Rare items rock out in November

APPLiA now presents sales figures for November 2021. For white goods and household appliances, November was a record month in terms of value!

Statistics Sweden announces in its monthly report that the entire retail sales volume in Sweden increased by 6.0 percent in November compared to the corresponding month in 2020. As a result, the non-durable goods trade increased by 8.3 percent and the grocery trade, excluding Systembolaget, increased by 3.2 percent.

For white goods and household appliances, November was a record month in terms of value! For the first time, we have a monthly turnover in the industry that exceeds SEK 1.2 billion in the supply chain! The percentage increase in value during the month compared to November 2020 was just over 5 percent.

MDA accelerates

Now it is the larger appliances (MDA) that are driving this growth by 10.7 percent compared to November last year, while the smaller household appliances (SDA) are slowing down their exceptional increase from earlier during the pandemic.

Within MDA, the product categories stoves, ovens and hobs and microwaves account for the largest increase during the month, followed by tumble dryers and most subcategories of refrigerators and freezers. The completion of a large number of new constructions and renovations of apartments and kitchens ahead of December and the Christmas holidays is the explanation for the month's increase in these categories - especially stoves/ovens/hobs.

SDA slows down in November

The slowdown of 3.5 percent for SDA is quite natural when we compare ourselves to an exceptional month in 2020, which increased by an incredible 46 percent over the non-pandemic year of 2019. From that perspective, this November is a clear success in terms of history, even if the month this year shows a slight minus.
Some of the sub-segments within SDA have turned around, some are slowing down, such as coffee machines, while others have picked up. Among those that have picked up are hair care products, such as hair dryers and curlers, which show positive increases during the month. Among the product areas that continue to maintain their monthly growth rate of 10-15 percent, we find kitchen appliances/assistants and electric toothbrushes, both of which have had a great year in 2021. Other SDA categories are keeping pace with the development compared to November 2020. These include vacuum cleaners and kettles.

Final summary of 2021 coming soon…

We will soon also have the December figures reported, which means that we can soon summarize the industry year 2021 here in APPLiAnytt. It is already clear that despite all the dark clouds of the year with the pandemic, component shortages, logistics problems and material price increases, we will be able to close the year 2021 at a new record level for the industry. Read about this in the upcoming APPLiAnytt.

PS: Adjustment of figures from the 3rd quarter
Now at the end of the year, corrections have been made by a number of reporting suppliers in the APPLiA statistics, primarily to the third quarter figures. The corrections mainly concern products within MDA and are partly due to certain inaccuracies in the feedback from customers regarding the country distribution, and partly to products being coded incorrectly and thus ending up in the wrong place in, or completely outside, the statistics. The corrections have now been implemented for the period July-October and have affected the accumulated value as a reduction in the accumulated value by approximately 1-2 percentage points during the period July-October, announces Tobias Gullberg, responsible for APPLiA market statistics.

Kent Oderud, Chairman APPLiA

APPLiAnytt