The expansion trend of the networks in the last year indicates that the electricity market is on the rise (Photo: ShutterStock)
The year 2022, which gave way to a new calendar year about a week ago, is being summarized by the retailers these days, into a page of insights that they will take with them further and will form the basis for the list of goals and objectives for 2023.
We chose to focus this time on the electrical goods market, and set out to check what were the most requested and best-selling products this year, and why?
Which products became less popular during this period, what sales are expected in the coming year and which consumer trends are expected to strengthen.
To this end, we contacted the "Electrical Storage" and "Olam Cinema" chains and brought the numbers and data they know from the inside.
On the grill
The chain of electrical and electronic products "Olam Ha-Cinema" shares with us insights, data and leading conclusions from the summary of the year 2022 in the electrical products market:
Sales under the influence of the World Cup:
In light of the World Cup that took place this year and its proximity to the month of November, it was expected that the screen market would experience the highest increase this year, but surprisingly To see that the category of electric grills is the one that experienced the sharpest and most significant swing.
The category that strengthened the most this year
: As mentioned, the electric grills category recorded a significant increase of 750% in sales this year, that is, 7.5 times more than the year before it (2021).
This strengthening is mainly due to the strengthening of the Ninja brand in Israel which is mainly due to the decrease in Ninja prices in light of the entry of the brand in parallel imports to Israel.
If this year the average price of a Ninja was about NIS 850, last year it went up about NIS 1,020," shares
Daniel Bar Sadeh, Vice President of Marketing of the chain of electrical and electronic products 'Olam ha-Kinema'".
The second category with the highest increase this year
: as mentioned the screens category.
The screen market this year is getting stronger with an annual increase of 15% in sales and this as mentioned following the World Cup that took place this year.
If we look a little deeper in this category, we see that among the large screens of 60" and above there is an 18% annual increase in sales between the years 2021 and 2022, compared to the larger screens, 70" and above, the increase is even greater and reaches 167% annually .
Ninja grill, model pro max ag653, the price: NIS 1,990 (photo: official importer Sharig)
Dust up
The categories in decline:
If you look at the product categories that experienced a decline this year, the most prominent category is the vacuum cleaners, with a 15% decrease in sales. Bar Sade explains that "this decrease is due to the weakness of the robotic vacuum cleaner market and mainly concerns the cordless vacuum cleaners which became very strong during the Corona period, when people were More at home and they had time to clean themselves."
"Due to the large sales during the Corona period, the category reached a certain saturation and today almost every home has a cordless vacuum cleaner between less than two years old", which explains the drop in demand, at least until the significant drop in wear and tear of the product, which apparently will arrive only in about a year.
Another category that experienced a decrease this year is the cell phone market, where you can see that there is a decrease from the previous year, despite the launch of the new iPhone.
The decrease reached an annual 10% in sales.
The decline is often seen in iPhones due to inventory shortages, but it cannot be said that this is the significant reason for the general decline in the category.
A product category that experienced a noticeable decrease in sales this year is the vacuum cleaners category.
The world of cinema (photo: courtesy of the world of cinema)
Buy only in Eilat
Buyer segmentation by gender
: If we examine the buyer segmentation of the various products, it can be seen that in the monitor category the absolute majority of buyers are men aged 24-44, compared to kitchen products where women aged 28-40 are the main buyers.
It is interesting to see that in the category of wireless vacuum cleaners, the audience of buyers is mixed and consists of women and men, aged 30-45.
Shopping without VAT
: Another figure that is hard to ignore, shows that especially in the category of cell phones, and vacuum cleaners, over 50% of purchases are made in Eilat, in light of the exemption from paying VAT.
It seems that the Israeli consumer is looking for the most cost-effective solution, especially in purchasing the expensive models.
Bar Sadeh concludes: We at the "Olam Ha-Kinema" network felt that the electricity market has seen an increase in the last year, mainly due to the expansion of the networks and the opening of new branches throughout the country, with us, for example, 3 new branches were opened, and so are the other networks."
"The electricity market is growing and proof of this is the trend of the expansion of the networks", Daniel Bar Sadeh, Cinema World (Photo: Public Relations)
The Chinese brands are getting stronger
The brands that are getting stronger:
Bar Sade points out an intriguing fact according to which there is a great strengthening of the Chinese brands in the electrical market, mainly products of companies such as Xiaomi, Midea, Pirles and TCL.
"The leading Chinese brands are narrowing the gaps from the major Korean manufacturers LG and Samsung in terms of technology, and provide an equivalent product at a significantly cheaper price.
This trend is reflected in both entertainment electronics products such as screens and white line products such as refrigerators, washing machines and microwaves. I predict that the trend will continue Also next year with an increase in the market shares of the aforementioned brands."
Parallel imports
: Another consumer trend that is getting more recognition among the Israeli audience is parallel imports.
"The Israeli consumer is no longer afraid of the concept that was considered forbidden or blatant in the past, and realizes that tens of percent can be saved on the same product when it comes to parallel imports, because of this we in the network started buying a number of brands such as BOSCH and Siemens in parallel imports in order to give the Israeli consumer an attractive alternative."
The best-selling washing machine, Electra 7100, courtesy of Electric Warehouses (photo: Elektro Warehouses stock)
The winter of 2023 is expected to be warm and homely
The "Electric Warehouses" chain, one of the largest electrical retailers in Israel, which operates approximately 70 branches throughout the country and a trade website, summarizes its side sales for 2022:
the best-selling product categories in terms of quantity:
wireless vacuum cleaners, ninja grills, large screens, mixers, Washing machines and 4-door refrigerators.
The best-selling product on the network
: In first place, the product (as a single model) that sold the most this year was Ninja Grill model 553, which replaced the folding walker that topped the list in 2021. In second place in sales came the Electra washing machine model 7100 and in third place, a scooter by Xiaomi model SCOOTER 1s and the fourth place was taken by Apple AirPods 2 wireless headphones.
The cities that sold the most electrical products
: In first place is Rishon Lezion, which overtook Tel Aviv, which dropped to second place.
In third place in the sales table, similar to last year, is the city of Jerusalem, and in fourth place is Kiryat, which replaced Ashdod.
The strongest sales month
: Thanks to the strong sales in Israel and all over the world, the "shopping month", aka the month of November, is the month in which the volume of sales was the highest in the year (similar to last year).
What to expect in 2023?
During 2023, the "Electricity Warehouses" network expects that product categories such as fireplaces for heating in various types and sizes (based on stones, crystal stones or wood) will be strengthened, as well as products from the worlds of gaming and audio.
Ninja electric grill, appears to be the star of 2022 (photo: courtesy of Olam Cinema)
From a test we completed, in addition to the electrical networks that provided identical data, the best-selling product this year, as a small and single electrical product, is indeed the Ninja Grill whose price is about NIS 2,000.
According to
Lior Levy, the VP of Trade of Sharig Electric, the official importer of Ninja brand products to Israel:
"Since entering the Israeli market for the first time, in 2016, the Ninja brand has been a great success among opinion leaders, foodies and the general public in general.
The smart but simple-to-use devices have perfectly integrated into the home cooking trend that has intensified over the past few years.
The year 2022 was also characterized by growth for Ninja appliances, with among the prominent appliances that continued to break records are the cooking appliances, hot air fryers and pressure cookers.
" "At the forefront of demand and sales this year, stands the Ninja Grill that changed the face of the kitchen, models AG301, AG553 And the last model that was launched, model AG653, for the first time, was equipped with a display panel in Hebrew."
So will the trend of home cooking, saving time and the element of reduced cleaning continue with us for 2023 as well?
It seems so, and it seems that the corona virus, which emerged, strengthened our creativity in the kitchen, and brought with it solutions for fast and aesthetic cooking, and also left behind long-term consumer consequences that will remain with us for years to come.
Of money
consumption
Tags
consumption
Appliances
electrical power
2023
Electrical Warehouses
Ninja
