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feature: cooling


The chill zone


Bulk buying during the pandemic boosted the refrigeration sector, and all the signs are that the category is set to grow driven by consumer trends, kitchen renovations and a sustainable message from manufacturers. Simon King reports


T


he refrigeration market year-on-year has performed very well as evidenced


in AMDEA data for Q1 2021 versus Q1 2020, which shows a 21% increase. A large proportion of this growth can be


attributed to a rise demand for upright and chest freezers driven by the pandemic and consumers’ need for additional storage space for food as they found themselves cooking more at home.


‘‘ Sales of refrigeration


appliances rocketed as consumers were looking to bulk buy


Phillip Woolger, product manager for cooling appliances at Electrolux UK & Ireland, says: “The cooling category is performing very well, in line with the overall home appliance market. The COVID-19 pandemic has provided a big boost to the industry, with people spending more time at home, and hence increased appliance usage.


22 | www.ierdaily.co.uk


“There has been a trend towards upgrading appliances in the last year – cooling appliances such as chest freezers have been particularly sort after as people focused on frozen food to combat any supply shortages due to the pandemic.” In correlation with the COVID-19 outbreak, the demand for appliances was strong with consumers looking to improve their homes, while they were spending more time there. Kimberley Garner, Hotpoint’s brand manager, says: “Sales of refrigeration appliances rocketed as consumers were looking to bulk buy and rely on their cooling appliance to keep their food fresh, rather than visiting the supermarket on a regular basis, as well as being unable to eat out due to government restrictions.” Liebherr reports that demand for


refrigeration and freezing appliances was buoyant during the pandemic, with a particularly strong demand for freestanding freezers. Matt Jinks, Liebherr GB’s domestic sales manager, says: “Interestingly, quite a few people seem to have extra money due to


cancellations of holidays and the shut-down of hospitality and retail – customers are, therefore, looking at enhancing their own personal spaces.” Unsurprisingly, the pandemic brought with


it a shift in the way consumers utilise their living space. Mr Woolger says: “Compact living is becoming an increasing trend, with many Brits now finding themselves living, eating and entertaining in the same space, especially since the COVID pandemic. Built-in appliances can now fit into even the smallest spaces, which is boosting the compact refrigeration market.” A major consumer trend that impacts on this category is a demand for cooling appliance to keep food fresher for longer, to reduce spoilage and wastage. Valerie Posner, category manager for built-in cooling at BSH Home Appliances, says there has never been a more important time for advanced refrigeration technology.


May & June 2021


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