October 2026 ertonline.co.uk


it can be applied to practical, everyday needs like locking in food freshness and preserving it for longer,” Mr Ralph says. Another development is Cooling360,


featured in the AEG 8000 Series Fridge Freezer, which distributes cold air evenly throughout the appliance to help maintain consistent storage conditions. Beyond the technology itself, the manufacturer is also looking at the materials used in its appliances. The AEG 7000 Integrated Fridge Freezer, for instance, incorporates an inner liner made with up to 70 per cent recycled plastic. Kitchen design is influencing the direction of the category too. With integrated appliances remaining popular


in streamlined kitchens,


consumers are looking for refrigeration that fits comfortably into their available space without compromising on capacity or performance. And while built-in models continue to attract attention, AEG also sees opportunities in the American-style fridge freezer market. Mr Ralph reveals that further models are planned over the next 12 months, with developments in larger-capacity refrigeration expected to offer greater flexibility when incorporating these appliances into different kitchen layouts. There is plenty for retailers to demonstrate, particularly when explaining the differences between technologies that might otherwise be difficult for customers to appreciate. As Mr Ralph puts it: “Refrigeration can


sometimes be overlooked, particularly when integrated models sit behind a cabinet door, but it plays a fundamental role in how we store and care for our food.” He believes that explaining how individual


features work, and relating them to customers’ everyday habits, can make all the difference when helping them choose the right appliance.


A Nordic approach to food preservation With refrigeration volume sales reportedly rising by six per cent leading into 2026, the category has been performing well, and ASKO believes much of the interest is coming from consumers looking to invest in appliances that offer more than the usual storage and cooling functions. According to Nick Fletcher, Marketing Manager at ASKO, premium integrated refrigeration is attracting particular attention, with kitchen design now playing a much bigger role in purchasing decisions.


“We’re seeing a continued increase in


premium, integrated refrigeration as consumers look to create a more cohesive kitchen space,” he says. “There is also growing awareness around food preservation, energy efficiency and reducing food waste, with homeowners seeking appliances that can help food stay fresher for longer without wasting energy.” While capacity remains an important consideration, Mr Fletcher believes consumers are becoming more interested in what happens to their food once it’s inside the fridge. Temperature consistency, humidity control and the ability to accommodate different types of produce are all influencing product development. ASKO has responded with its Nordic Fresh


2.0 refrigeration range, which comprises three integrated models: a fridge, freezer and fridge- freezer.


Designed around the manufacturer’s Scandinavian styling, the collection offers different configurations to suit individual kitchen layouts, with food preservation technology featuring prominently throughout. The integrated fridge incorporates ASKO’s OptiFlow system, which distributes air evenly throughout the cabinet to maintain a consistent temperature. Meanwhile, automatic humidity control keeps the fruit and vegetable drawer at between 85 and 90 per cent humidity, creating conditions intended to help fresh produce retain its quality. The freezer features NoFrost technology,


preventing ice build-up and removing the need for manual defrosting, while also helping the appliance operate efficiently. Mr Fletcher says these developments reflect a change in how people are using refrigeration, particularly as households become more conscious of the cost of throwing food away. He points


to Food Standards Agency


research suggesting that two-thirds of Britons eat leftovers that have been stored in the


fridge for more than two days, highlighting how important appropriate food storage has become. Technology is another area receiving considerable attention. ASKO reports that smart refrigeration volume sales have increased by 35 per cent in 2026, suggesting that connected features are becoming more widely accepted by consumers. Its Nordic Fresh 2.0 range incorporates ConnectLife, an app that allows users to monitor and control their appliances remotely. However, Mr Fletcher is keen to stress that connectivity needs to offer something genuinely useful rather than simply adding another feature to a specification sheet. “While interest in technology is rising, consumers seek technology that has a practical benefit rather than being part of the appliance for its own sake,” he explains. For ASKO, that means giving users greater


control over their refrigeration without making everyday operation unnecessarily complicated. Energy efficiency is another factor shaping


purchasing behaviour. With household budgets still under pressure, Mr Fletcher


believes


customers are increasingly considering the longer-term running costs of refrigeration alongside the initial purchase price. This also creates an opportunity to explain how features such as temperature management, humidity control and frost prevention contribute to the performance of an appliance over time. In-store demonstrations can be particularly valuable, especially with premium integrated products where some of the differences between models might not be immediately obvious. Mr Fletcher suggests that opening the doors, showing customers the internal drawer arrangements and discussing how they use their kitchen can often reveal which features will be most beneficial. “Demonstrating features such as drawer layouts, lighting, storage flexibility and technology are a way for customers to appreciate refrigeration features and interact with them in-store,” he says. And with more consumers considering


different refrigeration configurations, understanding what they typically store, how frequently they shop and the space available in their kitchen can help narrow down the options. >>


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