Consumer Appliances in Austria

Consumer Appliances in Austria

EXECUTIVE SUMMARY

Faster growth witnessed in consumer appliances in Austria in 2019

Health and wellness remains an important influence while new product developments increasingly feature smart technology

Industry giants remain at the top while acquisitions take place among smaller players

Internet retailing gains further ground in consumer appliances

The outlook is positive for consumer appliances with focus likely to be on energy efficiency and meeting the needs of an ageing population

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Value 2014-2019
Table 6 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 12 Sales of Small Appliances by Category: Volume 2014-2019
Table 13 Sales of Small Appliances by Category: Value 2014-2019
Table 14 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 15 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 17 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 18 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 19 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 20 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 21 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 22 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 23 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 30 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in Austria

HEADLINES

PROSPECTS

Demand for air treatment products is limited to a specific consumer base concerned with health and wellness

Rising temperatures increase demand for cooling appliances in Austria

Value growth set to be boosted by more sophisticated air treatment products

COMPETITIVE LANDSCAPE

Lower-priced air treatment products remain the most popular among Austrian consumers

Consumers increasingly seek brands that offer superior air treatment products

Energy-efficient and multifunctional air treatment products expected to appeal more

CATEGORY DATA

Table 34 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 35 Sales of Air Treatment Products by Category: Value 2014-2019
Table 36 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 38 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 39 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 40 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 41 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 42 Production of Air Conditioners: Total Volume 2014-2019
Table 43 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 44 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 46 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Austria

HEADLINES

PROSPECTS

Convenience needs and the increasing number of households in Austria promise continued stable growth for dishwashers

Consumer living trends determine the demand for particular formats and features

Built-in dishwashers remain the most popular as consumers prefer integrated kitchens

COMPETITIVE LANDSCAPE

BSH Hausgeräte maintains its clear lead in dishwashers by offering reliability and innovation

Whirlpool Austria initiates a distinct distribution strategy for each of its two brands

Miele launches a new built-in dishwasher with AutoDos and MobileControl

CATEGORY DATA

Table 47 Sales of Dishwashers by Category: Volume 2014-2019
Table 48 Sales of Dishwashers by Category: Value 2014-2019
Table 49 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 50 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 51 Sales of Dishwashers by Format: % Volume 2014-2019
Table 52 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 53 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 54 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 55 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 56 Production of Dishwashers: Total Volume 2014-2019
Table 57 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 59 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 60 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in Austria

HEADLINES

PROSPECTS

Healthy living trends continue to support the growth of food preparation appliances

Multifunctional food preparation appliances with clear benefits expected to be the main growth driver in the forecast period

Amid increasing saturation in food preparation appliances, growth lies in stylish design and personalisation

COMPETITIVE LANDSCAPE

De’Longhi-Kenwood remains the leading player with high-quality, innovative food preparation appliances

BSH Hausgeräte grows fastest due to its superior product quality and high levels of innovation

Thermomix continues to lose sales due to its features and customer service not matching its high prices

CATEGORY DATA

Table 61 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 63 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 64 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 65 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 66 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 67 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 68 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 70 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in Austria

HEADLINES

PROSPECTS

Stable growth continues for home laundry appliances supported by the demand for convenience

Price competition lowers unit prices of automatic washer dryers while the popularity of heat pump appliances raises the average unit price of automatic dryers

Rental services pose a threat to sales of home laundry appliances

COMPETITIVE LANDSCAPE

BSH Hausgeräte remains the leading player due to offering reliability and technological innovation

Budget-friendly brands achieve notable retail volume growth to the cost of mid-priced ranges

Acquisition by Haier Group boosts Hoover’s prospects in automatic washer dryers

CATEGORY DATA

Table 72 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 74 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 75 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 76 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 77 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 78 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 79 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 80 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 81 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 82 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 83 Production of Home Laundry Appliances: Total Volume 2014-2019
Table 84 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 85 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 86 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in Austria

HEADLINES

PROSPECTS

Large cooking appliances remains the most dynamic among all major appliances due to the popularity of home cooking and built-in products

Ongoing innovation drives strong growth in large cooking appliances

Ovens with connectivity see a slow rise in popularity

COMPETITIVE LANDSCAPE

BSH Hausgeräte continues to lead due to the popularity of its premium brands and its investment in innovation

Bauknecht leads cooker hoods in Austria with its wide range of affordable products

Gorenje continues to perform well following its acquisition by Hisense Group

CATEGORY DATA

Table 88 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 89 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 90 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 91 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 92 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 93 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 94 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 95 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 96 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 97 NBO Company Shares of Ovens: % Volume 2015-2019
Table 98 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 99 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 100 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 101 NBO Company Shares of Cookers: % Volume 2015-2019
Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 103 Production of Large Cooking Appliances: Total Volume 2014-2019
Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in Austria

HEADLINES

PROSPECTS

Steady growth for microwaves alongside rising household numbers

Little change expected in the preferred type of microwave

With decreasing prices, ovens with a microwave function may hinder growth for microwaves

COMPETITIVE LANDSCAPE

An aggressive pricing strategy enables Silva to take the lead in microwaves

Microwaves remains highly fragmented offering a broad price range

Candy performs best amid acquisition by Haier Group

CATEGORY DATA

Table 108 Sales of Microwaves by Category: Volume 2014-2019
Table 109 Sales of Microwaves by Category: Value 2014-2019
Table 110 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 111 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 112 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 113 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 114 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 115 Distribution of Microwaves by Format: % Volume 2014-2019
Table 116 Production of Microwaves: Total Volume 2014-2019
Table 117 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 118 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in Austria

HEADLINES

PROSPECTS

Sales of personal care appliances remain driven by consumers’ desire to look and feel their best

The potential in oral care appliances remains unrealised due to consumers viewing manual toothbrushes as sufficient

Home spa treatments expected to increase in significance amid consumers’ busier lives

COMPETITIVE LANDSCAPE

Braun remains the leading brand due to its famous name and ongoing new product development

Innovation underpins the success of brands such as Philips and Dyson

Smart technology increases its presence in personal care appliances

CATEGORY DATA

Table 121 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 122 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 123 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 124 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 125 Sales of Body Shavers by Format: % Volume 2014-2019
Table 126 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 127 NBO Company Shares of Personal Care Appliances 2015-2019
Table 128 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 129 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 130 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 131 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 132 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 133 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in Austria

HEADLINES

PROSPECTS

Higher-priced side-by-side fridge freezers drive value growth

Consumers tend towards larger fridge freezers and connected appliances

Home entertaining culture supports increasing demand for electric wine coolers/chillers

COMPETITIVE LANDSCAPE

Innovation, value for money and local production underlie Liebherr-Hausgeräte Ochsenhausen’s leading position in refrigeration appliances

Consumers appreciate customisable design and added features

Whirlpool Austria defines distinct distribution for its Whirlpool and Bauknecht brands

CATEGORY DATA

Table 134 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 135 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 136 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 137 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 138 Sales of Freezers by Format: % Volume 2014-2019
Table 139 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 140 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 141 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 142 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 143 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 144 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 145 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 146 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 147 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 148 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 149 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 150 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 151 Production of Refrigeration Appliances: Total Volume 2014-2019
Table 152 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 153 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 154 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 155 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Austria

HEADLINES

PROSPECTS

Small cooking appliances continues to grow driven by demand for products that save consumers time

Demand increases for multifunctional small cooking appliances

Light fryers begins to suffer from a less healthy perception

COMPETITIVE LANDSCAPE

De’Longhi-Kenwood remains the leading player with an array of products across small cooking appliances

Braun Austria grows fastest with presence in both high-growth and staple categories of small cooking appliances

Large multinationals perform best with their broad portfolios able to weather fluctuations in demand

CATEGORY DATA

Table 156 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 157 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 158 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 159 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 160 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 161 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 162 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 163 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 164 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 165 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Austria

HEADLINES

PROSPECTS

New launches of vacuum cleaners focus on faster, easier, more efficient use

Flexible, lightweight vacuum cleaners suitable for an ageing population expected to drive growth

Improved technology and lower prices expected to lessen the scepticism surrounding robotic vacuum cleaners

COMPETITIVE LANDSCAPE

Dyson extends its lead in vacuum cleaners by focusing on innovation

Siemens and Bosch grow fastest due to their vacuum cleaners’ mass appeal

Competition set to intensify further in robotic vacuum cleaners as products become more comparable in terms of technology and price

CATEGORY DATA

Table 168 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 169 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 170 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 171 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 172 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 173 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 174 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 175 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 176 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 177 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 178 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 179 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

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