Consumer Appliances in Western Europe

September 2024

Sales of consumer appliances slipped into decline across Western Europe in 2022, and remained there in 2023. In addition to a post-COVID-19 sales correction after the demand spike seen during the pandemic, the economic scenario was a difficult one in 2022-2023, with high inflation and rising energy costs. Further decline is expected in the short term, before growth returns to positive territory in the later years of the forecast period.

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Key findings

Sales continue to decline in the post-pandemic environment

After two years of recording healthy growth rates, consumer appliances went into decline in Western Europe in 2022, remaining negative in 2023. As well as a “normalisation” of sales after the demand spike seen during the pandemic, the end of the review period was proving a difficult time economically, with high inflation, rising energy costs and supply chain disruptions.

E-commerce accounts for almost two thirds of UK sales

After the gains made during the pandemic, e-commerce has generally continued to slightly increase its share, reaching 32% in Western Europe as a whole in 2023, and as high as 63% of unit volumes in the UK. However, appliances and electronics specialists still lead in many countries, with local consumers preferring to see products before purchasing them, especially major appliances, as well as tap into expert advice from in-store staff.

Energy-efficient products seeing increasing demand

Energy efficiency has become a must-have attribute for many consumers in light of the high energy prices, as people strive to keep their utility bills as low as possible. With sustainability also increasingly to the fore, manufacturers will push energy efficiency improvements and incorporate more recycled or recyclable materials into appliances and their packaging over the forecast period.

Smart and connected appliances to gain more ground

Moving forward, manufacturers are expected to push connectivity in search of opportunities to add value to sales with the bundling of services through connectivity features. Players view the addition of services as a growth opportunity, as it represents a vehicle to develop recurring revenue streams, thereby weakening the reliance on actual unit sales. In this sense, the development of connected appliances could allow manufacturers to transform themselves from producers to service providers.

Scope
Key findings
Western Europe has the third highest regional sales and per capita consumption
Small appliances make up the biggest categories in unit volume terms
Declines, followed by stagnation, expected in the forecast period
Turkey adds the most new sales over 2018-2023
Air treatment products most dynamic in Western Europe in 2018-2023
Air treatment products and personal care appliances add the most new sales
Energy efficiency and multifunctionality among the ongoing trends in 2023
French consumers return to spending on services post-pandemic in 2022 and 2023
Appliances and electronics specialists still the leading distribution channel
E-commerce continues making gains even after nearly doubling its share in the pandemic
Grocery retailers lead sales of small appliances in France
Relatively high levels of concentration in Western European markets
Arçelik and Whirlpool merge their European operations
Germany the main market for more than half of the top 10 companies
No changes among the top five brands in 2023
Modest growth expected in the later years of the forecast period in Western Europe
Energy-efficient appliances expected to be in demand
Austria: Market Context
Austria: Competitive and Retail Landscape
Denmark: Market Context
Denmark: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Greece: Market Context
Greece: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Portugal: Market Context
Portugal: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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