The preference index for energy-saving household appliances among Slovenian households is a high 83 (on a scale from 0 to 100), which clearly shows the market is in a mature phase and its potential has been largely realized. This is also reflected in the consumer segmentation: on one hand, we find that nearly a quarter are " Energetic Catalysts" who have already fully upgraded their appliances, while on the other, there is only a smaller group of "Passive" and "Restrained" consumers. Under these conditions, future growth no longer depends on convincing sceptics, but on strategically appealing to the largest segment, the "Aware" (27%). These are consumers who are already convinced of the benefits of energy-saving appliances but simply need a final incentive to replace their remaining, less efficient items and complete the transition to a fully energy-efficient home.