The global Consumer Tech and Durable Goods (T&D) market saw dollar sales rise by 4.6% in the first half of 2025 compared to the same period in 2024, while unit sales remained nearly flat with a modest 1% increase, showing that consumers are increasingly willing to pay more for products that offer smart convenience, energy efficiency, and health and hygiene benefits. A significant development impacting the market came in late June 2025, when the US imposed 50% tariffs on “steel equivalents” in major domestic appliances, a move that is expected to pressure prices and dampen demand for overseas brands in the US market. Chinese brands have made notable strides in the global market, capturing 40.1% of global small domestic appliances (SDA) sales growth, driven by their focus on innovation, and 23.5% of major domestic appliances (MDA) sales growth, fueled by competitive pricing strategies in the first half of 2025. Hygiene-focused appliances such as vacuum cleaners, washing machines, and dishwashers experienced a 6% sales growth in the first half of 2025, outperforming the overall T&D value growth and highlighting the increasing importance of health and cleanliness in consumer purchasing decisions.
Chinese brands are making a strong global push, with SDA manufacturers leading in innovation and premium pricing, while MDA brands gain traction through competitive pricing. Trade-in programs have gained significant momentum, as a 2024-end NIQ survey revealed that 71% of Chinese consumers took advantage of subsidies to upgrade their appliances. The US tariffs on major domestic appliances are likely to increase prices and reduce demand for overseas MDA brands, prompting these companies to explore expansion in other markets to compensate for lost revenue. Gen X consumers are set to be the top spenders in the home appliance market over the next five years, with 79% prioritizing energy conservation and placing high value on durability, quality, and energy savings as they balance multi-generational household needs. Replacement cycles vary by product type, with SDA typically replaced every five to six years, and a surge in MDA replacements expected in 2028 as existing appliances reach the end of their lifecycle.
Looking ahead to 2026, the market is poised for an omnichannel shift, with SDA online sales accounting for 51% of global sales, reaching as high as 95% in China, and MDA online sales making up 30% of the global market in the first half of 2025. Interestingly, 39% of consumers who research products across multiple channels end up spending more than their initial intent, indicating the influence of cross-channel shopping behaviors on purchasing decisions. Sustainability is set to surge, with 45% of consumers factoring environmental impact into their appliance purchases in 2025, and energy efficiency remaining a top driver for MDA purchases, given that 90% of a product’s lifetime energy use occurs during operation. The health focus will continue to shape consumer choices, as 74% prefer appliances with health and wellness features, and 44% cite healthier cooking as a key driver for purchasing kitchen appliances.
In North America, replacement demand, potential late-2025 rate cuts, and favorable exchange rates are expected to support market growth, providing opportunities for both domestic and international brands to capitalize on consumer needs and preferences.
