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Forecasting the 2017 market for Major Domestic Appliances

Things are looking up for the global Major Domestic Appliances (MDA) market in 2017. After a rather difficult year in 2016, where the market has grown by less than 1% overall, we forecast global revenue in 2017 will be a solid +4%, reaching $193 billion. This would make it the second best year after the record turnover of $196 billion measured in 2014.

Factors driving Major Domestic Appliance growth

Low interest rates and inflation in many regions are driving historically high levels of consumer spending. On top of that, real estate markets are booming, especially in Germany, France, Benelux and Scandinavia – leading to higher durable goods spending, such as built-in home appliances. The demographic trend in Europe towards smaller households also adds to this increased demand for home appliances.

With many consumers having more money in their pockets, the MDA market will be driven by innovative, premium products, such as energy efficient washing machines, heat pump tumble dryers, bottom freezer fridges with ‘No Frost’ technology, inductions hobs and self-cleaning ovens. Smart, connected appliances are currently experiencing limited demand in Europe, but we expect them to grow fast in the next years. Online sales will outperform the average market development, at the expense of the smaller traditional retail outlets.

Exploring the global MDA markets

According to our GfK forecast data, the global market for Major Domestic Appliances will grow solidly by +4% in 2017, driven by high consumer confidence in Europe and North America, a strong development in India, and a modest recovery in China, Russia and Brazil, whose once buoyant markets have recently suffered from a deterioration of economic and geo-political conditions.

Growth drivers for the developed countries in Europe and North America are a favorable macroeconomic environment with historically low interest rates and strong real estate markets. Built-in products will profit strongly from this development, and we will observe an increase in purchases of more premium products with innovative features. The sluggish market in China will be supported by a strong increase in online sales and replacements of older products. India and other developing countries in Asia will grow strongly with better educated, young families and household penetration rates which are still very low. The markets in Russia and Brazil are expected to stabilize with a stronger World economy and subsequently higher crude oil and raw material prices.

Summary

With the MDA market poised for growth, appliance manufacturers should capitalize on the market conditions with new innovate products that give consumers what they want. While increasing consumer awareness of the smart home will lead to greater adoption of smart products and appliances over time, it will be the products that seamlessly improve the lives of their owners that will find the most success.

Natalia Andrievskaya is the Global Director of Major Domestic Appliances. For more information or to share your thoughts, please email Natalia.Andrievskaya@gfk.com.

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