Europe is a major market for the household appliances industry, generating sales revenues of more than 100 billion U.S. dollars every year. Major appliances, including washing machines, refrigerators, and dishwashers, accounted for roughly 60 percent of the market. Sales of small appliances such as coffee machines, toasters, juicers, blenders, and mixers make up the remaining 40 percent of the European home appliance market.
Major European home appliance companies
The employment of more than 200 thousand people in Europe is directly tied to Europe’s home appliances industry, as the continent is home to some of the world’s largest home appliance companies. The list of European household appliances companies includes the Germany-based BSH Group and Miele, the SEB Group in France, the Swedish manufacturer Electrolux, and Arcelik from Turkey. In 2021, more than 234 household appliances manufacturing sites were located in Europe, with Germany, Italy, France, Turkey, and Poland each hosting more than ten such sites.
Appliances consumption in Europe
Refrigerators are the most owned household appliance in Europe, with more than 90 percent of households in the most populous countries in Europe owning a refrigerator. A similar share of households owns a washing machine in each country. Dishwashers are less common, with none of Europe’s most populous countries exceeding an ownership rate of 70 percent in 2021.
Some significant differences amongst European countries can be found in small appliances’ ownership rates . For example, coffee machines are much less part of households in the United Kingdom than in continental European countries, as traditionally, tea is more popular than coffee in the U.K.
COVID-19 impact on appliance sales
Despite the initial drop in the first half of 2020, appliance sales quickly picked up momentum during the pandemic. Sales of core appliances – including washing machines, refrigerators, and dishwashers – took an impressive jump to reach double-digit growth in Europe in the second half of 2021. The pandemic and the remote practices that resulted from it forced people around the globe to retreat to their homes and focus their attention on home environments, which gave appliance sales a rare push that lasted well into 2022.
Table of Contents
Overview
Trade
Segments: Major appliances
Segments: Small appliances
Consumption & brands
1. Overview
Description: The home appliances industry in the European Union generated sales of around 53.7 billion euros in 2019, comparable to the previous year. The total direct and indirect value-added of the household appliances industry in EU countries exceeded 71 billion euros in 2019. According to the Statista Consumer Market Outlook the European household appliances market is forecast to reach revenues of more than 72 billion euros (almost 82 billion USD) in 2020.
Description: Total revenue from household appliances sales in Europe is forecast to amount to around 108.97 billion U.S. dollars in 2022.
Description: In 2020, China was the leading country for major appliances shipments with more than 111 million units traded. Fridges, freezers, dishwashers, washing machines, tumble dryers, hoods, and microwave ovens are included in the segment.
Description: The shipments of core household appliances declined by two percent in the United States in 2019 compared to the previous year. The market for these household appliances grew in Europe over the same period, by one percent in Western Europe and 3
percent in Eastern Europe.
Description: The European home appliance industry operated more than 150 manufacturing sites in European countries (including Russia and Turkey) in 2020. Germany was home to the most manufacturing sites with 26, closely followed by Italy and France with 20 household appliance manufacturing sites each.
Description: In 2020, six household appliances manufacturers worldwide surpassed 10 billion U.S. dollars in revenue with Haier Smart Home leading the ranking with around 36 billion U.S. dollars. The other companies with annual revenues north of 10 billion U.S. dollars are LG, Whirlpool, Midea, BSH Home Appliances, and Electrolux.
2. Trade
Description: The value of major domestic appliances imports into the EU have consistently exceeded the regions exports of small appliances since 2009. In 2019, the exports had almost twice the value of the major appliances imports. EU imports of major appliances have increased by almost three billion euros over the past ten years, while EU exports have stayed at the same level over the same time period.
Description: The majority of trading of large household appliances produced within the European Union took place between EU member countries in 2019. Asia was the EU’s most significant trade partner in the segment with imports of large home appliances from Asia amounting to almost 7.4 billion euros in 2019. During the same year the EU exported large appliances with a value of 1.1 billion euros to Asia.
Description: The value of small domestic appliances imports into the EU have consistently exceeded the regions exports of small appliances over the time period shown in the graph. In 2019, the exports had more than twice the value of the small appliances imports.
Description: The majority of trading of small household appliances produced within the European Union took place between EU member countries in 2019. Asia was the EU’s most significant trade partner in the segment with imports of small home appliances from Asia amounting to almost 6.8 billion euros in 2019.
3. Segments: Major appliances
Description: The revenue from major household appliances sales in Europe is forecast to amount to around 68.51 billion U.S. dollars in 2022. Major household appliances include refrigerators, freezers, dishwashers, washing machines, cookers, and ovens.
Description: Washing machines are the most traded large home appliance products in Europe in 2020, with approximately 28.3 million units traded. Refrigerators and dishwashers rank in second and third place, trading approximately 23.3 million and 15.4 million units in 2020, respectively.
Description: This statistic shows the development of the annual revenue from major domestic appliances in Germany from 2007 to 2021. In 2021, the revenue amounted to roughly 10.434 billion euros, an increase compared to the previous year, at 9.958 billion euros.
Description: This statistic shows the quarterly expenditure on major household appliances (whether electrical or not) in the United Kingdom from 1st quarter 2014 to 2nd quarter 2021, based on volume. Consumption has fluctuated over time, reaching 2.8 billion in the second quarter of 2021.
Description: The annual revenue of the major domestic appliance market in France has remained relatively stable since 2016 and plateaued over the five billion euro mark over that period. Despite the coronavirus outbreak, which keeps negatively impacting many industries, the major domestic appliance market has experienced a slight rebound in 2020, reaching a total of 5.33 billion euros that year.
4. Segments: Small appliances
Description: The revenue from small household appliances sales in Europe is forecast to amount to around 40.46 billion U.S. dollars in 2022.
Description: Food preparation products are the most traded large home appliances in Europe, with approximately 20.3 million units traded in 2019. Coffee machines and irons rank in second and third place, trading approximately 18.6 million units each in 2019.
Description: This statistic shows the annual revenue from small domestic appliances in Germany from 2007 to 2021. In 2021, the revenue amounted to roughly 7.365 billion euros, an increase compared to the previous year, at 7.125 billion euros.
Description: This statistic shows the quarterly expenditure on small electrical household appliances in the United Kingdom from 1st quarter 2014 to 2nd quarter 2021, based on volume. In the second quarter of 2021, UK households purchased approximately 757 million British pounds worth of small electric appliances.
Description: This graph presents the value of the small household appliance market in France from 2014 to 2020, in million euros. The market value of small household appliances increased constantly during this period, exceeding 3.8 billion euros in 2020.
5. Consumption & brands
Description: Major appliances such as ovens, dishwashing machines, freezers, microwaves, refrigerators, vacuum cleaners, and washing machines are owned by many households across the world according to the Statista Global Consumer Survey 2022. There are differences in the ownership rate though when comparing individual countries. Cookers/ovens for example are owned by many households in the United States, Spain, the UK, Italy, Russia, and Turkey where more than 90 percent of households own one. In contrast cookers/ovens are only part of about half of households in South Korea.
Description: This statistic shows the share of respondents who pay particular attention to brands when shopping for household appliance according to the Statista Global Consumer Survey 2021. According to the survey, Russia and Italy residents pay the most attention to the brand when it comes to household appliances with 49 percent of respondents doing so.
Description: Romania, Portugal, and Italy are the countries with the highest household ownership rate of refrigerators amongst the European countries shown in the breakdown in 2021. Belgium and Sweden have the highest household ownership rate of freezers with 69 percent according to the Statista Global Consumer Survey.
Description: This statistic shows the most popular refrigerator brands by country in 2021 according to the Statista Global Consumer Survey. The most owned refrigerator brand in Germany is AEG with a share of 13 percent.
Description: Germany and Sweden have the highest household ownership rate of dishwashers amongst the most populous countries in Europe in 2021. Portugal, the Netherlands, Belgium, Italy, Spain, and France also have dishwasher ownership rates of 60 percent or higher according to the Statista Global Consumer Survey.
Description: Greece is the country with the highest household ownership rate of cookers/ovens amongst the most populous countries in Europe in 2021. 96 percent of households in Greece own a cooker/oven according to the Statista Global Consumer Survey. Finland has the highest ownership rate of microwaves amongst the most populous countries in Europe with 93 percent.
Description: Italy is the country with the highest household ownership rate of washing machines amongst the most populous countries in Europe in 2021. Washing machines are very prevalent household appliances in households across many European countries with more than 90 percent of households in Romania, Austria, Poland, Portugal, Italy, Spain, Germany, the United Kingdom, and the Netherlands owning a washing machine according to the Statista Global Consumer Survey.
Description: LG is the most popular washing machine brand in its home market South Korea, as well as in India and Russia. In North America on the other hand Whirlpool is the most popular brand for washing machines both in the United States and Canada. In many cases the domestic brands are more popular in most markets than brands from other countries. This holds true for China as well, where the Chinese multinational home appliances and consumer electronics company Haier is the most popular washing machine brand.
Description: Small kitchen appliances such as blenders, food processors, juicers, toasters, and coffee machines are most prevalent in households in Czechia, Greece, Portugal, and Romania amongst the most populous countries in Europe in 2021. Eighty-six percent of households in those countries own a device from one of the categories shown in the statistic. According to the Statista Global Consumer Survey coffee machines are owned by 92 percent of households in Portugal, the highest rate amongst the countries covered in the statistic. Greece has the highest ownershipe rate for toasters.
Description: 14 percent of Spanish households own a major smart appliance (e.g. washing machine, refrigerator) according to the 2020 edition of the Statista Global Consumer Survey. This is the highest smart appliance ownershipe rate amongst the five major European countries compared in this statistic.
Source from Statista
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