Cool
runnings
After frantic, Covid-driven sales, surely the cooling market is due for a slowdown? Sean Hannam opens up the door and peers inside…
The refrigeration market enjoyed healthy sales during the initial weeks of the pandemic, as locked-down consumers who were panic-buying groceries looked for larger capacity appliances to store their food. Not only that, but stuck at home for months on end, and with
more disposable income in their pockets, some people chose to upgrade their kitchens, and invested in new products, including refrigeration. But, after all this frenzied activity, surely the market is due for a
cooling-off period? “With much of the UK in lockdown over the past two years, we continued to see growth in both cooling and freezers, driven by the shift in consumer behaviour caused by the pandemic,” says Vijay Bhardwaj, marketing director at Beko plc (UK & Ireland)..
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Some consumers are still trying to understand why they would need a connected cooling appliance
“As a direct result of Covid-19, stockpiling food increased
exponentially, with consumers engaging in bulk-buying behaviour. Consequently, purchases of cooling appliances, particularly freezers, grew significantly as individuals looked to store more food in their home during a time of perceived food shortages. “However, as we emerge from the pandemic and move back
towards normal life, the cooling market has started to slow down. “The hysteria surrounding bulk-buying has now subsided, with
consumers returning to their pre-pandemic shopping habits. As a result, the need for an additional large cooling appliance has reduced, with this being reflected in the market volume.”
Energy bills One of the more pressing issues affecting consumers at the moment is the rise in household energy bills and, with new energy labelling introduced early last year, now seems like the perfect time for retailers to be putting consumers in the know about how to buy the most eco-friendly refrigeration appliance to suit their needs. “The new energy labelling scheme has increased the
responsibility of both retailers and manufacturers in terms of educating consumers on new energy standards,” says Beko’s Mr Bhardwaj. “It will spread energy performance over a much wider scale,
making it easier for consumers to compare products. It will also set new standards for energy-saving in appliances, which will bring further savings for consumers, as well as helping meet environmental commitments made by manufacturers and the Government. “Prior to the introduction of the new energy labelling scheme,
Siemens iQ500 KF96NAXEA American-style multiDoor fridge-freezer
half of domestic refrigeration appliances placed on the market in 2014 could claim one of the two top classes (A+++ or A++) on the label – a clear sign that the 10-year-old regulations were in urgent need of updating.
▶ ▶ Cooling Feature 47
Cooling Feature
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