BIG IS BEAUTIFUL IN DOMESTIC APPLIANCES

Sales of dishwashers, tumble dryers, vacuum cleaners and washing machines remain strong

Washing machines are a household essential and manufacturers have forged ahead with innovative products in the market for laundry appliances. The capacity of the drum in a typical washing machine was 6kg around ve years ago and now the high-capacity segment is for the first time bigger than any other single-kg segment.

Capacity is the keyword that drives all major markets. This translates into increasingly larger loading capacities in washing machines. Other advancements include connected appliances and higher energy efficiency, all of which encourage consumers to pay extra when they buy an appliance,

In the first six months of 2018, GfK reported that the global major domestic appliances (MDA) market – which covers fridges, ovens, home laundry and dishwashers – grew 3.5%. For the full year, GfK expects total sales of €178bn.

INNOVATIONS SPARK THE PREMIUM MARKET SPACES

Growing wealth among consumers, especially in developed countries, meets with a high willingness to purchase technical consumer goods. Digitisation is treated as a priority and consumers are openly taking on connectivity and integrated digital solutions into their daily lives. Expectations are high when it comes to smart appliances. In the first half of 2018, China alone accounted for nearly 50% of all smart appliances sold, and growth rates are still around 30%. In Asia-Paci c, 23% of MDA sales were smart appliances compared to only 10% in Western or Eastern Europe.

SALES OF HANDSTICK VACUUM CLEANERS DRIVING FLOORCARE CATEGORY

Convenience is becoming increasingly important for SDA success globally. In the area of floor cleaning, cordless handstick vacuum cleaners continue their success story. Even the considerable sales growth of recent years has been exceeded and the sales volume is now over €1.8bn, up 51% in the first half of 2018.

Sales of robot vacuum cleaners climbed considerably, up 28% in the first six months of 2018, as well as emerging convenience segments like wet & dry vacuum cleaners (+17%t) – adding convenience by making additional wet wiping redundant.

Connectivity is becoming increasingly important for the vacuum cleaner category. The value-based market share of connected appliances increased by 75% to €1.2bn in the first half of 2018. This sales jump was mainly impacted by vacuum cleaner robots with triple-digit growth