2022.05.03

IFA 2022 will be a full-scale trade fair

Jens Heithecker, Executive Vice President Messe Berlin Group & IFA Executive Director, opened the IFA 2022 Global Press Conference on April 27 by saying that his most important statement is that IFA will be held on a full scale in 2022.

 

It's time for the new normal, which is not the same as what was normal in 2019 because so much has changed, but it's time to meet other people again, said Jens Heithecker, adding that 15 of the top 20 exhibitors have confirmed that they will exhibit at IFA this year.

The pandemic triggered a boom in digital products, and in the last two years our world has become more digital than ever before, with innovation in both products and services. What has been missing is hands-on, which is very important, for example, when it comes to comparing different technologies/products with each other.

”"We are sure that IFA 2022 will be a success. The timing, September 2-6, 2022, is perfect. It is important to ensure that the boom does not die out. And retailers we have spoken to expect every single brand they work with to be present at IFA," said Jens Heithecker.

GfK on trends & challenges

Norbert Herzog, Global Strategic Insights GfK, spoke at the press conference about trends and challenges in 2022, and said the following, among other things:

* Growth in the consumer technology sector has slowed significantly – growth in 2022 is forecast to be 35 billion Euros compared to 150 billion Euros in 2021.

* 63 percent of workers would prefer to work from home at least three days a week. This drives premium, as people want to have premium products at home.

* Premium brands increased their sales by 32 percent in 2021 compared to 2020, while the total market in Europe increased by 7 percent.

* Consumers want to upgrade, so innovation is very important.

Norbert Herzog mentioned as an example that today the best rated (A) 8kg washing machine costs 72 percent more than a washing machine with energy class D. Sustainability is important.

Virtually complements

Since not everyone can travel to Berlin for various reasons, the fair will also be largely available virtually, so that even those who cannot be there can take part in, for example, press conferences and keynotes.

”Our industry drives the virtual world, but virtual experiences only complement real life, they don't replace it, and that's because there's simply nothing that can compare to the real experience,” said Jens Heithecker.

Ola Larsson