Italian consumers prioritize appliance durability over low prices

A study conducted by Ipsos Doxa for Miele reveals that Italian consumers are increasingly prioritizing durability, repairability, and efficiency over low purchase prices when buying home appliances. According to the research, 97% of respondents consider durability an important factor, with 58% citing it as their primary purchasing criterion. This trend is particularly strong among younger consumers aged 18 to 34, where the figure rises to 64%.

Refrigerators and washing machines are identified as the appliances where longevity is most valued, at 81% and 72% respectively. Half of the surveyed Italians believe an adequate lifespan for an appliance should exceed 11 years, while one in five expects it to last more than 15 years. The data suggests a willingness to invest more for longevity; 97% of participants stated they are willing to pay a higher price for an appliance that lasts longer.

This shift in consumer preference aligns with broader European regulatory movements, such as EU Directive 2024/1799 regarding the ‘right to repair’. This directive aims to make it easier and more affordable to maintain products rather than replacing them, imposing specific obligations on manufacturers of items like washing machines, dishwashers, and refrigerators.