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Whirlpool sees 2025 appliance market flat to down

  • Spanish Market: Petrochemicals
  • 28/10/25

Appliance maker Whirlpool anticipates the appliance market to be flat to down slightly, by three percentage points, both overall and for North America this year, Whirlpool said in its third quarter earnings release.

Whirlpool's third quarter net sales rose by 1pc to $4bn up from $3.9bn in the prior year because of new product releases, specifically in North America. Whirlpool plans to launch over 100 new products globally in 2025.

North American net sales rose by 3pc year over year in the third quarter, strengthened by new product sales. Net sales in Latin America and Asia were down 6pc and 7pc, respectively, because of volume declines. Whirlpool's small domestic appliances (SDA) segment sales increased 10pc in the third quarter supported by new product launches.

Of Whirlpool's major appliance products sold in the US, 80pc are produced in the US, lessening the strain poised by tariffs. The company is still battling imports that were front loaded prior to tariffs but is starting to see import inventories and arrivals decline.

Appliance makers us polyurethanes for insulation and sealants. Polyurethane demand has been below historic levels this year as tariffs and economic uncertainty have slowed consumer demand, according to market participants. Many polyurethane participants expect next year to look similar to 2025 for appliance application demand.

Whirlpool expects recovery in the housing market to benefit the appliance maker as they have a high home builder relationship allowing Whirlpool appliances to be placed in new builds. The US has a shortfall of three to four million housing units, the company said.

The company delayed its expectation of the US housing market recovery in 2025 moving it into 2026 to begin a multi-year rebound once interest rates ease. Despite a challenging 2025, the company views its North America business well placed for future growth.

Whirlpool reported a $73mn profit in the third quarter, a decrease from $109mn recognized last year.


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