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Country Report

Microwaves in Germany

| Pages: 53

Price: US$900

About this Report

Executive Summary

TRENDS

  • Germany’s consumers became less sceptical about microwaves during 2012, a trend which resulted in substantial growth in the category as the household possession rate of microwaves increased considerably. Microwaves in Germany continues to recover from the strong declines recorded in both volume and value terms during the global economic downturn during 2008 and 2009. As a result of this recovery, the possession rate of microwaves increased by 2% between 2010 and 2012. This trend was beneficial for microwaves as the category increased in value by 2% and in volume by 1% during 2012.

COMPETITIVE LANDSCAPE

  • The leading brands in microwaves in Germany during 2012 were Sharp Electronics (Europe) GmbH, Samsung Electronics Deutschland GmbH and Clatronics GmbH. Samsung recorded the highest growth in volume share in 2012, registering an increase of one percentage point. There were various reasons for this successful performance was Samsung’s recent acquisition of production plants in Poland, which enabled the company to compete more successfully in Germany.

PROSPECTS

  • Microwaves in Germany is expected to increase in volume and constant value at a CAGR of 1% over the forecast period, rising to 1.6 million units and €177 million by the end of 2017. Freestanding microwaves is expected to perform much better than built-in microwaves, increasing in volume at a CAGR of 2% over the forecast period, while built-ion microwaves is set to decline in volume at a CAGR of -3%. It remains very likely that the rising demand for freestanding microwaves during the forecast period will be based on the superior cost-benefit ratio in freestanding microwaves and the lower unit prices charged for freestanding microwaves than for built-in microwaves.

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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 2007-2012
  • Table 2 Sales of Microwaves by Category: Value 2007-2012
  • Table 3 Sales of Microwaves by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Microwaves by Category: % Value Growth 2007-2012
  • Table 5 Sales of Microwaves by Type 2009-2011
  • Table 6 Company Shares of Microwaves 2008-2012
  • Table 7 Brand Shares of Microwaves 2009-2012
  • Table 8 Microwaves by Distribution Format: % Analysis 2007-2012
  • Table 9 Forecast Sales of Microwaves by Category: Volume 2012-2017
  • Table 10 Forecast Sales of Microwaves by Category: Value 2012-2017
  • Table 11 Forecast Sales of Microwaves by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Sales of Microwaves by Category: % Value Growth 2012-2017

Microwaves in Germany - Company Profiles

Bauknecht Hausgeräte GmbH in Consumer Appliances (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Bauknecht Hausgeräte GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 2 Bauknecht Hausgeräte GmbH: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 3 Bauknecht Hausgeräte GmbH: Competitive Position 2012

BSH Bosch & Siemens Hausgeräte GmbH in Consumer Appliances (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 BSH Bosch & Siemens Hausgeräte GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 5 Bosch & Siemens Hausgeräte GmbH: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 6 BSH Bosch & Siemens Hausgeräte GmbH: Competitive Position 2012

Clatronic GmbH in Consumer Appliances (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Clatronic GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Clatronic GmbH: Competitive Position 2012

Consumer Appliances in Germany - Industry Context

EXECUTIVE SUMMARY

Economic instability leads to slower performance in 2012

Small appliances is resilient, outperforming major appliances

“Made in Germany” tag a strong draw for German consumers

Internet retailing boosts demand

Energy-efficient technologies to drive future growth

KEY TRENDS AND DEVELOPMENTS

Consumer appliances market on the verge of losing steam

Multichannel strategy for specialist retailers

New EU-labelling system drives demand

The development of SmartGrid in Germany presents challenges

Premium brands benefit from consumer credibility

MARKET INDICATORS

  • Table 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2007-2012
  • Table 14 Replacement Cycles of Consumer Appliances by Category 2007-2012

MARKET DATA

  • Table 15 Sales of Consumer Appliances by Category: Volume 2007-2012
  • Table 16 Sales of Consumer Appliances by Category: Value 2007-2012
  • Table 17 Sales of Consumer Appliances by Category: % Volume Growth 2007-2012
  • Table 18 Sales of Consumer Appliances by Category: % Value Growth 2007-2012
  • Table 19 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2007-2012
  • Table 20 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2007-2012
  • Table 21 Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth 2007-2012
  • Table 22 Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth 2007-2012
  • Table 23 Sales of Small Appliances by Category: Volume 2007-2012
  • Table 24 Sales of Small Appliances by Category: Value 2007-2012
  • Table 25 Sales of Small Appliances by Category: % Volume Growth 2007-2012
  • Table 26 Sales of Small Appliances by Category: % Value Growth 2007-2012
  • Table 27 Company Shares of Major Appliances 2008-2012
  • Table 28 Brand Shares of Major Appliances 2009-2012
  • Table 29 Company Shares of Small Appliances 2008-2012
  • Table 30 Brand Shares of Small Appliances 2009-2012
  • Table 31 Major Appliances by Distribution Format: % Breakdown 2007-2012
  • Table 32 Small Appliances by Distribution Format: % Breakdown 2007-2012
  • Table 33 Forecast Sales of Consumer Appliances by Category: Volume 2012-2017
  • Table 34 Forecast Sales of Consumer Appliances by Category: Value 2012-2017
  • Table 35 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2012-2017
  • Table 36 Forecast Sales of Consumer Appliances by Category: % Value Growth 2012-2017
  • Table 37 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2012-2017
  • Table 38 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2012-2017
  • Table 39 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth 2012-2017
  • Table 40 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth 2012-2017
  • Table 41 Forecast Sales of Small Appliances by Category: Volume 2012-2017
  • Table 42 Forecast Sales of Small Appliances by Category: Value 2012-2017
  • Table 43 Forecast Sales of Small Appliances by Category: % Volume Growth 2012-2017
  • Table 44 Forecast Sales of Small Appliances by Category: % Value Growth 2012-2017

DEFINITIONS

  • Summary 9 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
  • Analysis by format
  • Analysis by type
  • Exports by country - volume
  • Imports by country - volume
  • Pricing
  • Producer company shares
  • Refrigeration volume capacity
  • Replacement cycles
  • Trade statistics - volume
  • Washing machine capacity

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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