SDA Western Europe in 2009 – Most key markets still widely unaffected by economic crisis
02 February 2010International, Small Domestic Appliances
In total, consumers spent EUR 8.5 billion (GfK panel market) on Small Domestic Appliances in 2009 in the ten Western European Countries, showing a slight positive development (+0.4% in Euro) compared to total year 2008. Almost all of the ten countries showed positive growth rates in local currency with the exceptions of Belgium, Italy and the Netherlands. However, in these three countries the negative development varies from -1.0% to -2.7% only (see Chart 1).
Chart 1: SDA Growth Rates W. Europe 2009
Looking at the Christmas sales for Small Domestic Appliances (Nov/Dec 08-09), the total of all ten West European Countries even reached a turnover plus of 4.2% (Euro). These are fairly positive developments considering the fact that without the exchange rate effects in the UK, the overall developments for Western European countries would have been much better.
What were the key drivers in the total year 2009? Fully Automatic Espresso Machines continued to be a motor of growth. Besides this there is a clear trend towards systems using capsules or pads for coffee brewing. In the area of Floorcare, Robot Vacuum Cleaners, which is still a smaller segment, grew enormously. Within Kitchen Appliances, Deep Fryers showed a good development and Food Preparation products, namely Kitchen Machines and Hand Blenders, enjoyed a healthy growth.
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