Executive Summary

Feb 2019
Austria offers a lot of potential for growth in 2018

Consumer appliances in Austria once again performed well in terms of retail volume sales and even more so with regard to value sales in 2018. Demand for innovative, more-sophisticated, time- and energy-saving products continued to grow for major appliances and small appliances alike.

Health and wellness continues to support sales

Consumer appliances posted a positive performance in both current value and volume terms in 2018. The ongoing lifestyle and health and wellness trends continued to impact and boost sales of consumer appliances.

BSH Hausgeräte continues to lead

The competitive landscape in overall consumer appliances is fragmented and highly competitive, with fierce pricing strategies coming from several manufacturers. BSH Hausgeräte held a clear lead in volume terms in 2018, attributable to the company’s outstanding performances in terms of its long-standing signature brands of Bosch and Siemens.

Electronics and appliance specialist retailers remains the preferred channel

Electronics and appliance specialist retailers clearly led overall consumer appliances in 2018. Nevertheless, this channel steadily lost volume share throughout the entire review period, mainly to internet retailers.

Outlook for sales of consumer appliances in Austria remains positive

Volume and value sales of consumer appliances in Austria are both set to record growth over the forecast period. The continuously growing number of households and for some categories still comparably low penetration rates are expected to positively impact volume sales.

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Consumer Appliances in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances industry in Austria 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 Appliances industry in Austria, 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 Austria for free:

The Consumer Appliances in Austria 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 Appliances in Austria?
  • What are the major brands in Austria?
  • How was category performance been affected by current economic climate?
  • How is penetration for consumer appliances going to develop over the medium term?

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.

Consumer Appliances in Austria

EXECUTIVE SUMMARY

Austria offers a lot of potential for growth in 2018
Health and wellness continues to support sales
BSH Hausgeräte continues to lead
Electronics and appliance specialist retailers remains the preferred channel
Outlook for sales of consumer appliances in Austria remains positive

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Treatment Products in Austria

HEADLINES

PROSPECTS

Weather changes boost sales of cooling appliances
Upgrades in cooling demands drive sales further
No need for additional air treatment

COMPETITIVE LANDSCAPE

Honeywell Austria remains strong – especially in cooling fans
Variety and competitive pricing for success
Innovation needs to present clear benefits

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 36 Sales of Air Treatment Products by Category: Value 2013-2018
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 42 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Austria

HEADLINES

PROSPECTS

Outlook for dishwashers remains positive
Consumers place great importance on noise levels, capacity and stacking flexibility
Consumers continue to prefer built-in to freestanding dishwashers

COMPETITIVE LANDSCAPE

BSH Hausgeräte has a clear lead within dishwashers
Bosch opens a concept store
More-affordable dishwashers remain popular

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2013-2018
Table 49 Sales of Dishwashers by Category: Value 2013-2018
Table 50 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 51 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 52 Sales of Dishwashers by Format: % Volume 2013-2018
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 54 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 55 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 56 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 58 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 59 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Austria

HEADLINES

PROSPECTS

Healthy living trends to support growth of food preparation appliances
Innovations drive value performance
Growth potential through online retailing

COMPETITIVE LANDSCAPE

Excellence and wide retail penetration support De'Longhi-Kenwood
Superior product quality and high levels of innovation also support other international competitors
Smaller players with strong portfolios

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 63 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Austria

HEADLINES

PROSPECTS

Home laundry appliances posts stable growth
Heat pump automatic dryers drive sales
The shift towards larger-capacity appliances continues

COMPETITIVE LANDSCAPE

BSH Hausgeräte leads sales in home laundry appliances
Higher flexibility within automatic washing machines
Candy Hoover Austria gains the most ground

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 74 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Austria

HEADLINES

PROSPECTS

Large cooking appliances records the most dynamic growth within major appliances
Built-in hobs registers the most dynamic performance
Intelligent ovens assist consumers when cooking

COMPETITIVE LANDSCAPE

BSH Hausgeräte leads large cooking appliances
Miele is the best performer
Innovations drive sales

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 90 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 93 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 94 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 98 NBO Company Shares of Ovens: % Volume 2014-2018
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 102 NBO Company Shares of Cookers: % Volume 2014-2018
Table 103 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 104 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 105 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 106 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Austria

HEADLINES

PROSPECTS

Growth of built-in microwaves exceeds that for freestanding variants
New concept “Saturn Express” is the first Saturn store of its kind in Europe
Convenient combination microwaves boost sales

COMPETITIVE LANDSCAPE

Severin Elektrogeräte leads
Microwaves is a fragmented category
Candy Hoover is the strongest performer

CATEGORY DATA

Table 109 Sales of Microwaves by Category: Volume 2013-2018
Table 110 Sales of Microwaves by Category: Value 2013-2018
Table 111 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 112 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 113 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 114 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 115 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 116 Distribution of Microwaves by Format: % Volume 2013-2018
Table 117 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 118 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 119 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 120 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 121 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Austria

HEADLINES

PROSPECTS

Beauty and wellness trends support growth
Positive developments with style
Tradition and scepticism regarding benefits dampen the development of oral hygiene appliances

COMPETITIVE LANDSCAPE

Braun Austria in the lead
Leader in wellness – Philips Austria benefits from a vast and reputable portfolio
Supersonic sales in hair care

CATEGORY DATA

Table 122 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 123 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 124 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 125 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 126 Sales of Body Shavers by Format: % Volume 2013-2018
Table 127 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 128 NBO Company Shares of Personal Care Appliances 2014-2018
Table 129 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 130 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 131 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 132 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 133 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 134 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Austria

HEADLINES

PROSPECTS

Strong demand for electric wine coolers/chillers continues
Side-by-side fridge freezers drive value sales
Connectivity is on the rise

COMPETITIVE LANDSCAPE

Liebherr-Hausgeräte Ochsenhausen remains the number one player
Consumers choose individual designs
Convenient fridge freezers drive sales

CATEGORY DATA

Table 135 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 136 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 137 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 138 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 139 Sales of Freezers by Format: % Volume 2013-2018
Table 140 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 141 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 142 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 143 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 144 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 145 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 146 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 147 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018
Table 148 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 149 NBO Company Shares of Built-in Fridges: % Volume 2014-2018
Table 150 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 151 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 152 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 153 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 154 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 155 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Austria

HEADLINES

PROSPECTS

A positive environment for growth of small cooking appliances
Taste for quality coffee drives sales of coffee machines
Healthy living supports growth

COMPETITIVE LANDSCAPE

Catering to health trends, Philips Austria maintains a strong position
Innovation remains a growth driver
Specialisation – advantage or disadvantage?

CATEGORY DATA

Table 157 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 158 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 159 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 160 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 161 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 162 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 163 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 164 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 165 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 166 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Austria

HEADLINES

PROSPECTS

Austrian demographics drive flexible, easy-to-handle vacuum cleaners
Automated vacuuming not for everyone
External factors and legislation impact performance over the review period

COMPETITIVE LANDSCAPE

Dyson is the innovative leader
Growing selection equals growing competition
Intelligent vacuum cleaners

CATEGORY DATA

Table 169 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 170 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 171 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 172 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 173 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 174 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 175 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 176 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 177 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 178 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 179 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023