Multi-functionality was an evident theme shaping trends in consumer appliances in 2018 as manufacturers sought to increase the value proposition of their products through the addition of functionality. This had a negative impact on volume sales however as it reduced the need to purchase appliances offering singular functionality.
Overall volumes sales of consumer appliances continued to decrease in 2018, a reflection of the negative trends recorded over the entire review period. The addition of functionality to appliances is having a negative impact on volume growth, while the focus on quality over quantity in many households also contributed to sales declines in 2018.
Global brands such as Bosch, Electrolux, Philips and Siemens command the leading positions in consumer appliances in volume terms. These major brands all benefit from vast economies of scale, which supports their strong standings and also presents challenges to lesser-known brands by making it difficult for them to improve their positions.
Most Norwegian households still buy their major appliances from specialist retailers, although a significant proportion of them are now conducting product and price research online before heading out to shop in bricks-and-mortar stores. As there are very few domestic consumer appliances brands, international brands remain the most popular options in major appliances and because Norway is not a member of the EU, consumers must consider the additional costs of VAT and import duties when buying major appliances.
The outlook for consumer appliances remains generally positive. Volume growth across the industry is set to be supported by increases in the overall numbers of households, while premiumisation and innovation will support unit price growth, pushing increases in value sales.
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Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances industry in Norway with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Appliances market research database.