DESIGN VIEW: Neil Pooley

11 February 2010

Neil Pooley, group product marketing manager at Miele, looks at what makes a consumer choose the right coffee machine...

The UK has seen a huge rise in the popularity of coffee machines for the home in recent years, owing both to changing consumer habits as well as broader societal trends.Perhaps the biggest influencing factor has been the expansion of the coffee house culture, which has elevated consumers' desire to recreate the same experience at home, coupled with the trend of 'staying in is the new going out'. Whether an americano to start the day, a mid-afternoon latte with friends, or a post-dinner decaff, coffee is making ground in winning the hearts of a tea drinking nation.

The coffee machine market is therefore in huge growth, and a coffee appliance is becoming a significant feature of the kitchen product suite for many customers. The first consideration in the selection of a coffee appliance will be the purchasing circumstances - for instance if the customer is refitting their kitchen a built-in coffee machine may be chosen to become an integrated part of the cabinet and appliance design look.

Alternatively, if the machine is to be an addition to an existing kitchen, there is a vast range of freestanding coffee appliances available.

Following this principal deciding factor, customers should then think about the intended use of the machine - from consumption habits, preparation time and a preference for a capsule or bean appliance, through to functionality and the type of coffee they will drink regularly - be it lattes, cappuccinos or espressos.

Appliances that have comprehensive and well thought-out preparation options can really give added value to the retailer when selling through the appliance benefits to customers.

Forthcoming design trends will see manufacturers continuing to develop appliances that will create a statement in the kitchen, but also have a broad appeal in terms of designs. We will also see the emergence of white kitchens, which may also filter through to appliance design, as well as a continuation of the minimalist look.

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DESIGN VIEW: Neil Pooley	Back
11 February 2010 Neil Pooley, group product marketing manager at Miele, looks at what makes a consumer choose the right coffee machine... The UK has seen a huge rise in the popularity of coffee machines for the home in recent years, owing both to changing consumer habits as well as broader societal trends.Perhaps the biggest influencing factor has been the expansion of the coffee house culture, which has elevated consumers' desire to recreate the same experience at home, coupled with the trend of 'staying in is the new going out'. Whether an americano to start the day, a mid-afternoon latte with friends, or a post-dinner decaff, coffee is making ground in winning the hearts of a tea drinking nation. The coffee machine market is therefore in huge growth, and a coffee appliance is becoming a significant feature of the kitchen product suite for many customers. The first consideration in the selection of a coffee appliance will be the purchasing circumstances - for instance if the customer is refitting their kitchen a built-in coffee machine may be chosen to become an integrated part of the cabinet and appliance design look. Alternatively, if the machine is to be an addition to an existing kitchen, there is a vast range of freestanding coffee appliances available. Following this principal deciding factor, customers should then think about the intended use of the machine - from consumption habits, preparation time and a preference for a capsule or bean appliance, through to functionality and the type of coffee they will drink regularly - be it lattes, cappuccinos or espressos. Appliances that have comprehensive and well thought-out preparation options can really give added value to the retailer when selling through the appliance benefits to customers. Forthcoming design trends will see manufacturers continuing to develop appliances that will create a statement in the kitchen, but also have a broad appeal in terms of designs. We will also see the emergence of white kitchens, which may also filter through to appliance design, as well as a continuation of the minimalist look.