Small Appliances in Western Europe

June 2019

The pace of growth in small appliances is progressively slowing in Western Europe, impacted by growing degrees of maturity. Manufacturers are therefore focusing on value growth and the launch of upmarket innovations. Technologies related to connectivity and voice control are set to gain momentum in the forecast period. Likewise, appliances connected to the health and wellness trend continue holding strong growth potential as consumers increasingly take care of their wellbeing and appearance.”

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Key Findings

The health and wellness trend impacts sales of consumer appliances

The performance of small appliances was supported by growing interest in consumer nutrition with appliances that enable consumers to prepare balanced and nutritious meals seeing strong growth. Food preparation appliances such as slow juicers, food processors, blenders, along with small cooking appliances such as light fryers and electric steamers performed well over the review period.

Consumers are increasingly taking pride in their personal appearance

As Western European consumers are more and more concerned about their appearance, they are also ready to invest in products that help maintain it. Oral hygiene remains a crucial part of this, not only for aesthetic reasons but also due to better education regarding the implications of poor oral care. Having clear skin is also among the areas of focus for consumers. Consequently, electric facial cleansers as well as other facial treatment devices continue to be among the most dynamic categories in volume terms. New product launches and enhancements are projected to create additional room for growth over the forecast period.

Increased awareness around poor air quality boosts air purifier sales

With a growing number of asthma and allergies sufferers, along with rising awareness about the negative impact of pollution in urban environments, consumers are increasingly looking for appliances enabling them to have cleaner air inside their homes. Consequently, air purifiers is set to be one of the fastest growing categories in the coming years. In the same way, humidifiers and dehumidifiers are expected to be in strong demand.

E-commerce to record the strongest growth over the forecast period

Electronics and appliance specialist retailers remains the leading distribution channel driving small appliances sales in Western Europe. However, the fastest growing channel is internet retailing. It is set to continue gaining share over the forecast period due to the convenience and high level of price transparency that it offers, along with the rapid expansion of Amazon and other online pure players.


Key findings

Regional Overview

Western Europe per capita volume sales suggest room for growth
Western Europe to see slower value growth than in the historic period
Personal care appliances leads while continuing to register strong growth
Innovative time-saving solutions support growth in vacuum cleaners
Air treatment boosted by warmer weather and rising pollution awareness
Consumers enjoy more sophisticated coffee machines
Garment steamers, a growth opportunity within mature irons
Personal care appliances records the strongest review period CAGR
UK and Germany, most dynamic markets for personal care appliances
Electronics and appliance specialist retailers continue to lead
Store retailers dominate, but internet retailing gains ground

Leading Companies and Brands

Top five players slightly consolidate their shares over the review period
Gap between Groupe SEB and Philips narrows
Local players lead small appliances in Western Europe
Babyliss , winner in terms of ranking movement over the review period

Forecast Projections

Small appliances to register moderate volume growth over forecast period
Innovations and value-added features will help sustain sales

Country Snapshots

Germany: market context
Germany: competitive and retail landscape
UK: market context
UK: competitive and retail landscape
France: market context
France: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Austria: market context
Austria: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Portugal: market context
Portugal: competitive and retail landscape
Denmark: market context
Denmark: competitive and retail landscape
Greece: market context
Greece: competitive and retail landscape
Norway: market context
Norway: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Market overlap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

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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