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Country Report

Germany Flag Microwaves in Germany

| Pages: 38

Price: US$990

About this Report

Executive Summary

TRENDS

  • As the lifestyles of German consumers became increasingly hectic and stressful over the course of the review period, placing limitations on their free time, many of them have sought ways of producing the time they need to spend on their everyday life tasks. Microwaves offer genuine benefits in terms of the quick preparation and heating up of meals and even hot drinks such as coffee and tea. As a result, demand for microwaves continued to grow in 2015, ensuring that volume growth in the category remained healthy.

COMPETITIVE LANDSCAPE

  • Sharp Electronics (Europe) GmbH managed to increase its volume sales and maintain its leading position within microwaves in Germany in 2015 with a volume share of 19%. The company continues to benefit from its vast portfolio of microwaves, including a wide range of simple and multi-functional models. The high levels of innovation and wide variety of microwaves in offers in terms of features and pricing levels continued to appeal to a wide range of consumers in Germany, enabling Sharp to secure the leading position in the category despite the increasingly competitive environment.

PROSPECTS

  • With growing maturity and saturation being seen in microwaves in Germany, the future development of the category is expected to be more moderate. As penetration rates increase, year-on-year growth rates are set to slow down, resulting in the category increasing in volume by just 1% over the course of the entire forecast period. In addition, German consumers tend to keep their large appliances for as long as possible, only replacing them if absolutely necessary, which is set to contribute even more to the rather slow development of sales of microwaves over the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves 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 Microwaves industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Microwaves 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 Microwaves in Germany?
  • What are the major brands in Germany?
  • How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
  • Has there been a shift from freestanding microwaves to built-in microwaves?

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 Appliances market research database.

Table of Contents

Microwaves in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Microwaves by Category: Volume 2010-2015
  • Table 2 Sales of Microwaves by Category: Value 2010-2015
  • Table 3 Sales of Microwaves by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Microwaves by Category: % Value Growth 2010-2015
  • Table 5 Sales of Microwaves by Type: % Volume 2011-2015
  • Table 6 NBO Company Shares of Microwaves: % Volume 2011-2015
  • Table 7 LBN Brand Shares of Microwaves: % Volume 2012-2015
  • Table 8 Microwaves by Distribution Format: % Volume 2010-2015
  • Table 9 Forecast Sales of Microwaves by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Microwaves by Category: Value 2015-2020
  • Table 11 Forecast Sales of Microwaves by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Microwaves by Category: % Value Growth 2015-2020

Consumer Appliances in Germany - Industry Context

EXECUTIVE SUMMARY

2015 another positive year for consumer appliances in Germany

Power boost through energy labels

International players continue to emerge in consumer appliances

Consumers trust the specialists – non-grocery specialist retailers maintain lead

At its limits – consumer appliances set to register flat future development

KEY TRENDS AND DEVELOPMENTS

‘Green’ is the favourite colour for consumer appliances in Germany

Cross-channel retail strategies the key to increased consumer loyalty and greater success

David vs Goliath – large multi-brand manufacturers dominate single-brand providers

Demographic and lifestyle developments promote interest in ‘smart homes’

MARKET INDICATORS

  • Table 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2010-2015
  • Table 14 Replacement Cycles of Consumer Appliances by Category 2010-2015

MARKET DATA

  • Table 15 Sales of Consumer Appliances by Category: Volume 2010-2015
  • Table 16 Sales of Consumer Appliances by Category: Value 2010-2015
  • Table 17 Sales of Consumer Appliances by Category: % Volume Growth 2010-2015
  • Table 18 Sales of Consumer Appliances by Category: % Value Growth 2010-2015
  • Table 19 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2010-2015
  • Table 20 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2010-2015
  • Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2010-2015
  • Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2010-2015
  • Table 23 Sales of Small Appliances by Category: Volume 2010-2015
  • Table 24 Sales of Small Appliances by Category: Value 2010-2015
  • Table 25 Sales of Small Appliances by Category: % Volume Growth 2010-2015
  • Table 26 Sales of Small Appliances by Category: % Value Growth 2010-2015
  • Table 27 NBO Company Shares of Major Appliances: % Volume 2011-2015
  • Table 28 LBN Brand Shares of Major Appliances: % Volume 2012-2015
  • Table 29 NBO Company Shares of Small Appliances: % Volume 2011-2015
  • Table 30 LBN Brand Shares of Small Appliances: % Volume 2012-2015
  • Table 31 Distribution of Major Appliances by Format: % Volume 2010-2015
  • Table 32 Distribution of Small Appliances by Format: % Volume 2010-2015
  • Table 33 Forecast Sales of Consumer Appliances by Category: Volume 2015-2020
  • Table 34 Forecast Sales of Consumer Appliances by Category: Value 2015-2020
  • Table 35 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
  • Table 36 Forecast Sales of Consumer Appliances by Category: % Value Growth 2015-2020
  • Table 37 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
  • Table 38 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
  • Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
  • Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
  • Table 41 Forecast Sales of Small Appliances by Category: Volume 2015-2020
  • Table 42 Forecast Sales of Small Appliances by Category: Value 2015-2020
  • Table 43 Forecast Sales of Small Appliances by Category: % Volume Growth 2015-2020
  • Table 44 Forecast Sales of Small Appliances by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Microwaves
    • Built-in Microwaves
    • Freestanding Microwaves

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
  • Producer Company Shares
  • Analysis by Type
  • Exports by Country - Volume
  • Imports by Country - Volume
  • Penetration Rates
  • Pricing
  • Replacement Cycles
  • Trade Statistics - Volume

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

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