The European region is experiencing low-interest rates and a good economic situation, with consumers showing interest in products in the home appliance market. The products in this market include not only major household appliances, like large cooking appliances and refrigeration appliances, but also small household appliances, such as small cooking appliances and vacuum cleaners.
- The introduction of multifunctional products is one of the key trends being witnessed in the household appliances market in Europe. The growing demand for innovative and advanced products driven the demand for and popularity of multifunctional household appliances in Europe. The multifunctionality of products not only delivers their basic features but also derives the highest value from the amount spent on a single product.
- One of the key factors contributing to the growth of the household appliances market in Europe is product innovation and portfolio extension leading to product premiumization.
- The Western European markets follow the growing trend that sees consumers in the home appliance market focusing on premium appliances. Multifunctional appliances with the premium price (for example wash dryer, hobs with integrated hoods, or combi-steam ovens) are strong in demand and generate value growth. The Eastern European countries, like Poland and Hungary, were at the forefront of development in the region for the market.
- Germany held the largest share of the market in Europe, the growth in the country is attributed to the significant lifestyle changes among consumers in the country.
Key Market Trends
Growth in the Smart Home and Smart Appliance Market is Driving the Industry
The number of smart households in the EU is expected to increase tenfold in the upcoming years. The annual revenue from energy managing in smart households in Europe is also expected to double in the coming years. Around 15 million people in Europe are using smart home appliances to meet their needs.
The European smart home appliances market is witnessing high growth. Factors, such as the soaring need for energy-efficient appliances and demand for comfort, coupled with high expenditure capability of end-users, are driving the market growth.
European legislation made appliances, like washing machines and dishwashers, more water- and energy-efficient than washing clothes and dishes by hand.
Some of the key driving factors behind the fast adoption and growth rate of smart home appliances in the European market include universal access to high-speed internet, introduction of smart meters, energy efficiency and energy savings, and favorable EU policies to support the digital economy in Europe. Another important reason behind the rising demand for smart home appliances is a tech-savvy young age group in Europe, as 37% of the Europeans who have embraced the new technology are between 25 and 34 years old.
The smart appliances sector in Europe is also heavily contributing to R&D of these products, with Germany, Italy, and Poland in the top position of countries investing in innovation.
Increase in the Number of Washing Machine sand Tumble Dryers Traded
Washing machines are one of the essential home appliances for residential purposes. The washing machine market continued its substantial growth in 2018 in Europe. The market is mainly driven by rapid urbanization, the rising household disposable income, and changing consumer preferences. Technological advancements that make washing machines more energy-efficient and eco-friendly are also facilitating the sales of washing machines in the region. Poland, known as the white goods manufacturing hub in Europe, is also one of the top washing machine manufacturers and washing machine suppliers in the world. As washing machine demand increases, the market for washing machines in Poland is expected to flourish in the future.
The sales of tumble dryers developed positively throughout the region. In Eastern Europe, fewer homes are equipped with tumble dryers than in Western Europe. Therefore, further above-average growth can be expected in this segment in the upcoming years.
The home appliances market in Europe is moderately concentrated, with the presence of many international and regional companies that offer major household appliances and small household appliances. Companies operating in the household appliances market in Europe continuously engage in R&D and innovation to exist in the competitive market environment. This is due to the growing competition and increased customer demand for innovative products. The major product innovations introduced are in terms of technology, performance, features, and design. Customers also look for household appliances that can perform multiple tasks with minimal resources.
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1.1 Study Deliverables
1.2 Study Assumptions
1.3 Scope of the Study
2 RESEARCH METHODOLOGY
3 EXECUTIVE SUMMARY
4 MARKET INSIGHTS
4.1 Market Overview
4.2 Value Chain Analysis
4.3 Porter's Five Forces Analysis
4.4 Insights into Customs Duties for Home Appliances
4.5 Insights into Setting up Home Appliances Manufacturing Plants
4.6 Insights into Consumer Expenditure on Household Goods and White Goods
4.7 Insights into Imports and Exports (Detailed Analysis of Imports and Exports by Product and Country over the Past Five Years)
4.8 Major Players' Strategies in the Production and Sales
4.9 Government Regulations and Initiatives
4.10 Technology Innovations in the Industry
5 MARKET DYNAMICS
6 MARKET SEGMENTATION
6.1 By Product
6.1.1 By Major Appliances
22.214.171.124 Dishwashing Machines
126.96.36.199 Washing Machines
188.8.131.52 Cookers and Ovens
6.1.2 By Small Appliances
184.108.40.206 Vacuum Cleaners
220.127.116.11 Small Kitchen Appliances
18.104.22.168 Hair Clippers
22.214.171.124 Grills and Roasters
126.96.36.199 Hair Dryers
6.2 By Distribution Channel
6.2.1 Departmental Stores
6.2.2 Specialty Stores
6.2.4 Other Distribution Channels
7 COMPETITIVE LANDSCAPE
7.1 MARKET CONCENTRATION OVERVIEW
7.2 COMPANY PROFILES
7.2.1 Arcelik AS
7.2.2 Ariston Thermo SPA
7.2.3 BSH Hausgerate GmbH
7.2.4 AB Electrolux
7.2.5 Daikin Industries Ltd
7.2.6 Gorenje Group
7.2.7 LG Electronics
7.2.8 Electrolux AB
7.2.9 Qingdao Haier Co. Ltd
7.2.10 Samsung Electronics Co. Ltd
7.2.11 Whirlpool Corporation
7.2.12 Candy Group
7.2.13 Panasonic Corporation
7.2.15 De'Longhi SpA
7.2.16 Liebherr Group
7.2.18 Koninklijke Philips
8 FUTURE OF THE MARKET AND ANALYST'S RECOMMENDATIONS
9 INVESTMENT ANALYSIS
11 ABOUT US
Secondary Research Information is collected from a number of publicly available as well as paid databases. Public sources involve publications by different associations and governments, annual reports and statements of companies, white papers and research publications by recognized industry experts and renowned academia etc. Paid data sources include third party authentic industry databases.
Once data collection is done through secondary research, primary interviews are conducted with different stakeholders across the value chain like manufacturers, distributors, ingredient/input suppliers, end customers and other key opinion leaders of the industry. Primary research is used both to validate the data points obtained from secondary research and to fill in the data gaps after secondary research.
The market engineering phase involves analyzing the data collected, market breakdown and forecasting. Macroeconomic indicators and bottom-up and top-down approaches are used to arrive at a complete set of data points that give way to valuable qualitative and quantitative insights. Each data point is verified by the process of data triangulation to validate the numbers and arrive at close estimates.
The market engineered data is verified and validated by a number of experts, both in-house and external.
REPORT WRITING/ PRESENTATION
After the data is curated by the mentioned highly sophisticated process, the analysts begin to write the report. Garnering insights from data and forecasts, insights are drawn to visualize the entire ecosystem in a single report.