2024.01.17

November – highest monthly value for the APPLiA market this year

November is historically the industry month of the year that has consistently had the highest sales value, as shown by all figures from the years APPLiA has collected industry statistics. This is also the case in 2023 for the industry's sell-in values to retailers, the construction market and other customers. However, the value for 2023 is significantly lower than the record year 2021 and the previous year.

Total industry sales during the month were down 8.4 percent year-on-year. This gives an accumulated year-to-date result of minus 5.8 percent for the industry's two main segments (MDA – white goods and SDA – household appliances). This is slightly better than HUI's annual forecast for white goods and other home electronics, which was minus 7 percent.

A certain recovery for the SDA

Household appliances (SDA) show something resembling a recovery in the month and are almost on par in value with the corresponding month last year, which means a decrease of "only" 2.8 percent.

Reduced construction leaves its mark

For white goods (MDA), the trend is the opposite. The month of November is down by just over 10 percent. The effect is now starting to be seen in the sharply decreasing deliveries of white goods to housing production in the form of single-family homes, which have a shorter production time, and to apartment buildings, where some deliveries remain until the construction is completed. However, since the start of new housing projects has slowed down significantly, this will result in a reduced demand for stoves, ovens, refrigerators and freezers, dishwashers and fans in the future. Read more about this in our previous article here.

Best month for several SDA categories

Several categories within the SDA segment significantly improved their results in November. The ”ironing” category already had a good volume development with a strong plus and improved this further during the month. Other SDA segments also improved their values considerably with a positive outcome in November. Coffee machines improved the accumulated volume figures from minus 6.4 percent in October to minus 0.8 in November. Similar strong recoveries were made for the kitchen appliances and vacuum cleaners categories.

Increasing demand for these product categories ahead of Christmas has led to improved retail sales, which are fully in line with the previous year and even exceed that level for these categories.

Text: Kent Oderud