Vitamix blenders are significantly more expensive than most standard blenders. Standard blenders tend to sell for somewhere between $30 and $200 from mainstream retailers like Briscoes, but Vitamix pricing starts at $795 and climbs well into four figures. Far from scaring customers off, however, Vitamix’s market share increased by 35 percent in 2016, and the company has appointed new staff to support its growth.
In a press release, Vitamix attributed the 35 percent increase to the wholefoods trend, which prioritises smoothies and blended juices, and consumers’ desire to replicate restaurant-quality meals at home.
The company says demand for high-performance blenders as a whole is rising, with the category increasing from 6.2 percent to 7.1 percent in Australia during 2016.
Vitamix Australia country manager Euan Mitchell says the shift from entry-level personal blenders to high-performance blenders highlights consumers’ willingness to invest in quality products that last.
He says consumers are becoming more discerning when it comes to blenders, and are differentiating between the various blender brands.
“We expect the high-performance blender category to continue performing well this year with strong support from retailers continuing to play a big part in the growth of the brand as a whole,” he said.
The company has invested in new Australian and New Zealand staff following this growth.
“As we continue to evolve as a company and broaden our offering, it’s more important than ever that we have the right people in place. We are delighted to expand the team with knowledgeable, intelligent and passionate people and their experience will be instrumental in the company’s continued growth and success.”
Recent appointments include:
● Nicole Charles - appointed marketing manager for Australia and New Zealand.
● Melanie Ward - promoted to national key account manager for Australia and New Zealand.
● Jo Coclough - promoted to area sales manager for NSW, QLD, ACT.
● Nola Kennett - promoted to area sales manager.