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Consumer Appliances in the Netherlands

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Netherlands report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Netherlands?
  • Which are the leading brands in Netherlands?
  • How are products distributed in Netherlands?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Appliances in the Netherlands

Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 2 Replacement Cycles of Consumer Appliances by Category 2017-2022
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2022-2027
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2022-2027
Table 5 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 6 Sales of Consumer Appliances by Category: Value 2017-2022
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 13 Sales of Small Appliances by Category: Volume 2017-2022
Table 14 Sales of Small Appliances by Category: Value 2017-2022
Table 15 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 16 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 19 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 20 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 21 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 22 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Dishwashers in the Netherlands

KEY DATA FINDINGS

Retail volume sales drop as inflationary conditions hamper demand
The presence of connected dishwashers increases in 2022
Electrolux’s offer increases challenge to Bosch and Siemens
New housing and shift to built-in models to drive sales
XL dishwashers likely to interest bigger households
Second-hand sales and leasing likely to gain traction in dishwashers
Table 35 Sales of Dishwashers by Category: Volume 2017-2022
Table 36 Sales of Dishwashers by Category: Value 2017-2022
Table 37 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 38 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 39 Sales of Dishwashers by Format: % Volume 2017-2022
Table 40 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 41 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 42 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 43 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 44 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 45 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 46 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 47 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in the Netherlands

KEY DATA FINDINGS

Decline in retail volume sales of home laundry unsurprising after the spike during the pandemic
Second-hand sales and leasing foster sustainability
Electrolux Home Products (Nederland) leverages popular offers across price segments to lead home laundry appliances
Home laundry set to return to positive growth over the forecast period
Second-hand items and leasing to pique interest for sustainability, economic and convenience reasons
Innovation likely to focus on energy-efficiency and connectivity
Table 48 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 49 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 50 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 51 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 52 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 53 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 55 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 56 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 57 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 58 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in the Netherlands

KEY DATA FINDINGS

Large cooking appliances faces decline amid a high inflationary environment
Built-in hobs sees retail volume sales growth as consumers shift from gas to induction hobs
Manufacturers focus on the professional experience
Lower inflation and an improving housing market to stimulate sales of large cooking appliances
The need to ration gas to help drive sales of induction hobs
E-commerce set to rise steadily again over the forecast period
Table 63 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 64 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 67 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 68 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 72 NBO Company Shares of Ovens: % Volume 2018-2022
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 76 NBO Company Shares of Cookers: % Volume 2018-2022
Table 77 NBO Company Shares of Range Cookers: % Volume 2018-2022
Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 79 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 80 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 81 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in the Netherlands

KEY DATA FINDINGS

Retail volume sales decline as economic concerns and return to out-of-home lifestyles make consumers reluctant to purchase big-ticket items for the home
Cooling housing market has a negative effect on the demand for built-in microwaves
E-commerce sales lose ground as consumers return to physical retailers
Microwaves to return to retail volume growth as the economic situation stabilises
Improving housing market to boost built-in microwaves
E-commerce predicted to leverage convenience and flexibility to rebound over the forecast period
Table 83 Sales of Microwaves by Category: Volume 2017-2022
Table 84 Sales of Microwaves by Category: Value 2017-2022
Table 85 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 86 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 87 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 88 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 89 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 90 Distribution of Microwaves by Format: % Volume 2017-2022
Table 91 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 92 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 93 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 94 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in the Netherlands

KEY DATA FINDINGS

The demand for refrigeration appliances stabilises following the pandemic-informed spike
Manufacturers and retailers experiment with second-hand sales and leasing
E-commerce sales fall as consumers return to physical shops
Economic uncertainty to delay purchases of new refrigeration appliances
Second-hand purchases and leasing set to continue to limit new sales
Innovation in refrigeration appliances is likely to focus on connectivity and energy-efficiency
Table 95 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 96 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 97 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 98 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 99 Sales of Freezers by Format: % Volume 2017-2022
Table 100 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 101 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 102 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 103 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 104 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 105 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 106 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 107 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 108 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 109 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 110 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 111 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 112 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 113 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 114 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 115 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in the Netherlands

KEY DATA FINDINGS

Higher frequency of tropical summer days supports demand for air treatment products
The focus on a healthy and comfortable home environment stimulates purchases of air purifiers, humidifiers and dehumidifiers
E-commerce loses ground as more physical retailers tap into peak summer demand
“Hot” outlook for air treatment products
TOjuli set to drive sales of split air conditioners
New retailers expected to tap into the rising demand for air treatment products to increase their sales potential
Table 116 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 117 Sales of Air Treatment Products by Category: Value 2017-2022
Table 118 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 119 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 120 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 121 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 122 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 123 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 124 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 125 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 126 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 127 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in the Netherlands

KEY DATA FINDINGS

Unsurprising decline in retail volume sales following previous spikes and return to pre-pandemic lifestyles
Juice extractors faces strong competition from alternatives
Despite shift to physical retailers, big brands retain strong online presence and benefits
Hybrid working offers growth opportunities for food preparation appliances
A level of polarisation anticipated in food preparation appliances
Convenience and other benefits to push rebound in e-commerce sales
Table 128 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 129 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 130 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 131 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 132 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 133 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 134 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 135 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 136 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 137 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 138 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in the Netherlands

KEY DATA FINDINGS

Pandemic spikes reduce the need to buy new personal care appliances in 2022
The demand for electric facial cleaners continues to grow as consumers desire a clean and healthy face
Smaller brands bring innovation to personal care appliances
Closer attention to personal care and appearance to stimulate demand
Innovations expected from smaller and niche brands
Body shavers to ride grooming and hygiene trends
Table 139 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 140 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 141 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 142 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 143 Sales of Body Shavers by Format: % Volume 2017-2022
Table 144 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 145 NBO Company Shares of Personal Care Appliances 2018-2022
Table 146 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 147 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 148 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 149 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 150 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 151 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in the Netherlands

KEY DATA FINDINGS

General drop in demand due to strong sales during the pandemic and rising economic pressures
The health trend continues to drive sales as consumers switch to healthier alternatives
Convenience and premium quality coffee drive sales of espresso coffee machines
Overall positive outlook, but divergences in performance expected due to substitution trends
Manufacturers are set to focus on premium products to widen mark-ups
Coffee machines to remain a staple in Dutch households
Table 152 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 153 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 154 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 155 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 156 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 157 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 158 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 159 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 160 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 161 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 162 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in the Netherlands

KEY DATA FINDINGS

Spikes in sales in previous years limit demand in 2022, although the shift to the stick format continues
Dry and wet models increase share in robotic vacuum cleaners
Connected robotic vacuum cleaners become standard
Positive outlook overall but shifts within vacuum cleaners are set to continue
Dry and wet models likely to see fast growth in vacuum cleaners
iRobot faces growing competition from smaller brands
Table 164 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 165 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 166 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 167 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 168 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 169 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 170 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 171 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 172 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 173 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 174 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Light Fryers
        • Deep Fat Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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