And nowadays, it seems a lot of homes have a Thermomix, at least according to a recent post by the company.
According to the post, Thermomix sold one TM6, the latest generation multicooker, every 23 seconds in 2020, which translates to about 1.37 million for the year. While that may seem like a drop in the bucket for an industry that moves almost 700 million units annually, it translates to big numbers when you consider the price of the product. At $1,500 per unit, topline revenue for the TM6 pencils out to about a little over $2 billion, which would be a significant market for any countertop cooking appliance. In fact, compare that to the estimated total pressure cooker market size of $5.5 billion, which puts the TM6 market alone at almost 40% of the market for Instant Pot and all its various copycats.
And that’s not even the most interesting part of the update. According to Thermomix, there are now 4.5 million total Thermomixes connected to the company’s digital cooking platform, Cookidoo. That number includes both TM6 models and the previous generation TM5s. That’s up from about 1 million total users for the appliance’s digital cooking platform since 2017.
Engagement is also pretty high. According to Thermomix, Thermomix users make about 750 thousand meals a day using Cookidoo, which translates to about one in six Thermomix users each day.
As regular Spoon readers know, the company’s recipe platform has come a long way since four years ago. The company has enabled the platform to connect to other appliances for coordinated cooking and last year added the ability to shop for food via the Cookidoo platform. And this year, the company rolled out a new companion appliance in the Thermomix Friend in select markets (the Thermomix Friend is not yet available in North America), which coordinates cooking with the TM6 from one screen.