2026年全球家电行业展望报告：消费者需求洞察（英文版）-尼尔森IQ捷孚凯

Core Insights - The global consumer technology and durable goods (T&D) market is showing signs of recovery, with sales reaching $403 billion in the first half of 2025, a year-over-year increase of 4.6%. The growth is primarily driven by China's trade-in policies, while excluding China, the global growth rate slows to 1.2% [1][18][25]. Market Overview - The global T&D market is projected to grow by 2% in 2025, with significant contributions from China, emerging Asia, Eastern Europe, and the Middle East & Africa, particularly in the home appliance sector [1][25]. - The average replacement cycle for major domestic appliances (MDA) is 8-12 years, with a peak replacement not expected until 2028, while small domestic appliances (SDA) have a shorter cycle of 5-6 years [1][62][65]. Consumer Behavior - In 2026, 60% of consumers prioritize value for money, with durability, high quality, and convenience being key factors in their purchasing decisions [2][89]. - The Gen X demographic (ages 45-60) is becoming the primary consumer group, emphasizing the importance of brand, durability, and energy efficiency in their purchases [70][72]. Regional Insights - The Asia-Pacific region, particularly China, is seeing growth driven by trade-in policies, while emerging Asia focuses on cost-effectiveness and developed Asia emphasizes high-end products [3][82]. - In North America, the market growth is moderate, with MDA sales reliant on replacement demand, while SDA sales are influenced by lifestyle changes [3][82]. Innovation and Trends - Product innovation is focusing on smart ecosystems, convenience, sustainability, and health benefits, with AI functionalities being integrated into various appliances [2][93][94]. - Retailers are encouraged to create a seamless omnichannel experience, particularly for the X generation, as online sales for small appliances exceed 50% [2][3]. Competitive Landscape - Chinese brands are expanding their market share internationally, leveraging competitive pricing and innovative products, particularly in the SDA sector [36][43]. - The evolving US tariffs are expected to impact pricing and competitiveness in the MDA sector, prompting brands to rethink their supply chains [47][51].