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.
Tables: 177 | Publication date: Nov 2008
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
Increasing incomes of Polish consumers stimulate demand for durable goods
In 2007 GDP growth amounted to 6.5%, a similar rate to the previous year, which meant a further positive year for the Polish economy. The economic boom was fuelled by intensive growth in consumption and increasing investments by companies. Energetic economic activity by entrepreneurs, in line with easier access to banking credits, influenced the increase in industrial output. In turn, increasing individual consumption was possible thanks to the improving economic situation in Polish households. Higher disposable incomes was a direct result of increasing employment, rising salaries and financial transfers from Poles living and working abroad. Another stimulus came from the increasing level of banking credits, which influenced the rising interest of consumers in the fitting out of households with new domestic electrical appliances.
Growth in domestic electrical appliances stronger than predicted
The speed of growth in the domestic electrical appliances market in 2007 was the fastest recorded over the review period. The intensive growth was influenced by some important factors, such as intensified replacement demand for large kitchen appliances, a boom in the construction industry, the improving financial situation of Polish citizens, and an increasing willingness to take out banking consumer credit for financing purchases of durable consumer goods.
Consumers benefit from changes in prices
The main areas of domestic electrical appliances developed with higher growth rates in volume than in value terms. This phenomenon resulted from intensified competition among electrical goods retailer multiples, which have pressed manufacturers to lower prices by reducing their profit margins. Another factor driving diminishing average prices was technological progress, which facilitates assembly in larger quantities, thus enabling players to benefit from economies of scale in production. On the other hand, there was an observable trend towards an increasing interest among consumers in more technologically, modern and more expensive devices. Additionally, persistently rising costs of materials prevented manufacturers from any further pricing reductions.
Poland seen as an interesting market by domestic electrical appliance manufacturers
According to manufacturers’ representatives, Poland has become an attractive market for domestic electrical appliances. This was due to persistent progress made by the Polish economy and changes in the purchasing habits of Polish consumers. Poles are becoming increasingly aware of their living standard, and therefore care more about aesthetics and the fitting out of their flats. There has been an increasing inclination to replace old less functional domestic electrical appliances with new items, which are more modern and energy saving. These trends are all the more important as Poland, with its 38.5 million population, is the largest EU country in Eastern Europe. As a result, it offers an opportunity for the major large kitchen manufacturers to develop their production capacities in this country.
Positive growth prognosis for the whole of domestic electrical appliances
Euromonitor International expects a continuation of the positive trends in domestic electrical appliances in the entire forecast period. This will be possible thanks to the increasing purchasing power of Polish consumers, resulting from their rising personal incomes and aspirations towards increasing living standards. The highest growth rates will be seen in those products with lower penetration levels, such as fridge freezers, or vacuum cleaners. It is predicted that sales of domestic electrical appliances will be more and more concentrated in specialist network retailers, such as Media Markt, RTV Euro AGD, Neonet or Avans. These retailers are able not only to offer competitive prices but also best fulfil customers’ expectations in terms of choice of products, a comfortable and pleasant shopping environment and/or helpful advice from shop assistants.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Increasing incomes of Polish consumers stimulate demand for durable goods
Growth in domestic electrical appliances stronger than predicted
Consumers benefit from changes in prices
Poland seen as an interesting market by domestic electrical appliance manufacturers
Positive growth prognosis for the whole of domestic electrical appliances
KEY TRENDS AND DEVELOPMENTS
Poles increase overall consumption expenditure
Construction boom favourably impacting on the domestic electrical appliances market
Price declines for domestic electrical appliances slowed in 2007
Market players dramatically investing in advertising
Domination of multiple electrical goods retailers
Internet purchases rising dynamically
Poles more willing to replace old appliances with new ones
Poles focus on cutting down time spent on household chores
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Sector and Subsector Definitions
Distribution Definitions
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 2007
COMPETITIVE POSITIONING
Summary 5 Amica Wronki SA: Competitive Position 2007
FAGORMASTERCOOK SA - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 FagorMastercook SA
Summary 7 FagorMastercook SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 FagorMastercook SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 FagorMastercook SA: Competitive Position 2007
INDESIT CO POLSKA SP ZOO - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Indesit Company Polska Sp zoo: Key Facts
Summary 11 Indesit Company Polska Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Indesit Company Polska Sp zoo: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Indesit Company Polska Sp zoo: Competitive Position 2007
SEB POLSKA SP ZOO, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Groupe SEB Polska Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Groupe SEB Polska Sp zoo: Competitive Position 2007
ZELMER SA - DOMESTIC ELECTRICAL APPLIANCES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Zelmer SA: Key Facts
Summary 17 Zelmer SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Zelmer SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Zelmer SA: Competitive Position 2006
REFRIGERATION APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Company Shares of Refrigeration Appliances 2003-2007
Table 33 Brand Shares of Refrigeration Appliances 2004-2007
Table 34 Company Shares of Built-in Fridge Freezers 2003-2007
Table 35 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 36 Company Shares of Built-in Fridges 2003-2007
Table 37 Company Shares of Freestanding Fridges 2003-2007
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 46 Company Shares of Home Laundry Appliances 2003-2007
Table 47 Brand Shares of Home Laundry Appliances 2004-2007
Table 48 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 53 Sales of Dishwashers by Subsector: Value 2002-2007
Table 54 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 55 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 56 Company Shares of Dishwashers 2003-2007
Table 57 Brand Shares of Dishwashers 2004-2007
Table 58 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 60 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 63 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 64 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 66 Company Shares of Large Cooking Appliances 2003-2007
Table 67 Brand Shares of Large Cooking Appliances 2004-2007
Table 68 Company Shares of Cookers 2003-2007
Table 69 Company Shares of Range Cookers 2003-2007
Table 70 Company Shares of Ovens 2003-2007
Table 71 Company Shares of Hobs 2003-2007
Table 72 Company Shares of Built-in Hobs 2003-2007
Table 73 Company Shares of Freestanding Hobs 2003-2007
Table 74 Company Shares of Cooker Hoods 2003-2007
Table 75 Company Shares of Built-in Cooker Hoods 2003-2007
Table 76 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 77 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 78 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 79 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 80 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Retail Sales of Ready Made Meals 2002-2012
Table 82 Sales of Microwaves by Subsector: Volume 2002-2007
Table 83 Sales of Microwaves by Subsector: Value 2002-2007
Table 84 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 85 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Microwaves 2003-2007
Table 87 Brand Shares of Microwaves 2004-2007
Table 88 Microwaves by Distribution Format: % Analysis 2002-2007
Table 89 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 90 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 91 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 92 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 94 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 95 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 96 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 97 Company Shares of Food Preparation Appliances 2003-2007
Table 98 Brand Shares of Food Preparation Appliances 2004-2007
Table 99 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 100 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 101 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Retail Sales of Coffee 2002-2012
Table 104 Share of Coffee Pods % Breakdown 2004-2007
Table 105 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 106 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 107 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 108 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 109 Company Shares of Small Cooking Appliances 2003-2007
Table 110 Brand Shares of Small Cooking Appliances 2004-2007
Table 111 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 119 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 120 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 126 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 127 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 128 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 129 Company Shares of Vacuum Cleaners 2003-2007
Table 130 Brand Shares of Vacuum Cleaners 2004-2007
Table 131 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 132 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Sales of Irons: 2002-2007
Table 136 Sales of Irons: % Growth 2002-2007
Table 137 Company Shares of Irons 2003-2007
Table 138 Brand Shares of Irons 2004-2007
Table 139 Forecast Sales of Irons: 2007-2012
Table 140 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Sales of Personal Care Appliances: 2002-2007
Table 142 Sales of Personal Care Appliances: % Growth 2002-2007
Table 143 Company Shares of Personal Care Appliances 2003-2007
Table 144 Brand Shares of Personal Care Appliances 2004-2007
Table 145 Forecast Sales of Personal Care Appliances: 2007-2012
Table 146 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Air Treatment Products: 2002-2007
Table 148 Sales of Air Treatment Products: % Growth 2002-2007
Table 149 Company Shares of Air Treatment Products 2003-2007
Table 150 Brand Shares of Air Treatment Products 2004-2007
Table 151 Forecast Sales of Air Treatment Products: 2007-2012
Table 152 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Retail Sales of Heating Appliances: 2002-2007
Table 154 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 155 Company Shares of Heating Appliances 2003-2007
Table 156 Brand Shares of Heating Appliances 2004-2007
Table 157 Forecast Sales of Heating Appliances: 2007-2012
Table 158 Forecast Sales of Heating Appliances: % Growth 2007-2012