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Consumer appliances in 2024: The big picture
Consumer appliances continued to face challenges in 2024 with volume sales declining. After the sharp rise in purchases during the COVID-19 pandemic, the replacement cycle is still normalising especially for major appliances.
2024 key trends
Promotional efforts were ramped up in 2024 with discounts often available for extended periods to meet the needs of highly price sensitive consumers. Summer discount campaigns focused on major appliances offering a set discount or refunding money to encourage further sales of the same brand.
Competitive landscape
In 2024, Arçelik launched Beko Europe, which owns Indesit, Hoover and the recently acquired Whirlpool MENA business. In major appliances, BSHP Electrodomésticos Lda witnessed a challenging year as mid-priced brands were squeezed by the growing popularity of premium brands and more affordable options at the opposite end of the spectrum.
Retailing developments
Retail e-commerce witnessed a better performance compared to offline sales in 2024 and gained volume share despite the importance of in-store physical purchases to Portuguese consumers. Amazon is heavily influencing e-commerce growth and the dynamism of this channel.
What next for consumer appliances?
Further stabilisation is expected in consumer appliances over the forecast period as purchasing cycles normalise and the economy stabilises. Since the pandemic, consumers have been investing in experiences and entertainment instead of consumer appliances, providing competition for the overall category.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- 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 Portugal
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2025
Table 2 Replacement Cycles of Consumer Appliances by Category 2019-2025
Table 3 Sales of Consumer Appliances by Category: Volume 2019-2024
Table 4 Sales of Consumer Appliances by Category: Value 2019-2024
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 11 Sales of Small Appliances by Category: Volume 2019-2024
Table 12 Sales of Small Appliances by Category: Value 2019-2024
Table 13 Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 14 Sales of Small Appliances by Category: % Value Growth 2019-2024
Table 15 NBO Company Shares of Major Appliances: % Volume 2020-2024
Table 16 LBN Brand Shares of Major Appliances: % Volume 2021-2024
Table 17 NBO Company Shares of Small Appliances: % Volume 2020-2024
Table 18 LBN Brand Shares of Small Appliances: % Volume 2021-2024
Table 19 Distribution of Major Appliances by Format: % Volume 2019-2024
Table 20 Distribution of Small Appliances by Format: % Volume 2019-2024
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2024-2029
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2024-2029
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2024-2029
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2024-2029
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2024-2029
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2024-2029
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2024-2029
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2024-2029
Table 29 Forecast Sales of Small Appliances by Category: Volume 2024-2029
Table 30 Forecast Sales of Small Appliances by Category: Value 2024-2029
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2024-2029
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Dishwashers in Portugal
KEY DATA FINDINGS
Economic conditions hamper sales development in dishwashers
Built-in dishwashers perform above freestanding alternatives
Efficiency is the main feature of dishwashers
Innovation will help to drive consumer interest
More affordable dishwashers to become available
Table 33 formats present sales opportunities
Table 34 Sales of Dishwashers by Category: Volume 2019-2024
Table 35 Sales of Dishwashers by Category: Value 2019-2024
Table 36 Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 37 Sales of Dishwashers by Category: % Value Growth 2019-2024
Table 38 Sales of Dishwashers by Format: % Volume 2019-2024
Table 39 Sales of Dishwashers by Smart Appliances: % Volume 2020-2024
Table 40 NBO Company Shares of Dishwashers: % Volume 2020-2024
Table 41 LBN Brand Shares of Dishwashers: % Volume 2021-2024
Table 42 Distribution of Dishwashers by Format: % Volume 2019-2024
Table 43 Production of Dishwashers: Total Volume 2019-2024
Table 44 Forecast Sales of Dishwashers by Category: Volume 2024-2029
Table 45 Forecast Sales of Dishwashers by Category: Value 2024-2029
Table 46 Forecast Sales of Dishwashers by Category: % Volume Growth 2024-2029
Table 47 Forecast Sales of Dishwashers by Category: % Value Growth 2024-2029
Home Laundry Appliances in Portugal
KEY DATA FINDINGS
Limited scope to grow volumes poses a challenge
Energy efficiency remains a key driver in home laundry appliances
Dryers struggle to gain higher household penetration
Home laundry appliances to contract in volume terms
Sustainability trend is to further shape product development
Manufacturers expect new housing constructions to pick up
Table 48 Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 49 Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 50 Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 51 Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024
Table 52 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2019-2024
Table 53 Sales of Automatic Washing Machines by Format: % Volume 2019-2024
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2019-2024
Table 55 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2020-2024
Table 56 NBO Company Shares of Home Laundry Appliances: % Volume 2020-2024
Table 57 LBN Brand Shares of Home Laundry Appliances: % Volume 2021-2024
Table 58 Distribution of Home Laundry Appliances by Format: % Volume 2019-2024
Table 59 Production of Home Laundry Appliances: Total Volume 2019-2024
Table 60 Forecast Sales of Home Laundry Appliances by Category: Volume 2024-2029
Table 61 Forecast Sales of Home Laundry Appliances by Category: Value 2024-2029
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2024-2029
Table 63 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2024-2029
Large Cooking Appliances in Portugal
KEY DATA FINDINGS
Large cooking appliances witness further drop in volume sales
Premiumisation is visible in large cooking appliances
Premium brands benefit from luxury housing construction
Volume declines set to continue in forecast period
Teka Group acquired by Midea Group in 2024
Freestanding cookers face gloomy outlook
Table 64 Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 65 Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 66 Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 67 Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024
Table 68 Sales of Built-in Hobs by Format: % Volume 2019-2024
Table 69 Sales of Ovens by Smart Appliances: % Volume 2020-2024
Table 70 NBO Company Shares of Large Cooking Appliances: % Volume 2020-2024
Table 71 LBN Brand Shares of Large Cooking Appliances: % Volume 2021-2024
Table 72 NBO Company Shares of Built-in Hobs: % Volume 2020-2024
Table 73 NBO Company Shares of Ovens: % Volume 2020-2024
Table 74 NBO Company Shares of Cooker Hoods: % Volume 2020-2024
Table 75 NBO Company Shares of Built-in Cooker Hoods: % Volume 2020-2024
Table 76 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2020-2024
Table 77 NBO Company Shares of Cookers: % Volume 2020-2024
Table 78 NBO Company Shares of Range Cookers: % Volume 2020-2024
Table 79 Distribution of Large Cooking Appliances by Format: % Volume 2019-2024
Table 80 Production of Large Cooking Appliances: Total Volume 2019-2024
Table 81 Forecast Sales of Large Cooking Appliances by Category: Volume 2024-2029
Table 82 Forecast Sales of Large Cooking Appliances by Category: Value 2024-2029
Table 83 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2024-2029
Table 84 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2024-2029
Microwaves in Portugal
KEY DATA FINDINGS
Microwaves struggle amid growing competition
Limited innovation opens door to new brands
Teka enjoys solid position in microwaves
Growing competition from multi-functional ovens
Concentration at the top end of competitive landscape is anticipated
Traditional retailers will remain relevant
Table 85 Sales of Microwaves by Category: Volume 2019-2024
Table 86 Sales of Microwaves by Category: Value 2019-2024
Table 87 Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 88 Sales of Microwaves by Category: % Value Growth 2019-2024
Table 89 Sales of Microwaves by Smart Appliances: % Volume 2020-2024
Table 90 NBO Company Shares of Microwaves: % Volume 2020-2024
Table 91 LBN Brand Shares of Microwaves: % Volume 2021-2024
Table 92 Distribution of Microwaves by Format: % Volume 2019-2024
Table 93 Production of Microwaves: Total Volume 2019-2024
Table 94 Forecast Sales of Microwaves by Category: Volume 2024-2029
Table 95 Forecast Sales of Microwaves by Category: Value 2024-2029
Table 96 Forecast Sales of Microwaves by Category: % Volume Growth 2024-2029
Table 97 Forecast Sales of Microwaves by Category: % Value Growth 2024-2029
Refrigeration Appliances in Portugal
KEY DATA FINDINGS
Maturity and pandemic boom continues to weigh on category performance
Current value growth weakens amid price discounting
Fridge freezers perform best in tough economic conditions
Gloomy outlook in refrigeration appliances
Technology will continue to drive appliance appeal
Construction distribution channel is expected to gain traction
Table 98 Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 99 Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 100 Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 101 Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024
Table 102 Sales of Freezers by Format: % Volume 2019-2024
Table 103 Sales of Freezers by Volume Capacity: % Volume 2019-2024
Table 104 Sales of Fridge Freezers by Format: % Volume 2019-2024
Table 105 Sales of Fridge Freezers by Volume Capacity: % Volume 2019-2024
Table 106 Sales of Fridge Freezers by Smart Appliances: % Volume 2020-2024
Table 107 Sales of Fridges by Volume Capacity: % Volume 2019-2024
Table 108 NBO Company Shares of Refrigeration Appliances: % Volume 2020-2024
Table 109 LBN Brand Shares of Refrigeration Appliances: % Volume 2021-2024
Table 110 NBO Company Shares of Built-in Fridge Freezers: % Volume 2020-2024
Table 111 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2020-2024
Table 112 NBO Company Shares of Built-in Fridges: % Volume 2020-2024
Table 113 NBO Company Shares of Freestanding Fridges: % Volume 2020-2024
Table 114 Distribution of Refrigeration Appliances by Format: % Volume 2019-2024
Table 115 Production of Refrigeration Appliances: Total Volume 2019-2024
Table 116 Forecast Sales of Refrigeration Appliances by Category: Volume 2024-2029
Table 117 Forecast Sales of Refrigeration Appliances by Category: Value 2024-2029
Table 118 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2024-2029
Table 119 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2024-2029
Air Treatment Products in Portugal
KEY DATA FINDINGS
Hot weather drives appeal of cooling products
Energy efficiency trend attracts consumers to category
Installation companies have a strong role in distribution
Scope to grow penetration of air treatment products
Housing construction will support future growth
AI developments will bring enhanced connectivity
Table 120 Sales of Air Treatment Products by Category: Volume 2019-2024
Table 121 Sales of Air Treatment Products by Category: Value 2019-2024
Table 122 Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 123 Sales of Air Treatment Products by Category: % Value Growth 2019-2024
Table 124 Sales of Air Conditioners by Smart Appliances: % Volume 2020-2024
Table 125 NBO Company Shares of Air Treatment Products: % Volume 2020-2024
Table 126 LBN Brand Shares of Air Treatment Products: % Volume 2021-2024
Table 127 Distribution of Air Treatment Products by Format: % Volume 2019-2024
Table 128 Production of Air Conditioners: Total Volume 2019-2024
Table 129 Forecast Sales of Air Treatment Products by Category: Volume 2024-2029
Table 130 Forecast Sales of Air Treatment Products by Category: Value 2024-2029
Table 131 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2024-2029
Table 132 Forecast Sales of Air Treatment Products by Category: % Value Growth 2024-2029
Food Preparation Appliances in Portugal
KEY DATA FINDINGS
Food preparation appliances enjoy solid growth
Promotional activity helps drive premiumisation
Mid-priced brands are struggling to compete
Limited volume growth prospects ahead
Consumer desire for good deals will drive down prices
Retail e-commerce is expected to gain volume share
Table 133 Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 134 Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 135 Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 136 Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024
Table 137 NBO Company Shares of Food Preparation Appliances: % Volume 2020-2024
Table 138 LBN Brand Shares of Food Preparation Appliances: % Volume 2021-2024
Table 139 Distribution of Food Preparation Appliances by Format: % Volume 2019-2024
Table 140 Forecast Sales of Food Preparation Appliances by Category: Volume 2024-2029
Table 141 Forecast Sales of Food Preparation Appliances by Category: Value 2024-2029
Table 142 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2024-2029
Table 143 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2024-2029
Personal Care Appliances in Portugal
KEY DATA FINDINGS
Male personal care appliances face challenges
Premiumisation trend takes shape in hair styling appliances
Dyson witnesses outstanding growth
Personal care appliances to witness stable performance
IPL hair removers face challenges from new legislation
Hybrid grooming provides category growth potential
Table 144 Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 145 Sales of Personal Care Appliances by Category: Value 2019-2024
Table 146 Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 147 Sales of Personal Care Appliances by Category: % Value Growth 2019-2024
Table 148 Sales of Body Shavers by Format: % Volume 2019-2024
Table 149 Sales of Hair Care Appliances by Format: % Volume 2019-2024
Table 150 NBO Company Shares of Personal Care Appliances 2020-2024
Table 151 LBN Brand Shares of Personal Care Appliances 2021-2024
Table 152 Distribution of Personal Care Appliances by Format: % Volume 2019-2024
Table 153 Forecast Sales of Personal Care Appliances by Category: Volume 2024-2029
Table 154 Forecast Sales of Personal Care Appliances by Category: Value 2024-2029
Table 155 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2024-2029
Table 156 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2024-2029
Small Cooking Appliances in Portugal
KEY DATA FINDINGS
Overall demand falls in small cooking appliances
Air fryers register outstanding volume growth
Espresso coffee machines are gaining popularity
Focus on sustainability may yield constant value growth
Household growth brings additional sales opportunities
E-commerce growth to put downward pressure on price
Table 157 Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 158 Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 159 Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 160 Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024
Table 161 Sales of Freestanding Hobs by Format: % Volume 2019-2024
Table 162 NBO Company Shares of Small Cooking Appliances: % Volume 2020-2024
Table 163 LBN Brand Shares of Small Cooking Appliances: % Volume 2021-2024
Table 164 Distribution of Small Cooking Appliances by Format: % Volume 2019-2024
Table 165 Forecast Sales of Small Cooking Appliances by Category: Volume 2024-2029
Table 166 Forecast Sales of Small Cooking Appliances by Category: Value 2024-2029
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2024-2029
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2024-2029
Vacuum Cleaners in Portugal
KEY DATA FINDINGS
More innovative categories continue to grow
Consumers trading up drive current value growth
E-commerce channels gain relevancy in vacuum cleaners
Promising outlook for vacuum cleaners
Connectivity will drive the appeal of robotic vacuum cleaners
E-commerce channel expected to remain key
Table 169 Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 170 Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 171 Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 172 Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024
Table 173 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2020-2024
Table 174 NBO Company Shares of Vacuum Cleaners: % Volume 2020-2024
Table 175 LBN Brand Shares of Vacuum Cleaners: % Volume 2021-2024
Table 176 Distribution of Vacuum Cleaners by Format: % Volume 2019-2024
Table 177 Forecast Sales of Vacuum Cleaners by Category: Volume 2024-2029
Table 178 Forecast Sales of Vacuum Cleaners by Category: Value 2024-2029
Table 179 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2024-2029
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
-
- Built-in Dishwashers
- Freestanding Dishwashers
-
- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
-
- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
-
- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
-
- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
-
- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
-
- Built-in Microwaves
- Freestanding Microwaves
-
- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
-
- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
-
- Built-in Freezers
- Freestanding Freezers
-
- Built-in Fridge Freezers
- Freestanding Fridge Freezers
-
- Built-in Fridges
- Freestanding Fridges
-
-
- Air Purifiers
-
-
- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
- Air Coolers
- Cooling Fans
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- Dehumidifiers
- Humidifiers
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Heating 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
-
-
- 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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