Measures of success for Thermomix Australia and Spain
Thermomix was in the news again last week. Social media channels are still reverberating with the noisy chatter of excited “Thermomixeros” cheering the success of Thermomix Spain. It’s a success that continues to defy markers of a troubled economy. Last week’s press-release spawned several news articles and offered fresh numbers by which we can measure the popularity of Thermomix in a country where 8000 consultants generated a record-breaking year of 11% sales growth.
The Spanish numbers become more interesting when viewed alongside recently published Australian figures. In 2012 Spain sold almost 124,000 Thermomix. Australia, where the population is roughly half of Spain, sold 38,000 units. But let’s remember this:
When comparing numbers for fun it’s important to note that Thermomix has been in Spain since 1978. Today 1.6 Million Spanish kitchens use a Thermomix (model 2.200, 3.300, TM21 or TM31).
Thermomix was introduced to Australia just 12 years ago (2001) and today there are already 100,000 Australian kitchens with a Thermomix on the bench.
How’d they do that?
With a sales force of 8000 entrepreneur consultants Spain’s Vorwerk branch has made the most of an awkward economic time. Even at a cost of 980€ the kitchen machine continues to generate new fans and rave reviews through strong word-of-mouth promotion.
Some have suggested it’s because of the fiscal crisis that Thermomix prospers, rather than in spite of it. People realize they can better afford to cook well at home with Thermomix than to eat in restaurants. Indeed such long-term savings will offset the initial outlay for the machine.
Day after day, and for more than 35 years the super kitchen machine continues to convert skeptics into fans through an an emphasis on tasting demos, German-engineered reliability and personal customer service.
In Australia, much of Thermomix’s initial success had to do with its ubiquitousness on the wildly popular Masterchef TV series. A passionate community of online fans and lively support forum contribute to increased product awareness and growth.
Where will Thermomix Australia be positioned in the next few years? Will other ‘young’ Thermomix distributorships follow the lead of these thriving, disparate models?
Links to news articles
Previous articles about Thermomix in the news