Industry expectations for the fall

APPLiAnytt has consulted with some of the industry's companies about how they see the coming autumn. Read the interviews with Jhonny Bergman, BSH Home Appliances AB and Johan Eklind, Tefal – OBH Nordica Group AB below.

Last fall 2021 (Sept-Dec) showed both ups and downs but ended at approximately +3.5%. How will this fall 2022 develop for the industry as a whole?

– Unfortunately, I think it will be difficult to maintain the high levels we saw in the fall of 2021 and we will probably have to prepare for a declining market. Perhaps not surprising, as we have now seen large increases for several years and this cannot continue forever, says Jhonny Bergman, Sales Manager BSH Home Appliances AB.

– This autumn will be difficult to predict and depends on consumers' ability to act, but one thing is certain – Christmas will come this year, adds Johan Eklind, Sweden Manager Tefal – OBH Nordica Group AB.

Any factor in the economy that you think will have a particularly significant impact on the industry?

– We are already seeing signs that rising inflation, rising interest rates and a falling stock market are affecting consumers' willingness to invest in their homes. The knock-on effects will likely be significant on new construction and the average person's willingness to invest and renovate their homes. This will of course have an immediate negative effect on sales of white goods. Add to that the uncertainty surrounding the election in Sweden, which may have a dampening and wait-and-see effect. It is possible that more people may postpone their plans for a new kitchen, new laundry room or other major projects in the home that involve white goods, says Jhonny Bergman.

– There are extremely many factors that will be decisive for how sales will be. We have an environment that is in turmoil with inflation now at 81%, electricity prices, fuel prices and food prices along with higher policy rates that are on the rise, which will affect consumers and what they will invest in, explains Johan Eklind.

Anything exciting you're looking forward to this fall?

– I am really looking forward to the challenges and opportunities of the autumn. We are launching a completely new built-in series at the IFA trade fair in Berlin which will soon take place and from what I have already seen myself, it looks really good. Maybe I am a little biased, but you can recognize good design when you see it. If you look further ahead in the autumn and towards Christmas, despite concerns about a negative market development, we still believe in large sales of food prep products of various kinds that are in line with the ”do it yourself from scratch” idea, says Jhonny Bergman, BSH Home Appliances AB.

– In the midst of all this, I am still looking forward to the autumn/winter when we will launch a lot of new products, which will be well received by both customers and consumers, concludes Johan Eklind from Tefal-OBH Nordica.

Jhonny Bergman, BSH Home Appliance AB

Johan Eklind, Tefal – OBH Nordica

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