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Country Report

Germany Flag Consumer Electronics in Germany

| Pages: 91

Price: US$2,640

About this Report

EXECUTIVE SUMMARY

Consumer electronics witnesses moderate positive growth

Consumer electronics witnessed positive growth in volume terms during 2015 as Germany’s economy performed strongly during the year, with increases registered in real GDP and disposable incomes. This, in turn, had a positive impact on the willingness of German consumers to spend money. Furthermore, as the inflation rate has decreased considerably in recent months, mainly due to falling oil prices, consumers are more likely to invest in consumer electronics. These trends are being further supported by some uncertainty as to how the German economy will develop in the near future. Since importing products from abroad has become more expensive for manufacturers due to the depreciation of the euro against the US dollar, there is a real chance that prices will rise again in the near future. As there has so far been no noticeable effect of this on unit prices, consumers are likely to seize the moment as long as prices remain low.

Trend towards specialisation contrasts with the proliferation of multifunctional devices

The clear dominant theme in consumer electronics globally, including in Germany, is that multifunctional devices as smartphones have proven to be a major hit, eroding sales in digital cameras and portable players. The majority of German consumers already owned a smartphone as of 2015 and with growing saturation in the category, manufacturers are now seeking opportunities to boost sales by offering state-of-the-art devices. This means more of a focus on products which are more specialised and serve one function in the best way possible in order to give consumers a strong reason to buy an additional device in addition to their smartphones. In 2015, this resulted in the rising popularity of action cameras and SLR digital cameras.

Major players remain dominant despite some flicker of hope for smaller players

The German consumer electronics market is heavily dominated by international manufacturers, which have the advantage of being highly recognised by German consumers. They also have the capacity of keep the prices of their products low and remain profitable in an increasingly competitive trading environment. As local players struggle to stay profitable, many smaller manufacturers have decided to merge with a larger player in order to benefit from their well-established distribution networks. However, as German consumers increasingly feel the need to support local brands, there remain a handful of local players in the market. Moreover, in the emerging category of wearable electronics, there are numerous smaller brands such as Pebble, Fitbit and Jawbone with sizeable and increasing value shares.

Internet retailing continues to grow, although specialist retailers remain in the lead

The trend towards internet retailing continues to build in Germany as consumers become increasingly familiar with the benefits of this channel. As many consumer electronics manufacturers now operate their own online stores and as the popularity of Amazon is steadily increasing among German consumers, the volume share of internet retailing in the overall retail distribution of consumer electronics is constantly in the ascendant. However, electronics and appliance specialist retailers have not yet conceded defeat and the leading players in the channel are in the process of implementing new concepts for their stores in order to maintain leadership in volume terms and prevent a mass shift towards internet retailing.

Future declines expected in sales of consumer electronics

Consumer electronics is expected to register increasingly negative growth over the forecast period, with declining growth trends set to start in 2017. This situation can be attributed largely to the growing saturation in the market, despite favourable economic situation in Germany and the incipient rise of wearable electronics. The maturing sales of mobile phones and the anticipated descent of the category into negative volume growth from 2017 is therefore set to translate into declining overall volume sales for the entire consumer electronics industry.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Consumer Electronics in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in Germany?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Table of Contents

Consumer Electronics in Germany - Industry Overview

EXECUTIVE SUMMARY

Consumer electronics witnesses moderate positive growth

Trend towards specialisation contrasts with the proliferation of multifunctional devices

Major players remain dominant despite some flicker of hope for smaller players

Internet retailing continues to grow, although specialist retailers remain in the lead

Future declines expected in sales of consumer electronics

KEY TRENDS AND DEVELOPMENTS

High income levels and low inflation in Germany fuel consumer demand

Polarisation between multi function and specialisation in devices

Sales of consumer electronics through internet retailing consistently on the rise

MARKET DATA

  • Table 1 Sales of Consumer Electronics by Category: Volume 2010-2015
  • Table 2 Sales of Consumer Electronics by Category: Value 2010-2015
  • Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Consumer Electronics by Category: % Value Growth 2010-2015
  • Table 5 NBO Company Shares of Consumer Electronics: % Volume 2011-2015
  • Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2012-2015
  • Table 7 Distribution of Consumer Electronics by Channel: % Volume 2010-2015
  • Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2015-2020
  • Table 9 Forecast Sales of Consumer Electronics by Category: Value 2015-2020
  • Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2015-2020
  • Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Consumer Electronics in Germany - Company Profiles

Deutsche Telekom AG in Consumer Electronics (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Deutsche Telekom AG: Key Facts

COMPETITIVE POSITIONING

  • Summary 3 Deutsche Telekom AG: Competitive Position 2015

Media-Saturn-Holding GmbH in Consumer Electronics (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Media-Saturn Holding GmbH: Key Facts
  • Summary 5 Media-Saturn Holding GmbH: Operational Indicators

COMPANY BACKGROUND

  • Chart 1 Media-Saturn-Holding GmbH Media Markt in Berlin

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 6 Media Markt: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Media Markt: Competitive Position 2014

Computers and Peripherals in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 12 Sales of Computers and Peripherals by Category: Volume 2010-2015
  • Table 13 Sales of Computers and Peripherals by Category: Value 2010-2015
  • Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2010-2015
  • Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2010-2015
  • Table 16 Sales of Computers by Category: Business Volume 2010-2015
  • Table 17 Sales of Computers by Category: Business Value MSP 2010-2015
  • Table 18 Sales of Computers by Category: Busines Volume Growth 2010-2015
  • Table 19 Sales of Computers by Category: Business Value MSP Growth 2010-2015
  • Table 20 Sales of Laptops by Form Factor 2015
  • Table 21 Sales of Tablets by Form Factor 2015
  • Table 22 Sales of Tablets by Operating System 2010-2015
  • Table 23 NBO Company Shares of Computers and Peripherals: % Volume 2011-2015
  • Table 24 LBN Brand Shares of Computers and Peripherals: % Volume 2012-2015
  • Table 25 Distribution of Computers and Peripherals by Channel: % Volume 2010-2015
  • Table 26 Forecast Sales of Computers and Peripherals by Category: Volume 2015-2020
  • Table 27 Forecast Sales of Computers and Peripherals by Category: Value 2015-2020
  • Table 28 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2015-2020
  • Table 29 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2015-2020
  • Table 30 Forecast Sales of Computers by Category: Business Volume 2015-2020
  • Table 31 Forecast Sales of Computers by Category: Business Value MSP 2015-2020
  • Table 32 Forecast Sales of Computers by Category: Busines Volume Growth 2015-2020
  • Table 33 Forecast Sales of Computers by Category: Business Value MSP Growth 2015-2020
  • Table 34 Forecast Sales of Laptops by Form Factor 2015-2020
  • Table 35 Forecast Sales of Tablets by Form Factor 2015-2020
  • Table 36 Forecast Sales of Tablets by Operating System 2015-2017

Home Audio and Cinema in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 37 Sales of Home Audio and Cinema by Category: Volume 2010-2015
  • Table 38 Sales of Home Audio and Cinema by Category: Value 2010-2015
  • Table 39 Sales of Home Audio and Cinema by Category: % Volume Growth 2010-2015
  • Table 40 Sales of Home Audio and Cinema by Category: % Value Growth 2010-2015
  • Table 41 NBO Company Shares of Home Audio and Cinema: % Volume 2011-2015
  • Table 42 LBN Brand Shares of Home Audio and Cinema: % Volume 2012-2015
  • Table 43 Distribution of Home Audio and Cinema by Channel: % Volume 2010-2015
  • Table 44 Forecast Sales of Home Audio and Cinema by Category: Volume 2015-2020
  • Table 45 Forecast Sales of Home Audio and Cinema by Category: Value 2015-2020
  • Table 46 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2015-2020
  • Table 47 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2015-2020

Home Video in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 48 Sales of Home Video by Category: Volume 2010-2015
  • Table 49 Sales of Home Video by Category: Value 2010-2015
  • Table 50 Sales of Home Video by Category: % Volume Growth 2010-2015
  • Table 51 Sales of Home Video by Category: % Value Growth 2010-2015
  • Table 52 Sales of LCD TVs by 3D vs Non 3D: % Retail Volume 2010-2015
  • Table 53 Sales of LCD TVs by Network Connectivity: % Retail Volume 2010-2015
  • Table 54 Sales of LCD TVs by Screen Type: % Retail Volume 2010-2015
  • Table 55 Sales of OLED TVs by 3D vs Non 3D: % Retail Volume 2010-2015
  • Table 56 Sales of OLED TVs by Network Connectivity: % Retail Volume 2010-2015
  • Table 57 Sales of Plasma TVs by 3D vs Non 3D: % Retail Volume 2010-2015
  • Table 58 Sales of Plasma TVs by Network Connectivity: % Retail Volume 2010-2015
  • Table 59 NBO Company Shares of Home Video: % Volume 2011-2015
  • Table 60 LBN Brand Shares of Home Video: % Volume 2012-2015
  • Table 61 Distribution of Home Video by Channel: % Volume 2010-2015
  • Table 62 Forecast Sales of Home Video by Category: Volume 2015-2020
  • Table 63 Forecast Sales of Home Video by Category: Value 2015-2020
  • Table 64 Forecast Sales of Home Video by Category: % Volume Growth 2015-2020
  • Table 65 Forecast Sales of Home Video by Category: % Value Growth 2015-2020
  • Table 66 Forecast Sales of LCD TVs by 3D vs Non 3D: % Retail Volume 2015-2020
  • Table 67 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2015-2020
  • Table 68 Forecast Sales of LCD TVs by Screen Type: % Retail Volume 2015-2020
  • Table 69 Forecast Sales of OLED TVs by 3D vs Non 3D: % Retail Volume 2015-2020
  • Table 70 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2015-2020

Imaging Devices in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Imaging Devices by Category: Volume 2010-2015
  • Table 72 Sales of Imaging Devices by Category: Value 2010-2015
  • Table 73 Sales of Imaging Devices by Category: % Volume Growth 2010-2015
  • Table 74 Sales of Imaging Devices by Category: % Value Growth 2010-2015
  • Table 75 Sales of Digital Cameras by Type: % Retail Volume 2010-2015
  • Table 76 NBO Company Shares of Imaging Devices: % Volume 2011-2015
  • Table 77 LBN Brand Shares of Imaging Devices: % Volume 2012-2015
  • Table 78 Distribution of Imaging Devices by Channel: % Volume 2010-2015
  • Table 79 Forecast Sales of Imaging Devices by Category: Volume 2015-2020
  • Table 80 Forecast Sales of Imaging Devices by Category: Value 2015-2020
  • Table 81 Forecast Sales of Imaging Devices by Category: % Volume Growth 2015-2020
  • Table 82 Forecast Sales of Imaging Devices by Category: % Value Growth 2015-2020
  • Table 83 Forecast Sales of Digital Cameras by Type: % Retail Volume 2015-2020

In-Car Entertainment in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 84 Sales of In-Car Entertainment by Category: Volume 2010-2015
  • Table 85 Sales of In-Car Entertainment by Category: Value 2010-2015
  • Table 86 Sales of In-Car Entertainment by Category: % Volume Growth 2010-2015
  • Table 87 Sales of In-Car Entertainment by Category: % Value Growth 2010-2015
  • Table 88 NBO Company Shares of In-Car Entertainment: % Volume 2011-2015
  • Table 89 LBN Brand Shares of In-Car Entertainment: % Volume 2012-2015
  • Table 90 Distribution of In-Car Entertainment by Channel: % Volume 2010-2015
  • Table 91 Forecast Sales of In-Car Entertainment by Category: Volume 2015-2020
  • Table 92 Forecast Sales of In-Car Entertainment by Category: Value 2015-2020
  • Table 93 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2015-2020
  • Table 94 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2015-2020

Mobile Phones in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 95 Sales of Mobile Phones by Category: Volume 2010-2015
  • Table 96 Sales of Mobile Phones by Category: Value 2010-2015
  • Table 97 Sales of Mobile Phones by Category: % Volume Growth 2010-2015
  • Table 98 Sales of Mobile Phones by Category: % Value Growth 2010-2015
  • Table 99 Sales of Mobile Phones by Type of Contract: % Retail Volume 2010-2015
  • Table 100 Sales of Smartphones by Operating System: % Retail Volume 2010-2015
  • Table 101 Sales of Smartphones by Screen Size: % Retail Volume 2015
  • Table 102 NBO Company Shares of Mobile Phones: % Volume 2011-2015
  • Table 103 LBN Brand Shares of Mobile Phones: % Volume 2012-2015
  • Table 104 Distribution of Mobile Phones by Channel: % Volume 2010-2015
  • Table 105 Forecast Sales of Mobile Phones by Category: Volume 2015-2020
  • Table 106 Forecast Sales of Mobile Phones by Category: Value 2015-2020
  • Table 107 Forecast Sales of Mobile Phones by Category: % Volume Growth 2015-2020
  • Table 108 Forecast Sales of Mobile Phones by Category: % Value Growth 2015-2020
  • Table 109 Forecast Sales of Smartphones by Operating System: % Retail Volume 2015-2017
  • Table 110 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2015-2020

Portable Players in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 111 Sales of Portable Players by Category: Volume 2010-2015
  • Table 112 Sales of Portable Players by Category: Value 2010-2015
  • Table 113 Sales of Portable Players by Category: % Volume Growth 2010-2015
  • Table 114 Sales of Portable Players by Category: % Value Growth 2010-2015
  • Table 115 NBO Company Shares of Portable Players: % Volume 2011-2015
  • Table 116 LBN Brand Shares of Portable Players: % Volume 2012-2015
  • Table 117 Distribution of Portable Players by Channel: % Volume 2010-2015
  • Table 118 Forecast Sales of Portable Players by Category: Volume 2015-2020
  • Table 119 Forecast Sales of Portable Players by Category: Value 2015-2020
  • Table 120 Forecast Sales of Portable Players by Category: % Volume Growth 2015-2020
  • Table 121 Forecast Sales of Portable Players by Category: % Value Growth 2015-2020

Wearable Electronics in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 122 Sales of Wearable Electronics by Category: Volume 2013-215
  • Table 123 Sales of Wearable Electronics by Category: Value 2013-215
  • Table 124 Sales of Wearable Electronics by Category: % Volume Growth 2013-2015
  • Table 125 Sales of Wearable Electronics by Category: % Value Growth 2013-2015
  • Table 126 NBO Company Shares of Wearable Electronics: % Volume 2011-2015
  • Table 127 LBN Brand Shares of Wearable Electronics: % Volume 2013-2015
  • Table 128 Distribution of Wearable Electronics by Channel: % Volume 2013-2015
  • Table 129 Forecast Sales of Wearable Electronics by Category: Volume 2015-2020
  • Table 130 Forecast Sales of Wearable Electronics by Category: Value 2015-2020
  • Table 131 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2015-2020
  • Table 132 Forecast Sales of Wearable Electronics by Category: % Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Consumer Electronics
    • Computers and Peripherals
      • Computers
        • Desktops
        • Portable Computers
          • Laptops
          • Tablets
      • Peripherals
        • Monitors
        • Printers
    • In-Car Entertainment
      • In-Car Navigation
      • In-Car Speakers
      • In-Dash Media Players
    • In-Home Consumer Electronics
      • Home Audio and Cinema
        • Audio Separates
        • Digital Media Player Docks
        • Hi-Fi Systems
        • Home Cinema and Speaker Systems
        • Speakers
        • Other Home Audio and Cinema
      • Home Video
        • Televisions
          • Analogue TVs
          • LCD TVs
          • OLED TVs
          • Plasma TVs
          • Other Digital TVs
          • TV Combis
        • Video Players
          • BD Players
          • DVD Players
          • Video Recorders
    • Portable Consumer Electronics
      • Imaging Devices
        • Cameras
          • Analogue Cameras
          • Digital Cameras
        • Camcorders
          • Analogue Camcorders
          • Digital Camcorders
      • Mobile Phones
        • Feature Phones
        • Smartphones
      • Portable Players
        • E-Readers
        • Portable Media Players
          • Portable Multimedia Players
          • Other Portable Media Players
      • Wearable Electronics
        • Passive Wearable Electronics
        • Autonomous Wearable Electronics

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Contract Vs Others
  • Digital TVs Network Connectivity
  • Laptops by Form Factor
  • LCD TVs by Screen Type
  • Penetration Rates
  • Replacement Cycles
  • Smartphones by Screen Size
  • Smartphones by Operating System
  • Tablets by Form Factor
  • Tablets by Operating System

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Business volume
  • Business volume % growth
  • Business volume per capita
  • Business value manufacturer selling price % growth
  • Business value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Business value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail and business volume
  • Retail and business volume % growth
  • Retail and business volume per capita

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