Consumer Electronics in Germany
Euromonitor International's Consumer Electronics in Germany report offers a comprehensive guide to the size and shape of the audio and video products market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 53 | Publication date: Apr 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
Economy a matter of debate, but money is no problem
At the end of 2006, all economic indicators in Germany were pointing upwards with two thirds of all analysts delivering positive prognoses. The Munich based Institute for Economic Research commented that the current high had last been reached before unification. The Consumer Climate Index compiled by GfK also indicated a continuing rise in consumer spending intentions and reached its highest level since November 2001, shortly before the introduction of the Euro, which heralded an economic downturn lasting five years.
Consumers facing higher expenses
The planned introduction of radio and TV licence fees to be paid on multi-function computers and mobile phones by the German licence authority (GEZ) could be as high as the price of some appliances at EUR17 per month and would work out more expensive than the DSL flat rate. The new licence fee would also apply to internet accessible PCs in offices. This, combined with the scheduled rise in Mehrwertsteuer (Value Added Tax) from its current 16% to 19% in 2007, could hit small businesses especially hard financially. Usually reluctant German consumers are expected to be deterred once again by this move. However, any large purchases are expected to be made in the second half of 2006 in order to avoid the 2007 rise in VAT. Consumer electronics are high on the purchasing agenda, after furniture and white goods.
Price wars slowing down
The importance of price in the German market is decreasing in favour of quality, longevity of the product and aftercare service. The retail sector is polarising further in favour of large chains and cooperative specialists, with specialists increasing their share at the expense of discounters. Consumers are expecting to find bargains as retailers are preparing to clear their shelves before filling them with the new, higher taxed goods in 2007.
Home is where the state-of-the-art is
Germans set high stock in their homes and this is where money is spent and this makes lifestyle media a key growth area. The 2006 Football World Cup in Germany provided a taster for the high-end TV sector’s growth potential. The possibility of one-stop digital photo viewing, games or internet surfing with the range of new and innovative media centres is expected to win consumers over in the medium to long term. This year’s International Funkausstellung (IFA) Trade Fair featured HDTV and its link into the internet (IPTV) with its new HD media HD-DVD, as well as the competing blu-ray system. They are expected to revolutionise viewing habits and boost TV sales, but some retailers consider their launch premature.
On the move: small is beautiful
Consumer electronics in its portable variant is becoming smaller all the time. The already handy-sized Walkman transformed into the MP3 player, while the book-sized phones of the 1990s are now small enough to fit in a shirt pocket. With the iPod, Apple provided the market for MP3 players with unheralded growth, by targeting different end user groups with ever smaller and better versions. In 2006, Microsoft is also entering the arena with a newly integrated phone cum multimedia project that aims to go all the way in uniting functions in one product.
Table of contents
CONSUMER ELECTRONICS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Economy a matter of debate, but money is no problem
Consumers facing higher expenses
Price wars slowing down
Home is where the state-of-the-art is
On the move: small is beautiful
KEY TRENDS AND DEVELOPMENTS
The Future looks rosy
Convergence in all areas
Innovation driving the market
Specialists call retail shots
Brands fighting fit
The invasion of the Micro Chip
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2001-2006
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2001-2006
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 4 Sales of Consumer Electronics by Sector: Value 2001-2006
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2001-2006
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2001-2006
Table 7 Consumer Electronics Company Shares 2002-2005
Table 8 Consumer Electronics Brand Shares 2002-2005
Table 9 Sales of Consumer Electronics by Distribution Format 2001-2006
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2006-2011
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2006-2011
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2006-2011
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2006-2011
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GERMANY
BLAUPUNKT-WERKE GMBH - CONSUMER ELECTRONICS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Blaupunkt-Werke GmbH: Key Facts
Summary 2 Blaupunkt-Werke GmbH: Operational Indicators*
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Blaupunkt-Werke GmbH: Competitive Position 2005
LOEWE AG - CONSUMER ELECTRONICS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Loewe AG: Key Facts
Summary 5 Loewe AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Loewe AG: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 7 Loewe AG: Competitive Position 2005
MEDION AG - CONSUMER ELECTRONICS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Medion AG: Key Facts
Summary 9 Medion AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Medion AG: Competitive Position 2005
THOMSON CONSUMER ELECTRONICS GMBH - CONSUMER ELECTRONICS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Thomson Consumer Electronics GmbH: Key Facts
Summary 12 Thomson Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Thomson Consumer Electronics GmbH: Competitive Position 2005
TOMTOM INTERNATIONAL BV - CONSUMER ELECTRONICS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 TomTom International BV: Key Facts
Summary 15 TomTom International BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 TomTom International BV: Competitive Position 2005
IN-HOME CONSUMER ELECTRONICS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Sales of In-home Consumer Electronics by Sector: Volume 2001-2006
Table 17 Sales of In-home Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 18 Sales of In-home Consumer Electronics by Sector: Value 2001-2006
Table 19 Sales of In-home Consumer Electronics by Sector: % Value Growth 2001-2006
Table 20 In-home Consumer Electronics Company Shares 2002-2005
Table 21 In-home Consumer Electronics Brand Shares 2002-2005
Table 22 Sales of In-home Consumer Electronics by Distribution Format 2001-2006
Table 23 Forecast Sales of In-home Consumer Electronics by Sector: Volume 2006-2011
Table 24 Forecast Sales of In-home Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 25 Forecast Sales of In-home Consumer Electronics by Sector: Value 2006-2011
Table 26 Forecast Sales of In-home Consumer Electronics by Sector: % Value Growth 2006-2011
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of In-car Consumer Electronics by Sector: Volume 2001-2006
Table 28 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 29 Sales of In-car Consumer Electronics by Sector: Value 2001-2006
Table 30 Sales of In-car Consumer Electronics by Sector: % Value Growth 2001-2006
Table 31 In-car Consumer Electronics Company Shares 2002-2005
Table 32 In-car Consumer Electronics Brand Shares 2002-2005
Table 33 Sales of In-car Consumer Electronics by Distribution Format 2001-2006
Table 34 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2006-2011
Table 35 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 36 Forecast Sales of In-car Consumer Electronics by Sector: Value 2006-2011
Table 37 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2006-2011