HOME APPLIANCES UP 6.5%

– The small electrical products increase by 7.6 per cent in value and 2.9 per cent in volume, while the corresponding figures for white goods are 6.0 and 4.5 per cent. The average price thus increases for both categories, says Jan Røsholm.

He is the managing director of the Foundation Elektronikkbransjen, which compiles sales statistics for consumer electronics and household appliances.

– After a decline in 2022 and 2023, and a slight increase in 2024, there was solid growth in the sale of electrical household appliances in 2025. As in previous years, this is by far the largest category in the industry statistics, says Røsholm.

Of the turnover of 12.24 billion kroner in 2025, white goods account for two-thirds with 8.22 billion Norwegian kroner, while small electrical products account for one-third with 4.02 billion kroner.

Dishwashing up 5.5 per cent

When it comes to white goods, there is growth in most product groups. As in previous years, front-loading washing machines are the most sold white goods, and in 2025 we ended up with 208,000 units sold, an increase of 5.5 per cent from 197,000 units in 2024.

– Built-in products are still popular, and are the second most sold category with a sales volume of 218,000 products, says Røsholm.

Freezers are one of the few categories with a decline. The total volume in 2025 was 39,000 products, compared to 43,000 in 2024.

– During the pandemic, large volumes of white goods were sold, and now the time has gradually come for some of these to be replaced. In addition, the housing market has improved to some extent, which also affects the sale of white goods, says Røsholm.

Small electrical increases by 2.8 percent

The small electrical products have an increase in volume of 2.8 percent, after a strong growth of 9 percent in 2024. Kitchen products decrease by 4.5 percent in volume, while the personal care category increases by 9 percent.

– Shavers continue the decline from the previous year, by 10 percent, while hair removal also increases in 2025, by 14 percent, says Røsholm.

The health trend we have seen in recent years, where people want to cook from scratch, continues. Hand mixers, blenders, food processors, and kitchen machines have a total sale of 543,000 products. Kitchen machines increase from 73,000 units to 78,000 units, the sale of hand blenders decreases by 20,000 units to 143,000 products, while blenders increase by 12 percent to 243,000 sold products.

– All the focus around ultra-processed food probably plays a role here, and contributes to us wanting to make more food ourselves, says Røsholm.

When it comes to air fryers, the volume increases by a whole 67 percent, to 120,000 products.

– Air fryers are popular, and now more and more ovens are coming with this function, says Røsholm.

Most electric toothbrushes

In personal care, electric toothbrushes are the largest product group, with 277,000 units sold, an increase of 15 percent compared to the previous year.

Vacuum cleaner sales are increasing across all product groups. Mains-powered vacuum cleaners increase from 202,000 to 221,000 units, battery-powered ones increase even more to 329,000 products in 2025, from 253,000 the year before. This corresponds to a 30 percent increase.

The sale of robot vacuum cleaners increases by 23 percent to 130,000.

– More and more people are now letting robots take over parts of the cleaning, and now there are several models that both wash and vacuum, says Røsholm.