Domestic Electrical Appliances in Belgium
Euromonitor International's Domestic Electrical Appliances in Belgium market report offers a comprehensive guide to the size and shape of the 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 193 | Publication date: Mar 2009
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- 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
Large kitchen appliances; Small electrical appliances
Executive summary
Sales continue positive trend in 2008
Sales continued to grow in retail volume and value terms in 2008. Retail value growth was stronger than retail volume growth, which is due less to an increase in unit prices than higher average sales in 2008 compared to 2007. Large kitchen appliances recorded a better performance than small electrical appliances, supported by the strong growth of home laundry appliances, dishwashers and microwaves. The dynamism of large kitchen appliances can be explained by several factors, the most important of which are an increasing number of households, blended families necessitating larger appliances, and more Belgian consumers purchasing second homes. Small electrical appliances also recorded good retail volume and value growth in 2008, largely because vacuum cleaners benefited from strong innovation while personal care appliances fit well with societal trends centred on appearance.
Domestic electrical appliances is becoming increasingly polarised
The emergence of new players from Asia and tougher competition between retailers has put pressure on prices has led manufacturers to launch economy products. These products meet the consumer demand for reliable but cheap appliances and they are becoming increasingly successful. However there is also growing consumer demand for premium appliances. With cooking a developing trend and the kitchen becoming a central area in households, Belgian consumers are increasingly opting for aesthetic, high quality products. Built-in appliances therefore continued to perform strongly in 2008 and design, materials and colour played a major role in the purchasing decisions of consumers.
Innovation is key
Innovation remains a key factor in domestic electrical appliances in Belgium, offering added value products to consumers. In 2008 manufacturers followed key trends in society, adapting their offer to fit with busier consumer lifestyles by launching more efficient and more flexible “smart” products. For example, time manager programmes which allow the consumer to choose the duration of washing cycles, according to time available, and products that automatically define functioning modes, according to a number of parameters. Faster appliances also represented a key trend in domestic electrical appliances in Belgium.
Consumers are increasingly aware of environmental issues
Belgian consumers are becoming more and more concerned about the environmental impact of domestic electrical appliances. In 2008 advertising campaigns, led by the government or independent associations such as Recupel, explained how some appliances consume high levels of energy thereby negatively affecting the environment and the importance of recycling appliances. As a result, manufacturers are increasingly focused on energy spending. Bosch-Siemens NV and other players offered an energy bonus system which enables the consumer to benefit from an energy discount when purchasing an ecological product.
Credit crunch will impact short-term sales
The economic situation in Belgium has been consistently healthy over the review period, and the impact of the credit crunch was delayed, affecting only the second half of 2008 and even then, not significantly. However several indicators suggest that the Belgian economy is starting to lose momentum. Inflation increased in 2008, due to the rise in commodity prices and the financial crisis, reaching its highest level since 1984. GDP also decreased in 2008. The growth in disposable income is expected to slow down in 2009 and 2010 and confidence levels are likely to decrease. Banks' lending conditions should also tighten and the housing market soften after a years of rapidly increasing prices. As a consequence, a marked slowdown in housing investment is expected which will in turn negatively impact domestic electrical appliances in Belgium in the short term.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales continue positive trend in 2008
Domestic electrical appliances is becoming increasingly polarised
Innovation is key
Consumers are increasingly aware of environmental issues
Credit crunch will impact short-term sales
KEY TRENDS AND DEVELOPMENTS
Economic slowdown is expected in the short term
Cocooning is a growing consumer trend
Growing demand for premium appliances...
... And more demand for economy appliances
Greater demand for environmentally-friendly appliances
Health and beauty grows in importance
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2008
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 11 Company Shares of Large Kitchen Appliances 2004-2008
Table 12 Brand Shares of Large Kitchen Appliances 2005-2008
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
ARCELIK AS - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Arcelik AS: Operational Indicators Worldwide
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Arcelik AS: Competitive Position 2008
BOSCH-SIEMENS NV - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bosch-Siemens NV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Bosch-Siemens NV: Competitive Position 2008
ELECTROLUX HOME PRODUCTS BELGIUM SA - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Electrolux Home Products Belgium SA: Key Facts
Summary 7 Electrolux AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Electrolux Home Products Belgium SA: Competitive Position 2008
INDESIT CO SPA - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Indesit Co SpA: Key Facts
Summary 10 Indesit Co SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MIELE SA - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Miele SA: Key Facts
Summary 12 Miele SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Miele SA: Competitive Position 2008
PHILIPS CONSUMER PRODUCTS SA/NV - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Philips Consumer Products SA/NV: Key Facts
Summary 15 Philips Consumer Products SA/NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Philips Consumer Products SA/NV: Production Statistics
COMPETITIVE POSITIONING
Summary 17 Philips Consumer Products SA/NV: Competitive Position 2008
SEB BELGIUM SA, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Groupe SEB Belgium SA: Key Facts
Summary 19 Groupe SEB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Groupe SEB Belgium SA: Competitive Position 2008
WHIRLPOOL BELGIUM SA NV - DOMESTIC ELECTRICAL APPLIANCES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Whirlpool Belgium SA NV: Key Facts
Summary 22 Whirlpool Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Whirlpool Belgium SA NV: Competitive Position 2008
REFRIGERATION APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 29 Sales of Fridges by Format: % Breakdown 2004-2008
Table 30 Sales of Freezers by Format: % Breakdown 2004-2008
Table 31 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 34 Company Shares of Refrigeration Appliances 2004-2008
Table 35 Brand Shares of Refrigeration Appliances 2005-2008
Table 36 Company Shares of Built-in Fridge Freezers 2004-2008
Table 37 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 38 Company Shares of Built-in Fridges 2004-2008
Table 39 Company Shares of Freestanding Fridges 2004-2008
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 45 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 47 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 48 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 49 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 50 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 51 Company Shares of Home Laundry Appliances 2004-2008
Table 52 Brand Shares of Home Laundry Appliances 2005-2008
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 58 Sales of Dishwashers by Subsector: Value 2003-2008
Table 59 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 60 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 61 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 62 Company Shares of Dishwashers 2004-2008
Table 63 Brand Shares of Dishwashers 2005-2008
Table 64 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 65 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 67 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 69 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 71 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 72 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 73 Sales of Range Cookers by Format: % Breakdown 2003-2008
Table 74 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 75 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 76 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
Table 77 Company Shares of Large Cooking Appliances 2004-2008
Table 78 Brand Shares of Large Cooking Appliances 2005-2008
Table 79 Company Shares of Ovens 2004-2008
Table 80 Company Shares of Hobs 2004-2008
Table 81 Company Shares of Built-in Hobs 2004-2008
Table 82 Company Shares of Freestanding Hobs 2004-2008
Table 83 Company Shares of Cooker Hoods 2004-2008
Table 84 Company Shares of Built-in Cooker Hoods 2004-2008
Table 85 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Sales of Microwaves by Subsector: Volume 2003-2008
Table 91 Sales of Microwaves by Subsector: Value 2003-2008
Table 92 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 93 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 94 Company Shares of Microwaves 2004-2008
Table 95 Brand Shares of Microwaves 2005-2008
Table 96 Microwaves by Distribution Format: % Analysis 2003-2008
Table 97 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 98 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 99 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 100 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 102 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 103 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 104 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 105 Company Shares of Food Preparation Appliances 2004-2008
Table 106 Brand Shares of Food Preparation Appliances 2005-2008
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 111 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 112 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 113 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 114 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 115 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 116 Company Shares of Small Cooking Appliances 2004-2008
Table 117 Brand Shares of Small Cooking Appliances 2005-2008
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 126 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 127 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 133 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 134 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 135 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 136 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 137 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 138 Company Shares of Vacuum Cleaners 2004-2008
Table 139 Brand Shares of Vacuum Cleaners 2005-2008
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 144 Sales of Irons: 2003-2008
Table 145 Sales of Irons: % Growth 2003-2008
Table 146 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 147 Company Shares of Irons 2004-2008
Table 148 Brand Shares of Irons 2005-2008
Table 149 Forecast Sales of Irons: 2008-2013
Table 150 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 151 Sales of Personal Care Appliances: 2003-2008
Table 152 Sales of Personal Care Appliances: % Growth 2003-2008
Table 153 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 154 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 155 Company Shares of Personal Care Appliances 2004-2008
Table 156 Brand Shares of Personal Care Appliances 2005-2008
Table 157 Forecast Sales of Personal Care Appliances: 2008-2013
Table 158 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Sales of Air Treatment Products: 2003-2008
Table 160 Sales of Air Treatment Products: % Growth 2003-2008
Table 161 Company Shares of Air Treatment Products 2004-2008
Table 162 Brand Shares of Air Treatment Products 2005-2008
Table 163 Forecast Sales of Air Treatment Products: 2008-2013
Table 164 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 165 Retail Sales of Heating Appliances: 2003-2008
Table 166 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 167 Company Shares of Heating Appliances 2004-2008
Table 168 Brand Shares of Heating Appliances 2005-2008
Table 169 Forecast Sales of Heating Appliances: 2008-2013
Table 170 Forecast Sales of Heating Appliances: % Growth 2008-2013