Household appliances: for Italians, durability matters more than price
Consumers prioritise durability; price comes second. 58 per cent of Italians rank durability among their top criteria when buying household appliances, ahead of energy consumption (55 per cent) and the initial cost (33 per cent). This is according to the Ipsos Doxa survey presented today in Milan on behalf of Miele, the German brand that focuses on the so-called ‘long-term economy’ of its products.
The figure comes at a positive time for the market: in the first five months of 2026, NielsenIQ recorded a 1.8 per cent increase in the value of Italian sales of large white goods and a 9.8 per cent rise in sales of small white goods. However, according to the Ipsos Doxa survey, consumer preferences are leaning towards certain types of products: 91 per cent of respondents regard a durable household appliance as an investment, and 97 per cent believe it is important that it lasts for many years.
Cost is not the priority
“It’s not that price isn’t important,” explains Antonio Filoni, Business Development Director for AUM at Ipsos Doxa: “But other factors are becoming increasingly important.” The difference lies in the long term: spending less at the point of purchase can turn out to be a false saving if the product has a short lifespan or uses a lot of energy. When it comes to fridges and washing machines, around nine in ten respondents would be willing to pay a premium for an appliance designed to last twice as long as the average.
Younger people are driving the figures
