NPD: Slow Cooker Sales Stay Strong

Slow cookers have been a staple in the kitchens of Americans for decades, and the category continues to see solid sales growth, according to recently released figures by The NPD Group.

According to NPD, slow cooker sales for the 12-month period ending June 2015 were up 4% to $334.1 million. Continued strong consumer interest in freshly prepared foods and the convenience of slow cookers are seen as key factors in the appliance’s continued popularity.

“Consumers continue to demonstrate their interest in home-cooked meals, their willingness to pay for convenience in creating them, and their propensity to pay more for a premium product,” said Lora Morsovillo, president of NPD Group’s home division. “More slow cookers have sold each year for the past three years, and the consumer spend on them has consistently grown at an even faster pace, indicating some consumer trade-up.”

NPD officials noted that 18% of consumers today use slow cookers at least once over a two-week period, a figure that has doubled when compared to 30 years ago. This usage is expected to continue growing, NPD said, as consumers continue looking for convenient food preparation methods at home.  

“Since our forecasts expect consumers to continue using slow cookers more often, marketers should let consumers know how their products help spice up or flavor dishes as consumers reach for appliances such as the slow cooker,” said Darren Seifer, NPD Group’s food and beverage industry analyst.