IFA International 2019 Week-End Edition

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BUYERS' GUIDE

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APPLIANCES

FRIDGES

MARKET

Refrigerator sales grew at a slow

pace of 1.9% in the first six months

of 2019. More dynamic is halted by

the Chinese slowdown, which has

a strong impact on global growth

rates.

The trend towards premium

segments and premium design

is very evident for refrigerators.

Based on 40,000 consumer reviews

collected via the GfK Consumer

Insights Engine, the top review

topic was design, hence the shape

and look of the refrigerator, e.g.

multi-door, bottom freezer, etc.

The long-term trend towards two

– or even more – door appliances is

continuing. In particular, appliances

with three-plus doors are a growth

engine in Europe, with more than

+20% growth y/y in the first six

months of 2019. As this segment

currently represents about 10%

of the current market, there is still

room for further growth.

STATE OF PLAY

Multifunctional appliances combining fridge and

freezer with No Frost technology continue their

success and have the highest impact on market

growth (+5.4% value growth).

INNOVATIONS TO LOOK FOR AT IFA

Quick chill

and fast freeze

Many fridge freezer brands

have created a handy quick

chill function. This allows the

user to cool fresh food to the

correct temperature quickly –

at the flick of a switch.

The fridge compartment’s

temperature is lowered

temporarily, helping the

food retain nutrients and

flavour, as well as preserving

maximum freshness.

The fast freeze function

works similarly to quick-chill,

but freezes fresh food quickly

rather than simply chilling

it, locking-in vitamins and

flavour.

Size matters

Capacity has been creeping

up the consumer buying

agenda and, as more and

more supermarkets are

backing sales promotions on

fruit and veg items, people

have a growing need for

larger storage space. The

trend for American-style sideby-side

models has remained

dominant in the refrigeration

market. As kitchens have

become more than just food

preparation areas, we are

starting to see more larger

cooling appliances that come

in different sizes and fridge/

freezer splits, offering more

choice to consumers.

Energy efficiency is still high on the agenda. Sales

of A+++ refrigerators in Europe (currently 13% of

the market in Western Europe) grew by 13%, in the

first six months of 2019, while in Eastern Europe the

growth rates were close to 50%.

Energy efficiency

Energy efficiency in home

appliances has pushed forward

significantly over the past few

years, and replacement can help

make sure the kitchen starts life

with high performance, bringing

cheaper bills and reductions in

greenhouse gas emissions. The

difference in running costs

between old and new appliances

can be significant. Some of the

biggest savings can be found in

refrigeration, which should not

come as a surprise as fridges and

freezers are working round the

clock. There’s a big difference

between an A+ fridge freezer –

the current eco design minimum

standard – and an A+++.

CONTACT

Norbert Herzog

Global Insights Manager

MDA

norbert.herzog@gfk.com

THE FUTURE

The trend for increased storage

space will continue unabated,

and the race is on to find even

greener ways to preserve food. New

technologies replacing the standard

gas-based techniques in current

day fridges include plastic crystals,

hydrocarbons and even new forms

of magnetic technology.

INNOVATING @ IFA

MONOLITH

BY LIEBHERR

The BioFresh technology from Liebherr

ensures the ideal conditions for fresh goods

storage. Thanks to BioFresh, many foods can

be stored fresh for longer at a temperature

close to 0°C and with adjustable humidity.

The BioFresh-Plus technology in the fridge

compartment also comes with an added

benefit. The additional climate zone with

-2°C is ideal for the storage of fresh fish

and seafood.

» HALL 2.1 / STAND 201

“WEEK-LONG

FRESH”

WITH MIDEA

BCD 479

Consumers can enjoy

a better taste and live

a “more convenient

and healthier life” with

Midea’s week-long fresh

technology, included in the

company’s new product

on show for the first time

at IFA. Week-long fresh

space impresses with a

breakthrough intelligent

cooling technology that

keeps especially meat

and fish fresh for a week

without being frozen.

Ice crystals are minimised to 50nm which will

not damage the cells and texture and hence,

enable the food to stay fresh longer - and more

importantly, keep its optimal taste.

» HALL 5.1 / STAND 101

www.ifa-international.org IFA International • Saturday 7 th & Sunday 8 th September 2019

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