COMPETITIVE LANDSCAPE
Beko Europe BV continues to gain ground, challenging Candy Hoover Group Srl’s position
Home laundry appliances in Italy remains highly concentrated, with the top three companies holding a combined 52% share. In 2025, Candy Hoover Group Srl led the market with a 21% retail volume share, followed closely by Beko Europe BV, which also achieved a 21% (20.
Mergers and acquisitions, product launches, and emerging companies shape the market
Significant mergers and acquisitions occurred in 2025, impacting the competitive landscape of home laundry appliances. Beko Europe BV's acquisition of Whirlpool's operations in Europe for major appliances is a notable example.
Electronics heritage positions Sharp for washing machine market growth
Sharp ranks quite low still compared to other brands, partly because it only entered the Italian market in the recent review period. The brand has gained consumer recognition due to a long heritage and presence across consumer electronics, putting it in a good position for growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry 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.
If you're in the Home Laundry 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 Home Laundry 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 Home Laundry 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?
Home Laundry Appliances in Italy - Category analysis
KEY DATA FINDINGS
Slowing median disposable income stalls growth in home laundry appliances
Sustainability drives growth in home laundry appliances through energy efficiency
Despite slowing premium segment, Samsung embodies AI-powered innovation
Consumer preference for convenience and customisation drives differentiation in design
Energy efficiency set to drive future growth through innovation
Washer dryers show promise, while LG is expected to embody AI innovation
Salone del Mobile is anticipated to continue being a showground for home laundry appliances
Beko Europe BV continues to gain ground, challenging Candy Hoover Group Srl’s position
Mergers and acquisitions, product launches, and emerging companies shape the market
Electronics heritage positions Sharp for washing machine market growth
Appliances and electronics specialists remain the leading distribution channel
Retail e-commerce gains traction with convenient services
Electrolux focuses on advertising its Swedish origin and certifications
LG’s AI technology improves drum care and reduces environmental impact
Consumer Appliances in Italy - Industry Overview
Innovation in multi-functionality and energy efficiency drive consumer appliances sales
Geopolitical uncertainty drives brands to rethink their supply chains
Multi-functionality drives sales in personal care accessories and air fryers
Introduction of the EU Green Directive boosts sales in heat pumps
Sales consumer appliances set to remain at low levels, due to the lack of government bonus
Presence of Asian brands set to drive consumer appliances’ competitive landscape
Beko and Oral-B drive market share shifts through innovation
Fnac-Darty’s acquisition and Roborock’s innovation reshape competitive dynamics
Appliances and electronics continue to hold leading channel sales
E-commerce gains regional traction and capitalises on special events
Midea embodies multi-functionality with the launch of its new air fryer
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Home Laundry Appliances
- 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
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Laundry Appliances research and analysis database.
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