Overall, players within consumer appliances in Denmark can be happy in 2018. Growth drivers seen during the review period have remained, while unexpected factors such as an extremely warm summer in 2018 have added to the good performance for the year.
Similar to 2017, built-in products have been the best performers in 2018, thanks to several reasons. One of the most important factors is the prospering housing market, which is creating demand for built-in major household appliances, but other consumer appliances too, such as coffee machines, microwaves and blenders.
Danish consumers have become slightly less brand loyal than they were in 2017. They are now more likely to try out new brands, according to APPLiA Denmark.
Generally speaking, internet retailing is a very popular form of shopping in Denmark, with it accounting for a higher share of sales compared to most other countries globally. In consumer appliances internet retailing also accounts for a significant volume share with it continuing to grow in 2018, albeit at a slower rate than earlier in the review period.
Generally speaking, the driving factors that fuelled the growth of Danish consumer appliances over the review period are also expected to be present in the forecast period. In terms of the housing market, which is one of the most significant drivers there are, two trends are expected to shape consumer appliances: One is the growth in the number of large family homes, with owners becoming consumers of the latest designs of large appliances.
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This industry report originates from Passport, our Consumer Appliances market research database.