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. In 2017, the market trend continued to be favourable enabling growth in areas such as 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 comprises several domestic and global manufacturers. The continued development in the housing sector is generating further opportunities for growth. In 2017, market demand in the U.S. continued to be positive and grew in all categories.
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. During 2017, market demand in the region showed a positive trend.
| 01 | 03 | 05 | 07 | 09 | 11 | 13 | 15 | 17 | |||||||||
| Market demand for major appliances | 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 | 70.8 |
| Major appliances | Small appliances | |
| Market value | 45.8 | 26 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 99 | 98 | 93.8 | 72.6 | 49.2 | 34.5 | 10.6 |
| 01 | 03 | 05 | 07 | 09 | 11 | 13 | 15 | 17 | |||||||||
| 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 | 74.10 |
| Major appliances | Small appliances | |
| Market value | 47.3 | 32.20 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 89 | 97 | 93 | 92 | 73 | 81 | 25 |
| 01 | 03 | 05 | 07 | 09 | 11 | 13 | 15 | 17 | |||||||||
| 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 | 24.80 |
| Major appliances | Small appliances | |
| Market value | 15.40 | 21.30 |
| 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 • LG Electronics • Arcelik
Whirlpool • Haier • LG Electronics • Samsung
Haier • Samsung • LG Electronics • Panasonic
|
Europe |
|
|---|---|
|
Population: |
450 million |
|
Average number of |
2.3 |
|
Urban population: |
78% |
|
Estimated GDP |
1.5% |
|
North America |
|
|---|---|
|
Population: |
362 million |
|
Average number of |
2.6 |
|
Urban population: |
82% |
|
Estimated GDP |
2.2% |
|
Australia, New Zealand and Japan |
|
|---|---|
|
Population: |
157 million |
|
Average number of |
2.5 |
|
Urban population: |
93% |
|
Estimated GDP |
1.6% |
* Inlcudes only Euro Area
Note: Major appliance market data includes core white goods, microwave ovens and home comfort.