The objective of this study by DEFRA was to identify the “factors influencing the penetration of energy efficient electrical appliances into national markets in Europe”. The authors, Sophie Attali, Eric Bush and Anette Michel have used three main sources of information: market data bought from a specialised marketing company (over 1400 graphs), published and grey literature (70 references), and interviews with key stakeholders (29 interviews).

The study covers seven product categories of domestic appliances bearing the European Energy Label (white goods) in nine European countries, selected for the potential differences they could illustrate (CH, DE, DK, FR, IT, NL, PL, PT and UK).

The considerable volume of information gathered and analysed shows marked differences between national markets in terms of market shares of efficient appliances and the number of models available for consumers, of purchase price of efficient models and of electricity prices – which may be correlated with market shares. These disparities between quantitative and qualitative data have allowed to develop over 20 hypotheses which can potentially explain these differences. Influencing actors have been identified and classified according to their relation to energy prices and country structure,  to the appliance market,  to consumers’ attitudes and to policy.

While no single factor can fully explain the reasons for market differences between countries, all have an impact on the policies that address product efficiency. The study also identifies 17 policy instruments which are used (or where the use of which is under discussion) to reform the various domestic appliances markets.

Information from: UK Department for Environment Food and Rural Affairs (Defra)

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