The global major appliances market reached 570 million units and USD298 billion in 2025, growing by 1.4% amid housing and economic headwinds. AI integration, direct-to-consumer channels, and appliance subscriptions are reshaping industry dynamics. Growth is led by emerging markets in the Global South, with premiumisation and servitization driving future opportunities.
Delivery
This report comes in PPT.
Key Findings
Market continues to grow, but at a slower pace compared to 2024
The unpredictability of Trump tariffs, high interest rates, inflation uncertainty, and a global affordability crisis has led to a slow housing market. With fewer homes changing hands, the demand to purchase new appliances has also reduced. This has led to a reduction in the global volume growth rate from 2.7% in 2024 to 1.4% in 2025.
Global South driving growth in major appliances
Eight out of the top 10 markets driving growth are from the Global South, with Poland and Spain an exception. These markets are growing at a range of 3.2-15.2%, significantly above the global average of 1.4%. Growth regions include Eastern Europe, Africa, South Asia, and Latin America.
AI is now the default for premium appliances
AI integration is now expected, not the exception. From ovens to fridges, brands like Miele, Siemens, and Samsung showcase appliances that autonomously adjust settings, recognise food types, and optimise performance based on user behaviour.
Investment and focus on HVAC products and services
Appliance giants are rapidly investing in HVAC in 2025. Samsung’s EUR1.5 billion acquisition of FläktGroup pushes it into commercial and data-centre cooling, integrating HVAC with smart-building platforms. LG aims to become a top global HVAC provider by 2030, expanding through acquisitions. Both shift from consumer appliances towards large-scale, infrastructure solutions.
Continued focus on direct sales and subscription appliances
Appliance companies want to own their customer relationships. Many are focusing on selling directly to customers, through own retail stores and brand.com sites. This transition will also facilitate the move to servitization. Subscription appliances have been very successful for LG, with growth rates over 20% for LG in South Korea and expansion into Southeast Asia in 2025.
Our expert’s view of major appliances in 2025
Major appliances snapshot
Key findings
Markets in the Global South continue to drive volume growth
Top five trends in major appliances
Top five trends uncovered
Drivers of consumer markets and impact on major appliances
Adjacent industries and how they impact major appliances
Growth slows amid housing headwinds; recovery expected post-2026
Microwaves and dishwashers lead growth; Asia Pacific gains momentum
Asia Pacific leads in size; emerging regions drive growth
Haier dominates; Midea and Whirlpool sustain competitive positions
Xiaomi’s growth engine: From smartphones to major appliances
Market fragmentation presents opportunities for global leaders in the Global South
E-commerce gains momentum as specialist retailers hold the lead
Global appliance outlook 2030: Category growth and market leaders
Top growth markets signal dual focus: Developed and emerging
Asia Pacific leads; built-in appliances gain ground globally
Built-in appliances rise: Europe leads, Latin America joins the shift
SWOT analysis: AI appliances drive premiumisation growth, while challenges remain
Opportunities for growth
Our expert’s view of major appliances to 2030
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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