Consumer
Consumer Electronics

Consumer Electronics in Germany

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: 153  |  Publication date: Apr 2009
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Product coverage

Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics

Executive summary

Consumer electronics remain a sought after market category

Despite the economic turbulence in 2008, with inflation swinging from high to low in the second half of the year, consumer demand for electronic devices remained high in Germany, once again showing the country’s seemingly inexorable affinity for high tech gadgets. Although in volume terms growth was not as fast as in 2007, the value grew approximately twice as fast as a result of a further shift towards more expensive digital high tech electronics. This was especially evident in the TV sector, where high-priced HDTVs accounted for a much larger volume share than in the previous year.

Convergence continues to shape sector structures

Multifunctional electronic devices continued to be among the most sought-after products in 2008, putting increasing pressure on related, single-function sectors. Manufacturers continued to focus on innovations that would meet consumers’ demand for converging devices. Navigation systems were fitted with TV and Wi-Fi receivers; in-car media players had mobile phone adapters and GPS functions; digital TVs had Wi-Fi access; and mp3 players and smartphones were the new all-round talents, with such functions as personal training software including heart rate monitoring and stride sensors.

Drivers of growth are HDTV and mobile content devices

HDTVs were once again the winners of the home entertainment sector and consumers’ willingness to invest in an HD-ready TVs remained high despite the current lack of HDTV broadcasting in Germany. Also, strong in demand were portable devices that provide mobile access to online or stored content, most importantly laptops and portable multimedia players. Manufacturers focused on enhancing the mobility and technical features of these devices, adding Wi-Fi access to portable multimedia players and reducing the size and weight of laptops. Navigation systems were another sector that registered strong volume growth as a result of significantly falling unit prices and added-value features such as new live traffic alert systems or gas station finders.

Market is mature but dynamic

Although the market for consumer electronics is comparatively mature in Germany, with scope for volume growth very restricted, structures continued to be dynamic in 2008, driven by fast innovation and replacement cycles. German consumers displayed a particular enthusiasm for replacing their analogue electronics with the newest digital technologies but even the more conventional digital devices such as CD players were affected by accelerated replacement habits. Germany’s thirst for the newest high tech was also evident in the fact that almost all of the top 20 players operate in the premium segment of consumer electronics.

Saturation expected to slowdown volume growth

While overall volume is expected to continue to grow steadily over the forecast period, it will see a significant slowdown in pace in comparison to the review period. As market experts believe, volume for recently introduced, popular digital products such as HDTVs will settle at a high level over the forecast period and thus not be able to produce such a fast growth as registered over the review period. Although consumer demand is expected to remain high, slower volume growth combined with significantly declining unit prices will have a negative impact on value sales.

Table of contents

CONSUMER ELECTRONICS IN GERMANY : MARKET INSIGHT

EXECUTIVE SUMMARY

Consumer electronics remain a sought after market category

Convergence continues to shape sector structures

Drivers of growth are HDTV and mobile content devices

Market is mature but dynamic

Saturation expected to slowdown volume growth

KEY TRENDS AND DEVELOPMENTS

HD continues to advance

Convergence, mobility and connectivity trends shape market sectors

Internet retailing to slowly change distribution patterns

Falling unit prices continue to impact market

EU legislation for greener consumer electronics

MARKET DATA

Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008

Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008

Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008

Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008

Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008

Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008

Table 7 Consumer Electronics Company Shares 2003-2007

Table 8 Consumer Electronics Brand Shares 2004-2007

Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008

Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013

Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013

Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013

Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013

Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013

Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - GERMANY

ARCANDOR AG - CONSUMER ELECTRONICS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Arcandor AG: Key Facts

Summary 3 Arcandor AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Arcandor AG (KarstadtQuelle AG until May 2007): Competitive Position 2007

LOEWE AG - CONSUMER ELECTRONICS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Loewe AG: Key Facts

Summary 6 Loewe AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Loewe AG: Competitive Position 2007

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 2007

NAVIGON AG - CONSUMER ELECTRONICS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Navigon AG: Key Facts

Summary 12 Navigon AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Navigon AG: Competitive Position 2007

SAMSUNG ELECTRONICS DEUTSCHLAND GMBH - CONSUMER ELECTRONICS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Samsung Electronics Deutschland GmbH: Key Facts

Summary 15 Samsung Electronics Deutschland GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Samsung Electronics Deutschland GmbH: Competitive Position 2007

TELEVISIONS AND PROJECTORS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 17 Televisions and Projectors: New Product Launches 2007- 2008

SECTOR DATA

Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008

Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008

Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008

Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008

Table 20 Sales of Digital Televisions by Type 2003-2008

Table 21 Televisions and Projectors Company Shares 2003-2007

Table 22 Televisions and Projectors Brand Shares 2004-2007

Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008

Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013

Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013

Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013

Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013

VCRS AND DVD PLAYERS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 18 VCRs and DVD Players: New Product Launches 2007- 2008

SECTOR DATA

Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008

Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008

Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008

Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008

Table 32 VCRS and DVD Players Company Shares 2003-2007

Table 33 VCRS and DVD Players Brand Shares 2004-2007

Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008

Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013

Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013

Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013

Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013

TV AND VCR/DVD COMBINATIONS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 39 Sales of TV and VCR/ DVD Combinations: Volume 2003-2008

Table 40 Sales of TV and VCR/ DVD Combinations: % Volume Growth 2003-2008

Table 41 Sales of TV and VCR/ DVD Combinations: Value 2003-2008

Table 42 Sales of TV and VCR/ DVD Combinations: % Value Growth 2003-2008

Table 43 TV and VCR/ DVD Combinations Company Shares 2003-2007

Table 44 TV and VCR/ DVD Combinations Brand Shares 2004-2007

Table 45 Sales of TV and VCR/ DVD Combinations by Distribution Format 2003-2008

Table 46 Forecast Sales of TV and VCR/ DVD Combinations: Volume 2008-2013

Table 47 Forecast Sales of TV and VCR/ DVD Combinations: % Volume Growth 2008-2013

Table 48 Forecast Sales of TV and VCR/ DVD Combinations: Value 2008-2013

Table 49 Forecast Sales of TV and VCR/ DVD Combinations: % Value Growth 2008-2013

HOME AUDIO AND CINEMA IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 19 Home Audio and Cinema Products: New Product Launches 2007- 2008

SECTOR DATA

Table 50 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008

Table 51 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008

Table 52 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008

Table 53 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008

Table 54 Home Audio and Cinema Products Company Shares 2003-2007

Table 55 Home Audio and Cinema Products Brand Shares 2004-2007

Table 56 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008

Table 57 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013

Table 58 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013

Table 59 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013

Table 60 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013

CAMERAS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 20 Cameras: New Product Launches 2007- 2008

SECTOR DATA

Table 61 Sales of Cameras by Sector: Volume 2003-2008

Table 62 Sales of Cameras by Sector: % Volume Growth 2003-2008

Table 63 Sales of Cameras by Sector: Value 2003-2008

Table 64 Sales of Cameras by Sector: % Value Growth 2003-2008

Table 65 Cameras Company Shares 2003-2007

Table 66 Cameras Brand Shares 2004-2007

Table 67 Sales of Cameras by Distribution Format 2003-2008

Table 68 Forecast Sales of Cameras by Sector: Volume 2008-2013

Table 69 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013

Table 70 Forecast Sales of Cameras by Sector: Value 2008-2013

Table 71 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013

CAMCORDERS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 21 Camcorders: New Product Launches 2007- 2008

SECTOR DATA

Table 72 Sales of Camcorders by Sector: Volume 2003-2008

Table 73 Sales of Camcorders by Sector: % Volume Growth 2003-2008

Table 74 Sales of Camcorders by Sector: Value 2003-2008

Table 75 Sales of Camcorders by Sector: % Value Growth 2003-2008

Table 76 Camcorders Company Shares 2003-2007

Table 77 Camcorders Brand Shares 2004-2007

Table 78 Sales of Camcorders by Distribution Format 2003-2008

Table 79 Forecast Sales of Camcorders by Sector: Volume 2008-2013

Table 80 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013

Table 81 Forecast Sales of Camcorders by Sector: Value 2008-2013

Table 82 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013

PORTABLE MEDIA PLAYERS IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 22 Portable Media Players: New Product Launches 2007- 2008

SECTOR DATA

Table 83 Sales of Portable Media Players by Sector: Volume 2003-2008

Table 84 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008

Table 85 Sales of Portable Media Players by Sector: Value 2003-2008

Table 86 Sales of Portable Media Players by Sector: % Value Growth 2003-2008

Table 87 Sales of Portable MP3 Players by Type 2003-2008

Table 88 Portable Media Players Company Shares 2003-2007

Table 89 Portable Media Players Brand Shares 2004-2007

Table 90 Sales of Portable Media Players by Distribution Format 2003-2008

Table 91 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013

Table 92 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013

Table 93 Forecast Sales of Portable Media Players by Sector: Value 2008-2013

Table 94 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013

MOBILE PHONES IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 23 Mobile Phones: New Product Launches 2007- 2008

SECTOR DATA

Table 95 Sales of Mobile Phones: Volume 2003-2008

Table 96 Sales of Mobile Phones: % Volume Growth 2003-2008

Table 97 Sales of Mobile Phones: Value 2003-2008

Table 98 Sales of Mobile Phones: % Value Growth 2003-2008

Table 99 Sales of Mobile Phones by Type 2003-2008

Table 100 Mobile Phones Company Shares 2003-2007

Table 101 Mobile Phones Brand Shares 2004-2007

Table 102 Sales of Mobile Phones by Distribution Format 2003-2008

Table 103 Forecast Sales of Mobile Phones: Volume 2008-2013

Table 104 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013

Table 105 Forecast Sales of Mobile Phones: Value 2008-2013

Table 106 Forecast Sales of Mobile Phones: % Value Growth 2008-2013

IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 24 In-car Consumer Electronics: New Product Launches 2007- 2008

SECTOR DATA

Table 107 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008

Table 108 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008

Table 109 Sales of In-car Consumer Electronics by Sector: Value 2003-2008

Table 110 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008

Table 111 In-car Consumer Electronics Company Shares 2003-2007

Table 112 In-car Consumer Electronics Brand Shares 2004-2007

Table 113 Sales of In-car Consumer Electronics by Distribution Format 2003-2008

Table 114 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013

Table 115 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013

Table 116 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013

Table 117 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013

COMPUTERS IN GERMANY

HEADLINES

TRENDS

COMPETITVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 25 Computers: New Product Launches 2007- 2008

SECTOR DATA

Table 118 Sales of Computers by Sector: Volume 2003-2008

Table 119 Sales of Computers by Sector: % Volume Growth 2003-2008

Table 120 Sales of Computers by Sector: Value 2003-2008

Table 121 Sales of Computers by Sector: % Value Growth 2003-2008

Table 122 Computers Company Shares 2003-2007

Table 123 Computers Brand Shares 2004-2007

Table 124 Sales of Computers by Distribution Format 2003-2008

Table 125 Forecast Sales of Computers by Sector: Volume 2008-2013

Table 126 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013

Table 127 Forecast Sales of Computers by Sector: Value 2008-2013

Table 128 Forecast Sales of Computers by Sector: % Value Growth 2008-2013

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