2025.09.30
White goods show improvement
The industry's August figures for "sell-in" value show a clear improvement for larger white goods. The extended ROT deduction is one factor behind the improvement in this sector, but there are more. However, for smaller household appliances, the recession persists.
ROT deductions and single-family homes have a positive effect
In recent months, white goods (MDA) have worked their way up to an outcome that corresponds to the previous year (+0.1%). The expanded ROT deduction has had a positive impact on the market. Products that can be directly related to increased activity around renovation of kitchens and laundry rooms, such as built-in products, range hoods, dishwashers and washing machines, provide positive impulses to the development. Another factor that is important for the improvement of white goods is the increase in the number of homes started in single-family houses during the first half of this year by no less than plus 22 percent according to Statistics Sweden.
Continued recession for small appliances (SDA)
After record sales during the pandemic, this submarket has not yet recovered. The market for household appliances is still waiting for positive signals from an upcoming autumn with both Black Week and sales for the Christmas shopping. In the meantime, we can only conclude that there is a lack of over 11 percent in value up to the previous year's accumulated value.
APPLiA market lags 3 percent
Taken together for the two segments MDA+SDA, the APPLiA market is lagging behind in value terms by just over 3 percent compared to last year. The positive signals surrounding MDA are not yet enough to lift the combined market up to last year's level.
In addition to the cautiously positive signals regarding the ROT deduction, single-family home production, and upcoming market activities, developments in e-commerce with strong increases in consumer electronics (+10%) and construction trade (+2%) – all according to Postnord's recently published e-commerce barometer – also indicate a possible positive continuation during the year. The excitement is building!
