GfK’s ultimate domestic appliances buyers’ guide

+43% Growth for energy label “A” washing machines
+12% Growth for french door refrigerators
+25% Growth for built-in hobs with integrated hoods

GfK has identified a number of “sweet spots” when it comes to domestic appliances. Moving forward, the data analytics firm shares the latest consumer trends from January to June 2022 in its ultimate buyers’ guide to IFA 2022.

Washing machines

High capacity remains the long-term trend for washing machines, while hygiene and simplification features continue to drive the market. Washing machines with a capacity of more than 9kg repeated last year’s growth while sales of those with steam functions were up 11% and those with drum clean programmes up 15% in value terms. Energy label “A” washing machines grew by 43%.

Built-in hobs

Built-in hobs declined by 1% after record growth levels in the pandemic. However, built-in hobs with integrated hoods continued to grow by a strong 25%. With overall demand deceleration, GfK observed a steady reduction of the average price paid (more than 300USD vs. 2021).

Refrigerators

French Door refrigerators grew 12%. High capacity remains a driver as fridges with more than 500l capacity grew 2% globally. A major share of that growth came from Middle East and emerging Asia region, where the upgrading trend persists.

Coffee machines

Espresso Pump Traditional is the strongest growth segment, up 17%, while the overall sector declined by 5%.

Liquidisers, kitchen machines and food-processors

The food preparation category recorded the sharpest decline of 12% in value terms following 25 very successful months of growth during the ‘eat at home’ surge.

Vacuum cleaners

Vacuum cleaners fell by 5% overall, primarily due to a decline among cordless hand sticks and cylinder vacuum cleaners, while robot vacuum cleaners grew by 3%. Those with dirt extraction stations grew by 78% in value terms.

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Note: All growth numbers according to GfK panel market in USD value growth and Global excl. North America figures unless explicitly stated. 

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