Global Major Household Appliances

Report Overview

13th Edition

This study analyzes global supply and sales of major household appliances, also known as “white goods”.

Covered products include:

• refrigerators:
  • units that contain a freezer compartment
  • standalone refrigerators
  • all-purpose refrigeration units, regardless of size
• standalone freezers (freezers included in a refrigerator are counted in refrigerator sales for the purpose of this study), regardless of size
• washing machines, including combination washer-dryer units (both all-in-one units that have both washing and drying functions in one drum and single, stacked units – often called “laundry centers” – that contain separate washing and drying drums)
• clothes dryers sold separately from washing machines, excluding combination washer-dryer units (which are counted as washing machines in this study)
• large cooking appliances:
  • cooktops (also known as hobs),
  • standalone ovens
  • ranges (also known as stoves)
• dishwashers, including portable, countertop, and built-in dishwasher units

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Also included are:

• commercial-grade units that are installed in residential homes, as well as major household appliances that are installed in outdoor residential spaces (e.g., garages, outdoor kitchens)
• portable and countertop versions of the covered products
• specialty appliances (e.g., kimchi and wine refrigerators)
• combination units:
  • refrigerators with a freezer compartment
  • all-in-one kitchen units also known as combo-kitchens (For the purposes of this study, each major household appliance installed in one of these units counts as a separate unit for sales and appliances in use.)
  • combination washer-dryer units and laundry centers

Global sales of major household appliances are forecast to expand 2.7% annually through 2023 to 571.7 billion units, driven by increasing home construction, as appliances are often purchased to furnish new homes, especially in industrialized nations. Sales trends differ by the affluence of a region:

• Throughout developed parts of the world, major appliances are considered to be essential for a number of household tasks, so most sales in high-income markets are often to replace existing appliances.
• The convenience of appliances, especially those that are considered more basic – such as refrigerators and large cooking appliances – is causing market penetration to grow in low- and middle-income countries as first-time purchase rise along with household incomes.

China & the US Dominate Sales, But Industrializing Nations Will Post Faster Gains

China is by far the world’s largest appliance market, accounting for 26% of global sales in 2018, followed by the US with 10%. However, ownership of all types of appliances is already high in the US, and the market in China is beginning to mature, particularly for appliances that are considered to be more essential. Still, the two countries will together account for 25% of new sales through 2023.

Lower- and middle-income countries in Asia and the Africa/Mideast region will post faster advances, as developing countries such as India, Indonesia, Egypt, and Nigeria see gains from:

• expansions to the middle class that allow greater portions of the population to better afford appliance ownership
• rising urbanization and improving urban infrastructure with more reliable access to electricity and running water
• fast gains in the construction of new housing units

Performance Improvements Are Driving Replacement Sales in High-Income Countries

Innovations that improve energy efficiency are very important to consumers in high-income countries. Additionally, product improvements that solve a particular problem experienced during the routine use of appliances are more likely to cause consumers to upgrade.