The large household appliances segment (Major Domestic Appliances – MDA) has always presented itself as a strong pillar of the technical consumer goods market. While other areas develop in a volatile manner, large appliances are characterized by a largely stable trajectory. After the peak of the COVID-19 years (2020 to mid-2022), including numerous purchases brought forward, growth in MDA has recently slowed. Nevertheless, the result for 2025 was already significantly above that of the last pre-pandemic year, 2019, meaning that the long-term trend can be described as steady growth. Moderate growth of 0.90% is expected for 2026, albeit with market stabilization particularly in the second half of the year. For 2027, we expect a slight market recovery of 1.70%. Viewed over the entire two-year period from 2025 to 2027, large household appliances thus record stable nominal revenue growth of 2.60%.

This two-year trend is supported substantially by the need for replacement purchases in households. Unlike purely lifestyle products, large appliances such as washing machines, refrigerators, or ovens are indispensable everyday helpers. If such an appliance breaks down, consumers generally prioritize replacing it immediately—even in economically challenging times. The heightened awareness of resource and energy efficiency, as well as growing interest in connected appliances, also have a positive effect here. In view of persistently high electricity and water prices in Germany, consumers are specifically investing in highly efficient appliances in the best energy efficiency classes, as the higher purchase costs are offset over the appliances’ service life thanks to high energy efficiency, while also meeting society’s expectations for sustainable action. Innovative technologies such as automatic detergent dosing, resource-saving heat pump dryers, and connected fridge-freezer combinations that actively reduce food waste further strengthen the appeal of the MDA segment.

At the same time, the MDA market faces challenges that are similarly noticeable to those in the rest of the consumer goods sector: intense competitive pressure, particularly from the Far East, increased production and raw material costs, and noticeable price sensitivity among consumers, coupled with longer-lasting appliances that extend replacement cycles. In addition, the fitted kitchen market, in which premium manufacturers have traditionally been particularly strong, is currently falling short of expectations due to the ongoing slump in the construction industry in Germany. Economic easing is not expected until 2027, along with the realization of construction projects that have already been initiated. The associated reactivation of postponed modernization projects in the residential sector will once again provide stronger support for large household appliances—especially fitted kitchens. Through the successful synthesis of technological progress, ecological benefits, and indispensable everyday use, large household appliances as a whole will secure a stable and future-oriented position within the market structure of technical consumer goods through the end of 2027.