\nThe MDA market, instead, was almost stable at -2 percent in Europe, while in developed Asian countries it grew by +2.7 percent uptick. While affluent countries were able to invest in appliances to makes their life easier in lockdown, this was less feasible in emerging economies due to the immediate impact of the pandemic on income and willingness to spend money. Consequently, the emerging Asian countries (including China) experienced a double-digit decline in value, weakening MDA market growth.
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\u00abA clear demand shift from \u201cwant\u201d to \u201cneed\u201d was evident from the onset of the pandemic \u2013 GfK experts explain -. As people stockpiled (frozen) food, the immediate need for more storage capacity boosted sales of freezers. For example, between March 2 and March 22, volume sales grew by 317 percent in Great Britain and by 185 percent in Germany. Once the stockpiling moderated, next came a strong drive for food preparation appliances. This characterizes the \u2018Adapt\u2019 phase, with volume sales in the weeks between March 23 and April 26 up by +28 percent in Germany. The trend to \u2018eat at home\u2019 continued strongly post-lockdown, in what GfK terms the \u2018Revenge Shopping\u2019 phase. Here the food preparation category grew by +24.8 percent in value terms. All cooking categories enjoyed positive tractions as a result of this trend.\u00bb\nSo consumers invested in what could make their life easier, allowing to face necessities that people often satisfied out of home. Just as \u201ceat at home\u201d triggered sales for the cooking categories, other challenges like \u201cgroom at home\u201d along with hygiene concerns and the non-availability of salons catalyzed sales of multigrooming kits (+53 percent) and beard trimmers (+56 percent). Similarly, the \u201cclean-at-home\u201d trend triggered sales of vacuum cleaners (+10 percent) and dishwashers (+5.6 percent).
\n\u00abWhile COVID-19 sent shockwaves reverberating through the whole industry, from consumers to supply chain, – Norbert Herzog, GfK\u2019s expert for the MDA industry, comments – the final outcome of a strong in-home focus led to the unexpected strong and fast recovery of markets postlockdowns. This \u201cRevenge Shopping\u201d phenomenon was particularly strong for home appliances as consumers proved happy to invest in solutions that supported them and saved them time in a busy work and schooling from home environment. Size definitely matters for consumers in this context and so capacity in MDA is emerging as a long-term driver due to the pandemic.\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"