How evolving technology in cooker hoods is influencing cooker hood sales

The cooker hood may not have the most glamorous role in the kitchen, expelling steam, moisture and odour from the space. But it does have one of the most important jobs.

Such is the importance of extraction, built-in cooking product manager at Beko Salah Sun points out: “Cooker hoods re now planned into all new kitchens, with the same importance as an oven or fridge are present in most new-build properties. As a result, the market share is rising, with a 2.5% increase last year, and approximately 650,000 units sold.”

And following dramatic aesthetic makeovers, which could easily rival the contestants on the X Factor, extraction is no longer a dirty word in kitchen refurbishments.

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Such has been the transformation that at the mass market, it’s still very much about putting the appliance on show.

According to Richard Treffler, product manager for kitchens at Miele, “Market data has shown that wall décor accounts for 70% of the replacement market.”

And industry experts agree, pointing out for the mid-market chimney hoods are still the must-have look.

Trade marketing manager of Whirlpool, Neil Austin points out for his company sales “the chimney hood represents the larger part of the business with nearly two thirds of hoods being of chimney style, with sales remaining strong through both traditional retail and kitchen specialist channels.”

Top discreet designs

For the sophisticated consumer, discreet remains the watchword for kitchen extraction. Richard Treffler of Miele agrees: “At the higher-end, the trend is towards more hidden than décor styles.”

While Chairman of Air Uno, Geoffrey Baker is able to put more flesh on the bones of what makes a popular ‘hidden’ style of extraction.

He points out: “For the top end of the middle and for the upper market, the most popular form of extraction is for ceiling models, downdrafts and under cupboard cooker hoods.”

And of these arguably the extractor that has demanded the most attention, possibly due to its automated movement, is the downdraft extractor.

Sales director of Caple, Danny Lay continues: “Downdraft models are more popular than they have been and continuing to rise in popularity as the demand for open-plan living increases with island units leading the way, which is the perfect location for a downdraft.”

Ceiling is top

While downdraft may at first appear the ‘darling’ for style conscious consumers, it is suggested ceiling models are also increasingly popular.

Lay agrees: “Ceiling hood sales are definitely increasing with more options available from surface-mounted hoods, to a variety of sizes.

In fact a spokesperson for KitchenEx, which supplies Faber Hoods, points out the growth of ceiling hood sales is responsible for the growth of the entire discreet extraction market, pointing out: “The discreet market is growing significantly due to the increase in ceiling hood sales.”

Such has been the popularity Faber has recently launched two ceiling models into its range, while Stoves will be adding a group of designer hoods under its brand of appliances in late 2015.

But why has the ceiling taken such a significant share of discreet extraction sales?

While fashion may play its part, industry experts suggest the ceiling extractor may be more effective.

Marketing manager of Blanco, Mike Heath states: “Downdraft extractors are never going to be as effiecient as ceiling extractors. Steam wants to rise directly upwards. Therefore it will naturally rise up towards a ceiling extractor.

“A downdraft extractor draws the steam in a different direction to where it wants to go.”

Substance meets style

Of course, that’s the importance of the extractor. It has to perform as good as it looks and despite all the work by manufacturers to create desirable designs, accomplished professionals know the correct extractor cannot be chosen solely on aesthetics.

They will select the correct kitchen extraction by paying attention to the room size, finding out the type of cooking undertaken by the consumer, and knowing the correct ducting size.

Saleh Sun of Beko offers professionals the reminder “the hood’s extraction rate must be powerful enough to change the air in the kitchen, for example the extraction required for the average 25m3 room is approximately 300m3”.

While Craig Davies, managing director of Sub-Zero/Wolf further adds to the figures by providing the correct calculations for ducting: “Ensure that the cubit metre per hour is adequate for the length of the duct run. Remember that one metre of effective duct is lost for every right angle bend. Half a metre is lost for every 45° or 90° bend.”

He explains: “845m3/hr is really the smallest motor for a three metre run up, 1251m3/h for 5 metres, 1859 for six metres, 2028m3/h for 8 metres and 2535m3/h for 12 meters.”

Starting with sensors

It’s no surprise that manufacturers have started to look at sensor-based technology. And there has been a move towards connectivity between the hob and hood, in order to maximise the effectiveness of extraction.

Head of category non-cooking appliances at Glen Dimplex Home Appliances, Ben Peach says: “The area that will grow significantly the most will be the increase of features.

“Extraction rates will increase and noise levels will continue to decrease over time. Specifications such as WiFi connectivity and interaction with the hood and hob will be developed over the next few years by the higher end brands on the market.”

And it’s no surprise why, as Salah Sun of Beko continues: “Connectivity in all appliances is becoming more common; consumers will soon be able to control their hood from their tablet or their smartphone.”

While trade marketing manager of Whirlpool Neil Austin argues the technology for connectivity is already here. He states: “The ultimate is hood that not only ‘knows’ when to turn on and off, but can also ventilate or even condition the room air. Whirlpool’s hood with 6^th Sense technology not only sense and detects cooking vapours and odours, it already sense other room air odours and pollutants and extracts them automatically even when the cooker hood is not in use.”

Certainly technology will continue to influence the choice of designer and specifier, as well as the consumer. And providing more transparency of energy use, not to mention decibel rating, could see greater communication about kitchen extraction beyond that of just design versus price.

The full article appears in the December 2014 issue of Kitchens & Bathrooms News.