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Energy efficiency in light of global trends in technical consumer goods

Panel: 9. Improving energy efficiency in ICT, appliances and products

Author:
Norbert Herzog, GfK Retail and Technology GmbH, Germany

Abstract

The aim of this presentation is to shed some light on how global trends for Technical Consumer Goods influence energy Efficiency. To understand this better, both the consumer demand and retail sales dynamics are analyzed using GfK data assets identifying the most relevant and common trends in the Technical Consumer Goods arena: Performance, Simplification, Premium, Borderless Shopping and the rise of Developing Economies. While these trends manifest across Telecom, Information Technology, Consumer Electronics, Small / Major Domestic Appliances, etc., one further specific trend exists for Major Domestic Appliances (MDA): Sustainability.

At large, energy regulations around the world are successfully motivating consumers to opt for better labels. Average energy consumption keeps decreasing within distinct product segments, e.g. Combi No Frost fridges or 8kg washing machines. Differences can be quite significant between segments, e.g. 409kwh per year for Side by Side fridges vs. 274kwh for Combi Fridges NoFrost.

The biggest risk for energy efficiency is the trend towards high-performance products, materializing in higher capacities and/or more appliances that are multifunctional. Good examples are Washdryers or Multi-Door fridges, which are energy intensive and sales are growing steadily. When adding market growth (= higher penetration/shorter replacement cycles) to the equation, the sum of the energy consumed and appliances sold in Europe (= fleet consumption) increases steadily every year, resulting in 11% growth in 4 years.

New regulation standards bear potential, because all market dynamics (demand and supply) are energy hungry. The highest impact can be achieved with Washing Machines and Refrigerators, each accounting for roughly 30% of energy consumption of the Major 5 product groups within Major Domestic Appliances. In terms of highest country saving potentials: Great Britain and France are on top of the list in Europe where the average energy consumption is 21% to 34% higher compared to Germany. Finally, smart home solutions may spark more efficiency.

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Download this presentation as pdf: 9-283-19_Herzog_Presentation.pdf