Italian market: negative trend for home appliances

From January to September the home appliances sector recorded a negative trend on the Italian market. According to GfK, major appliances value decreased by 2.4%, with a fall of the sold units of 2%. Among the main categories, the only which saw a positive result was that of dryers, which continues their growth with a value trend of +10.8% and an increase of sold models of 12.4%. All the other product categories are negative in the considered period, with the only exception of ovens, that saw a modest growth of the sold pieces of 0.8%, although the segment revenue decreased by 2.6%. Freestanding cookers recorded the worst trend among major appliances, with a volume drop of 14.2% and a value fall of 16.7%. Washing and Cooling also closed the first nine month with negative results: washing machines value marked a -2.3%, while volume decreased by 3.1%. Very similar is the trend of refrigerators, while freezers saw a stronger drop. Analyzing the small domestic appliances data, GfK reported a general fall of volume by 2.7% and a revenue growth by 0.2%. The best performance was that of appliances for the House, that succeeded in growing by 6.5% in value, while volume decreased by 4.7%. Vacuum cleaners were the best-sellers (with value +21.3% and volume +4.3), but also espresso machines, men shaving and epilation closed the period with good results. Squeezers and extractors recorded, instead, marked a very bad trend, with double digit fall.

Volume Value
Total MDA -2.0 -2.4
Washing machines -3.1 -2.3
Dryers 12.4 10.8
Dishwashers -0.7 -3.9
Refrigerators -3.5 -2.6
Freezers -8.4 -7.5
Freestanding cookers -14.2 -16.7
Ovens 0.8 -2.6
Hobs -0.4 -0.3
Source: GfK

Volume Value
Total SDA -2.7 0.2
House categories -4.7 6.5
Vacuum cleaners 4.3 21.3
Irons -9.7 -8.4
Steam clenaing -6.9 -16.0
Kitchen categories -3.2 -5.7
Espresso machines 4.6 3.2
Squeezers/extractors -20.6 -33.8
Food preparation -5.7 -7.5
Personal care -1.3 -1.5
Man shaving 2.2 1.5
Woman D-epilation 0.4 -1.1
Hair care -2.5 -2.7
Oral care 1.2 -3.4
Source: GfK

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