Time to Act Europe’s white goods and home-appliance industry is facing a critical challenge.

The numbers tell a concerning story. By the end of 2025, European appliance sales had reached approximately 170 million units — almost exactly where the market stood a decade earlier. At the same time, the proportion of appliances manufactured in Europe for European consumers has fallen significantly.

This is not because Europe has lost its ability to innovate. Europe remains home to world-class engineering, manufacturing expertise and innovative businesses. However, innovation alone cannot overcome a growing number of structural disadvantages. Manufacturers across the sector are dealing with energy costs that can be two or three times higher than those faced by major global competitors. Material and labour costs continue to rise, while regulatory requirements are becoming increasingly complex. Meanwhile, online marketplaces can create an uneven playing field when products are sold into Europe without clear accountability or equivalent obligations.

There is another cost that should not be overlooked: the loss of experienced people and specialist knowledge from the industry. Decades of white goods engineering expertise cannot easily be replaced. As the sector navigates an increasingly difficult environment, these skills may be more valuable than ever. Europe still has significant strengths. Its industrial heritage, technical expertise, innovative companies and proximity to consumers provide a strong foundation for future growth. But maintaining a competitive manufacturing industry requires more than innovation.

The sector needs fair competition, practical and proportionate regulation, competitive energy and production costs, and an environment in which investing and manufacturing in Europe makes economic sense. The question is no longer whether Europe has the capability to compete. It does. The real question is whether the conditions will be created to allow the European white goods industry to grow, invest and compete on equal terms in the global marketplace. The time to act is now.