NEW YORK -- In contrast to other kitchen electrics, juice extractors generate a little bit of business from the U.S. And there are only about half a dozen recognized brands in the class.
However, these brands come in heavy-hitting providers like Braun, Hamilton Beach/ Proctor-Silex, Salton/Maxim, Sunbeam-Oster and Waring, and consumer interest seems to be rising "The continuing health craze means that juice extractors are a favorite kitchen appliance with a loyal following, that continues to rise," reported Kim Ellwein, product manager for Oster appliances at Sunbeam Corp. "It's the health-conscious consumer we aim with our Oster juice extractor." .
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Ellwein added that, compared with other product lines in the Sunbeam-Oster stable, juice extractors don't rank high in device sales. "However, the margins are exceptional," she said.
Industry sources estimate the juice-extractor business at $123 million at retail in 1996. Sales reported for 1996 represent a market about 70 percent lower than what it was when it appeared in the early 1990s, however.
At that time, according to a retailer, the juice extractor firm exploded, mainly due to the launching of infomercials for its Juiceman juice extractor, now manufactured by Salton/Maxim.
"After Juiceman went retail, many more players entered the company," he said. "In 1995 and 1996, the company watched some shakeout, and just the strongest suppliers stay." .
However, the juice extractor industry now is significantly ahead of where it had been two years back, according to Doug Frazier, director of customer sales at Waring. He said the retail marketplace flushed through the deluge of merchandise that were available five years back.
"The market continues to get stronger, and we've noticed a significant amount of action in the high end," he said.
Juice extractor sales at Waring Products at 1996 were up 18 percent over 1995, according to Larry Casalino, product manager over juicer solutions. "And we expect them to increase an extra 10 percent in 1997," he said.
Frazier said Waring expected great, steady growth in the category. "I doubt we will find any more dramatic spikes in the business," he added.
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"And in the end, the category will reach a more mature phase and also the earnings increases we're noticing now will likely level off a bit." .
Waring was producing juice extractors under its brand name for about 20 decades, and bought the Acme title and tooling about 11 decades back. Waring juice extractors target both the commercial and consumer markets, while Acme juice extractors mostly aim the industrial industry.
"We are in the process of expanding the SKU count of Waring juice extractors, also will present products in many different new colors at the Gourmet Show," Frazier said.
Hamilton Beach/Proctor Silex introduced a 200-watt juice extractor last summer, but increasing consumer demand for more powerful motors led the company to update the motor to 300 watts. The potent unit was introduced in January.
"More electricity is what consumers are looking for," explained Dave Kerr, senior product director at Hamilton Beach/Proctor-Silex. "And from a competitive perspective, we needed to move up" .
Sales of Hamilton Beach juice extractors doubled between 1995 and 1996. "This wasn't from a huge sales foundation," Kerr explained, "but represents substantial expansion just the same." He added that additional, double-digit expansion was anticipated for 1997.
Ellwein at Sunbeam said increasing awareness of the group means customers generally have an idea of what they need before entering stores. "Juice extractors are absolutely a destination buy," she explained.
She included that features driving earnings include a powerful motor, large juice capability, continual feed capacity, and dishwasher-safe elements for simple cleanup.
"Consumer awareness is very high," according to a merchandise manager for a Northwest-based department store chain. "The Juiceman infomercials still run all of the time and pull along the entire category," he added.
Retailers report that the feedback they get from customers puts performance at the peak of the listing of important capabilities. One explained that performance is the principal consideration of consumers in the market for juice extractors, and that price was secondary.
"Consumers are looking for a powerful engine, and they wish to get maximum return concerning juice out of produce," he said.
The value of features like electricity and easy cleanup has been recognized by the majority of players in the company. Other characteristics have been introduced also.
Braun's MP80 juice extractor can eject pulp automatically, a feature designed particularly for continuous processing of large amounts.
The detachable, swing-out pulp container was designed to create cleanNEW YORK -- Compared to other kitchen electrics, juice extractors generate a small amount of business in the U.S. And there are just about half a dozen recognized brands in the class.
But, these brands come from heavy-hitting suppliers like Braun, Hamilton Beach/ Proctor-Silex, Salton/Maxim, Sunbeam-Oster and Waring, and consumer interest appears to be rising "The continuing health craze means that juice extractors are a popular kitchen appliance with a loyal following, that continues to rise," reported Kim Ellwein, merchandise director for Oster appliances at Sunbeam Corp. "It's the health-conscious customer we aim with our Oster juice extractor." .
Ellwein added that, compared with other product lines from the Sunbeam-Oster secure, juice extractors do not rank high in device sales. "However, the margins are exceptional," she said.
Industry sources estimate the juice-extractor business at $123 million in retail in 1996. Sales reported for 1996 represent a market roughly 70 percent lower than what it was when it appeared in the early 1990s, however.
At that time, according to a retailer, the juice extractor business exploded, largely due to the launch of infomercials for the Juiceman juice extractor, now fabricated by Salton/Maxim.
"After Juiceman went retail, a lot more players entered the business," he said. "In 1995 and 1996, the business saw some shakeout, and just the most powerful suppliers stay." .
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But the juice extractor business today is significantly ahead of where it was two years ago, according to Doug Frazier, director of customer sales at Waring. He explained the retail marketplace flushed throughout the deluge of merchandise that were on the market five years ago.
"The market continues to get stronger, and we have noticed a significant amount of action in the high end," he explained.
Juice extractor earnings at Waring Products in 1996 were up 18 percent over 1995, based on Larry Casalino, product director over juicer solutions. "And we expect them to increase an additional 10 percent in 1997," he explained.
Frazier stated Waring expected good, steady increase in the category. "I doubt we will find any more dramatic surges in the business," he added.
"And in the end, the class will reach a more mature stage and also the sales increases we're discovering now will likely level off a bit." .
Waring has been making juice extractors under its brand name for about 20 decades, and purchased the Acme title and tooling about 11 decades back. Waring juice extractors target both the commercial and consumer markets, while Acme juice extractors mostly target the industrial market.
"We're in the process of enlarging the SKU count of Waring juice extractors, and will present products in many different new colors in the Gourmet Show," Frazier said.
Hamilton Beach/Proctor Silex introduced a 200-watt juice extractor last summer, but increasing consumer demand for more powerful motors led the company to upgrade the motor to 300 watts. The more potent unit was introduced in January.
"More power is exactly what customers are searching for," explained Dave Kerr, senior product manager at Hamilton Beach/Proctor-Silex. "And from a competitive perspective, we wanted to move up." .