The Q1 2025 benchmarking report for UK kitchen appliance brands has just been published. Learn how the top 8 UK kitchen appliance brands perform across the digital space.
The latest Q1 2025 benchmarking report for UK kitchen appliance brands has just been published. It covers the 8 largest national kitchen appliance brands, including SharkNinja, Morphy Richards, Dualit, Tefal, Hotpoint Appliances, Kenwood, Prestige, and KitchenAid.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other kitchen appliance brands to win brand exposure, drive online views, and increase in-store recognition and purchases. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just six of the metrics we evaluated these top 9 kitchen appliance brands on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK kitchen appliance brands or request a copy of the report for the full review.
The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of a successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing and Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from £30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q1 2025, the average monthly budget wastage across these UK kitchen appliance brands was £4,828, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £15 . This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Morphy Richards has the lowest monthly cost-per-click (CPC) at £3, and Prestige has the highest at £46.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Hotpoint has the highest estimate monthly ad spend at £136,000, and Prestige has the lowest at £324.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For kitchen appliance brands, having an easy-to-navigate site is essential for consumers looking to make a new purchase and particular care should be taken of the pathways to key pages, such as best-selling appliances, comparison pages, and any key feature pages that customers may need to access.
SharkNinja reported 345 4xx errors — the highest of all UK kitchen appliance brands — with Tefal close behind with 305 4xx errors.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load will see a significant improvement on your overall conversion rates. When operating in a competitive market, kitchen appliance brands will need to ensure they're offering an exceptional customer experience at every touchpoint, including the speed of their site.
The overall mobile site speed for this quarter ranged between 54 and 25, with SharkNinja reporting the lowest site speed and Kenwood Limited reporting the fastest mobile speed. Reducing page weight is one of the most beneficial ways a website can increase their mobile site speed. A website that is packed with videos, images, gifs, widgets and text will take longer to download than a simpler interface.
Domain authority (DA) is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Kitchen appliance brands should be continually pushing to improve their domain authority and can achieve this with a strategic approach to digital PR and outreach.
A ‘good’ DA really comes down to how your competitors are performing, however, it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA score ranged between 75 and 39, with Prestige Group flagging the lowest DA score. Most importantly, brands should focus on creating high-quality content that other websites will likely want to backlink to. This can include infographics, data studies and original research.
A strong organic performance is strategically important as it ensures your site ranks above competitors for core, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Kitchen appliance brands, who are less likely to see consumers make 'impulse purchases', must ensure that they are optimising for keywords across the full range of awareness, consideration, and conversion terms to capitalise on traffic at each of these stages.
Only Kenwood Limited saw a decrease in organic traffic on desktop (-5%), while 6 brands saw a decrease on mobile. Kenwood Limited also reported the biggest loss on mobile (-57%).
Google Universal Search Results are an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. For kitchen appliance brands, 'reviews' are an excellent way to increase visibility through universal search and will help brands stand out against their competition with customer endorsements.
SharkNinja is miles ahead of the other brands, with 67,459 overall Universal Search results. The majority of these came from ‘reviews’. Other kitchen appliance brands can increase their appearances for ‘reviews’ by encouraging past customers to leave an online review. Sometimes, customers don’t require an incentive if they understand the positive impact an online review can have on a business.
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for new search terms as they enter Google’s index. There are many longtail keyword options kitchen appliance brands could be optimising for, such as 'buy airfryer online UK', or 'kettle next day delivery'.
SharkNinja secured the most longtail keyword appearances for position 3 (4,112) and positions 4–10 (4,822). With longtail keywords, you're attracting more qualified traffic that’s further down the sales funnel, resulting in a higher likelihood of conversions.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.
We’ve included examples of Morphy Richards UK’s sponsored posts. This UK kitchen appliance brand included branded imagery, which allows social media users to recognise them at a glance.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'evergreen' if it has maintained its relevancy to an audience for a long period of time. It's great for your engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Kitchen appliance brands can get creative with content and social media, by sharing recipe content, images of their products in lifestyle settings, and news of any special offers or sales.
Tefal has the most Facebook Likes (4 million), while SharkNinja has the most Instagram followers (309,900). However, brands should also monitor their total engagement rate. For this quarter, Prestige Group secured the highest total engagement rate (15,537).
Around 20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, even subconsciously, brands lose customer interest as they turn to other kitchen appliance brands that can better meet their accessibility requirements.
Tefal reported 370 accessibility alerts — the highest of all UK kitchen appliance brands. It’s important that brands aim to reduce their accessibility alerts to ensure they’re catering for all users and those accessing the website from a screen reader.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.
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