September MDA results were better than August (+19 percent) with +20% unit growth and +27% revenue growth, although stock shortages from some manufacturers have started to reach our region. Last month we saw a sudden jump in built-in household appliances, which continued through September. Growth continued in ovens +44% in value and +50% in units. Dishwashers in units +36% and +52% value. Cookers +32% in units and +50% in value and growth will continue to the end of the year. Tumble dryers are trendy again – units +44% and value +46%. Washing machines are also showing signs of growth after some restraint in recent months, +15% in units and+23% in value. Refrigerator sales grew +8% in units and value as much as +18%. Unfortunately, as we predicted, freezers showed a negative outcome – units were -15% and -27% in value. This good month of MDA was probably influenced by the increase in the number of goods on the shelves of some manufacturers and the increase in offers by sellers.
SDA: while August had growth of +20%, in September the SDA sector “fell” to +16% with Value of +50%. SDA sales are slowing down, Vacuum Cleaners grew by only +14% in units and +20% in value. Hot beverage makers grew +13% in units and +32% in value. Units in irons dropped – minus 5%, but the grew in value +20%.
TVs – for the third month in a row – declined in units. In August it was +4%, in September it remained ZERO, in value terms it was +21%. October could even be negative in terms of units and sales value should remain at +15-18%. The remaining months will certainly be better than 2020, but sales units will grow moderately, and the sales value could be up by as much as +25%.
The SMP sector has had a couple of bad months due to supply issues. Sales Value, year-over-year growth was +5%, while in July it was only +1%. So, for now, it’s looking more positive than predicted. In October, the SMP market is likely to be more positive than negative, but it is hard to be sure about November and December.
Back to School period was great for IT sector growth (+23% in units and +24% in value) although growth is being held up by lack of supply. October 2021 will be similar to October 2020, but we foresee negative growth in November and December.