For decades, air conditioning was viewed across much of Europe as an unnecessary luxury, while in the United States it became an everyday essential. But as record-breaking heatwaves grip the continent with increasing frequency and intensity, that long-held perception is beginning to shift.
Air conditioner sales soar across Europe
The change is already reflected in consumer demand.
Major manufacturers including Samsung, Midea, Mitsubishi Electric and LG have reported double-digit growth in air conditioner sales across Italy, Spain, France and Germany, with several popular models selling out amid soaring temperatures.
Industry body Eurovent expects the trend to accelerate, projecting that the number of household air conditioning units in the European Union could exceed 100 million by 2030.
Heat is no longer just uncomfortable—it’s deadly
The growing demand is being driven not only by comfort but also by public health concerns.
According to EuroMOMO, estimated excess deaths across Europe increased from around 33,000 in mid-June to more than 45,000 by early July during the recent heatwave. In England and Wales alone, researchers linked 2,183 deaths to the late June heatwave.
“Rising temperatures and more frequent extreme heat events are becoming impossible to ignore,” said Stijn Renneboog of Eurovent.
Europeans rethink their relationship with cooling
Historically, Europe’s relatively low adoption of air conditioning has been shaped by older building designs, higher electricity costs, stricter energy policies and a cultural preference for natural ventilation.
As a result, only about one in five European households has air conditioning, compared with roughly nine in ten homes in the United States.
However, repeated heatwaves are changing public attitudes. What was once considered an unnecessary luxury is increasingly being viewed as an important tool for protecting health and maintaining quality of life.
As one observer noted, the American attitude has traditionally been straightforward: “I’m hot, so why would I stay hot?” By contrast, many Europeans have long accepted extreme indoor heat as something to endure. That mindset, experts say, is now beginning to change.
Heatwave offers an important reminder for smartphone users
The extreme temperatures have also created problems for electronic devices, with smartphones overheating during prolonged exposure to the heat.
In response, some people have attempted to cool their phones by placing them in refrigerators or freezers. Repair experts, however, strongly advise against the practice.
According to a BBC report, Jamie Farnell, who runs Shropshire Phone Repairs in Wem, said his business has been “flooded” with devices suffering from internal moisture damage caused by condensation after being placed in fridges or freezers.
“We used to see people putting their phones in rice, which is another common misconception,” Farnell said. “Now people are putting phones in the fridge or freezer, but it’s not safe.”
He explained that rapid cooling can cause condensation to form inside the device, allowing moisture to penetrate internal components and potentially leading to permanent water damage once it liquefies.
Instead of refrigerating an overheated phone, experts recommend moving it to a cool, shaded place, removing its protective case if possible, avoiding direct sunlight, and allowing it to cool naturally before using it again.
