Italy: cooking appliances recorded the biggest growth in 2019


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
Tot. MDA1.82.2
Washing machines-3.3-2.3
Free-standing cookers-9.6-11.7
Source: GfK