The European home appliance sector is showing clear signs of renewed strength, with Italy leading the rebound. Yet behind the encouraging numbers, manufacturers are sounding a warning: without stronger European-level protection and support, the industry’s competitiveness is at risk.
📈 A Market Back on the Rise
Data presented at the APPLiA Italia General Assembly in Milan shows a sector regaining momentum. According to NIQ/GfK figures for Q1 2026, Italy’s technology and durable goods market grew 5%, reaching €4 billion in value.

Home appliances were the star performers: 
– Large appliances: +6% 
– Small appliances: +11% 
– Online sales: +11%, driven by strong demand for both categories and home‑comfort products 

This growth reflects a market that remains dynamic and innovative — but also one that’s navigating significant headwinds.

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⚠️ Challenges Beneath the Surface
Despite positive sales trends, manufacturers remain cautious. Consumer confidence is still fragile, and price sensitivity is rising. The industry continues to grapple with: 
– Higher energy costs 
– Increased raw material prices 
– Intensifying competition from non‑EU markets 

These pressures are prompting renewed calls for Europe to recognise home appliances as a strategic industrial sector.

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🇮🇹 Italy’s Bonus Scheme: A Model for Europe?
APPLiA Italia highlighted the success of Italy’s incentive scheme for EU‑manufactured, energy‑efficient appliances. Between November 2025 and April 2026: 
– Sales rose by 195,000 units (+8.8%) 
– Market value increased by €153 million (+6.9%)

The association argues this programme should be expanded across Europe — coordinated at EU level and paired with measures to reduce energy and raw material costs. They also call for a revision of the CBAM mechanism, which currently risks placing EU manufacturers at a disadvantage compared with non‑EU competitors.

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🏭 A Call for Strategic Recognition
In a video address, Italy’s Minister for Enterprises and Made in Italy, Adolfo Urso, reinforced the sector’s importance to European manufacturing. APPLiA Italia President Stefano Pasini echoed this, stating that including home appliances in the Industrial Accelerator Act would be the first real step toward acknowledging the sector’s strategic role.

Pasini emphasised that the industry drives innovation, skilled employment, and sustainability — and deserves protection that reflects its contribution to Europe’s industrial strength.

🔭 Looking Ahead: Applitech 2027
The sector will reconvene at Applitech 2027, Europe’s only dedicated home appliance trade fair, held from 10–12 November 2027 at Bologna Exhibition Center. Expect a packed conference programme and a spotlight on the future of European appliance manufacturing.