Domestic Electrical Appliances in Poland
Euromonitor International's Domestic Electrical Appliances in Poland 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: Dec 2007
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- Get insight into trends in market performance
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Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Booming Polish economy creates favourable environment for manufacturers
In 2006 a strong growth of GDP was registered, at nearly 8%. This was the result of strong performance for major factors such as manufacturing, individual consumption, the construction industry and exports. The low inflation rate of 1-2% encouraged companies to increase investments and employment. Polish consumers in turn witnessed a rise in their personal income levels as a result of the improving situation in the labour market (a falling rate of unemployment) and rising salaries. Poles were thus more inclined than in previous years to purchase new domestic electrical appliances, a fact strengthened by the increasing popularity of payments made in installments, a service that was broadly offered by banks co-operating closely with retail networks.
Falling prices drive DEA market in Poland
In 2006 retail value sales of domestic electrical appliances in Poland saw growth of 5%, the largest annual growth figure seen over the review period, which overall saw growth of 9% in value terms. In retail volume terms, the growth was even more significant, at 8% in 2006. This growth was the result of the permanently falling average prices of major DEA products in Poland, reflecting strong competition among major manufacturers, combined with increasing technology and growing scale of production. The pricing policy of the largest retailing networks exacerbated this trend.
Consumers aim to improve their standard of living by purchasing new appliancies
Household penetration is very high in such categories as: fridge freezers, automatic washing machines, cylinder vacuum cleaners and irons. However, many of these appliances are rather old and old-fashioned. With the improving economic situation in Poland, there is a growing demand for replacements; the exchange of old devices for new ones is conducted not only by consumers who own malfunctioning appliances but also by those keen to purchase more modern and technologically advanced products. Reflecting the Poles’ inclination to increase their quality of life, there is also dynamically growing demand for electrical commodities that, in 2006, have a low penetration level such as tumble dryers, washer dryers, dishwashers and freestanding microwaves.
Increase in consumer credit and boom in construction fuelled demand for large DEA products
2006 year saw a continued boom in housing construction. There is growing demand for new flats and an increase in self-built family homes. This trend is fuelled by consumers’ access to bank mortgages, which registered booming interest in 2005 and 2006. This situation in housing has had a positive effect on the demand for large domestic electrical appliances as obviously the newly completed flats and houses need to be equipped with the necessary devices. It is expected that this boom in construction will continue into the early stages of the forecast period.
Continued high demand for domestic electrical appliancies predicted
Sales of domestic electrical appliances are predicted to grow throughout the forecast period. The further increase in the purchasing power of Polish consumers will lead to continued demand for domestic electrical appliances. The low penetration level in several categories will lead to many Poles improving their standard of living by purchasing new appliances. In general terms, there will be a gradual convergence between Poland and Western Europe in terms of the DEA appliances used in housework.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Booming Polish economy creates favourable environment for manufacturers
Falling prices drive DEA market in Poland
Consumers aim to improve their standard of living by purchasing new appliancies
Increase in consumer credit and boom in construction fuelled demand for large DEA products
Continued high demand for domestic electrical appliancies predicted
KEY TRENDS AND DEVELOPMENTS
Increase of purchasing power of Polish customers benefits DEA market
Boom in building construction fuels the demand for DEA appliances
Consumer concerns regarding health and appearance contributes to rising DEA sales
Growing share of imported appliances from the Far East
Dynamic development of specialist multiple chains
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 - POLAND
AMICA WRONKI SA - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amica Wronki SA: Key Facts
Summary 3 Amica Wronki SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Amica Wronki SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Amica Wronki SA: Competitive Position 2006
MPM PRODUCT SP ZOO - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 MPM Product Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 MPM Product Sp zoo: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 MPM Product Sp zoo: Competitive Position 2006
STING POLSKA SP ZOO - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Sting Polska Sp zoo: Key Facts
Summary 10 Sting Polska Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Sting Polska Sp zoo: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Sting Polska Sp zoo: Competitive Position 2006
SWIATOWIT SA - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Swiatowit SA: Key Facts
Summary 14 Swiatowit SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Swiatowit SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Swiatowit SA: Competitive Position 2006
ZELMER SA - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Zelmer SA: Key Facts
Summary 18 Zelmer SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Zelmer SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Zelmer SA: Competitive Position 2006
REFRIGERATION APPLIANCES IN POLAND
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 Company Shares of Refrigeration Appliances 2002-2006
Table 33 Brand Shares of Refrigeration Appliances 2003-2006
Table 34 Company Shares of Built-in Fridge Freezers 2002-2006
Table 35 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 36 Company Shares of Built-in Fridges 2002-2006
Table 37 Company Shares of Freestanding Fridges 2002-2006
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 46 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 47 Company Shares of Home Laundry Appliances 2002-2006
Table 48 Brand Shares of Home Laundry Appliances 2003-2006
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 54 Sales of Dishwashers by Subsector: Value 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 56 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 57 Company Shares of Dishwashers 2002-2006
Table 58 Brand Shares of Dishwashers 2003-2006
Table 59 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 62 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 66 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 67 Sales of Cookers by Gas/Electric: % 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 Ovens 2002-2006
Table 75 Company Shares of Hobs 2002-2006
Table 76 Company Shares of Built-in Hobs 2002-2006
Table 77 Company Shares of Freestanding Hobs 2002-2006
Table 78 Company Shares of Cooker Hoods 2002-2006
Table 79 Company Shares of Built-in Cooker Hoods 2002-2006
Table 80 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Sales of Microwaves by Subsector: Volume 2001-2006
Table 86 Sales of Microwaves by Subsector: Value 2001-2006
Table 87 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 88 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 89 Company Shares of Microwaves 2002-2006
Table 90 Brand Shares of Microwaves 2003-2006
Table 91 Microwaves by Distribution Format: % Analysis 2001-2006
Table 92 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 93 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 94 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 95 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 97 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 98 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 99 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 100 Company Shares of Food Preparation Appliances 2002-2006
Table 101 Brand Shares of Food Preparation Appliances 2003-2006
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 107 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 108 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 109 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 110 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 111 Company Shares of Small Cooking Appliances 2002-2006
Table 112 Brand Shares of Small Cooking Appliances 2003-2006
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 121 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 122 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 128 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 129 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 130 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 131 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 132 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 133 Company Shares of Vacuum Cleaners 2002-2006
Table 134 Brand Shares of Vacuum Cleaners 2003-2006
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 139 Sales of Irons: 2001-2006
Table 140 Sales of Irons: % Growth 2001-2006
Table 141 Company Shares of Irons 2002-2006
Table 142 Brand Shares of Irons 2003-2006
Table 143 Forecast Sales of Irons: 2006-2011
Table 144 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 145 Sales of Personal Care Appliances: 2001-2006
Table 146 Sales of Personal Care Appliances: % Growth 2001-2006
Table 147 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 148 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 149 Company Shares of Personal Care Appliances 2002-2006
Table 150 Brand Shares of Personal Care Appliances 2003-2006
Table 151 Forecast Sales of Personal Care Appliances: 2006-2011
Table 152 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Sales of Air Treatment Products: 2001-2006
Table 154 Sales of Air Treatment Products: % Growth 2001-2006
Table 155 Company Shares of Air Treatment Products 2002-2006
Table 156 Brand Shares of Air Treatment Products 2003-2006
Table 157 Forecast Sales of Air Treatment Products: 2006-2011
Table 158 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Retail Sales of Heating Appliances: 2001-2006
Table 160 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 161 Company Shares of Heating Appliances 2002-2006
Table 162 Brand Shares of Heating Appliances 2003-2006
Table 163 Forecast Sales of Heating Appliances: 2006-2011
Table 164 Forecast Sales of Heating Appliances: % Growth 2006-2011