Haier Kitchen Appliances Reaches 12.8% Share in Four European Markets, Unveils AURA at IFA 2026

Market monitoring data for the first half of 2026 show that the kitchen appliance category under Haier's major white goods platform reached a 12.8% share in the kitchen channel across four European countries, ranking second overall and first among Chinese companies. Its hob category ranked first in the kitchen channel in the same four European markets. Over the same period, Haier kitchen appliances held a leading overall share in the Italian market and ranked first in Morocco's kitchen appliance market. During IFA 2026, Haier kitchen appliances launched the new AURA premium smart kitchen suite at the AXICA venue in Berlin and also appeared at the IFA booth.

The AURA premium suite covers a linked process from cooking preparation and heat adjustment to post-meal cleaning. The AURA oven is equipped with AI Vision, which can monitor and identify food, automatically set cooking programs and stop when the cooking result is reached. The AURA induction hob can automatically identify the position of cookware, adjust heating power according to cookware position and maintain the original heat level. In a linked hob and hood scenario, the hood can be switched on and off by waving a hand, with airflow responding to changes in heat. The dishwasher uses BIOVITAE light technology for safe disinfection. At the IFA site, the AURA premium kitchen appliances drew European visitors, and the oven's Partlight can display cooking progress.

In the European market, Haier kitchen appliances has research and experience design centers and has built factories in Italy, Turkey and other locations. The products are adapted to the embedded requirements of small European apartments and the cooking habits of various countries. In response to EU energy efficiency regulations, local teams can respond quickly and iterate products. The IFA site also displayed Haier's Seeker hob and hood suite. Nearly 30 local high-end European customers, including the Italian high-end kitchen channel ARREX, expressed interest in cooperation.