In this report, you will find the top-listed trends in consumer opinions and wishlists for H1, and based on this information Revuze’s AI made projections for H2, it also pointed out a few trends which are on the rise.
We pulled data from the last 4 years and got our AI to analyze it. The total number of reviews that were collected and analyzed are over 213,611, out of which our AI extracted 493,422 valuable quotes.
A few notifiable from our report:
- The overall industry star rating is 4.59 and the average sentiment is 83% which means that in general, brands are doing a pretty good job in listening to their customer’s needs.
- KitchenAid is the leading brand with a sentiment score of 91.59%!
- Hamilton Beach is the second most loved brand with a sentiment score of 88%
- In 2018 there were 28K reviews for the category of mixers. In H1 2019 alone there were 29K reviews!
- According to consumer opinions – Hand mixers are on a positive trend with their overall share of a voice reaching 14.59% in H1 2020 (a 14% compared with H2 2019)
According to consumer opinions – Hand mixers are on a positive trend with their overall share of a voice reaching 14.59% in H1 2020 (a 14% compared with H2 2019)
- On the other hand, stand mixers are slightly losing popularity, to an overall SOV of 65.16%, a 0.9% decrease in the share of voice compared to H2 2019, and 4.41% drop compared to the same period last year which was 69.3%.
- The stand mixer category is ruled by one player on ecommerce!
Stand mixers are slightly losing popularity, to an overall SOV of 65.16%, a 0.9% decrease in the share of voice compared to H2 2019
Revuze’s analysts came to the conclusion that in-home appliances categories, mixers are gaining momentum and the number of reviews keeps on growing.
Top 10 Hand Mixers in 2020 By Consumer Sentiment?
It’s striking to see that in the first half of 2020, 8 out of the 20 items with the best eCommerce sentiment are KitchenAid mixers getting the top 8 positions with an average star rating of 4.6
Closing the list are Hamilton Beach & Cusinart.
| Product | Brand | Hierarchy | Sentiment % | Star Rating |
| 9 Speed Hand Mixer KHM926 | KitchenAid | Hand mixers | 96.15385 | 4.9375 |
| KHM7210 7 Speed Hand Mixer | KitchenAid | Hand mixers | 91.48936 | 4.862069 |
| Merchandise | KitchenAid | Hand mixers | 91.00529 | 4.738806 |
| KitchenAid® 5-Speed Hand Mixer | KitchenAid | Hand mixers | 88.6631 | 4.68323 |
| 5 Speed Hand Mixer KHM512 | KitchenAid | Hand mixers | 88.31461 | 4.684039 |
| KitchenAid® 9-Speed Digital Hand Mixer | KitchenAid | Hand mixers | 86.63102 | 4.637931 |
| KitchenAid® Queen of Hearts 7-Speed Hand Mixer in Red | KitchenAid | Hand mixers | 84.87395 | 4.625 |
| KitchenAid KHM512ER 5-Speed Ultra Power Hand Mixer, Empire Red | KitchenAid | Hand mixers | 70.78947 | 4.24812 |
| Hamilton Beach 6-Speed Electric Hand Mixer with Snap-On Storage Case, Wire Beaters, Whisk and Bowl Rest, 250W, White (62682RZ) | Hamilton Beach | Hand mixers | 67.69457 | 3.989204 |
| Cuisinart HM-90S Power Advantage Plus 9-Speed Handheld Mixer with Storage Case, White | Cuisinart | Hand mixers | 67.68293 | 4.075758 |
KitchenAid is the leading brand with a sentiment score of 91.59%!
Top 10 Stand Mixers All Time By Sentiment
If it was surprising for you that KitchenAid took the respectfully 1-8 places in the hand mixers category you will be amazed to learn that the top 10 stand mixers are all ruled by… You are right – KitchenAid! And not only that KitchenAid is the sole dominator in this category they are doing it with an average of 4.8-star rating. Respect!
| Product | Brand | Hierarchy | Sentiment % | Star Rating |
| KitchenAid Artisan Series 5-Quart Tilt-Head Stand Mixer, Red (KSM150PSER) | KitchenAid | Stand mixers | 94.39911 | 4.89841 |
| Artisan 5 Qt. Stand Mixer KSM150PS | KitchenAid | Stand mixers | 93.89299 | 4.88847 |
| Classic Series 4.5-Qt. Tilt-Head Stand Mixer K45SSOB | KitchenAid | Stand mixers | 93.30227 | 4.861371 |
| KitchenAid® Classic Plus Series 4.5 Quart Tilt-Head Stand Mixer – Silver | KitchenAid | Stand mixers | 92.75037 | 4.90427 |
| 4.5 Qt. Classic Plus Stand Mixer KSM75 | KitchenAid | Stand mixers | 91.59581 | 4.84243 |
| Artisan Series 5-Quart Tilt-Head Stand Mixer with Flex Edge Beater Bundle Set KSM150FE | KitchenAid | Stand mixers | 91.05731 | 4.87069 |
| KitchenAid® Artisan® 5 qt. Stand Mixer | KitchenAid | Stand mixers | 90.48455 | 4.84172 |
| KitchenAid KV25GOXER Professional 5 Plus 5-Quart Stand Mixer, Empire Red | KitchenAid | Stand mixers | 89.58466 | 4.81439 |
| KitchenAid® Professional 600™ Series 6-Quart Bowl Lift Stand Mixer | KitchenAid | Stand mixers | 84.47746 | 4.68916 |
| Pro 600™ Series 6 Quart Bowl-Lift Stand Mixer KP26M1X | KitchenAid | Stand mixers | 81.90321 | 4.66283 |
4 Most Loved Brands By Sentiment
Continuing the same path KitchenAid is number 1. No surprise here considering the majority of the top 10 products are made by KitchenAid.
| Brand | Sentiment % | Star Rating |
| KitchenAid | 91.5945589 | 4.90310228 |
| Hamilton Beach | 88.0603393 | 4.79815656 |
| Cuisinart | 87.7399297 | 4.83382993 |
| Sunbeam | 84.3975283 | 4.76298701 |
Number Of Reviews For Stand and Handheld Mixers from 2018 to June 2020.
As mentioned at the beginning of our research, the mixer category review is on the rise and we see more and more people buying these products & reviewing them.
| Time Frame | 2018 | H1 2019 | H2 2019 | H1 2020 |
| Volume | 28037 | 29213 | 21151 | 24372 |
Stand Mixer Vs Hand Mixer Share Of Voice (SOV) (2017-2020)
| 2017 | SOV | 2018 | SOV | H1 2019 | SOV | H2 2019 | SOV | H1 2020 | SOV | |
| Stand Mixers | 28613 | 64.06% | 15496 | 55.27% | 20265 | 69.37% | 13968 | 66.04% | 15882 | 65.16% |
| Hand Mixers | 3423 | 7.66% | 4507 | 16.08% | 3294 | 11.28% | 2697 | 12.75% | 3557 | 14.59% |
| Category | 44669 | 28037 | 29213 | 21151 | 24372 |
Whilst stand mixers are dominating the category, we can see that there is a change in this trend as we are heading into H2 2020. More and more people are starting to purchase & review hand mixers and we also see new players who are threatening to take the mixer throne from KitchenAid.
Without a doubt, we can say that KitchenAid is the big winner of this category in the eCommerce market with an impressive star rating & category dominant.
YOY growth in the share of voice for Hand Mixers from 2019 to 2020
- 11.28% growth H1 2019
- 12.75% growth H2 2019
- 14.59% growth H1 2020
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