Domestic Electrical Appliances in the Netherlands
Euromonitor International's Domestic Electrical Appliances in the Netherlands 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: 182 | Publication date: Oct 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
Market benefits from increased consumer confidence
The economic recovery had a positive impact on consumer spending on household appliances in general in 2006. The increase in consumer confidence was the main driver for both value and volume growth of large domestic electrical appliances. The consumer has become less price sensitive, which brought relief from the ongoing price war in the Dutch retail environment. This benefited sales of larger appliances such as washers, dryers and large kitchen appliances, as some consumer groups are starting to purchase large appliances after waiting to replace their old appliances during the uncertain economic period. It also has some positive impact on smaller appliances, as Dutch consumers are more willing to consider quality and design of small appliances rather than just low prices.
Strained relationship between “bricks” and “bytes”
The success of Internet retailers has had a massive effect on the market for household appliances. Traditional retailers and manufacturers are not always happy with these new entrants in Dutch retail, as they feel they erode the market and do not offer the same quality retail environment as traditional outlets. Traditional retailers complain that they invest in training qualified staff and sophisticated store environments. Furthermore, consumers frequently visit retailers for advice, but then order appliances at lower prices via the Internet. This so called “free-riding” is a major complaint of bricks and mortar retailers. Over 2006 this resulted in a strain on the relationship between “bricks” and “bytes” outlets.
Higher priced designer items popular for small domestic electrical appliances
The market for small domestic electrical appliances can be divided into two. On one hand there is increased competition at the lower end of the market as an increasing number of retailers offer low-cost appliances. At the other end of the scale, though, there is a massive trend towards high-end designer products. In coffee machines, for instance, there is potential for growth in sales of machines in the EUR100-plus segment. A fancy espresso machine is becoming a common feature in modern households.
Large international players dominate the Dutch market
International players such as Swedish giant Electrolux Nederland BV and Willem van Rijn Huishoud-elektro BV/ Siemens Nederland BV (the national brand owners of the German powerhouse Bosch-Siemens Hausgeräte) are the leading players in home laundry appliances and refrigeration appliances. Whirlpool Nederland BV and Miele Nederland BV also have a significant share but are still niche players. In small electrical appliances two different companies lead the way, particularly Royal Philips Electronics NV and Groupe SEB Nederland BV, while local player Princess BV is making great strides forward by offering attractive value for money products.
Positive outlook as economic environment offers opportunities for growth
The main players in the retail environment seem to have stopped focusing on price alone, and there is now more room for quality of products and innovative new concepts with added value. Manufacturers finally have the confidence to launch new products with added value instead of just focussing on delivering the lowest price for consumers and retailers. The group that can afford to upgrade to high end appliances will also grow in coming years. This will probably provide some further relief for the premium brands under pressure during the economic downturn. Overall, this improvement in the retail climate will have a positive influence on household appliances in the Netherlands.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Market benefits from increased consumer confidence
Strained relationship between “bricks” and “bytes”
Higher priced designer items popular for small domestic electrical appliances
Large international players dominate the Dutch market
Positive outlook as economic environment offers opportunities for growth
KEY TRENDS AND DEVELOPMENTS
Improved economic conditions have positive effect on sales
Demographic changes lead to increased number of smaller households
End of price war finally in sight
Non-traditional retail channels becoming more important
Dutch have more expensive taste for small 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
LOCAL COMPANY PROFILES - NETHERLANDS
BSH HUISHOUD ELEKTRO - DOMESTIC ELECTRICAL APPLIANCES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 1 BSH Huishoud-Elektro BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
ELECTROLUX HOME PRODUCTS (NEDERLAND) BV - DOMESTIC ELECTRICAL APPLIANCES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Electrolux Home Products (Nederland) BV: Key Facts
Summary 3 Electrolux Home Products (Nederland) BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
KONINKLIJKE PHILIPS ELECTRONICS NV - DOMESTIC ELECTRICAL APPLIANCES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Koninklijke Philips Electronics NV: Key Facts
Summary 5 Koninklijke Philips Electronics NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LG ELECTRONICS BENELUX NV - DOMESTIC ELECTRICAL APPLIANCES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 LG Electronics Benelux NV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PRINCESS HOUSEHOLD APPLIANCES BV - DOMESTIC ELECTRICAL APPLIANCES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Princess Household Appliances BV: Key Facts
Summary 8 Princess Household Appliances BV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN THE NETHERLANDS
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 Sales of Refrigeration Appliances by Static Vs Frost-free: % Breakdown 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 THE NETHERLANDS
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 Sales of Automatic Washing Machines by Wash Mechanism: % Breakdown 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 THE NETHERLANDS
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 Sales of Built-in Dishwashers by level of Integration: % Breakdown 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 THE NETHERLANDS
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 Single/Double Format: % Breakdown 2001/2006
Table 73 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 74 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 75 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 76 Company Shares of Large Cooking Appliances 2002-2006
Table 77 Brand Shares of Large Cooking Appliances 2003-2006
Table 78 Company Shares of Cookers 2002-2006
Table 79 Company Shares of Range Cookers 2002-2006
Table 80 Company Shares of Ovens 2002-2006
Table 81 Company Shares of Hobs 2002-2006
Table 82 Company Shares of Built-in Hobs 2002-2006
Table 83 Company Shares of Freestanding Hobs 2002-2006
Table 84 Company Shares of Cooker Hoods 2002-2006
Table 85 Company Shares of Built-in Cooker Hoods 2002-2006
Table 86 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 90 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Microwaves by Subsector: Volume 2001-2006
Table 92 Sales of Microwaves by Subsector: Value 2001-2006
Table 93 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 94 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 95 Sales of Microwaves by Grill/No Grill: % Breakdown 2001/2006
Table 96 Company Shares of Microwaves 2002-2006
Table 97 Brand Shares of Microwaves 2003-2006
Table 98 Microwaves by Distribution Format: % Analysis 2001-2006
Table 99 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 100 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 101 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 102 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 104 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 105 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 106 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 107 Company Shares of Food Preparation Appliances 2002-2006
Table 108 Brand Shares of Food Preparation Appliances 2003-2006
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 111 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 112 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 113 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 114 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 115 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 116 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 117 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 118 Company Shares of Small Cooking Appliances 2002-2006
Table 119 Brand Shares of Small Cooking Appliances 2003-2006
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 122 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 123 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 127 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 128 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 129 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 133 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 134 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 135 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 136 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 137 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 138 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 139 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 140 Company Shares of Vacuum Cleaners 2002-2006
Table 141 Brand Shares of Vacuum Cleaners 2003-2006
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 144 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 145 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 146 Sales of Irons: 2001-2006
Table 147 Sales of Irons: % Growth 2001-2006
Table 148 Sales of Irons by Steam Format: % Breakdown 2001/2006
Table 149 Sales of Irons by Corded Vs Cordless: % Breakdown 2001/2006
Table 150 Company Shares of Irons 2002-2006
Table 151 Brand Shares of Irons 2003-2006
Table 152 Forecast Sales of Irons: 2006-2011
Table 153 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Sales of Personal Care Appliances: 2001-2006
Table 155 Sales of Personal Care Appliances: % Growth 2001-2006
Table 156 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 157 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 158 Sales of Body Shavers by Power Source: 2001/2006
Table 159 Company Shares of Personal Care Appliances 2002-2006
Table 160 Brand Shares of Personal Care Appliances 2003-2006
Table 161 Forecast Sales of Personal Care Appliances: 2006-2011
Table 162 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 163 Sales of Air Treatment Products: 2001-2006
Table 164 Sales of Air Treatment Products: % Growth 2001-2006
Table 165 Company Shares of Air Treatment Products 2002-2006
Table 166 Brand Shares of Air Treatment Products 2003-2006
Table 167 Forecast Sales of Air Treatment Products: 2006-2011
Table 168 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 169 Retail Sales of Heating Appliances: 2001-2006
Table 170 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 171 Company Shares of Heating Appliances 2002-2006
Table 172 Brand Shares of Heating Appliances 2003-2006
Table 173 Forecast Sales of Heating Appliances: 2006-2011
Table 174 Forecast Sales of Heating Appliances: % Growth 2006-2011