Consumer appliances in 2024: The big picture
Sales of consumer appliances in Italy were negatively impacted by the lack of government stimulus in 2024 that had supported sales of some products in recent years. In 2022, the newly elected government in Italy announced restrictions to the stimulus that had been triggering sales of furniture and major appliances in previous years.
2024 key trends
The smart home trend continued to grow and develop in 2023 and 2024, although at a more modest pace compared to previous years when the stimulus programme was in place. The slowdown in the growth of smart consumer appliances in 2023/2024 was also due in part to the slowdown in residential construction and home renovation/refurbishment projects.
Competitive landscape
Following the pandemic years and the high demand for major appliances during the previous government’s stimulus programme, brands and retailers have been working at streamlining their portfolios. Players are concentrating on offering a lower number of references but ones that they can trust to provide stable returns.
Retailing developments
Black Friday, or more appropriately Black November given that promotional activities typically take place for the whole month, remains an important annual sales event during which retailers often look to cash in. With the government stimulus programme having ended there has been a renewed interest in these sales events, which have become even more important to consumers since the cost of living crisis.
What next for consumer appliances?
The use of renewable energy will be increasing in the years to come, with the government stating that it will close all of its coal-fired power stations by 2025, aside from in Sardinia which will enjoy a grace period until 2027. Renewable energy in Italy comes mainly from solar with photovoltaic panels, especially in the southern regions of the country, and from hydroelectric in the north.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Appliances in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Appliances in Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Italy
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
Dishwashers in Italy
KEY DATA FINDINGS
A tough year for dishwashers but sales remain higher than pre-pandemic levels
Convenience is king when it comes to sales of dishwashers
Appliances and electronics specialists remain key to sales of dishwashers despite shift online
Refurbish and repair might help in case of geopolitical turmoil
Focus on sustainability could steer more consumers towards smart dishwashers
Players will need to adapt to the changing market conditions as competition heats up
Home Laundry Appliances in Italy
KEY DATA FINDINGS
Sales of home laundry appliances decline as consumers look for ways to save money
Miele celebrates its anniversary with the launch of new products
Gender parity and sustainability influence marketing and new product development
Consumers likely to shop around for better deals
Companies likely to focus on becoming more environmentally sustainable
More synergies expected between home laundry appliances and home care brands
Large Cooking Appliances in Italy
KEY DATA FINDINGS
A difficult year for large cooking appliances as economic pressures take their toll
Smart features on the menu as players look to stay ahead of the competition
New technology helping to attract consumers
Production costs likely to influence manufacturing decisions
Induction hobs present new opportunities for growth and development
Multifunctional ovens likely to increase in popularity
Microwaves in Italy
KEY DATA FINDINGS
Another tough year for microwaves as consumers continue to face financial pressures
Microwaves no longer a status symbol
Premium microwaves offer special functions to attract demand
Microwaves likely to be influenced by the search for energy efficiency and the growing demand for convenience
Appliances will fight for space on kitchen worktops
Frozen food, food delivery and healthier cooking functions key trends to look out for over the forecast period
Refrigeration Appliances in Italy
KEY DATA FINDINGS
Italians focus on the look and functionality of fridge freezers but economic pressures put pressure on sales
Sales struggle without the support of the government’s stimulus programme
Samsung deploys AI in its new line of refrigeration appliances
Economic pressures and changing consumer preferences among the factors expected to influence the future of refrigeration appliances
Personalisation is important but at a price
Brands want to be a one-stop-shop for smart kitchen appliances
Air Treatment Products in Italy
KEY DATA FINDINGS
Climate change and reduced government support among the key influences on sales of air treatment products in 2024
Sudden changes in the weather disrupts the category’s performance
Cordless products proving popular with local player Termozeta looking to make its mark
Energy efficiency likely to remain a key factor when purchasing air treatment products
As competition heats up air treatment products may become more affordable while complementary products could add value
Air treatment products still showing potential even without government stimulus
Food Preparation Appliances in Italy
KEY DATA FINDINGS
People cook at home to eat healthy food and save money
Holiday sales impacted by difficult supply chains
Countertop mixers remain a bright spot in the world of food preparation appliances
Right to Repair Act could influence food preparation appliances despite not covering these products
Multifunctional products expected to come out on top
Distribution landscape set to evolve with a growing focus on online marketplaces and social commerce
Personal Care Appliances in Italy
KEY DATA FINDINGS
DIY approach to beauty and personal care sustains demand for personal care appliances
Dyson on the up as it launches its innovative Supersonic Nural and Airstrait lines of hair care appliances
Beurer increases production in Europe while its massage products prove popular
Italy’s rapidly ageing population likely to inform the growth and development of personal care appliances
Promotional activities will remain important in driving growth
Communications should avoid stereotypes in the future
Small Cooking Appliances in Italy
KEY DATA FINDINGS
Standard coffee machines delivers growth as overall sales of small cooking appliances stagnate
Air fryers still thriving as consumers adopt healthier eating habits
Increase in inbound arrivals boosts sales of filter coffee machines and kettles
Collaborations and seasonal sales expected to remain important
Air fryers still offer potential but growth is likely to stabilise
Cordless products expected to receive growing attention
Vacuum Cleaners in Italy
KEY DATA FINDINGS
Mattress vacuum cleaners attract attention as consumers look for added-value products
Bosch focuses on superior quality as stick vacuum cleaners come out on top
Ariete focuses on basic functions to maintain low-price commitment
An increasing presence of Chinese brands
Competition comes also from electronics brands
Vorwerk may need to rethink its strategy as competition grows
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
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This report originates from Passport, our Consumer Appliances research and analysis database.
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