Year-end at a record level

3.2.2022

The white goods and household appliance industry ended the full year 2021 with a strong plus of just under 8 percent compared to 2020. Compared to the normal year 2019, the industry has had a total growth of 21 percent over the pandemic period. The increase is believed to be due to us spending more time in our homes and thus taking the opportunity to review the need for products based on both smart functions and stylish design.

With the figures for sales in December 2021 reported, APPLiA Sweden can conclude that despite a slightly weaker end to the year (-1.2 percent in December compared to the year before) for the white goods and household appliance industry as a whole, sales in 2021 have increased by almost 8 percent.

”"”The companies in the industry are satisfied with the past record year and their employees have struggled well with both the pandemic and logistics problems and component shortages. It is also clear that Working from home and staying at home more during the pandemic in Sweden has affected consumers to update their households, which has been very positive for our entire industry.”, says Kent Oderud, chairman APPLiA Sweden.

Several trends can be seen in the figures
Throughout the 4th quarter, we see an incipient trend of SDA (small household appliances) sales slowing down compared to last year's record levels. For MDA (major appliances), however, there is a strong upward trend during the 4th quarter.

The big winner within SDA is the kitchen appliances/assistant category. These kitchen appliances are at the definitive peak of growth with an increase of over 30 percent in 2021. Baking and food preparation are taking place like never before in Swedish homes.

A continuing trend is that a more high-value product mix is being sold on the market. The difference between volume and value is greatest for household appliances (SDA), where increased demand for higher-value products in the coffee machines, kitchen appliances/assistants and dental care products segments is driving up the value of what is being sold on the market. For larger white goods, it is the increased sales share of heat pump dryers and also the increased share of induction hobs/stoves that are driving up average prices.

Media contact

APPLIANCE

Name: Kent Oderud, chairman of APPLiA

email: kent.oderud@applia-sverige.se
Mobile: +46 70 4201589

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