Recently, many B2B clients have asked me: Is there still room for growth in the car refrigerator market?
So I created this content, covering global data, real consumer reviews, and sales across various platforms, to conduct a comprehensive market demand analysis.
If you’re evaluating whether to launch this category this year, this video will be very valuable.
Part 1: Global Outdoor Trends
Over the past three years, the “outdoor economy” has been one of the fastest-growing consumer sectors globally.
United States: Camping Population Reaches 53 Million in 2023, a 28% Increase in Five Years
Australia & Europe: Overlanding (off-road travel) search volume nearly doubled over three years
South Korea & Japan: Compact SUVs + Car Culture Rising Rapidly
Changes in outdoor crowds:
In the past, camping was all about tents and stoves
Nowadays, car parking refers to refrigerators, portable air conditioners, and outdoor power sources
Car refrigerators have become a necessity for outdoor people
Instead of ‘optional products’.
Because outdoor food, beverages, hunting, fishing, long-distance self driving and other scenes all rely on refrigeration.
Part 2: Consumer’s True Pain Points (from Reddit/Amazon Review) (1 minute)
I have organized the past three months from Reddit Community (r/Overland/r/Camping/r/4×4) and User reviews from Amazon and Costco.
Consumers’ pain points are concentrated in six aspects:
- Car Battery Anxiety
My 12V refrigerator consumed half of the car’s battery in just two hours, and I am very anxious. ”
- Compressor Noise
Sleeping in the car at night, the sound of the refrigerator starting affects rest too much.
- Durability (damage caused by vibration)
The public welfare organization ran on a field road, and after shaking for three months, the compressor broke down.
- Temperature Accuracy
The display shows -2 ° C, but in reality it is 6 ° C. The ingredients have gone bad several times. ”
- Too Heavy&Too Big (too heavy, taking up too much space)
Every inch of space in a camper van is precious, and the size of the refrigerator is too large
- Price to Value
A refrigerator priced at over $1000 is daunting, and there is a greater need for mid to high end alternative solutions
Let me know in the comments section what problems you encounter when using a car refrigerator and why you purchased this product.
I conducted cross-platform comparisons. Although official export data is difficult to obtain, there are four very strong “weak signals”:
Part 3: Market Demand Evidence | Sales Signals of Various Platforms
I conducted cross platform comparisons and although official export data is difficult to obtain, there are four very strong ‘weak signals’:
- Amazon’s self operated (Glacier, BougeRV, ICECO) inventory turnover is fast
Price range: $299- $699
Most models are restocked every 30-45 days
The frequency of restocking during peak seasons is higher.
- The TikTok Shop car refrigerator category is growing rapidly in 2024-2025
A large number of outdoor KOLs are promoting
Conversion rate between 7-9%
Belonging to a typical “trending upward category”.
3.Costco and Sam’s Club frequently display seasonal items offline
Indicating that retailers are willing to occupy shelves (this is a strong signal).
- Google Trends (USA/Australia/Europe)
The keyword ’12V Car Fridge’ has continued to rise in the past 5 years**
Especially from May to August, it accounts for 40% of the annual search volume.
Part 4: Opportunities for B2B Customers
The user demand for refrigeration storage in vehicles or outdoors is a real existence and not a false demand. And with a steady upward trend of 4-9% annually.
Based on the previous market analysis, there are four clear opportunities to seize when entering the field of car refrigerators:
- Mid to high end replacement ($349- $499 price band still empty)
High end brands are too expensive
Low end brands are too poor
The middle segment is the largest market. Many times, differentiated prices bring competitive opportunities,
- Emphasize that “low power consumption” can directly hit pain points
For every 10-15 watts reduction in power consumption, a refrigerator with the same capacity and low power consumption can work longer,
The conversion rate of advertising for B-end customers will increase.
- Similarly, we can see that in some markets, versions with portable power banks are emerging (in the United States and South Korea)
Strong growth started this year
Belonging to a new subcategory dividend.
- Lightweight and portable are trends (especially in Japan)
- You can emphasize: Light， Small， Quiet， Precise temperature control，
Can be used for both car and camping purposes
Part 5: Summary&30 seconds for B-end customers
Based on comprehensive trends, consumer pain points, and multi platform data, it is clear that:
Car refrigerators are not an “old category” – they are a “growing outdoor core equipment”.
If you are looking for a category with clear growth, dispersed competition, and genuine consumer demand this year, car refrigerators are still a market worth entering.
I will also continue to share industry data, B2B opportunities, product trends, and supply chain content.
I am Terry, welcome to leave a message for communication
