2024.11.26
Market development October
The value development of the market for major appliances (MDA) and domestic appliances (SDA) during October shows large differences between these two main segments within our industry.
Overall, for the industry's two main segments, MDA and SDA, the value development during October is slightly higher than the annual rate so far this year. The total values of the industry companies' sell-in reporting are just over 10 percent over last year now that we are in the period that traditionally shows the highest seasonal sales during the year; the months of October and November.
Major differences between white goods and household appliances
When it comes to the value development for the industry's main product segments, it can be summarized that the larger white goods have a plus month behind them in October, while the smaller household appliances show a significant loss in value compared to October 2023. Both segments end the first ten months of the year with accumulated losses of minus 8.6 percent and 15.1 percent, respectively (see diagram).
In terms of volume, for the year so far, the figures look different: MDA shows an overall minus 11 percent and SDA minus 1 percent. Compared to the value development, we notice that average prices are dropping significantly for smaller household appliances, while white goods show a smaller increase in average prices.
Large volume differences between categories
Sales of products in the 'ironing' category (ironing and clothing care products) have increased significantly over the past ten months of this year, with both irons and steamers selling more compared to the same period in 2023.
The washing and drying category is so far on par with last year (-01.%) and has been helped to this level by the volume development of the subcategories "top-loading washing machines" and "dryers with heat exchangers", which have increased by 65 and 12 percent respectively compared to the same period last year.
