Groupe SEB has highlighted that sales of small domestic appliances grew during the pandemic, driven by people being forced to stay and work from home.

As a result, Cyril Buxtorf, Executive Vice-President EMEA at Groupe SEB, said the SDA market continues to demonstrate it is resilient and “magical”.

Buxtorf said: “There is always a strong traction for innovations: a good insight, a relevant product answer and a good activation – jointly with retail partners – have a strong ability to create value.”

He pointed out that innovation remains at the heart of the strategy for Groupe SEB, with increased means allocated both to R&D and impactful “storytelling”, including spectacular in-store executions. 

“Over the last few years, the shopper experience has not evolved much and this comes at a time when shoppers are more demanding,” explained Buxtorf. “The companies that will dare to transform their engagement with the consumers will unlock major opportunities.”

“We need to bring excitement, inspiration and clarity to the shopper experience. From category management, offline but as well online (where electro specialists could move faster than other players), to increasing the attractiveness of the section and highlighting the brand’s innovations, this shopping experience overhaul will deliver results.”