Sunbeam's principal competitors included Black & Decker, Hamilton Beach/ Proctor Silex, Rival, KitchenAid, West Bend, Regal, and HPA/Betty Crocker. Exhibit 5 shows the market shares of the various small-appliance competitors in selected prod¬uct categories. Overall, Sunbeam had an estimated 9.5 percent share of the electric housewares market in 1996 versus 29.2 percent for Hamilton Beach/Proctor Silex, 17.7 percent for Black & Decker, and 6.1 percent for Rival.