Consumer Appliances in Austria

April 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Austria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Austria?
  • Which are the leading brands in Austria?
  • How are products distributed in Austria?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Appliances in Austria

Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2023
Table 3 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 4 Sales of Consumer Appliances by Category: Value 2017-2022
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 11 Sales of Small Appliances by Category: Volume 2017-2022
Table 12 Sales of Small Appliances by Category: Value 2017-2022
Table 13 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 14 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 15 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 16 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 17 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 19 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 20 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 29 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 30 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Austria

KEY DATA FINDINGS

Dishwashers sales slump into negative volume figures after pandemic era spikes
Global challenges lead to increasing prices and supply shortages
Leading player BSH continues to invest in the strong reputation of Bosch
Solid growth seems likely, but uncertainty remains
Little room for innovation means unit prices likely to stagnate
No ongoing changes in hygiene standards after the pandemic
Table 33 Sales of Dishwashers by Category: Volume 2017-2022
Table 34 Sales of Dishwashers by Category: Value 2017-2022
Table 35 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 36 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 37 Sales of Dishwashers by Format: % Volume 2017-2022
Table 38 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 39 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 40 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 41 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 42 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 43 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 44 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 45 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in Austria

KEY DATA FINDINGS

Sales fall after pandemic era spike, although automatic washer driers continue to attract attention
Notable price increases clash with increased level of price-sensitivity
BSH maintains its lead, trailed by Beko Grundig Österreich with its name-change
Solid forecast overshadowed by uncertainty factors
Some untapped potential remains in sight for home laundry appliances
Rental trends could play an increasing role in home laundry appliances
Table 46 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 47 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 48 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 49 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 50 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 51 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 52 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 53 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 54 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 55 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 56 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 57 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 58 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 59 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 60 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in Austria

KEY DATA FINDINGS

Consumer constraints lead to a moderate performance in large cooking appliances
Ovens sees a notable drop in demand, while built-in hobs and cooker hoods maintain positive volume growth
Gas hobs suffer another setback, while induction-type hobs see small gains
Recovery is likely, but not guaranteed due to ongoing uncertainties
Re-emerging innovations could help bolster sales as consumers become more confident in their spending again
Mid-priced brands are in danger of losing ground to polarised competition
Table 61 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 62 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 63 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 64 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 65 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 66 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 67 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 68 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 69 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 70 NBO Company Shares of Ovens: % Volume 2018-2022
Table 71 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 72 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 73 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 74 NBO Company Shares of Cookers: % Volume 2018-2022
Table 75 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 76 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 77 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 78 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 79 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 80 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in Austria

KEY DATA FINDINGS

Demand normalises after peak during the pandemic, with a notable drop in sales
Basic functions in microwaves are enough for the vast majority of consumers
Retail distribution also normalises after atypical pandemic behaviours
Still some growth potential ahead for microwaves, thanks to fast-paced urban lifestyles
In the longer run, microwaves could become completely obsolete due to multi-functional ovens
Good price-performance ratio to remain key
Table 81 Sales of Microwaves by Category: Volume 2017-2022
Table 82 Sales of Microwaves by Category: Value 2017-2022
Table 83 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 84 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 85 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 86 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 87 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 88 Distribution of Microwaves by Format: % Volume 2017-2022
Table 89 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 90 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 91 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 92 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in Austria

KEY DATA FINDINGS

Sales cool down after extra demand during the pandemic era
External factors push up manufacturing costs and lead to increases in unit prices
Premium brands affected by higher price-sensitivity, as Leibherr maintains a strong top place
Stagnant forecast ahead along, with many uncertainty factors at play
Freezers likely to continue to struggle, due to long replacement cycles and changes in consumer behaviour
Emerging Chinese brands show good potential
Table 93 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 94 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 95 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 96 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 97 Sales of Freezers by Format: % Volume 2017-2022
Table 98 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 99 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 100 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 101 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 102 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 103 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 104 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 105 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 106 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 107 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 108 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 109 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 110 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 111 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 112 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 113 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 114 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in Austria

KEY DATA FINDINGS

Growth for air treatment products softens from lockdown times but persists
Long, hot summer helps maintain ongoing demand for air conditioners
2-in-1 and 3-in-1 products draw increasing consumer attention
Favourable conditions ahead for air treatment products
Plenty of growth potential for air conditioners, further supported should inflation stabilise
Environmental issues to play an increasing role in consumers’ purchasing decisions
Table 115 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 116 Sales of Air Treatment Products by Category: Value 2017-2022
Table 117 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 118 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 119 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 120 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 121 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 122 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 123 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 124 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 125 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 126 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in Austria

KEY DATA FINDINGS

After benefiting during the pandemic, food preparation appliances cools down
Retained consumer interest indicates a promising recovery
Notable price increases impact food preparation appliances
A cautiously positive forecast sees solid growth potential
Interest in expensive, niche products has likely passed its peak
Food preparation appliances depend strongly on global price developments
Table 127 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 128 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 129 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 130 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 131 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 132 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 133 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 134 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 135 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 136 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 137 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in Austria

KEY DATA FINDINGS

Solid performance in personal care appliances in the aftermath of COVID-19
E-commerce sees slight decline in line with reopening of brick-and-mortar specialist stores
Oral-B remains the front-of-mind brand for consumers, while cheaper models also attract attention
From a strong base, further growth is expected in personal care appliances
Electric facial cleansers expected to maintain its robust performance
Brand diversity expected to be broader than ever, bolstered by arrays of products available via e-commerce
Table 138 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 139 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 140 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 141 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 142 Sales of Body Shavers by Format: % Volume 2017-2022
Table 143 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 144 NBO Company Shares of Personal Care Appliances 2018-2022
Table 145 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 146 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 147 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 148 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 149 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 150 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in Austria

KEY DATA FINDINGS

Demand falls after sales boom during the pandemic era, as triggered by home-cooking trends
Coffee machines sales start to level off after short peak, with espresso coffee machines set for strongest performance ahead
Kenwood retains overall lead by a small margin, as entry-level brands show strong competition
Stable demand likely, but only under positive assumptions
Coffee machine sales have likely passed their peak for this forecast period
Developments in niche products could provide potential growth
Table 151 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 152 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 153 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 154 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 155 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 156 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 157 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 158 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 159 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 160 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 161 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 162 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in Austria

KEY DATA FINDINGS

Sales spike during pandemic continues to curb sales in 2022
Battery-operated vacuum cleaners are trending – except from robotic variants
Dyson continues to stand out from the crowd, thanks to high brand profile and D2C sales strategies
Relative stagnation expected for vacuum cleaners over the forecast period
Uncertainties remain in terms of further price developments
Atypical pandemic behaviours return to normal in the post-pandemic landscape
Table 163 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 164 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 165 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 166 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 167 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 168 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 169 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 170 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 171 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 172 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 173 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 174 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Light Fryers
        • Deep Fat Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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