Italy: cooking appliances recorded the biggest growth in 2019

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Hoping that coronavirus emergency come soon at the end, let’s look at the latest data of Italian White Goods.
According to GfK this sector closed 2019 with a volume growth of +1.8% and a value increase of 2.2%. The good trend was driven by the Click & Mortar On-line channel, which today represents 4.4% of the market value, with a growth of + 28.1%. Overall, both the Retail channel (+2.1%) and the Furniture channel (+2.3%) saw a good performed last year.
Examining the product families, Washing (+2.9% in value) grows thanks to the products with a lower penetration rate, such as dryers (+16.8%) and dishwashers (+3.1%). On the other hand, washing machines continue to suffer (-2.3%), which even in the last quarter of the year do not show signs of recovery (-2.2%), despite the very strong increase shown in 2019 by segments such as washing machines with capacity load 10 kg (+34%) and more generally washing machines with steam function (+29%).
Cooling, instead, fell slightly (-0.1%), with a decrease of -4% of freezers but an excellent performance of Side-by-Side (+26%) and MultiDoor ( 21%), which seem to respond more and more to the needs of consumers.
Finally, the excellent cooking performance should be highlighted (+3.4%), mainly driven by ovens (+4.6%) and the hobs (+ 5.8%). The growth, spread on all channels (On-line, Physical Retail and Furniture), is mainly due to premium segments such as: extraction hobs (+121%), induction hobs with Flex zones (+ 34%) and ovens with the function of steam cooking (+11%).
We remind that Salone del Mobile, EuroCucina and / FTK – Technology For the Kitchen has been postponed on 16-21 June 2020, in Milan Fairgrounds, Rho.

 TREND % 2019 VS 2018 
VOLUMEVALUE
Tot. MDA1.82.2
Washing2.32.9
Washing machines-3.3-2.3
Driers19.416.8
Dishwashers-5.63.1
Cooling-0.3-0.1
Refrigerators-0.20.3
Freezers-1.0-4.0
Cooking2.93.4
Free-standing cookers-9.6-11.7
Ovens4.84.6
Hobs4.05.8
Hoods1.32.3
Source: GfK

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