Consumer Appliances in Austria

Consumer Appliances in Austria

EXECUTIVE SUMMARY

COVID-19 impact on consumer appliances

COVID-19 country impact

Company response

Retailing shift

What next for consumer appliances?

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Refrigeration Appliances in Austria

KEY DATA FINDINGS

2020 IMPACT

With consumer confidence weak and a slowdown in construction activity, pandemic leads to decline in retail volume sales

Fear of empty supermarket shelves buoyed demand for freestanding freezers

A broad product offer and regular promotions help local manufacturer Liebherr-Hausgeräte Ochsenhausen GmbH maintain its leadership

RECOVERY AND OPPORTUNITIES

Post-pandemic economic recovery will drive strong rebound in demand, especially for built-in refrigeration appliances

Lingering impact of COVID-19 will help to drive strong growth in demand for large fridge freezers

Increased sophistication of local wine lovers and warmer summers to drive strong growth in demand for electric wine coolers/chillers

CATEGORY DATA

Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025

Home Laundry Appliances in Austria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 drives sales decline, as worried consumers postpone non-essential purchases

Heightened price sensitivity among buyers of automatic washing machines and increased competition in automatic washer dryers lead to decrease in unit price

Leader BSH Hausgeräte GmbH remains weak in automatic washer dryers

RECOVERY AND OPPORTUNITIES

Revival in consumer confidence and construction activity will drive strong rebound in demand for home laundry appliances

Increased consumer interest in renting home laundry appliances could negatively affect retail volume sales

In the aftermath of the pandemic, cleanliness will be a more significant point of differentiation for some brands

CATEGORY DATA

Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025

Dishwashers in Austria

KEY DATA FINDINGS

2020 IMPACT

Retail volume sales contract, as consumers rein in their spending and construction activity slows

Table-top models increase in popularity, as some consumers grow weary of washing up by hand during lockdown

Highly regarded for their efficacy and reliability, German brands Siemens and Bosch remain top dogs

RECOVERY AND OPPORTUNITIES

Rebound in retail volume sales will be driven by recovery in consumer confidence and revival in construction

With more Austrians viewing dishwashers as a necessity, their penetration rate will continue to rise

Consumers exhibit increased interest in more effective cleaning, but will this outlive the pandemic?

CATEGORY DATA

Table 73 Sales of Dishwashers by Category: Volume 2015-2020
Table 74 Sales of Dishwashers by Category: Value 2015-2020
Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 77 Sales of Dishwashers by Format: % Volume 2015-2020
Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 82 Production of Dishwashers: Total Volume 2015-2020
Table 83 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 85 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 86 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025

Large Cooking Appliances in Austria

KEY DATA FINDINGS

2020 IMPACT

Slowdown in housing turnover, new housing completions and home renovation projects undermine demand, particularly for built-in large cooking appliances

Cautious consumers delay replacement of built-in hobs

With its Siemens and Bosch brands enjoying a strong reputation for innovation and quality, BSH Hausgeräte GmbH remains the clear leader in large cooking appliances

RECOVERY AND OPPORTUNITIES

Strong rebound in retail volume sales in prospect, as consumer confidence recovers and construction activity revives

Premiumisation will help to drive accelerated unit price growth for built-in hobs and ovens

Cookers will continue to lose out to built-in hobs and ovens

CATEGORY DATA

Table 87 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 89 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 90 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 91 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 92 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 93 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 94 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 95 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 96 NBO Company Shares of Ovens: % Volume 2016-2020
Table 97 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 99 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 100 NBO Company Shares of Cookers: % Volume 2016-2020
Table 101 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 102 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 103 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025

Microwaves in Austria

KEY DATA FINDINGS

2020 IMPACT

Economic shock of COVID-19 curbs consumer appetite for microwaves, but demand is supported by lockdown measures

Penetration rate of microwaves continued to rise, as they are popular with younger consumers seeking convenience

Low prices help Silva Schneider Handels GmbH maintain its lead in a fiercely competitive environment

RECOVERY AND OPPORTUNITIES

Revival in consumer confidence and construction activity will drive a strong rebound in retail volume sales

Increased interest in health and wellness may fuel scepticism of microwaves

Such appliances as steam cookers and infrared ovens may pose a growing threat to microwaves

CATEGORY DATA

Table 107 Sales of Microwaves by Category: Volume 2015-2020
Table 108 Sales of Microwaves by Category: Value 2015-2020
Table 109 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 110 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 111 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 112 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 113 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 114 Distribution of Microwaves by Format: % Volume 2015-2020
Table 115 Production of Microwaves: Total Volume 2015-2020
Table 116 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 117 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 118 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025

Food Preparation Appliances in Austria

KEY DATA FINDINGS

2020 IMPACT

Pandemic undermines discretionary spending, but lockdown leads to an increase in home cooking

Premiumisation and a lack of promotional activity drive acceleration in unit price growth

Leader De’Longhi-Kenwood GmbH enjoys a strong reputation for quality, design and innovation

RECOVERY AND OPPORTUNITIES

Food processors, blenders and mixers will drive modest growth in retail volume sales

Previously the top performer in food preparation appliances, demand for slow juicers is set to mature

E-commerce will continue to grow in importance, as local consumers become increasingly comfortable shopping online

CATEGORY DATA

Table 120 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 121 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 122 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 123 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 124 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 125 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 126 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 127 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 128 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 129 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 130 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025

Small Cooking Appliances in Austria

KEY DATA FINDINGS

2020 IMPACT

Shift to multifunctional appliances undermines retail volume sales

Consumers seek to recreate the café experience at home

With a broad portfolio of products, De’Longhi-Kenwood GmbH continued to lead in small cooking appliances

RECOVERY AND OPPORTUNITIES

Post-pandemic normalisation will lead to rebound in consumer confidence, boosting demand for small cooking appliances

Increased health consciousness to drive strong growth in demand for light fryers

E-commerce will continue to grow in importance, as consumers become more comfortable shopping online

CATEGORY DATA

Table 131 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 132 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 133 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 134 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 135 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 136 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 137 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 138 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 139 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 140 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 141 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 142 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025

Vacuum Cleaners in Austria

KEY DATA FINDINGS

2020 IMPACT

Vacuum cleaners eke out retail volume sales growth in a difficult economic environment, as COVID-19 led some to clean their homes more often

Stick and robotic vacuum cleaners continue to grow in popularity, as their strong appeal to affluent consumers made them less vulnerable to economic instability

Dyson Austria GmbH

RECOVERY AND OPPORTUNITIES

With the price difference between them narrowing, stick and robotic vacuum cleaners will outperform cylinder and handheld models

Increased competition will make robotic vacuum cleaners more affordable

Ease of use of stick vacuum cleaners a key factor for the ageing Austrian consumer

CATEGORY DATA

Table 143 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 144 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 145 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 146 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 147 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 148 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 149 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 150 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 151 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 152 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 153 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 154 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025

Personal Care Appliances in Austria

KEY DATA FINDINGS

2020 IMPACT

Homebound consumers have less need of hair care appliances

Demand for oral care appliances remains robust, with more sophisticated models pushing up their unit price

Deepening dominance of oral care appliances helps Procter & Gamble Austria GmbH maintain its leadership of personal care appliances

RECOVERY AND OPPORTUNITIES

Maturing demand will weigh on growth in retail volume sales of hair care appliances

Low penetration rate leaves plenty of room for growth in retail volume sales of oral care appliances

E-commerce will continue to grow in importance

CATEGORY DATA

Table 155 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 156 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 157 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 158 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 159 Sales of Body Shavers by Format: % Volume 2015-2020
Table 160 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 161 NBO Company Shares of Personal Care Appliances 2016-2020
Table 162 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 163 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 164 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 165 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 166 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 167 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025

Air Treatment Products in Austria

KEY DATA FINDINGS

2020 IMPACT

Negative economic impact of COVID-19 partly offset by increased interest from homebound consumers

COVID-19 boosts demand for air purifiers

With a broad portfolio of affordable cooling fans, Honeywell Austria GesmbH continued to lead in air treatment products

RECOVERY AND OPPORTUNITIES

For most local consumers, portable room air conditioners and cooling fans will continue to be sufficient

Most local consumers will continue to regard split air conditioners as non-essential, but climate change could change this

Air purifiers will suffer a post-pandemic hangover

CATEGORY DATA

Table 168 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 169 Sales of Air Treatment Products by Category: Value 2015-2020
Table 170 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 171 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 172 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 173 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 174 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 175 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 176 Production of Air Conditioners: Total Volume 2015-2020
Table 177 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 178 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 179 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 180 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025

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