尼尔森_家用电器展望2026：消费者想要什么

Home Appliances Outlook 2026: What consumers wantWhat will drive growth in small and major domestic appliances?© 2025 Nielsen Consumer LLC. All rights reserved.2© 2025 Nielsen Consumer LLC. All rights reserved.Table ofContentsMacro forces shaping 2026 .............................2025 full-year projection ................................71638How retailers should prepare for 2026 .......... 30What will drive demand for home appliances in 2026? ........................................Regional outlook: Projections for full-year 2025 and 2026 .................................................46Global key takeaways for 2026 .......................373© 2025 Nielsen Consumer LLC. All rights reserved.Julian BaldwinPresident, Global Tech & DurablesA welcomefrom JulianBaldwinConsumers are at a juncture. They’re still cautious about their spending amid lingering economic uncertainty, but they are spending on certain technology products. What they want is compelling value for their money.So what is this value? When it comes to household appliances, our research shows that consumers are interested in durable products that make their lives easier. They’re looking for appliances that deliver increased convenience, multifunctionality, energy and water savings, and/or enhanced health and well-being benefits. They notice the value when these benefits are clear.For the Household Appliances sector in 2026, there are strong opportunities for manufacturers and retailers to meet these consumer needs—even amid slow economies. They must get the feature sets and pricing right, especially as challenger brands drive assertive market expansion.This report looks at the most lucrative home appliance market trends in 2026, analyzing where manufacturers and retailers should focus their product assortment, innovation, and marketing investments. Throughout, we draw from NIQ’s in-depth analysis of Consumer Technology and Durable Goods (T&D) sales data, as well as trends in consumer behavior and aspirations—revealing strategic, actionable insights. We hope that these insights strongly enhance your view of the buyer journeys and sector purchasing behaviors that lie ahead.4© 2025 Nielsen Consumer LLC. All rights reserved.2025 full-year projection1Our analysis shows that global sales volume remains relatively flat so far (+1%), but sales value is up 5%. This shows a landscape where consumers aren’t buying more T&D goods than before, but they are spending more per item, where they see compelling offers.This holds true for small domestic appliances (SDA); however, major domestic appliance (MDA) categories are the exception. Here, price pressure is still strong in many categories and markets (especially developed markets, like Europe). When it comes to MDA purchases, consumers are still focused on saving money and are leaning toward products that offer core features (e.g., energy efficiency, capacity, and convenience) at the most attractive price—even if it requires switching brands