Consumer electronics steady but small appliances losing ground: GfK

By Keri Algar

SYDNEY, NSW: A 21 per cent revenue decline in the last quarter of 2010 was reported in the small domestic appliances category — a worse fall than the consumer electronics category, which declined by 19 per cent, according to GfK.

The results of the GfK Temax survey found an overall revenue decline of 6.1 per cent in the consumer technology industry, with the last quarter of 2010 revealing the greatest revenue loss at -11.2 per cent. According to GfK, however, this decline is not representative of sales in units, which it said grew, meaning consumers have been making the most of decreasing price points, sales and promotions.

The 21 per cent fall in small domestic appliances was dominated by the air conditioning category, and while GfK said growth in food preparation and hot beverage makers steadily increased through 2010, the category suffered from the continued lowering of average prices.

As for the major domestic appliance category, while washing machines, tumble dryers and microwaves experienced strong sales growth it was not enough to lift the sector in the face of declining price points across major brands.

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