Domestic Electrical Appliances in Slovakia
Euromonitor International's Domestic Electrical Appliances in Slovakia 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: 186 | Publication date: May 2009
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
Higher disposable income allows continued growth in sales
Buoyant economic growth in Slovakia during the review period (2003-2008) resulted in a 16% compound annual growth of the average annual disposable income for the population, which has allowed Slovak consumers to improve their living standards. As a result, they are spending strongly on household goods, especially those that ease their way of living. This is evidenced in the boost in sales of domestic electrical appliances (DEA) in Slovakia with small electrical appliances outperforming large kitchen appliances.
Innovation and design are key
With higher disposable incomes, Slovak consumers are focusing more on design and innovation when acquiring domestic appliances and manufacturers are trying to keep in line with these trends. In 2008, many new product developments focused on offering more functionality and easing household chores, for example multi- temperature zones in refrigeration appliances, steam cooking in ovens, and home laundry appliances with easy ironing functions.
Following these trends the built-in category performed well in 2008, growing at a faster rate than the freestanding category, boosted by a buoyant construction sector and hiking consumer credit. Nevertheless, built-in appliances still remain a niche market in Slovakia and Slovak consumers remain sensitive to prices, especially when choosing smaller appliances.
Consumers are becoming more “eco-conscious”
Energy-efficient and “eco-friendly” products are rapidly increasing in popularity, with appliances with higher energy ratings selling better than those with lower ratings. This is especially seen in refrigeration, home laundry appliances and dishwashers. The new government initiative to give rebates to consumers who exchange their old electrical appliances for newer products that are more energy efficient should be successful in further strengthening this trend.
Grocery and Internet retailing become important sales channels
Electrical goods retailers dominate the market of domestic electrical appliances in Slovakia, with multiples gaining space in detriment of independent businesses. Nevertheless, grocery retailers, especially hypermarkets, are rapidly growing as more multinational chains enter the Slovak market. Internet sales still only represent only a small segment of sales of domestic appliances but are becoming increasingly popular with most big chains offering their products also through this channel.
Future prospects are positive but less so than initially expected
Future prospects for DEA in Slovakia remain positive, as sales are expected to continue to grow in the 2008-2013 forecast period. Nevertheless, the government’s forecasts for economic growth had to be revised down for 2009 and 2010 as the Slovak economy is starting to feel the pinch from the global economic crisis. It is expected that the price of mortgage loans will rise and the willingness of banks to finance the entire price of a property through mortgages will decline even further, hampering the buoyant growth of the construction sector, and thus having a knock-on effect on sales of domestic appliances in the following years.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SLOVAKIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Higher disposable income allows continued growth in sales
Innovation and design are key
Consumers are becoming more “eco-conscious”
Grocery and Internet retailing become important sales channels
Future prospects are positive but less so than initially expected
KEY TRENDS AND DEVELOPMENTS
Rising standards of living help the appliances industry
Plan “Time to Go”
Energy saving, innovation and design are still the main trends in DEA
Change to Euro in 2009
World economic crisis will have an impact on DEA
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 - SLOVAKIA
ELECTRO WORLD SRO - DOMESTIC ELECTRICAL APPLIANCES - SLOVAKIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Electro World sro: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ETA SLOVAKIA SRO - DOMESTIC ELECTRICAL APPLIANCES - SLOVAKIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Eta Slovakia sro: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 4 Eta sro: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Eta Slovakia sro: Competitive Position 2008
GORENJE SLOVAKIA SPOL SRO - DOMESTIC ELECTRICAL APPLIANCES - SLOVAKIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Gorenje Slovakia sro: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Gorenje Slovakia sro: Competitive Position 2008
NAY AS - DOMESTIC ELECTRICAL APPLIANCES - SLOVAKIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 NAY as: Key Facts
Summary 9 NAY as: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WHIRLPOOL SLOVAKIA SPOL SRO - DOMESTIC ELECTRICAL APPLIANCES - SLOVAKIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Whirlpool Slovakia spol sro: Key Facts
Summary 11 Whirlpool Slovakia spol sro: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Whirlpool Slovakia spol sro: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Whirlpool Slovakia spol sro: Competitive Position 2008
REFRIGERATION APPLIANCES IN SLOVAKIA
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 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 35 Company Shares of Refrigeration Appliances 2004-2008
Table 36 Brand Shares of Refrigeration Appliances 2005-2008
Table 37 Company Shares of Built-in Fridge Freezers 2004-2008
Table 38 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 39 Company Shares of Built-in Fridges 2004-2008
Table 40 Company Shares of Freestanding Fridges 2004-2008
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 49 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 50 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 51 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 52 Company Shares of Home Laundry Appliances 2004-2008
Table 53 Brand Shares of Home Laundry Appliances 2005-2008
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 59 Sales of Dishwashers by Subsector: Value 2003-2008
Table 60 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 61 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 62 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 63 Company Shares of Dishwashers 2004-2008
Table 64 Brand Shares of Dishwashers 2005-2008
Table 65 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 67 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 68 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 71 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 72 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 73 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 74 Sales of Range Cookers by Format: % Breakdown 2003-2008
Table 75 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 76 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 77 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
Table 78 Company Shares of Large Cooking Appliances 2004-2008
Table 79 Brand Shares of Large Cooking Appliances 2005-2008
Table 80 Company Shares of Cookers 2004-2008
Table 81 Company Shares of Range Cookers 2004-2008
Table 82 Company Shares of Ovens 2004-2008
Table 83 Company Shares of Hobs 2004-2008
Table 84 Company Shares of Built-in Hobs 2004-2008
Table 85 Company Shares of Freestanding Hobs 2004-2008
Table 86 Company Shares of Cooker Hoods 2004-2008
Table 87 Company Shares of Built-in Cooker Hoods 2004-2008
Table 88 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 90 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 91 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 92 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Microwaves by Subsector: Volume 2003-2008
Table 94 Sales of Microwaves by Subsector: Value 2003-2008
Table 95 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 96 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 97 Company Shares of Microwaves 2004-2008
Table 98 Brand Shares of Microwaves 2005-2008
Table 99 Microwaves by Distribution Format: % Analysis 2003-2008
Table 100 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 101 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 102 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 103 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 105 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 106 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 107 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 108 Company Shares of Food Preparation Appliances 2004-2008
Table 109 Brand Shares of Food Preparation Appliances 2005-2008
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 111 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 112 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 113 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 114 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 115 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 116 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 117 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 118 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 119 Company Shares of Small Cooking Appliances 2004-2008
Table 120 Brand Shares of Small Cooking Appliances 2005-2008
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 122 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 123 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 127 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 128 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 129 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 130 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 133 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 134 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 136 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 137 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 138 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 139 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 140 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 141 Company Shares of Vacuum Cleaners 2004-2008
Table 142 Brand Shares of Vacuum Cleaners 2005-2008
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 144 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 145 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 146 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Irons: 2003-2008
Table 148 Sales of Irons: % Growth 2003-2008
Table 149 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 150 Company Shares of Irons 2004-2008
Table 151 Brand Shares of Irons 2005-2008
Table 152 Forecast Sales of Irons: 2008-2013
Table 153 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Sales of Personal Care Appliances: 2003-2008
Table 155 Sales of Personal Care Appliances: % Growth 2003-2008
Table 156 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 157 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 158 Company Shares of Personal Care Appliances 2004-2008
Table 159 Brand Shares of Personal Care Appliances 2005-2008
Table 160 Forecast Sales of Personal Care Appliances: 2008-2013
Table 161 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 162 Sales of Air Treatment Products: 2003-2008
Table 163 Sales of Air Treatment Products: % Growth 2003-2008
Table 164 Company Shares of Air Treatment Products 2004-2008
Table 165 Brand Shares of Air Treatment Products 2005-2008
Table 166 Forecast Sales of Air Treatment Products: 2008-2013
Table 167 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN SLOVAKIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 168 Retail Sales of Heating Appliances: 2003-2008
Table 169 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 170 Company Shares of Heating Appliances 2004-2008
Table 171 Brand Shares of Heating Appliances 2005-2008
Table 172 Forecast Sales of Heating Appliances: 2008-2013
Table 173 Forecast Sales of Heating Appliances: % Growth 2008-2013