Summary of our market study

The global small home appliance market exhibited robust growth despite the challenges posed by the COVID-19 pandemic, with a valuation of $185.49 billion in 2022, and projected expansion from $193.83 billion in 2023 to $271.23 billion by 2030, advancing at a CAGR of 4.92%. In Italy specifically, the small appliance sector demonstrated remarkable resilience. The trend was sustained in 2021, clocking an additional 5.5% increase over the previous year.

The market saw a diverse demand, with vacuum cleaners, coffee machines, and hair dryers leading sales, whereas irons experienced a dip. Italian trade flows indicated a fluctuation in imports and exports from 2018 to 2022, peaking in 2021 before a downturn in 2022. Despite labor shortages and supply chain disruptions caused by the pandemic, the market for small household appliances remained resilient, with online sales channels thriving and smart appliances emerging as a notable trend.

Trends in the Italian Small Household Appliance Market

In Italy, the market for small household appliances has shown a notable upward trajectory, reflecting changes in consumer behavior and advances in technology that have shaped purchasing patterns. Small household appliances, which include a range of products from vacuum cleaners and hairdryers to coffee machines and food processors, have become increasingly integral to modern Italian lifestyles. The Italian market for these appliances is robust, with significant growth observed in recent years. The demand for high-quality appliances has surged, with Italians showing a preference for more premium products over those of average quality and affordability. The Covid-19 pandemic has also played a substantial role in this market's expansion, as containment measures have influenced many to enhance their living spaces with practical and efficient gadgets. Recent figures indicate that the market experienced a growth of between 8 and 9 percent per annum, with projections of continued expansion until 2024. While the overall market for household appliances experienced a slight contraction, small appliances bucked the trend, witnessing a growth of between 19 and 20 percent in value in 2020 compared to the previous year. This sector's success has continued, albeit at a slower pace, with a reported increase of around 3 to 4 percent in value compared to 2021, emphasizing the sustained consumer interest.

Consumer spending on small household appliances offers insights into the market's vitality. Between 2014 and 2021, there was a general increase of around 7 percent in average monthly household expenditure on small appliances, despite some year-to-year variations. This overall growth suggests that despite economic ebbs and flows, the demand for these products is on an upward trend. In examining the drivers of demand, it's noted that lifestyle convenience, evolving food and health trends, and the shift towards more home-based activities, particularly during the pandemic, have significantly influenced purchasing decisions. The majority of household spending on small appliances is allocated towards food processing appliances, which account for over 40 percent, and coffee and tea machines, showing that these items have become essential to daily life in Italy. The geographical distribution of demand within Italy shows disparities, with the Northeast region having the highest average monthly expenditure, followed by the South and the Northwest. These regional differences highlight varying consumer priorities and economic capabilities across the country. Advancements in home automation and connectivity are ushering in a new wave of smart appliances. Controlled remotely through mobile devices and equipped with advanced features, smart home appliances are attracting a tech-savvy demographic eager to streamline their domestic responsibilities. While the Italian small.

Leading Market Players in the Italian Small Household Appliance Arena

The dynamic market for small household appliances in Italy is shaped by several prominent industry players. These companies are influential in the domain due to their brand recognition, product innovation, and consumer trust. Here we profile some of the key actors that have carved out strong positions in the Italian market.

  • Amazon Italia: As part of the global Amazon empire, Amazon Italia stands out for its extensive online marketplace that caters to virtually every need. For small household appliances, the platform is a treasure trove, offering a vast assortment of products from myriad brands. The user-friendly interface, customer reviews, and robust logistics make it a go-to for Italian consumers looking for convenience and variety.
  • ePrice : This platform has established itself as a specialist in the realm of electronics and household appliances, distinguishing itself with a focused approach on this segment. ePrice caters to the savvy shopper with competitive pricing and a user experience that enables easy comparison across product specifications and pricing.
  • Mediaworld : Known for its vast network of physical stores, Mediaworld has transitioned seamlessly into the online space, merging in-store expertise with the convenience of digital shopping. The brand's reputation for quality electronics and appliances transcends their brick-and-mortar legacy, attracting a loyal customer base that trusts in the Mediaworld name for their household needs.

Each of these players brings unique strengths to the market, whether it's Amazon Italia's extensive product library and customer-centricity, ePrice's specialized focus, or Mediaworld's blend of traditional retail trust with e-commerce innovation. Together, they create a competitive marketplace that continues to evolve with consumer needs and technological advancements. As the market for small household appliances grows, these key players will undoubtedly be at the forefront of shaping its future.

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Household appliances refer to all electrical appliances intended for household use. The home appliance market is divided into two sub-segments: large appliances (washing machines, dishwashers, refrigerators, etc.) and small appliances. In this study, we will focus on the latter and thus on the following sub-segments:

-Floor care appliances: Vacuum cleaners and steam cleaners.

-Laundry care appliances: ironing.

-Food preparation and cooking appliances: food processors and deep fryers.

-Breakfast appliances: kettle, coffee maker, toaster, and juicer.

-Hygiene, beauty and wellness appliances: shaving, hair removal and styling appliances.

Demand for small household appliances is strong worldwide, which is expected to lead to market growth of 8.45% per year until 2024, thanks to higher living standards especially in more developed countries and the relentless innovations being introduced in the market.

Like the global market, the Italian small household appliance market is also growing strongly in contrast to the trend in the large household appliance market. In particular, the products registering the highest sales volumes are vacuum cleaners, hair care products, products used for dental hygiene, coffee machines, and hair dryers. The only product to register a decrease in sales is the iron. Also contributing to these growth rates has been the spread of the Covid-19 pandemic, which, by entailing staying in homes for a large part of the Italian population, has stimulated many households to purchase small appliances with the aim of adapting household equipment to new lifestyles.

In particular, there is a growing trend among the population to prefer high quality household appliances, compared to the past where Italians preferred products of average quality and more affordable prices.

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Latest news

Electrolux has been approached by China's Midea, which is interested in buying the company - 13/05/2023
  • Midea sales of 343.9 billion yuan (45.4 billion €) in 2022
  • Electrolux achieved sales of SEK 134.88 billion (approx. €12 billion) in 2022, with a net loss of SEK 1.3 billion (€116 million)
  • Electrolux cut 4,000 jobs worldwide (8% of its workforce) and closed plants in Hungary and the USA.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

De Longhi Appliances S.r.l.
Whirpool Emea S.r.l.
Candy Hoower Group S.r.l.
Electrolux
Unieuro S.p.a.
Mediamarket S.p.a.

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