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NEW YORK -- In contrast to other kitchen electrics, juice extractors create a small amount of business in the U.S. And there are only about half a dozen recognized brands in the category.
However, these brands come in heavy-hitting suppliers like Braun, Hamilton Beach/ Proctor-Silex, Salton/Maxim, Sunbeam-Oster and Waring, and consumer interest seems to be growing "The continuing health trend means that juice extractors are a popular kitchen appliance with a loyal following, that continues to rise," reported Kim Ellwein, product director for Oster appliances at Sunbeam Corp. "It is the health-conscious customer we target with our Oster juice extractor." .
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Ellwein added that, compared with other product lines in the Sunbeam-Oster secure, juice extractors do not rank high in unit sales. "However, the margins are exceptional," she said.
Industry sources estimate the juice-extractor company at $123 million at retail in 1996. Revenue reported for 1996 represent a marketplace about 70 percent lower than what it was when it peaked in the early 1990s, however.
At that time, according to a retailer, the juice extractor firm exploded, mainly because of the launching of infomercials for its Juiceman juice extractor, now manufactured by Salton/Maxim.
"After Juiceman went retail, a lot more players entered the company," he explained. "In 1995 and 1996, the business saw some shakeout, and now just the strongest suppliers stay." .
However, the juice extractor industry today is far ahead of where it had been two decades back, based on Doug Frazier, director of consumer sales at Waring. He explained the retail marketplace flushed throughout the deluge of merchandise which were on the market five years ago.
"The market continues to get stronger, and we have noticed a substantial quantity of action at the high end," he explained.
Juice extractor sales at Waring Products in 1996 were up 18 percent over 1995, based on Larry Casalino, merchandise director over juicer solutions. "And we expect them to boost an extra 10 percent in 1997," he said.
Frazier said Waring expected good, 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 achieve a more mature stage and the sales increases we're discovering now will likely level off a bit." .
Waring was producing juice extractors under its brand name for approximately 20 years, and bought the Acme name and tooling about 11 decades ago. Waring juice extractors target both the consumer and commercial markets, while Acme juice extractors mostly target the industrial market.
"We are in the process of expanding the SKU count of Waring juice extractors, and will present products in a variety of 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 unit was introduced in January.
"More electricity is what consumers are looking for," said Dave Kerr, senior product director at Hamilton Beach/Proctor-Silex. "And from a competitive standpoint, we wanted to move up" .
Sales of Hamilton Beach juice extractors doubled between 1995 and 1996. "This was not off of a huge sales base," Kerr explained, "but represents substantial growth just the same." He added that additional, double-digit growth was anticipated for 1997.
Ellwein in Sunbeam said increasing consciousness of this category means customers generally have an concept about what they need before entering stores. "Juice extractors are absolutely a destination purchase," she explained.
She added that attributes driving sales incorporate a powerful motor, large juice capability, continual feed capacity, and dishwasher-safe components for easy cleanup.
"Consumer awareness is very high," based on a product manager for a Northwest-based department store chain. "The Juiceman infomercials still run all the time and pull across the whole category," he added.
Retailers report the feedback they get from consumers puts performance near the top of the list of important capabilities. One explained that functionality is the principal concern of consumers in the marketplace for juice extractors, and that price was secondary.
"Consumers are looking for a powerful motor, and they wish to get maximum yield concerning juice from produce," he explained.
The worth of features such as power and effortless cleanup has been recognized by most players in the company. Other features are introduced also.
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Braun's MP80 juice extractor can extract 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 create a small amount of business in the U.S. And there are only about half a dozen established brands in the class.
However these brands come from heavy-hitting providers such as Braun, Hamilton Beach/ Proctor-Silex, Salton/Maxim, Sunbeam-Oster and Waring, and customer 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 grow," reported Kim Ellwein, product manager for Oster appliances at Sunbeam Corp. "It is the health-conscious consumer we target with our Oster juice extractor." .