The chief executive of Swedish appliance brand, Electrolux, Yannick Fierling, is calling on the EU to introduce an Action Plan to promote Europe’s industrial future, and safeguard the appliance industry to help it better withstand ongoing challenges.
In a special blog, which you can read in full, here, Mr Fierling notes how the home appliance industry has deep roots in Europe, but that growing challenges are putting significant pressure on the industry.
“For generations, our R&D centres, factories, and supplier networks have turned engineering excellence and design innovation into products that improve everyday life — lowering household bills, saving water and energy, and creating skilled, long-term jobs across many regions. As a sector, we can feel proud that we nurture local talent, support thousands of suppliers, and convert innovation into real economic value for communities across the EU.”
He says that European appliance industry contributes €79.7bn (£69.3bn) in direct and indirect value to the EU’s GDP, and that more than 100 manufacturing sites across Europe support roughly a million jobs.
In addition, by 2030, the EU home appliance market is projected to reach €108bn (£93.9bn).
“These figures clearly show us that the appliance industry is not just relevant — it is strategically important for Europe’s growth,” he said.
However, the sector faces huge pressures on several fronts. There are rising prices for materials, with additional energy price hikes driving up production costs across the value chain. Mr Fierling also notes how the fragmented regulatory landscape — ranging from detailed product legislation to data obligations — is creating unnecessary complexity that slows investment and diverts our efforts away from focusing on sustainable innovation.
At the same time, weak market surveillance by many EU Member States allows non-compliant imports to make their way into the market, undercutting responsible EU manufacturers such as Electrolux Group and eroding confidence in the Single Market, Mr Fierling adds.
“Together, these challenges put one of the EU’s most productive industries at risk. Still, solutions are possible and within reach. As an industry, we are working collectively to drive positive change — supported by our trade association APPLiA — to ensure that Europe’s home appliance sector remains competitive and resilient.”
Mr Fierling’s sentiments come following similar comments from BSH CEO Dr Matthias Metz, who, speaking at the group’s 2026 press briefing in Munich, reflected on a challenging 2025 shaped by geopolitical instability, weak property markets and increasingly cautious consumers. Against that backdrop, he argued, the era of automatic growth in the sector has come to an end.
At its BSH Hausgeräte GmbH (BSH), he underlined its commitment to innovation, AI and long-term investment as it navigates what it describes as a “structural turning point” for the global home appliance industry. Read more about that, here.
Yannick Fierling concluded his piece, noting that Europe has long been a global leader in innovation and quality, and yet the industry in Europe is losing ground to competitors further afield. Europe’s industrial leadership is at risk, and an EU Action Plan is urgently needed — one that focuses on the following three points:
1) A simplified regulatory landscape
“Today, a single washing machine designed to be sold in all EU countries must comply with a multitude of EU laws, frequently applied differently in different countries, and sometimes with different local regulations such as labelling requirements. Imagine the complexity, and the time and cost required to meet these requirements — resources that could be far better used to drive innovation. Let’s harmonise the rules so we can concentrate on doing what we do best.”
2) An EU-wide product replacement incentive program
“In 2020, households in Sweden alone saved 14.25 TWh of electricity thanks to more efficient products. An EU-wide replacement program for EU-manufactured white goods should be introduced to accelerate the uptake of energy-efficient solutions. Our industry offers Europe a powerful tool in the fight against climate change. Let’s not hesitate to use it.”
3) Targeted investment tools
“Our industry needs dedicated access to EU investment tools for electrification, decarbonisation, and digitalisation. The competitive landscape is moving fast — especially with strong pressure from Asian manufacturers — and access to EU investment is essential. We must stay ahead of the game.”
Now is the time for action
“As an industry,” says Mr Fierling, “we should be proud of our legacy and of the very significant role we play in Europe’s industrial strength. My wish is for our sector to be recognized as the powerhouse it truly is. Promoting the future of our industry is a strategic step toward safeguarding Europe’s competitiveness and long-term economic growth. Now is the time for the EU to act.”
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