It’s the last month of the year and the trend that began in July continues. From June to October, the market growth index fell from +25% to +16%.
MDA: After the “bad” October, when the volume of supply grew only +4% and the value only +9%, the situation in the market of household appliances has improved in November – the growth in terms of volume is +7% and in terms of value MDA grew by +13%. Considering the fact that the market was limited by a lockdown in December 2020 and MDA is not a popular online sales sector, we expected at least a double-digit percentage growth, which was reflected in an increase of 18% in value and 25% in value. Almost all groups increased in both volume and value, with the exception of freezers, down 4%, and value -7%. The problem-solving groups – dishwashers and tumble dryers – again showed the largest gains. Dishwashers saw growth of 39% and tumble dryers +34%. Built-in appliances were no less impressive, with volume growth of +20% and value growth of +28%. Unexpectedly, washing machines also showed a slight breakthrough this time – volume growth of +22%, value growth of +27%.
SDA – after a not so good November, December has consolidated the market with growth of 16% in units and 28% in value. In terms of individual categories, vacuum cleaners grew +33% in units and +41% in value. Irons were the second largest category, with +14% growth in units, followed by shavers at +12%. The hot beverage makers and dental care product categories were not as impressive with +9% growth.
TV is one of the most valuable retail groups, but for the sixth consecutive month, the TV market is down in units. In August it was +4%, in September it remained without growth, October and November were down to -8%, December is no exception and the decline continues at -6%. The trend is clear, the market for units will continue to shrink. However, there was a +5% growth in sales units.
SMP – The most important market group. After a few months of sad results,
December improved the SMP results. The market grew +7% in units and 19% in value.
The IT sector slowly started to shrink after the back-to-school season ended. In December, sales units increased by a rough 1% only for media tablets. Printers fell 17%, notebooks 4% and monitors 6%. In terms of sales value, the results look more positive with +12% growth. Media tablets grew by 17%, monitors by 10%, notebooks by 12%, only printers fell by 8%.