Shark Ninja has announced plans for 20 new product launches and entry into three new categories at its inaugural EMEA Launch Event.
The brand’s first EMEA Spring Forum was held in Palma, Mallorca, 1-2 February 2024, to underscore its expansion plans in the region as well as showcase its latest NPD. It attracted 70+ retailers and circa 120 members of the press and influencers.
Shark Ninja, which pitches itself as a ‘consumer problem solving engine’, is targeting growth in small domestic appliances. It achieved $3.7bn in net sales in 2022, representing 20% CAGR since 2008.
The brand, which has a presence in 26 markets worldwide and 31 product categories, aims to increase share in existing categories, enter new ones and expand internationally. Shark Ninja is achieving strong growth in the EMEA region with sales up 80% in Q3 2023.
In Palma, Shark Ninja announced its debut in the outdoor and indoor cooling category with the Shark Flex Breeze Fan, targeting growth in the home comfort category – sales of electric fans increased by 7% in Europe in the last year.
The Shark Flex Breeze Fan can be used inside or outside the home and in corded and cordless functions. It transforms from a pedestal model to a table top design and has a 20-hour run time on a single battery charge.
“It feels like a breeze coming through an open window,” said Lana Sanlenadro, Shark Ninja CMO, EMEA.
Outdoors, the Shark Flex Breeze Fan can be connected to a hose to deliver a misting function, which can reduce temperatures by 5 degrees C.
The Ninja brand introduced new categories in both the Ninja Outdoor and Ninja Kitchen stables.
Outdoor, the brand has entered the cooling category with the Ninja FrostVault cooler featuring patented technology and a drawer compartment to keep food dry and cool but separated from the ice. Available in two capacities – 50qt and 30qt – the cooler will keep food and drinks at refrigerator temperatures for up to five days.
Ninja Kitchen is breaking into the drinks making market with the launch of the Ninja Thirsti drink system in the UK and EMEA.
The product enables customers to make custom still and sparkling drinks at home using a range of Thirsti Flavour pods.
The other new Shark products are:
- Neverchange air purifiers with odour neutralisers and filters which last for five years
- The Shark Matrix Robot, an app-controlled vacuum cleaner with suction and sonic mopping
- The Shark StainStriker Pet Stain & Spot Cleaner, which instantly removes stains and odours with 20x more stain-striking power
- Shark HydroVac, a three-in-one Hard Floor cleaner that vacuums, mops, and cleans itself
- Shark Steam & Scrub mop with Steam Blaster Technology
- Shark Beauty’s Shark SmoothStyle, designed to shape and smooth hair using advanced heated comb technology
The other new Ninja products are:
- The Ninja Double Stack Air Fry, which takes up 30% less counter top space
- The Ninja Air Fryer AF140, a compact single-drawer air fryer
- The Ninja Woodfire Pro Connect XL Electric BBQ Grill & Smoker, an app-connected grill and outdoor smoker
- The Ninja PROCHEF Connected Thermometer with blue tooth connectivity to ease the cooking experience
- The Ninja CREAMi DELUXE Ice Cream & Frozen Drink Maker, a new CREAMi model that features four new functions
- Ninja Ceramic Cookware range, which offers long-lasting non-stick performance
- The Ninja Detect Duo Power Blender Pro, which senses the ingredients and automatically adjusts the speed and time settings for a perfect blend
- The Ninja Combi 12-in-one Multi-Cooker, Oven & Air Fryer
Opening the EMEA Launch Event, Neil Shah, Shark Ninja COO, said the consumer was willing to accept the Shark and Ninja brands across new categories such as Shark Beauty, which was the fastest growing beauty product in the market, having grown from nothing 18 months ago.
Previously considered low engagement categories, today people are talking about Shark and Ninja products on social media, he added.
“We go through every customer review every day – we want to hear from them directly and win global feedback to ensure the end product is a five star experience,” he said.
Shah claimed the company was driving innovation faster than anyone else.
“We want to get into products that have global appeal – understand the consumer problem and then create the tech to solve that problem.”
In order to create consumer demand for new products, Shark Ninja invests $300m in media globally, Shah said. “We make sure we are there for the customer throughout their entire journey and we master the art of story telling.”
Tom Brown, president EMEA, said Shark Ninja was continuing to enhance its insights and social listening teams.
“A key part of Shark Ninja is pivoting to get close to the customer and stay ahead of the trends,” he said. Brown highlighted the popularity of the Ninja Creami on TikTok, where the ice cream maker had received 800m views.
Established in the UK for 10 years and with sales of $500m, Shark Ninja is well placed to build its footprint out into Europe, said UK marketing director Ryan Longstaff; and he emphasised Shark Ninja’s three pillared growth approach of international expansion, growth in existing categories and diversification into new spaces. “We’ve not taken our eye off the ball in the categories we are already in but have introduced 20 new products,” he said. “We will continue to look at areas where we can bring value and make a difference in people’s lives.”
Longstaff cited the brand’s Anti Hair Wrap technology in cleaning, the new misting feature of the Shark Flex Breeze fan and Ninja Double Stack Airfryer as examples of innovation that addressed consumer pain points and presented significant growth opportunities.
GfK is forecasting 2-3% growth in technical consumer goods in 2024 with growth coming from the EMEA region.
Warren Saunders, global president at GfK, pinpointed three key product categories: electric cooking, home comfort and personal care. “That’s where we are seeing significant growth and Shark Ninja is growing the overall size of the pie,” he said.
He also highlighted the top consumer trends with regards to appliances. “Customers want space saving products and to simplify their lives. They also want to get good value for money.” The environment and healthy lifestyles are still front of mind, he added. “The outdoor lifestyle has grown post-Covid – we are seeing this culture change embed.”
