NielsenIQ has released its “Home Appliances Outlook 2025: What Consumers Want” report, revealing what the market research and analytics company describes as macro forces shaping the home appliance industry in 2026 and product innovation most likely to drive growth.
NIQ projects 2% year-over-year sales growth for global Consumer Tech & Durable Goods (T&D) between 2024 and 2025, with household appliances playing a significant role in that growth.
Global sales of T&D products grew 4.6% in the first half of 2025 compared to the same period in 2024, with consumers spending more per item across all sectors except Major Domestic Appliances. (MDA), according to NIQ. Consumers remain cautious in spending, but will pay more for appliances that offer smart convenience, multifunctionality, energy efficiency or health and hygiene benefits, NIQ reported.
Market realities have affected the home appliances landscape, according to NIQ. These include:
- China’s International Push: Chinese brands grew their global market share by 40.1% for sales of Small Domestic Appliances (SDA), driven by product innovation and 23.5% for sales of MDA, driven by competitive pricing.
- Trade-In Momentum: China’s household appliance trade-in policy continues to drive sales; 71% of consumers used subsidies to upgrade their appliances.
- Tariff Impact: U.S. tariffs of 50% on “steel equivalents” in major domestic appliances imported into the U.S. went into effect in late June 2025. This is likely to depress U.S. demand for overseas brands, prompting them to expand their presence in other markets to make up for lost revenue, said NIQ.
- Gen X Power: Gen X, the highest-spending consumer generation for the next five years, is prioritizing durability, quality and energy savings; 79% are focused on conserving energy at home.
- Replacement Cycles: For SDA, replacement cycles average five to six years. The commoditization of recent innovation in small appliances has lowered price points, encouraging consumers to upgrade their existing appliances to smarter, more premium ones.
“The convergence of value-driven consumer behavior, global trade shifts and digital transformation is creating new opportunities — and risks — for appliance manufacturers and retailers. Strategic agility will be essential to capture growth in this evolving landscape,” said Julian Baldwin, president, Global Teach & Durables, NIQ.
The NIQ report also detailed the following trends expected to drive home appliances in 2026:
- Maximizing Omnichannel Potential: Consumers move freely across the full mix of channels to solve their product research and buying needs. Online dominates SDA sales (51% globally, 95% in China), while MDS online sales grew to 30% of global sales in the first half of 2025.
- Sustainability Surge: In 2025, 45% of consumers now consider environmental impact when purchasing. Energy efficiency is a top driver of MDA purchases, with 90% of lifetime energy use occurring during product usage.
- Health Focus: Hygiene-related appliances like vacuum cleaners, washing machines and dishwashers saw a 6% sales growth in the first half of this year, outpacing T&D value growth. 74% of consumers say they prefer tech with health and wellness features over ones without and 44% say healthier cooking is a key driver.
