2025.08.27
July – an exciting industry month
As life's lot is distributed differently - as it is now in July - the larger appliances are having a July at the same level as in recent years, but for the smaller household appliances it looks significantly tougher.
Is the market Heading in the right direction?
While many Swedes are relaxing in the beautiful weather on beaches and summer cottages, many others are fixing things up at home. Many renovation and conversion projects are started during the summer – not least thanks to the greatly increased ROT deduction. These projects often include kitchens and appliances, and we also understand that many talented salespeople are working full-time in all the country's stores and temporarily forgoing the beach. Thank you to all of you in the country's stores!
The value development for the overall industry in July 2025 is in line with the corresponding month in previous years (-0.5%). The development is mainly supported by the positive development of white goods (MDA).
Market development fragmented
The development is different between the two major product segments. While major appliances (MDA) show the best July value figure in three years (plus 7.3 percent compared to 2024), sales of small household appliances (SDA) are not far from last year and are now 10 percent below the outcome so far this year.
Continued traction for white goods
White goods have been boosted by the expanded ROT deduction, the effect of which has been clear. A total of 316,674 people were approved for deductions in May and June this year. This is a significant increase compared to the same period last year, when the number was 267,978.
At the trade organization Byggföretagen, member companies have experienced increased pressure on inquiries and jobs after the ROT regulations were changed, and several companies are experiencing increased pressure on demand. This is also noticeable in the building materials trade and white goods trade.
Extend the new ROT rules
Since the new ROT regulations have proven to have a major effect on activity in construction-related industries, should there be an extension of the expanded ROT regulations after the end of the year? This would be important for activity and employment in construction-related industries and good for the Swedish economy.
