Europe, which didn't use air conditioners, raises the white flag as temperatures soar to 40 degrees

Due to various reasons such as price, house structure, and regulations, Europeans who had shunned air conditioners have changed their minds due to record-breaking heatwaves. As the purchase of air conditioners surges, especially among the younger generation, the presence or absence of air conditioners is expected to become a seed of social and political conflict in the future.

Switzerland's largest online retailer, Digitec Galaxus, announced on its website on the 2nd (local time) that air conditioner sales in Europe last month increased by 223% compared to the same period last year, setting a new monthly sales record. Among the products sold, the most, 33%, were low-cost models priced between 100 and 300 Swiss francs (approximately 17,000 to 51,000 won). By age group, consumers aged 35-44 (31%) and 25-34 (29%) mainly purchased them. Consumers under 25 increased from 4% in 2023 to 7% this year.

Europe, which is located at a higher latitude than Korea, has traditionally had a low air conditioner penetration rate. On the 2nd, CNN in the United States pointed out that the air conditioner penetration rate in European households is an average of 20%, lower than that of the United States (about 90%). The penetration rate in the UK and Germany is about 5% and 3%, respectively. CNN pointed out that in the past, even if a heatwave hit Europe, it did not last long unlike recent trends, so the demand for air conditioners was low. Also, Europeans considered air conditioners a kind of "luxury item" due to high electricity bills. The fact that there are many old stone buildings that are difficult to install and many environmental regulations due to the heat of outdoor units were also obstacles to the spread of air conditioners.

However, according to the Copernicus Climate Change Service (C3S) under the European Union (EU), the average temperature in Western Europe last month was 20.49 degrees, the highest since observations began. British researchers, including Imperial College London, estimated that about 2,300 people died from the heat in 12 cities in Western Europe from the 23rd of last month to the 2nd of this month.

In response, Marine Le Pen, a member of the National Assembly who effectively leads the French far-right party National Rally (RN), raised the air conditioning issue on social media on the 30th of last month, attacking French President Emmanuel Macron. She announced a plan to implement a nationwide air conditioning equipment construction plan, saying that while the Macron government enjoys well-cooled vehicles and offices, the French people are fighting the heat.

If European countries rush to supply air conditioners, there is an opportunity for Korean home appliance companies. However, fierce competition is expected as the current global air conditioner market is dominated by Japan's Daikin, China's Midea, and the United States' Carrier.


Reporter Park Jong-won