Domestic Electrical Appliances in Germany
Euromonitor International's Domestic Electrical Appliances in Germany 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: 184 | Publication date: Nov 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
Reversal of declining sales trend
After several years of declining sales, value and volume sales of the domestic electrical appliances industry in Germany grew substantially. Domestic electrical appliances benefited from the recovery of the German economy as well as substantial accumulated consumer demand after years of holding back necessary replacements. Many consumers also made purchases in 2006 which were originally planned for 2007 in order to avoid paying higher VAT.
Sales of large electrical appliances increased
Large kitchen appliances benefited from high demand for kitchen refits with the strongest growth rates seen in sales of refrigeration appliances and large cooking appliances. Built-in appliances performed better than their freestanding counterparts as German consumers prefer fitted kitchens.
Strong growth for small electrical appliances
Sales of small electrical appliances were driven by high demand for coffee machines and vacuum cleaners while the upsurge in demand for coffee machines was attributed to several successful product launches. Vacuum cleaners also benefited from more favourable economic conditions with consumers making purchases they had previously delayed due to lack of spending power and lower confidence.
AEG/Electrolux lost industry share
AEG/Electrolux announced the closure of its major production site in Germany which resulted in prolonged strike action by its staff. This caused production downtimes and delivery shortages, all of which led to a significant decline in sales.
Sales growth expected to slow over forecast period
Over the forecast period the economy is expected to grow at a lower rate. Furthermore, the increase in VAT will seriously dent consumer willingness to spend, which will further reduce demand.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Reversal of declining sales trend
Sales of large electrical appliances increased
Strong growth for small electrical appliances
AEG/Electrolux lost industry share
Sales growth expected to slow over forecast period
KEY TRENDS AND DEVELOPMENTS
Acceleration in economic growth
Increasing value added tax (VAT)
Germany’s demographic challenges
Design becomes more important in the decision to purchase
Rising energy costs drive sales of energy-saving appliances
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 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 - GERMANY
BAUKNECHT HAUSGERäTE GMBH - DOMESTIC ELECTRICAL APPLIANCES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bauknecht: Key Facts
Summary 3 Whirlpool/Bauknecht: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Bauknecht: Production Statistics 2006
COMPETITIVE POSITIONING
BOSCH-SIEMENS HAUSGERäTE GMBH - DOMESTIC ELECTRICAL APPLIANCES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 BSH: Key Facts
Summary 6 BSH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 BSH: Production Statistics 2006
COMPETITIVE POSITIONING
ELECTROLUX AB - DOMESTIC ELECTRICAL APPLIANCES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Electrolux/AEG: Key Facts
Summary 9 Electrolux SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Electrolux/AEG: Production Statistics 2006
COMPETITIVE POSITIONING
GORENJE VERTRIEBS GMBH - DOMESTIC ELECTRICAL APPLIANCES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Gorenje: Key Facts
Summary 12 Gorenje: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Gorenje: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Gorenje: Competitive Position 2006
MIELE & CIE GMBH & CO - DOMESTIC ELECTRICAL APPLIANCES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Miele & Cie GmbH & Co: Key Facts
Summary 16 Miele & Cie GmbH & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Miele & Cie GmbH & Co: Production Statistics 2006
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Retail Units by Static/Frost-free: % Split 2001/2006
Table 33 Company Shares of Refrigeration Appliances 2002-2006
Table 34 Brand Shares of Refrigeration Appliances 2003-2006
Table 35 Company Shares of Built-in Fridge Freezers 2002-2006
Table 36 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 37 Company Shares of Built-in Fridges 2002-2006
Table 38 Company Shares of Freestanding Fridges 2002-2006
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 46 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 47 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 48 Retail Units of Automatic Washing Machines by Wash Mechanism: % Split 2001/2006
Table 49 Company Shares of Home Laundry Appliances 2002-2006
Table 50 Brand Shares of Home Laundry Appliances 2003-2006
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 56 Sales of Dishwashers by Subsector: Value 2001-2006
Table 57 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 58 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 59 Retail Units of Built-in Dishwashers: % Split 2001/2006
Table 60 Company Shares of Dishwashers 2002-2006
Table 61 Brand Shares of Dishwashers 2003-2006
Table 62 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 63 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 64 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 65 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 67 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 68 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 69 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 70 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 71 Sales of Range Cookers by Format: % Breakdown 2001-2006
Table 72 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 73 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 74 Company Shares of Large Cooking Appliances 2002-2006
Table 75 Brand Shares of Large Cooking Appliances 2003-2006
Table 76 Company Shares of Ovens 2002-2006
Table 77 Company Shares of Hobs 2002-2006
Table 78 Company Shares of Built-in 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 GERMANY
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 Retail Units of Microwaves: % Split 2001/2006
Table 91 Company Shares of Microwaves 2002-2006
Table 92 Brand Shares of Microwaves 2003-2006
Table 93 Microwaves by Distribution Format: % Analysis 2001-2006
Table 94 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 95 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 96 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 97 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 99 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 100 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 101 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 102 Company Shares of Food Preparation Appliances 2002-2006
Table 103 Brand Shares of Food Preparation Appliances 2003-2006
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 109 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 110 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 111 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 112 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 113 Company Shares of Small Cooking Appliances 2002-2006
Table 114 Brand Shares of Small Cooking Appliances 2003-2006
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 123 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 124 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 129 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 130 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 131 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 132 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 133 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 134 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 135 Company Shares of Vacuum Cleaners 2002-2006
Table 136 Brand Shares of Vacuum Cleaners 2003-2006
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 139 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Sales of Irons: 2001-2006
Table 142 Sales of Irons: % Growth 2001-2006
Table 143 Retail Units of Irons: % Split 2001/2006
Table 144 Company Shares of Irons 2002-2006
Table 145 Brand Shares of Irons 2003-2006
Table 146 Forecast Sales of Irons: 2006-2011
Table 147 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 148 Sales of Personal Care Appliances: 2001-2006
Table 149 Sales of Personal Care Appliances: % Growth 2001-2006
Table 150 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 151 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 152 Company Shares of Personal Care Appliances 2002-2006
Table 153 Brand Shares of Personal Care Appliances 2003-2006
Table 154 Forecast Sales of Personal Care Appliances: 2006-2011
Table 155 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 156 Sales of Air Treatment Products: 2001-2006
Table 157 Sales of Air Treatment Products: % Growth 2001-2006
Table 158 Company Shares of Air Treatment Products 2002-2006
Table 159 Brand Shares of Air Treatment Products 2003-2006
Table 160 Forecast Sales of Air Treatment Products: 2006-2011
Table 161 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 162 Retail Sales of Heating Appliances: 2001-2006
Table 163 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 164 Company Shares of Heating Appliances 2002-2006
Table 165 Brand Shares of Heating Appliances 2003-2006
Table 166 Forecast Sales of Heating Appliances: 2006-2011
Table 167 Forecast Sales of Heating Appliances: % Growth 2006-2011