World Market for Major Appliances

March 2023

In 2022, major appliances volume sales declined by 2% compared to 2021. Yet, the industry continues to evolve and adapt to the current reality. Emerging countries are the driving force with potential on a per household basis. The top industry topics are sustainability, heavily impacted by the energy crisis, and tailored experiences that drive interest among premium consumers. With the gradual launch of Matter-compatible products, consumers can soon enjoy a seamless smart home experience.

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This report comes in PPT.

Key Findings

What’s the Matter?

With the introduction of the new interoperability protocol, Matter, the previous understanding of the smart home is being reshaped. We are slowly, but steadily, entering an era of a seamless user experience across different platforms, brands and products with no need to check compatibility as all systems are moving towards communicating in the same language. This revolutionary change is there to shape the industry in the years ahead.

Sustainability as a competitive advantage

Recapping several important industry events, such as IFA and CES, it is obvious that sustainability as a topic is still standing strong on everyone's agendas. Sustainable products resonate with eco-conscious consumers, companies announce their short- and long-term strategies to be ahead of the competition, and brands come forward with tangible examples towards climate action.

Volatile commodities

The energy crisis in 2022 hit consumers’ wallets heavily, forcing them to enter saving mode. However, it also sparked several major appliances manufacturers to offer solutions. Companies are introducing smart AI-driven technologies to let consumers have a transparent environment and control their daily consumption. Into the future, the home is being reimagined as a hub for resource generation and storage.

Tailored experiences

Personalisation has been at the forefront of catching consumers’ attention for a while. Nevertheless, there is still room for growth to satisfy consumers’ growing needs. To appeal to a premium segment of buyers, the Bespoke concept is setting the trend for custom-designed appliances under several other well-known brands. Moreover, a new angle of customisation is seen to be achieved through meaningful partnerships.

Regulatory environment

With France pioneering several crucial law regulations, the experience of introducing a microfibre filtering system in washing machines is positively impacting other countries trying to draw their government’s attention to the same issue. With the right to repair, proposed by EU government legislation in 2019, France is now developing a durability index to help consumers make the right choice on the product’s lifespan.

Examining five trends shaping major appliances (1)
Despite a decline the market stands strong in actual terms
The industry maintains a growth trajectory in 2022 due to 4% increase in average prices
Dishwashers per household potential is reflected in fast growth across many markets
Major appliances growth maintained in the emerging markets
Less popularised categories remain in demand while mature ones decline
India and China to lead growth in the top 10 markets for major appliances
E-commerce adapting strategies towards price-sensitive consumers
No major shocks in company leadership in 2022
Despite the 2022 challenges, Asia Pacific posts growth for major players
Samsung’s path to a seamless smart home experience 2021-2023
China: Home to the two most growing companies globally
Examining five trends shaping major appliances (2)
What’s the Matter? (1)
What’s the Matter? (2)
Sustainability as a competitive advantage (1)
Sustainability as a competitive advantage (2)
Volatile commodities (1)
Volatile commodities (2)
Tailored experiences (1)
Tailored experiences (2)
Tailored experiences (3)
Regulatory environment
Global snapshot of dishwashers
Global snapshot of home laundry appliances
Global snapshot of large cooking appliances
Global snapshot of refrigeration appliances
Regional snapshot: Asia Pacific
Regional snapshot: North America
Global snapshot of microwaves
Regional snapshot: Latin America
Regional snapshot: Western Europe
Regional snapshot: Middle East and Africa
Regional snapshot: Eastern Europe
Regional snapshot: Australasia

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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