2025.11.28
October – recharging for Christmas and Black Week
Smaller household appliances provide hope for the super months that remain in the year, including Black Week and the Christmas shopping season, while white goods are falling compared to last year. This is despite good signals from the building materials trade and construction operations about increased activity around housing production and renovations.
The APPLiA market is barely behind last year
When SDA (household appliances) and MDA (major appliances) are combined, there is some loss of value compared to the previous year – now minus 3 percent after ten months. Compared to 2023, however, the first ten months look much worse. Then the market value is a full 13 percent lower in comparison. So now it starts to feel like it's high time to welcome a recovery for 2026.
SDA gave the green light in October
In the sales month for Black Week, the product segment "Kitchen appliances" within SDA, including the categories kitchen machines/assistants, mixers/juicers, coffee machines and water heaters, etc., showed a strong recovery in October. Vacuum cleaners also helped to achieve a long-awaited plus month with plus 10.1 percent. However, accumulated sales are still a long way from last year's figures (-8.7%).
Heavier for white goods
For white goods (MDA), October this year is the heaviest month in terms of sales for companies in the industry to date. But it was not enough to get on par with last year. There is still just under a percent short of being on par with last year's accumulated outcome as of October. The hopes that the final spurt with the increased ROT deduction before the turn of the year would have resulted in a greater exchange rate have not yet been fulfilled.
There is now hope for a better development in housing production going forward. Signs of this are in the Swedish National Board of Housing, Building and Planning's latest report for the first three quarters of the year. This shows 22,200 apartments started in Sweden compared to 20,511 during the same period in 2024. This is an increase of 8 percent.
