The European appliances market is fragmented and characterized by widely varying consumer patterns between countries and a large number of manufacturers, brands and retailers. Structural overcapacity and price pressure has led to ongoing industry consolidation with players aiming to achieve economies of scale. During 2016, markets showed continued postive demand enabling growth in areas such as compact, energy-efficient and built-in kitchen products.
A mature, homogenous market with high product penetration that is dominated by replacement products. Large homes allow space for many household appliances, including large appliances. The market is comprised of several domestic and global manufacturers. Four major retailers sell 70% of the appliances on the market. The recovery in the housing sector generates opportunities for growth in the coming years. In 2016, market demand remained positive.
Japan is the world’s third-largest single market and is dominated by major domestic manufacturers and retailers. Small living spaces have led to consumers demanding compact products, such as hand-held vacuum cleaners. While market penetration is high in Australia and New Zealand, demand is primarily driven by design and innovations as well as water and energy efficiency. Competition between manufacturers from Asia and Europe is intense in the region.
| 90 | 94 | 98 | 02 | 06 | 10 | 14 | 16 | ||||||||||||||||||||
| Market demand for major appliances | 50 | 52.6 | 53 | 53.7 | 56.6 | 57.6 | 57.2 | 59.6 | 62.3 | 65 | 67.1 | 67.8 | 67.2 | 69.1 | 71.6 | 72.6 | 75 | 74.2 | 70 | 65.6 | 66.2 | 64.9 | 63.4 | 62.7 | 64.8 | 68.4 | 70.2 |
| Major appliances | Small appliances | |
| Market value | 46 | 27 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 99 | 98 | 93.8 | 72.6 | 49.2 | 34.5 | 10.6 |
| 02 | 04 | 06 | 08 | 10 | 12 | 14 | 16 | |||||||||
| Market demand for major appliances | 61.9 | 65.9 | 70.2 | 75.9 | 76.3 | 76.3 | 72 | 66.6 | 60.5 | 62.1 | 60.3 | 59.2 | 62.2 | 64.6 | 67.7 | 70.2 |
| Major appliances | Small appliances | |
| Market value | 17.7 | 15.5 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 89 | 97 | 93 | 92 | 73 | 81 | 25 |
| 02 | 04 | 06 | 08 | 10 | 12 | 14 | 16 | |||||||||
| Market demand for major appliances | 20.6 | 20.9 | 21.3 | 22.2 | 23 | 23.8 | 24.4 | 23.8 | 22.7 | 24 | 24.3 | 24.3 | 24.9 | 24.6 | 23.9 | 24.5 |
| Major appliances | Small appliances | |
| Market value | 13.6 | 15.6 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 33.4 | 98.5 | 84.6 | 92.6 | 38.8 | 38.2 | 34.4 |
Miele • B/S/H • Whirlpool • Samsung • Electronics • Arcelik
Whirlpool • Haier • LG • Electronics • Samsung
Haier • Samsung • LG Electronics • Panasonic
| Euro Area | |
|---|---|
| Population: | 445 million |
| Average number of persons per household: | 2.3 |
| Urban population: | 78% |
| Estimated GDP growth 2017: |
1.5% |
| North America | |
|---|---|
| Population: | 360 million |
| Average number of persons per household: | 2.6 |
| Urban population: | 83% |
| Estimated GDP growth 2017: |
2.2% |
| Australia, New Zealand and Japan | |
|---|---|
| Population: | 155 million |
| Average number of persons per household: | 2.5 |
| Urban population: | 93% |
| Estimated GDP growth 2017: |
1.4% |