Future Hints Revealed by the Latest Home Appliances and Technology (Part 1)

I'm Kana Nakano from Dentsu Lab Tokyo. As part of the lab's R&D activities, I visited IFA 2024, Europe's largest consumer electronics trade show held annually in Berlin each September, to observe the latest trends in home appliances and technology. The first part of this report focuses on the press conferences held by exhibiting companies.

What is IFA?

Held annually in early September in Berlin, Germany, IFA is Europe's largest technology exhibition, celebrating its 100th anniversary this year. Its name originates from the German "Internationale Funkausstellung" (International Radio Exhibition). Starting as a radio exhibition, it later expanded to include home appliances and now covers all technologies impacting lifestyles. Starting this year, the logo has been renewed, and IFA's meaning has become "Innovation For All." The colorful palette reportedly pays homage to the exhibition's role in unveiling Europe's first color television, continuing the use of color patterns.

This year's theme is "Celebrating culture's greatest tech innovations." From September 6th to 10th, over 1,800 companies exhibited at the Messe Berlin venue, attracting more than 215,000 visitors from 138 countries.

"AI," "Sustainability," "Digital Health"

During the keynote by IFA Management GmbH on the first press day, CEO Leif Lindner highlighted "AI," "Sustainability," and "Digital Health" as this year's key topics. AI is already deeply integrated into daily life, from editing smartphone photos and filtering spam emails to optimizing laundry efficiency.

The exhibition aims to attract a younger audience, launching initiatives like commemorative goods in collaboration with select shops and concerts.

Dr. Sara Warneke, Managing Director of gfu (Consumer & Home Electronics GmbH), who spoke next, noted that the consumer tech market remained stable at approximately $1.2 trillion in 2023 despite global economic challenges like inflation. She highlighted the growth of e-commerce, particularly in China. Regarding product trends, she mentioned expectations for affordable premium products, digital health, AI, and sustainability.

AI for Cooking, Cleaning, and Saving

Numerous AI-powered home appliances were unveiled at various companies' press conferences.
BOSCH, themed "Welcome home," introduced products like an AI oven that identifies and cooks 80 different dishes using its internal camera, showcased from a stage shaped like a house.

SIEMENS, under the banner "Say hi to intelligence," presented survey results showing that 70% of consumers want simpler daily lives amid today's increasingly complex world. They stated AI, design, and connectivity would solve this, unveiling products like the Siemens EQ900 plus fully automatic coffee maker that handles cleaning with the push of a button.

Continuing its "AI for ALL" vision from CES 2024, SAMSUNG stated that as appliances increasingly connect with AI, they can perform tasks like peak shifting and cutting energy usage, selecting optimal cooling or cleaning methods. Moving forward, they plan to integrate this with a rewards program, creating a system where saving energy earns "energy stamps" redeemable for product purchases.

Is a future where we "don't buy" appliances coming?

Miele unveiled its concept study, the "Vooper," a stick-type cleaner made from renewable materials. It's assembled without adhesives, which have traditionally hindered repair and recycling. After the product's lifespan ends, the company collects it and returns it to raw materials. Miele's products are already designed for a 20-year lifespan, and the company reportedly stocks over 72,000 parts for its repair services. Additionally, Miele highlighted its sustainability achievements, such as launching sales of refurbished electronic components at about 30% lower prices in five EU countries starting in July, and repairing and reselling appliances like washing machines.

The BOSCH Group's BlueMovement, launched in 2017, is a subscription service that rents out BOSCH and SIEMENS appliances. By renting out highly energy-efficient appliances for up to six years with free repairs, it extends appliance lifespans, contributes to sustainability, and generates profit. All appliances past their service life are recycled.

In the EU, where the phased implementation of the Corporate Sustainability Reporting Directive (CSRD) begins in 2025, manufacturers are being asked to outline specific sustainability measures. This necessitates planning for the "aftermath" – including repair and collection – right from the product development stage.

In the future, households may reach a point where they no longer "purchase" electrical appliances.