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: 153 | Publication date: Apr 2009
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
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