家用电器展望2026：消费者想要什么

Home AppliancesOutlook 2026:What consumerswant What will drive growthin small and majordomestic appliances? Table ofContents 2025 full-year projection ................................4 Macro forces shaping 2026 .............................7 16What will drive demand for homeappliances in 2026? ........................................ How retailers should prepare for 2026 ..........30 Global key takeaways for 2026 .......................37 38Regional outlook: Projections for full-year2025 and 2026 ................................................. Consumers are at a juncture. They’re still cautious about theirspending amid lingering economic uncertainty, but they arespending on certain technology products.What they want iscompelling value for their money. A welcomefrom JulianBaldwin So what is this value? When it comes to household appliances,our research shows thatconsumers are interested in durableproducts that make their lives easier. They’re looking forappliances that deliver increased convenience, multifunctionality,energy and water savings, and/or enhanced health and well-beingbenefits. They notice the value when these benefits are clear. For the Household Appliances sector in 2026, there are strongopportunities for manufacturers and retailers to meet theseconsumer needs—even amid slow economies. They must get thefeature sets and pricing right, especially as challenger brands driveassertive market expansion. This report looks at the most lucrative home appliancemarket trends in 2026, analyzing where manufacturers andretailers should focus their product assortment, innovation,and marketing investments.Throughout, we draw from NIQ’sin-depth analysis of Consumer Technology and Durable Goods(T&D) sales data, as well as trends in consumer behavior andaspirations—revealing strategic, actionable insights. We hope that these insights strongly enhance your view of thebuyer journeys and sector purchasing behaviors that lie ahead. Julian Baldwin President, Global Tech & Durables 2025 full-year projection 1 Manufacturers and retailers are still facing headwinds with changes to US tariffsduring 2025 disrupting planning, on top of still-fragile consumer confidence acrossmany markets. Nevertheless, in the first half of 2025 (H1 2025), sales of Consumer Technology andDurable Goods (T&D) grew4.6%in value year over year. That increase—to$403 billion(USD)—was largely driven by activity in China due to retail “trade-in” policies that cutreplacement costs for consumers in key product groups. With China removed from theanalysis, global sales increased by a more gradual1.2%. Consumer Tech and Durable Goods global market returns to growth Purchases are being driven by replacements, plus China’s trade-in subsidies. Global (excl. North America and Russia) T&D | Sales value USD (NSP) |Growth rate YoY (%) Jan. 2025–June 2025 Our analysis shows that global sales volume remains relatively flat so far (+1%), butsales value is up5%.This shows a landscape where consumers aren’t buying moreT&D goods than before, but theyarespending more per item, where they seecompelling offers. This holds true for small domestic appliances (SDA); however, major domesticappliance (MDA) categories are the exception.Here, price pressure is still strongin many categories and markets (especially developed markets, like Europe). Whenit comes to MDA purchases, consumers are still focused on saving money and areleaning toward products that offer core features (e.g., energy efficiency, capacity, andconvenience) at the most attractive price—even if it requires switching brands. “Relevant features—from convenience to smart energy efficiency—and savvy pricing will be critical to sales growth in home appliances.It must be positioned so consumers can clearly see the benefit that aproduct’s features bring to their lives.” —Frank Landeck, Global Tech & Durables Lead, NIQ Next By the end of 2025, NIQ projects 2% year-over-year value growthfor globalConsumer Tech and Durable Goods (T&D) sales, driven by China, Emerging Asia,Eastern Europe, and the Middle East & Africa—and with household appliances playing asignificant part in that growth. Global (excl. Russia) In the following sections, we look ahead to 2026 and the dynamics shaping theConsumer Tech and Durable Goods (T&D) market globally—and the HouseholdAppliances sector specifically, including retailer opportunities worldwide. Key takeaways •Global sales of Consumer Tech and Durable Goods (T&D) grew4.6%in H1 2025, year over year.•For full-year 2025, NIQ predicts value growth of2%globally,bolstered by replacements, China’s trade-in policies, someimprovement in global macroeconomics, and demand inemerging markets and Eastern Europe.•Price remains important but is not the only factor. Consumersare choosing products that present value for money—andmanufacturers and retailers can capitalize on that. Macro forces shaping 2026 2 Six key macroeconomic and business-related forces will impact