Article published by the industry association APPLiA on June 3, 2026. Written by Line Lykke Høvdinghoff
XL capacity, smart technology and hotel atmosphere are more often prioritized by Danes when choosing a new refrigerator for their home.
The American refrigerator has once again found its way into Danish kitchens. But the category has changed significantly in recent years. Where it used to be about large dimensions and a luxurious look, today the focus is more on functionality, energy efficiency, convenience and design adapted to Nordic homes.
According to Elisabeth Romberg, PR Specialist at Hisense, consumers also see the category differently today than in the past. "Previously, the American refrigerator was often seen as something very large and a bit flashy. Today, consumers see it more as an integrated part of a modern kitchen, where both design, storage and functionality play together." She also points out that the category has become more refined and much better adapted to European and especially Scandinavian homes, where minimalist design and integration take up more space than before.
At NSI Electronic, which distributes white goods from LG Electronics, among other things, the interest from consumers is clearly noticeable. Sales increase significantly, especially in the summer months. According to Martin Bach from NSI Electronic, sales of American refrigerators in June, July and August are approximately twice as high as in the other months of the year, and extra hot summers typically provide further growth in the category. According to Martin Bach, it is models with ice and water dispensers in particular that are driving the development in Denmark: “We primarily sell cabinets in the mid- and high-end segment, and here people most often choose models with ice and water dispensers. It is clearly the dispenser models that sell best.”
At Hisense, the same development is being experienced. Here, Elisabeth Romberg points out that consumers are more likely to associate the American refrigerator with comfort and convenience rather than luxury alone. At the same time, the company is also seeing an increasing interest in models with both ice and water dispensers. “Most people want the comfort experience at home that they previously only associated with hotels or luxury homes.”
An American refrigerator is a large refrigerator/freezer with an extra high capacity, typically over 500 liters. Often found as side-by-side or French Door models, they are known for features such as ice and water dispensers, flexible storage zones and advanced cooling technology. Today, the category combines large storage space with modern design and energy-efficient solutions.
Side-by-side grows with modern needs
The category has also become much more spacious. Ten years ago, many American refrigerators were around 500 liters, which often required additional freezer space elsewhere in the home. Today, manufacturers offer much greater capacity and smarter design. Many models now exceed 635 liters, while the freezer capacity can approach 250 liters. At the same time, the ice maker has been moved from the freezer compartment to the door, freeing up more storage space.
“Today, we have cabinets of more than 635 liters with an ice maker in the freezer door, so the consumer has the opportunity to sell from top to bottom. With a freezing capacity of almost 250 liters, the freezer now also covers the consumer’s needs,” explains Martin Bach. The development reflects a general trend towards XL products and fewer compromises in everyday life. Consumers want greater flexibility, a better overview and comfort all in one place in the kitchen.
According to Elisabeth Romberg, it has also become important that large refrigerators not only offer volume, but also better storage options and a longer shelf life for food. “Many large refrigerators focus on ice and water, but features such as flexible zones, better organization and stable temperatures actually make a big difference in everyday life and help keep food fresher for longer.” She highlights vacuum drawers and specially designed storage zones as features that are more popular with consumers.
The design has become more Nordic and discreet
Although the American refrigerator still takes up more space than traditional cooling solutions, the design has become significantly more minimalist. Flat fronts, integrated displays and hidden dispenser solutions are intended to make the products fit better into modern Nordic kitchens.
“A few years ago, LG introduced Nordic design with completely flat doors, which gives a minimalist and elegant look. It fits perfectly into Danish kitchens,” says Martin Bach. At the same time, the category has moved away from the more striking designs with visible dispenser boxes and large display panels. Today, there are, among other things, elegant door-in-door solutions, where the user can quickly access frequently used items without opening the entire refrigerator. This saves both energy and gives a more streamlined look.
At Hisense, there is also a clear movement towards more integrated solutions. “The product should fit naturally into the kitchen. It can be large and beautiful, but it should look clean and sharp with the rest of the kitchen interior,” says Elisabeth Romberg. She also points out that the category has become much more Scandinavian in its expression, where materials, colors and integration play a greater role than before.
Convenience and Premium experience drives development
Ice, cold water and quick access have become central features in the category. According to Martin Bach, this is closely related to modern consumers' desire for comfort and premium experiences in the home. "Most people feel that they have a busy and hectic everyday life, and at the same time we love luxury. Especially if it is also cheap." He also points out that many features that were previously reserved for the high-end segment are now available in many more models.
Among the features are: Craft Ice with large, round ice balls, InstaView, UVnano technology to reduce bacteria, Express Freeze function, Door Cooling and Multi Air Flow for more stable temperature and not least WiFi and app control.
At Hisense, there is also increasing interest in smart features and connectivity, but with a focus on user-friendliness. "Consumers increasingly expect connectivity and smart features across the home. At the same time, it is important that the technology feels simple and user-friendly," says Elisabeth Romberg.
Technology works more intelligently
Behind the large fronts also hides more advanced cooling technology. One of the areas that Martin Bach believes is underrated is compressor technology."A linear compressor from LG can run up and down in cadence and keep the temperature of the food within plus or minus 0.5 degrees. This ensures better durability of the food."Combined with Total No Frost, Door Cooling and Multi Air Flow, the user gets a more stable temperature throughout the cupboard, which improves both comfort and food storage.
At the same time, energy efficiency has improved significantly. Several models are now available in energy class C with an annual power consumption down to just 220 kWh."If you want to have the same volume with an ordinary 60 centimeter fridge-freezer in energy class C, you typically need two cupboards, each of which uses approximately 170 kWh," says Martin Bach.
And precisely food waste and energy efficiency also play a greater role with consumers today, explains Elisabeth Romberg."The large refrigerators have storage and vacuum drawers, which keep food fresh for longer, so you don't have to throw food out prematurely."
French Door and new formats are emerging
The classic side-by-side American refrigerator still occupies the largest share of the market, but newer formats are gaining ground. French Door models in particular, where the refrigerator is located at the top and the freezer at the bottom, are becoming more popular. “The refrigerator that you use most comes at working height, and you get a fantastic workspace. I myself will never need anything else,” says Martin Bach. At the same time, Martin is experiencing increasing interest in slim models with dispensers that do not require a fixed water connection, which makes the category relevant for both apartments and smaller kitchens.
Side-by-side is for everyone
According to Martin Bach, the category is now much broader than before. Where the American refrigerator was previously perceived as a niche or luxury product, the market now ranges from affordable models to advanced Premium solutions. “We no longer see it as a luxury product, as the prices allow everyone to participate.”
Elisabeth Romberg recognizes this picture, and at the same time points out that the target group has changed significantly in recent years. Previously, it was mainly large families and design-conscious consumers who invested in American refrigerators, but today Hisense is also seeing increasing interest from younger homeowners and consumers in the midst of kitchen renovations. According to Elisabeth Romberg, the development is related to the fact that more people are prioritizing both function, aesthetics and comfort higher in the home. “It is still a Premium choice, but it has become much more accessible in terms of price and relevant for more types of consumers.”
This means that the category falls directly into a time when many consumers want fewer solutions, but more comfort, greater capacity and better functionality combined in one product. And even though minimalism is still the trend in the home, large refrigerators still fit in. “It gives you the space you dream of in both the fridge and freezer. And ice cubes are hard to do without once you’ve tried that luxury.”
