MDA quantitative results for April had shown a -5% decline – the first negative result in 4 months in this year – but in May it returned to a positive territory. The MDA market performance revived in May with coolers that rose to +5% and washing machines with +4% growth value. The only minus appeared with cookers at -22%. We continue to stock up on groceries and buy freezers, which increased its sales value to +40%. Dishwashers are up +15%, tumble dryers +8%, microwaves +2%. Overall, the sales value in May increased by +16% compared to last year. In terms of growth in units sold, freezers led the way with +34%. Dishwashers were second, up +32%, tumble dryers +19%. Integrated appliances grew +6%, refrigerators +18%, washing machines +17%.
As expected, May SDA results were -5% in sales units and +6% in sales value. This trend should continue throughout the year and that sales in June could be comparable to those in the first half of 2021. It is also expected that the second half of the year will be negative for the SDA sector as trends have not changed for several months in a row. The decline of hot beverage makers, robot vacuum cleaner sales will continue to weigh on the SDA sector.
The market has been unkind to the TV sector for a long time. May is again a negative month, as was April or March, although the -10% drop is no longer surprising. In May, TV sector fell by another 11%. However, May is the fourth month in a row that sales value is also in the red – this time -17%. We expect the second half of the year to remain negative, but this negative trend should eventually stabilize.
We still believe that the SMP category will be a buffer for the overall market performance this year. SMP saw a slight decline in April after a slightly positive March. In May, sales in units were up +4%, but the sales value looks more subdued than in April, at only +20%. The first half of the year is expected to show a slight increase in sales units and a sales value of +10-15%.
As expected, the negative trend for the sector IT continues. May ended with -5% in units sold. Notebooks fell by -9%, monitors by -20%. Only printers grew by +3% and tablets have been showing slight growth of +9% for a few months. Growth in terms of value was only recorded for tablets with +16% and printers with +12%.