Europe Embraces America’s Cool Obsession

Europe’s Changing Attitudes Toward Air Conditioning

Europe has experienced record-breaking heat in the summer of 2026, with temperatures exceeding 100°F in several regions. This extreme weather has led to a surge in air conditioner purchases across the continent, marking a significant shift in how Europeans view cooling solutions.

For years, many European countries have viewed air conditioning as an unnecessary luxury, often reserved for commercial spaces or occasional travel. In contrast, Americans have long puzzled over why Europeans would rather endure heat waves than install AC units. However, this summer has seen a dramatic change in attitude, with more Europeans embracing air conditioning as a necessity rather than a luxury.

A Growing Trend

The trend is not just temporary but appears to be structural. According to Alexandre Loeur, senior research manager at Euromonitor International, air conditioning is moving beyond a niche category in several European countries. “The underlying trend appears structural rather than temporary,” he said.

Kieron Heath, a 39-year-old author and podcaster from Essex, England, is one of many who have changed their perspective. For years, he relied on open windows and fans to cope with the heat. However, after experiencing increasingly hot summers, he decided to invest in a portable air conditioner last April. “When we get these heat waves, all of our existing cooling solutions — which is basically as many fans as you can buy — stop working,” Heath explained. “You’re just pushing hot air around.”

Heath described his purchase as a “complete no-brainer” once he realized the benefits of staying cool and healthy during heat waves. He noted that Britain’s heat waves have become longer, hotter, and harder to escape, leaving him “fed up with those kind of two weeks of being too hot, not sleeping, feeling unwell, feeling drowsy.”

Increasing Demand

The demand for air conditioners has been rising sharply across Europe. Samsung reported double-digit year-on-year growth in air-conditioner sales in the first half of 2026, with key markets such as Italy, Spain, and France also showing strong gains. Midea, a Chinese appliance company, saw shipments to Spain and France jump by 108% compared to the previous year, while German e-commerce sales climbed 37%. One of its most popular portable units sold out in some channels after an early heat wave sent shoppers scrambling for relief.

Mitsubishi Electric noted particularly strong demand in France, Spain, Britain, and Germany. LG Electronics also reported increased production, with one of its South Korean factories running at full capacity since April to meet global demand.

Eurovent, the industry’s trade association, expects the momentum to continue. Deputy Secretary General Stijn Renneboog told Business Insider that the growth in Europe’s air conditioning market is “not a one-off, but a long-term trend.” He pointed to European Commission modeling showing the number of room air conditioners in the EU grew from fewer than 7 million units in 1990 to around 57 million in 2020, and could exceed 100 million by 2030.

Public Health Concerns

The rise in temperatures and more frequent extreme heat events has raised serious public health concerns. EuroMOMO, the European mortality monitoring network, estimated excess deaths across Europe climbed from about 33,000 in mid-June to more than 45,000 by the end of June and early July. In England and Wales alone, researchers led by Imperial College London estimated that the late June heat wave caused 2,183 heat-related deaths, making it one of the deadliest heat waves to hit the UK in recent years.

Cultural Shifts

Europe has never lacked reasons to resist air conditioning: homes are older, electricity is more expensive, and installing AC often requires landlord approval or costly renovations. Many Europeans have also viewed it as wasteful or unnecessary. According to the International Energy Agency, only around one in five European households has air conditioning, compared with roughly nine in ten in the United States.

Heath described the cultural difference as a key factor. “In the UK, it’s been seen as not worth investing in because we don’t need it for very long,” he said. A recent trip to visit his girlfriend in Arkansas helped him understand why Americans see things differently. “In the US, unless you work outside, you’re barely in the heat,” he explained. “You go from your front door to your car, you’ve got AC. You get to work or the mall, you’ve got AC.”

Returning to Britain was a shock. “From the airport to my front door, I was hot. You never escape it, you never recuperate from it.”

The Future of Cooling in Europe

While Europe is unlikely to develop the same relationship with air conditioning as the US anytime soon, many markets are approaching a tipping point. Heath now understands why Americans have long struggled to comprehend Europe’s resistance to air conditioning. “The American mindset is, ‘I’m hot, so why would I stay hot? I can just turn the AC on.’ Ours has almost been, ‘Well, there is no other choice but to be too hot.'”

Heath believes the mindset is beginning to change. “It’s gone from being a luxury… to a necessity,” he said. “Do I want to try and sleep in a house that’s about 36 degrees? Because I can’t.”

Conclusion

As Europe continues to face record-breaking heat, the shift toward air conditioning is becoming more apparent. What was once seen as a luxury is now being recognized as a necessity, driven by both changing weather patterns and growing awareness of the health risks associated with extreme heat. With continued investment and demand, the future of cooling in Europe looks set to evolve significantly.