Domestic Electrical Appliances in Denmark
Euromonitor International's Domestic Electrical Appliances in Denmark 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.
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Tables: 178 | Publication date: Dec 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
Large kitchen appliances; Small electrical appliances
Executive summary
Danish DEA market driven by increased sales of high-end models
2006 was a very good year for the domestic appliance in Denmark as volume and value sales of domestic electrical appliances increased in 2006. The main reasons were an increase in the number of appliances sold, and the consumer trend for buying greater numbers of more expensive premium models. This change in consumer behaviour towards greater consumptions of high end products was from having more available funds (Value of house, low interest, increase in salaries, low employment).
Booming economy stimulates kitchen appliance purchases
2006 was a very good year for the domestic appliances market in Denmark, with most sectors seeing growth in volume terms. The good performance was due to the growing economy, the continued growth of new housing, a rising employment rate, high consumer confidence and low interest rates. These factors freed up capital for home improvements among consumers in the country. There was also an overall trend towards increasing consumption of kitchen appliances, as the kitchen became the focal point of many homes, particularly in terms of adding value.
Danish DEA market under competitive pressure
The Danish domestic electrical appliances market sees the presence of leading international players such as Bosch-Siemens Hausgerate GmbH and Koninklijke Philips Electronics NV . Electrolux AB was the leading player in several sectors at the end of the review period, including refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and vacuum cleaners. Denmark is very much a home market for Electrolux AB, with additional brands such as AEG, Zanussi and Voss, which explains why the company is so strong. Electrolux AB has products in all price segments, but primarily mid-price and premium offerings. The company, however, faces many new challenges as competition is fierce in Denmark.
Manufacturers respond to consumer demand for quality and design
Many manufacturers are focusing more resources on the design and technological breakthroughs of high-end models, to meet consumers’ increased demand for more advanced domestic electrical appliances. 2006 witnessed the introduction of new technologies from most multinational and domestic producers, with more intelligent products and niche products. Designers from Porsche Design and Bang & Olufsen were recruited to design more aesthetically pleasing domestic electrical appliances. Design trends moved towards new colours such as black, grey and metal, and appliances were increasingly part of a range rather than individual items.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Danish DEA market driven by increased sales of high-end models
Booming economy stimulates kitchen appliance purchases
Danish DEA market under competitive pressure
Manufacturers respond to consumer demand for quality and design
KEY TRENDS AND DEVELOPMENTS
Boost in the Danish Economy sees groundbreaking first quarter of 2006
Environmental legislation may lead to price increases
EU Energy Labelling and Energy Efficiency Standard Directive
Major increase in Internet use and trade
Increased competition from Korea will threaten existing players
Manufacturing plants open in low-cost countries to offset rising costs
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
MARKET DATA
Table 2 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 3 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 6 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 10 Company Shares of Large Kitchen Appliances 2002-2006
Table 11 Brand Shares of Large Kitchen Appliances 2003-2006
Table 12 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 13 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 14 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 15 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 19 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
ELECTROLUX HOME PRODUCTS DENMARK A/S - DOMESTIC ELECTRICAL APPLIANCES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Electrolux Home Products Denmark A/S: Key Facts
Summary 3 Electrolux AB : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Electrolux AB : Production Statistics 2005
COMPETITIVE POSITIONING
MIELE A/S - DOMESTIC ELECTRICAL APPLIANCES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Miele A/S: Key Facts
Summary 6 Miele A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
OBH NORDICA DENMARK A/S - DOMESTIC ELECTRICAL APPLIANCES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 OBH Nordica Denmark: Key Facts
Summary 8 OBH Nordica Denmark: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VESTFROST A/S - DOMESTIC ELECTRICAL APPLIANCES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Vestfrost: Key Facts
Summary 10 Vestfrost: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WHIRLPOOL NORDIC AB - DOMESTIC ELECTRICAL APPLIANCES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Whirlpool Nordic AKT: Key Facts
Summary 12 Whirlpool Nordic AB: Operational Indicators :
COMPANY BACKGROUND
PRODUCTION
Summary 13 Whirlpool Nordic AB: Production Statistics 2005
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 24 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 27 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 28 Sales of Fridges by Format: % Breakdown 2003-2006
Table 29 Sales of Freezers by Format: % Breakdown 2003-2006
Table 30 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 31 Company Shares of Refrigeration Appliances 2002-2006
Table 32 Brand Shares of Refrigeration Appliances 2003-2006
Table 33 Company Shares of Built-in Fridge Freezers 2002-2006
Table 34 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 35 Company Shares of Built-in Fridges 2002-2006
Table 36 Company Shares of Freestanding Fridges 2002-2006
Table 37 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 42 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 45 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 46 Company Shares of Home Laundry Appliances 2002-2006
Table 47 Brand Shares of Home Laundry Appliances 2003-2006
Table 48 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 53 Sales of Dishwashers by Subsector: Value 2001-2006
Table 54 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 56 Company Shares of Dishwashers 2002-2006
Table 57 Brand Shares of Dishwashers 2003-2006
Table 58 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 59 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 63 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 66 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 67 Sales of Range Cookers by Format: % Breakdown 2001-2006
Table 68 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 69 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 70 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 71 Company Shares of Large Cooking Appliances 2002-2006
Table 72 Brand Shares of Large Cooking Appliances 2003-2006
Table 73 Company Shares of Cookers 2002-2006
Table 74 Company Shares of Range Cookers 2002-2006
Table 75 Company Shares of Ovens 2002-2006
Table 76 Company Shares of Hobs 2002-2006
Table 77 Company Shares of Built-in Hobs 2002-2006
Table 78 Company Shares of Freestanding Hobs 2002-2006
Table 79 Company Shares of Cooker Hoods 2002-2006
Table 80 Company Shares of Built-in Cooker Hoods 2002-2006
Table 81 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 85 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Sales of Microwaves by Subsector: Volume 2001-2006
Table 87 Sales of Microwaves by Subsector: Value 2001-2006
Table 88 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 89 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 90 Company Shares of Microwaves 2002-2006
Table 91 Brand Shares of Microwaves 2003-2006
Table 92 Microwaves by Distribution Format: % Analysis 2001-2006
Table 93 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 94 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 95 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 96 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 98 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 99 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 100 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 101 Company Shares of Food Preparation Appliances 2002-2006
Table 102 Brand Shares of Food Preparation Appliances 2003-2006
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 108 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 109 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 110 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 111 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 112 Company Shares of Small Cooking Appliances 2002-2006
Table 113 Brand Shares of Small Cooking Appliances 2003-2006
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 122 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 123 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 128 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 129 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 130 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 131 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 132 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 133 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 134 Company Shares of Vacuum Cleaners 2002-2006
Table 135 Brand Shares of Vacuum Cleaners 2003-2006
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 139 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 140 Sales of Irons: 2001-2006
Table 141 Sales of Irons: % Growth 2001-2006
Table 142 Company Shares of Irons 2002-2006
Table 143 Brand Shares of Irons 2003-2006
Table 144 Forecast Sales of Irons: 2006-2011
Table 145 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 146 Sales of Personal Care Appliances: 2001-2006
Table 147 Sales of Personal Care Appliances: % Growth 2001-2006
Table 148 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 149 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 150 Company Shares of Personal Care Appliances 2002-2006
Table 151 Brand Shares of Personal Care Appliances 2003-2006
Table 152 Forecast Sales of Personal Care Appliances: 2006-2011
Table 153 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Sales of Air Treatment Products: 2001-2006
Table 155 Sales of Air Treatment Products: % Growth 2001-2006
Table 156 Company Shares of Air Treatment Products 2002-2006
Table 157 Brand Shares of Air Treatment Products 2003-2006
Table 158 Forecast Sales of Air Treatment Products: 2006-2011
Table 159 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 160 Retail Sales of Heating Appliances: 2001-2006
Table 161 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 162 Company Shares of Heating Appliances 2002-2006
Table 163 Brand Shares of Heating Appliances 2003-2006
Table 164 Forecast Sales of Heating Appliances: 2006-2011
Table 165 Forecast Sales of Heating Appliances: % Growth 2006-2011