In Europe home appliances still grow


As shown by the survey of GfK Temax Western Europe, the market of Technical Consumer Good (TCG) has recorded a decline at the end of last year, which did not, however, affected appliances, which managed to close 2016 with a good trend.
The entire macro-sector of technological durable goods fell in value by -2.8% for the fourth quarter of 2016 and -1% in the course of the year compared to the same periods of 2015. The total turnover reached approximately 213.4 billion euro.
Only three of the seven sectors included in the TCG have closed the year with positive results, while the fourth quarter was favorable only for small appliances.
The major appliances, in fact, show an annual value growth of 2% but a decrease of 1.2% in the fourth quarter, in which turnover totalized approximately 8.8 billion euro. The total value of 2016 resulting from the sell-out of major domestic appliances in Western Europe reached almost 33.7 billion euro. Once again the best-sellers were the built-in appliances for the kitchen, with particularly positive performance for induction hobs and dishwashers. Washing products also showed good results, especially washing machines with capacities from 7 Kg up and dryers with heat pump. Conversely, the negative trend of freezers goes on.
A very good phase regards, instead, small appliances, also thanks to the Christmas period. Small devices increased by 3% in value between September and December 2016 – realizing 5.8 billion euro – and by 2.3% across last year, in which the sector turnover has exceeded 18 billion. The best performance was that of the suction segment, thanks to the excellent results of the rechargeable electric brooms, with average price between 150 and 200 euro. But also the Personal Care recorded good results, mainly thanks to the new generation hair dryers and other appliances for the hair-styling.
Bad news, then, for small appliances for the kitchen, that saw a fall both of the kitchen machine and of blenders and mixers.
On the contrary, trend was good for heating segments, with a growth of various product categories, including radiators and heating systems.
Turning to Electronic consumer, there is a disappointing year closure, with a decrease of 6% in the fourth quarter, despite the whole 2016 contained the decline to -2%, for a total value of almost 29 billion euro. The overall trend is very uneven and sees dynamic markets, such as Austria and Finland, where the Video segment recorded good results, but also countries such as the UK, France and Spain in which the negative performance of the Audio have compromised the final result.