2025.03.06
Slow industry start in 2025
The white goods and household appliance industry is making a slow start to the new year. This is despite the fact that the last quarter of 2024 showed some positive trends. But it is not completely dark. Within the product segments, there are after all some categories that are positive compared to January of the previous year.
Lower sell-in values
The industry value for sell-in for the entire industry (MDA+SDA) is down 6.6 percent. As January 2025 had slightly fewer working days than the corresponding month in 2024, this is part of the explanation for the decline. But otherwise it seems that interest in consumer durables is still somewhat subdued in the country.
Negative figures for both main segments
For MDA, with a total value decline of 4 percent, the volume development in January is equivalent to minus 4.5 percent. There are two segments that stand out positively; refrigerators and freezers with plus 7 percent and kitchen hoods with a plus of a full 13 percent in volume.
For SDA, the figures look worse compared to last year's January. The value of sales drops by just over 14 percent. The volume value is lower than that and lands around the minus 20 percent mark. But even here there are some product categories that ended January positively; for example, hand whisks and hand mixers, which, together with kettles, increased sales significantly during January - both in value and volume.
