The home appliance sector is returning to growth in Italy, but the industry remains concerned about an economic environment still marked by high costs and strong international competition. This was the key message emerging from the annual General Assembly of APPLiA Italia, the Confindustria association representing home appliance manufacturers, which met in Milan to discuss the sector’s outlook and the policies needed to support its competitiveness.
During the meeting, data compiled by NIQ/GfK for the first quarter of 2026 were presented. The Italian market for technology and durable goods recorded a 5% increase in value, reaching €4 billion. The strongest contribution came from home appliances, with large appliances growing by 6% and small appliances by 11%.
Online sales also performed well, posting an overall increase of 11%, driven in particular by strong demand for both large and small household appliances, as well as products designed to improve home comfort.
According to industry stakeholders, these encouraging figures should not overshadow the challenges that still affect the market. Consumer confidence remains subdued, purchasing behavior continues to be cautious, and price sensitivity is increasing. Additional pressure comes from rising energy costs, higher raw material prices, and growing competition from international markets.
Industrial competitiveness was at the center of the discussion, which also featured a video address by Italy’s Minister for Enterprises and Made in Italy, Adolfo Urso. In his remarks, the Minister reiterated the strategic importance of the home appliance supply chain for both the Italian and European manufacturing economies and supported the inclusion of the sector among those covered by the Industrial Accelerator Act.
The Italian experience as a model
APPLiA Italia renewed its call for the sector to be formally recognized as a strategic asset for Europe and for stronger measures to support demand. In this context, the association highlighted the results of the home appliance bonus scheme for energy-efficient products manufactured within the European Union. Between November 2025 and April 2026, sales increased by nearly 195,000 units, corresponding to an 8.8% rise in volume, while the total market value grew by approximately €153 million (+6.9%).
According to APPLiA Italia, the Italian experience could serve as a model to be expanded and coordinated at the European level, alongside measures aimed at reducing energy and raw material costs and revising the CBAM mechanism to prevent European manufacturers from facing competitive disadvantages compared with non-EU rivals.
Stefano Pasini, President of APPLiA Italia, stated: “Minister Urso’s commitment is an important signal for the entire home appliance industry. Bringing the strategic importance of our sector to the European agenda means recognizing the value of a supply chain that generates innovation, skilled employment, and sustainability. Including home appliances within the Industrial Accelerator Act would represent the first concrete acknowledgment, at the European level, of the sector’s strategic role in strengthening the continent’s industrial competitiveness. This is an important foundation on which to build a path of industrial renewal, innovation, and growth for the European home appliance industry.”
The home appliance and consumer electronics industry, together with its entire supply chain, will gather again at the next edition of Applitech, the only trade fair of its kind in Europe, which will take place from November 10 to 12, 2027, at Bologna Exhibition Center, featuring an extensive conference program.