The major domestic appliances (MDA) segment has always been a strong pillar of the consumer electronics market. While other sectors are experiencing ups and downs, the major-appliance sector is characterized by a generally stable development. Following the peak of the COVID-19 pandemic (2020 through mid-2022), which triggered numerous purchases made ahead of schedule, growth in MDA sales has recently slowed down. Nonetheless, the 2025 result was already significantly higher than that of 2019, the last pre-pandemic year, indicating a steady long-term growth trend. A moderate growth of 0.9 percent is expected for 2026, though the market is expected to stabilize, particularly in the second half of the year. For 2027, we expect a slight market upturn of 1.7 percent. Over the entire two-year period from 2025 to 2027, major domestic appliances will thus show a stable nominal sales growth of 2.6%.

This two-year trend is largely driven by the need for replacement purchases in households. Unlike pure lifestyle products, major appliances such as washing machines, refrigerators, and ovens are indispensable everyday helpers. If any such a device breaks down, consumers generally prioritize its replacement — even in times of economic hardship. An increasing awareness of resource and energy efficiency, as well as growing interest in connected devices, are also impacting sales in a positive way. Given the persistently high prices for water and electricity in Germany, consumers have strong incentives to invest in appliances rated for maximum efficiency, as higher upfront costs are quickly offset by lower utility expenses over the appliances’ lifespan. This also meets a social demand for more sustainable living. At the same time, innovative technologies such as automatic detergent dispensers, resource-efficient heat-pump dryers, and connected fridge-freezer combos – which actively reduce food waste – further enhance the appeal of the MDA segment.

At the same time, the MDA market faces challenges that are just as significant as those facing the rest of the consumer-goods sector: intense competitive pressure, particularly from the East Asia; rising production and raw-material costs; and a noticeable price sensitivity among consumers, coupled with longer-lasting devices that stretch replacement cycles. Moreover, the market for built-in kitchens – a traditional forte of high-end manufacturers – is currently falling short of expectations, due to the ongoing lull in the German construction industry. It is not until 2027 that an economic recovery is expected, along with the completion of construction projects in the making. The resulting resumption of postponed home-improvement projects will once again provide a significant boost to the MDA sector and built-in kitchens in particular. Thanks to the successful synthesis of technological progress, environmental benefits, and indispensable everyday use, major domestic appliances as a whole will secure a stable and future-oriented foothold in the market for consumer electronics through the end of 2027.