Refrigeration Appliances in Denmark

PROSPECTS

Return to volume growth in 2019 as economic factors foster demand for new models

In 2019, refrigeration appliances rebounded from a decline in retail volume sales in 2018, supported by positive economic indicators. The stagnation in sales in 2017 and 2018 also suggests more households were approaching the end of their replacement cycles in terms of refrigeration appliances.

Move to smart and sleek models as technology and design grow in importance

The design of refrigeration appliances is an increasingly influential factor in the purchasing decisions of Danish households, which are demanding good performance and aesthetically-pleasing models. Households increasingly seek elegant and sleek designs that blend in with and/or enhance interiors.

Consumers look to sustainable products to minimise food waste and make savings

The desire to minimise food waste is another driver of innovation. This is informed by sustainability concerns, and supported by growing awareness of long-term financial benefits.

COMPETITIVE LANDSCAPE

Tailored product offer, marketing and promotions help BSH stay ahead of the field

BSH Hvidevarer remains the leading player in refrigeration appliances in 2019. The company sells a comprehensive selection of models under Bosch and Siemens, which are perceived as high-quality brands that offer models to suit individual household preferences and needs.

Focus on elegant designs and innovation offer bright outlook for Samsung

Samsung focuses on elegant designs with innovative features, as well as practicality for everyday use. Indeed, the consumer magazine Råd & Rön recommends Samsung models.

Miele’s high-end profile fits with move towards higher-quality models

Miele is seeing a return to retail volume sales growth in 2019, after two years of slight decline. This has enabled the player to maintain its retail volume share.

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