Amica in stronger position despite recession on white goods market

2010-02-18

In 2009, Amica, the prominent Polish electronic appliance producer, increased its share of the white goods market by 1.5 p. p. to 14.3% in terms of value. The company is, therefore, the runner-up on the market, on which the leading position is taken by BSH, which sells Bosch and Siemens brands, with a 19.5% market share. However, in terms of volume, Amica is the leader and controls 18.9% of the Polish market, whereas BSH has a 14% share.
The average price of white goods is PLN 1,200 (€300). However, Amica offers products for 26% less on average while BSH goods are 1.42 times the average price.
In 2009, Amica introduced new products in each of its categories. The most substantial increase in sales was reported in the category of heating equipment.
In general, there was a 2.1% reduction in the electronic appliances market in Poland in terms of value to PLN 4.7bn (€1.2bn) in 2009. By volume, however, the reduction was 4%, to 4.04 million items. Sales in the subdivision of freestanding equipment declined by 5.5% in terms of value, whereas sales for built-in appliances increased by 6.4% to PLN 1.5bn (€373.4m) in 2009. Also the two most important market segments: refrigerators and washing machines contracted by about 6% each in 2009.
It is believed, the overall market will begin to grow again in the second half of 2010.