Beko index finds smart appliance surge in Global South

Beko has launched a Smart Living Index that points to faster adoption of smart appliances in emerging markets than in Western Europe, with household running costs cited as the main influence on buying decisions.

The study surveyed 6,000 consumers across 12 markets. These were the UK, Germany, France, Spain, Italy, the Netherlands, Romania, Turkey, Egypt, Thailand, Pakistan and South Africa. Beko said the results show higher interest in smart features in parts of the Global South and in some Eastern European markets.

Beko said consumers in Egypt, Pakistan and Romania prioritise smart features at rates as high as 90%. It contrasted this with Germany and France, where it said fewer than half of consumers prioritise such features.

The company positioned the findings as evidence that financial pressure outweighs environmental motivations in smart appliance adoption. It said consumers across all surveyed markets have changed how they approach appliance purchases over the last 12 months. The study links those changes to longer-term affordability and to a focus on running costs.

Energy awareness

The Index reported a gap in how well consumers understand appliance running costs. Outside Western Europe, 72% of respondents said they have a clear understanding of how much their appliances cost to run each month. In Europe, 55% said the same.

Beko said this difference aligns with stronger interest in smart systems in markets where energy management features more prominently in daily life. It said the fastest growth in smart adoption appears in places where households track energy use and view technology as a way to manage bills.

"Our very first Beko Smart Living Index clearly shows that running costs are shaping how people buy and use appliances," said Hakan Bulgurlu, Chief Executive Officer, Beko.

"In markets where consumers actively track energy use, smart appliances are viewed as practical tools that help reduce costs automatically. Where energy usage is less visible, our data shows that adoption of smart features is slower," said Bulgurlu.

Manual measures

The study also described widespread use of non-digital approaches to cut consumption. It found that, in most markets, around two-thirds of respondents regularly dry laundry on a washing line rather than using a tumble dryer. Similar proportions said they limit appliance use during peak hours. Others said they hand-wash dishes as a way to conserve energy.

Beko said these behaviours show high levels of intent to reduce household energy use, even in markets where interest in connected products remains lower. It also framed smart appliances as a route to systemise these behaviours through automation. The research singled out features that automatically optimise performance as attractive where routines and bills already drive attention to consumption.

Desired features

Interest in future smart innovation varied by country. Consumers in Thailand, Pakistan and Turkey showed the highest levels of appetite for appliances that become "even smarter". Beko put the figures at 81% for Thailand, 86% for Pakistan and 80% for Turkey.

Enthusiasm was lower in several Western European markets. Beko said 39% of consumers in Germany want appliances to become even smarter, compared with 40% in the UK and 43% in France.

Despite the divide on appetite for additional smart functions, Beko said consumers across markets converge on specific preferences. The research stated that self-cleaning functions and technologies that reduce energy use automatically ranked higher than more advanced or complex digital features.

Beko also pointed to a trust issue around AI in the home. It said fewer than 20% of consumers in major European markets fully trust AI-powered appliances. It also said many consumers recognise potential environmental benefits from these products.

"The Smart Living Index shows that people are willing to change behaviour, but they need technology they can trust," said Bulgurlu. "Smart living should make sustainability easier, not more complicated. When technology works quietly in the background, small individual actions can create meaningful collective impact," said Bulgurlu.

The study was conducted by JL Partners, which Beko described as an independent research and insights agency. Beko said it applied demographic quotas for age, gender, geography and education in each market.

Beko operates in more than 55 countries and said it employs more than 50,000 people. It reported consolidated turnover of 10.6 billion euros in 2024 and said it holds more than 4,500 international registered patent applications. The company said it plans to publish further findings from the Index on consumer preferences, trust in AI and expectations of government policy.