I MARKET TRENDS I
I MARKET TRENDS I Long-term appliance growth propelled by smart tech, energy efficiency, and convenience Energy costs and a changing climate mean that consumers are looking for innovative adaptations in their home appliances, as the latest sales data* from GfK shows. VACUUM CLEANERS As a category, vacuum cleaners, account for a significant chunk of the small domestic appliance (SDA) sector. However, it witnessed a decline of 3% in H1 2023* due to a saturated market and high penetration in recent years. Despite these challenges, cordless handsticks (the biggest segment) saw stable sales, and new-generation robot cleaners with docking stations grew by 23% during the period. According to GfK, the biggest potential lies in the wet-and-dry segment which grew by 0.5% in value, though the subsegment 3-in-1 wet-and-dry products (which vacuum, mop, and wet vacuum) soared by 58% in H1. HOME COMFORT Consumers are increasingly focusing on these products partly due to hybrid working and changing climates, driving a need for better heating and cooling. In the first half, air treatment as a total category declined but specific segments like coolers performed much better than the market average with growth of 2%. Meanwhile, heatwaves pushed up the need for electric fans with growth of 7%. Air conditioners also saw a jump in sales up 13% (in USD) in emerging Asian countries, and soaring by 35% (in USD) in Western Europe. LAUNDRY CARE Here again, energy-efficiency is a priority for consumers. High-capacity fully automatic frontloading washing machines with 9kg and more capacity are growing above market levels at 6% (in USD). The real trigger for consumers in Europe is best-in-class, energyefficient washing machines. A-class grew by 64% in value compared to the same period in 2022 with the expected return on investment justifying the price premium (*) All figures based on GfK Market Intelligence Sales Tracking for Jan-Jun 2023. Scope: Global GfK Panel market excl. North America. ADVERTORIAL World premiere of AEG SaphirMatt induction hob with scratch-resistant glass Gastroback's Air Pro: A fusion of taste and health KEY SELLING POINTS Up to 4 times less scratches than a standard hob surface Resistant to fingerprints and stains Twice as fast to clean compared to a standard hob surface Gastroback is introducing its innovative Air Pro and Air Pro XXL hot air fryers at IFA 2023, promising more flavour with less fat. The devices come with eight preset programs for various dishes, including french fries and roast chicken. The XL version boasts a 3.7-litre capacity, suitable for a whole grilled chicken or up to 1 kg of fries, while the XXL version has a 6.5 litre capacity. Users can fry, cook, bake, defrost, and even dehydrate without needing to add oil or fat. The adjustable temperature and time settings, combined with a touch control panel and a powerful 1,300-watt performance, ensure precision and ease Hall 6.1 / Stand 104 IFA has been chosen by premium home appliance brand AEG for the world premiere of its groundbreaking AEG 8000 bridge XT SaphirMatt induction hob with scratch-resistant glass. The unique SaphirMatt ceramic glass is able to withstand everyday use and abrasions, such as pots and pans being dragged on the cooktop, without being scratched. Its elegant black matt finish adds a touch of style to any kitchen and is also 80% less reflective than a standard surface Hall 4.1 / Stand 101 KEY SELLING POINTS Eight preset programs for diverse dishes No need for added fats Touch control panel with adjustable settings IFA INTERNATIONAL • TUESDAY 5 TH SEPTEMBER 2023 11
