2025.03.31
Continued challenge in the home appliance market
The market for white goods and household appliances continues to be challenging. The latest market figures from Appstat show that hopes for an improved market development for white goods and household appliances have not yet been fulfilled. However, HUI's forecast for the industry's full year 2025 is positive.
Loss now, but positive forecast
In terms of value, the overall industry is losing 4.7 percent of its sell-in value compared to the comparable period last year. This is what HUI Research writes about the industry in its latest report "Retail Business Report March 2025":
”"Black Friday in November did not give consumer electronics and appliances the expected boost, with annual sales falling by 5.5 percent compared to 2023. The industry is forecast to grow by 4.5 percent this year - compared to the forecast of six percent before Christmas.".
And this is how they say that the recovery is slow:
– The home electronics and white goods trade is normally trend-driven, but consumer restraint has been clear, says William Lindquist (HUI), adding that the recovery will be more gradual than previously forecast.
White goods close to last year's level
Close, but still not quite at last year's level – that's the situation for MDA (major appliances). In February, 1.4 percent was missing from reaching that level, which is a slight improvement compared to January this year, when 2.2 percent (corrected value) was missing from last year.
One product group that stands out positively within MDA is ”Wash & Dry” containing washing machines and dryers. It is mainly the larger front-loading washing machines with 8 kg and larger capacity, as well as all types of dryers, that increase and improve the figures slightly.
Has the SDA bottomed out now?
For small domestic appliances (SDA), the situation is more negative, with a decrease of 12.8 percent compared to last year. Only the sub-segments ”mixers & juicers” and ”kettles” show positive results, while sales of vacuum cleaners have decreased by 14 percent.
It's high time to kick start spring cleaning now with new, fresh vacuum cleaners, right?
