Western Europe saw a clear spike in sales of small appliances in 2020, when Coronavirus (COVID-19) hit the region, as consumers were cooking and eating more at home, and looking for products that helped make this easier for them. Further growth was seen in 2021, with the pandemic still present in the region, but sales will slip into reverse in 2022, as society normalises, with only modest performances expected in the rest of the forecast period
This report comes in PPT.
Small appliances was still recording a relatively healthy performance in 2021, as most Western European countries entered the year with COVID-19 restrictions of varying strictness in place. Growth in food preparation and small cooking appliances remained particularly strong in Germany, the region’s biggest market, providing a strong boost to the overall Western European performance. However, irons and heating appliances continued what look likely to be their long-term declines.
With consumers looking to rationalise the number of appliances they own, multifunctional products that not only offer greater value for money but also take up less space in the kitchen, while saving consumers time when preparing and cooking meals, are expected to continue becoming more popular over the forecast period.
E-commerce was a big “winner” during the pandemic, seeing its regional share rising from 15% in 2019 to 30% in 2021. With specialist retailers forced to close for extended periods in most countries, this saw consumers switch to e-commerce, a convenient and safe option for shopping from home. Not to mention the wide ranges and often attractive prices available through internet retail. Nowhere was this more marked than in the UK, where e-commerce reached an eye-popping volume sales share of 60% in 2020, up from 23% a year earlier, and also managed to defend this share in 2021.
Other standard coffee machines, robotic vacuum cleaners and air purifiers will be among the most dynamic products in Western European small appliances over the forecast period. There will also be a continued switch from manual to electric toothbrushes, while the healthy eating trend will stimulate interest in appliances that allow consumers to cook healthy and tasty meals quickly and easily, such as light fryers and electric grills.
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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