:
Common defects: water leakage, poor insulation effect, product material problems, functional failures, etc.
After-sales service: Provide product warranty, return and exchange services, maintenance services, etc.
- Shelf life, purchasing decision:
Multifunctional kettle products generally do not have a clear shelf life. Consumer purchasing decisions are mainly affected by factors such as product function, price, appearance, brand, and evaluation.
- Parameters and specifications:
- Consumers’ perception of products and attraction points:
Consumer perception: health, environmental protection, convenience, fashion, technology.
Attraction points: multifunctional, good-looking, cost-effective, intelligent, and brand awareness.
- Solve pain points:
It solves the problem of single function of traditional kettles and meets consumers' personalized needs for different drinks.
Meet consumers' needs for healthy drinking water and convenient life.
09 Cross-border product keywords
- Keyword search trends:
Sellers need to choose appropriate keywords for product listing optimization to improve product exposure and search rankings.
It is recommended to choose keywords with large search volume, high conversion rate, and low competition.
At the same time, you need to pay attention to the seasonality and regionality of keywords, and choose keywords that are consistent with your products and target markets.
- Long tail keywords:
It is recommended that sellers use long-tail keywords, such as "stainless steel multifunctional water bottle with straw", "electric kettle water bottle for travel", etc., to improve the search ranking and conversion rate of the product.
- Blue ocean keywords:
Sellers can use keyword tools to mine blue ocean keywords, such as "smart water bottle with self-cleaning function", "multifunctional water bottle with fruit infuser and straw", etc., to avoid fierce market competition and gain more traffic and sales.
10 Cross-border product competition
- Ranking of competing products
- Number of reviews of competing products:
- Keyword competition:
The competition for multifunctional kettle keywords is fierce. It is recommended to focus on long-tail keywords and blue ocean keywords.
You can use keyword tools to analyze keyword competition, such as Google Keyword Planner, SEMrush, etc.
- Substitute products:
thermos cup
Sport Bottle
glass water cup
plastic water cup
water filter
11Cross-border market dimension segmentation
- Domestic suppliers:
Zhejiang Hals Vacuum Ware Co., Ltd.: A leading enterprise in China's thermos cup industry. It owns well-known brands such as "Hals" and "SIGG" and its products are exported to more than 100 countries and regions around the world.
Guangdong Shunde Ronggui Zhigao Life Electric Co., Ltd.: A well-known home appliance company in China, owns the "Chigo" brand, and its products cover many categories such as air conditioners, refrigerators, washing machines, water heaters, etc. In recent years, it has begun to enter the multi-function kettle market.
Zhejiang Kaidis Home Products Co., Ltd.: A leading company in China's home furnishing industry, owns the "Kadis" brand. Its products cover multiple categories such as thermos cups, kitchen supplies, tableware, etc. In recent years, it has begun to expand into the smart home field.
- Profit calculation:
Take the Amazon US site as an example, assuming the product sells for $30:
The profit margin of multi-functional kettles is affected by multiple factors such as product costs, platform fees, logistics costs, and advertising costs.
Sellers need to refine their operations, control costs, and improve efficiency in order to obtain ideal profits.
- FBA or FBM shipping:
FBA (Fulfillment by Amazon): Amazon logistics, sellers store goods in Amazon warehouses, and Amazon is responsible for product picking, packaging, shipping and customer service.
FBM (Fulfillment by Merchant): The seller ships the goods himself, and the seller is responsible for the storage, packaging, distribution and after-sales service of the product.
suggestion:
For novice sellers or sellers with small product sales, it is recommended to choose FBA shipping, which can save logistics costs and time and increase product exposure and sales.
For sellers with larger product sales and higher profit margins, you can choose FBM shipping, which can better control costs and profits and enhance brand image.
- Target market:
- US market:
Market size: largest in the world
Market characteristics: Consumers pay attention to product functions and quality and are relatively insensitive to price.
Consumer portrait:
Age: 25-45 years old
Gender: Balanced ratio of men to women
Occupation: White-collar workers, outdoor sports enthusiasts, travelers, fitness enthusiasts
Hobbies: health, environmental protection, technology, outdoor sports, fitness
Consumption motivation: pursuing a healthy lifestyle, focusing on product functions and quality
Hot Products:
Large capacity multifunctional kettle
Multifunctional kettle with straw
Multifunctional kettle that can keep warm
Smart multifunctional kettle
Marketing suggestions:
Highlight the product's versatility, sense of technology and outdoor sports attributes.
Focus on product quality and after-sales service to improve consumer satisfaction.
Increase advertising investment and increase product exposure.
- European market:
Market size: second in the world
Market characteristics: Consumers pay attention to environmental protection and sustainable development, and have higher requirements for product design and quality.
Consumer portrait:
Age: 25-45 years old
Gender: Balanced ratio of men to women
Occupation: White-collar workers, students, travelers, environmentalists
Hobbies: health, environmental protection, fashion, travel
Consumption motivation: Pursuing environmental protection and sustainable development, focusing on product design and quality
Hot Products:
Multifunctional kettle made of environmentally friendly materials
Simple design multifunctional kettle
High quality multifunctional kettle
Marketing suggestions:
Develop multifunctional kettle products made of environmentally friendly materials, such as stainless steel, Tritan, etc.
Obtain relevant certifications, such as CE, LFGB, etc.
Pay attention to product design and enhance product added value.
- Japanese market:
Market size: third in the world
Market characteristics: Consumers pay attention to details and user experience, and have higher requirements for product sophistication and functionality.
Consumer portrait:
Age: 30-50 years old
Gender: mainly female
Occupation: housewives, office workers, people who pay attention to quality of life
Interests and hobbies: health, practicality, refinement, high quality
Consumption motivation: pursuit of exquisite life, attention to product details and user experience
Hot Products:
Exquisite and compact multifunctional kettle
Functional and practical multifunctional kettle
Uniquely designed multifunctional kettle
Marketing suggestions:
Develop multifunctional kettle products that are exquisite, compact, and practical.
Pay attention to product details and enhance product quality.
Cooperate with local influencers to promote products.
- Southeast Asian market:
Market size: growing rapidly
Market characteristics: Consumers are price-sensitive, pursue cost-effectiveness, and pay attention to appearance design.
Consumer portrait:
Age: 20-35 years old
Gender: Balanced ratio of men to women
Occupation: students, young white-collar workers, fashionistas
Hobbies: fashion, cost-effectiveness, portability, trend
Consumption motivation: pursuing fashion trends, focusing on product appearance and cost-effectiveness
Hot Products:
Cost-effective multifunctional kettle
Stylish multifunctional kettle
Portable multifunctional kettle
Marketing suggestions:
Develop cost-effective multi-functional kettle products.
Pay attention to product appearance design to attract young consumers.
Leverage social media platforms for product promotion.
- Potential market:
India: With a large population and huge consumer market potential, in recent years, with economic development and improvement in living standards, consumer demand for multi-functional kettles has continued to grow.
Brazil: The largest economy in Latin America, the consumer market has huge potential, consumers are highly receptive to emerging products, and the multifunctional kettle market is developing rapidly.
Russia: The largest economy in Eastern Europe, the consumer market has huge potential. Consumers are price-sensitive, but they also have certain requirements for product quality.
12 Sales Forecasts and Recommendations
- US market:
Forecast: Sales of multifunctional kettles in the U.S. market will continue to grow in 2024, with an expected growth rate of 15%.
suggestion:
Develop multi-functional kettle products that meet the needs of American consumers, such as large capacity, with straw, heat preservation, etc.
Focus on product quality and after-sales service to improve consumer satisfaction.
Increase advertising investment and increase product exposure.
- European market:
Forecast: Sales of multifunctional kettles in the European market will maintain steady growth in 2024, with an expected growth rate of 10%.
suggestion:
Develop multifunctional kettle products made of environmentally friendly materials, such as stainless steel, Tritan, etc.
Obtain relevant certifications, such as CE, LFGB, etc.
Pay attention to product design and enhance product added value.
- Japanese market:
Forecast: Sales of multifunctional kettles in the Japanese market will remain stable in 2024, with an expected growth rate of 5%.
suggestion:
Develop multifunctional kettle products that are exquisite, compact, and practical.
Pay attention to product details and enhance product quality.
Cooperate with local influencers to promote products.
- Southeast Asian market:
Forecast: Sales of multifunctional kettles in the Southeast Asian market will grow rapidly in 2024, with an expected growth rate of 20%.
suggestion:
Develop cost-effective multi-functional kettle products.
Pay attention to product appearance design to attract young consumers.
Leverage social media platforms for product promotion.
Summarize:
The multifunctional kettle market is highly competitive, but there is still plenty of room for development. It is recommended that sellers pay attention to market trends, develop differentiated products, and improve product competitiveness in order to stand out in the fierce market competition.