Consumer Appliances in Denmark

Consumer Appliances in Denmark

EXECUTIVE SUMMARY

Higher disposable incomes support call for new and more sophisticated models

Affordable, energy-saving models retain preference of a price- and waste-sensitive population

Players develop products to meet the living space and social needs of households

Convenience and wide product and price offer continue to boost online sales

Positive, but slower growth anticipated due to relative maturity of key trends

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 Denmark

HEADLINES

PROSPECTS

Cooler summer in 2019 slows the demand for cooling products

Health concerns boost the demand for air purifiers and dehumidifiers

Consumers seek designs that blend with home interiors for space and aesthetic reasons

COMPETITIVE LANDSCAPE

Dyson leverages innovation to leap to the top of the rankings in 2019

Bionaire sees strong retail volume share losses as rivals show more innovation

Electrolux Pure 9 embodies design and connectivity trends to grow company share

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 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 43 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 44 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Denmark

HEADLINES

PROSPECTS

Sales grow as time-pressed consumers see dishwashers as essential appliances

Manufacturers seek to lure consumers with customised wash cycle options

Smaller household trend favours space-efficient and built-in formats

COMPETITIVE LANDSCAPE

Wide distribution, varied offer and trade recommendations support BSH’s leading position

Wider distribution, marketing and innovation stimulate interest in Grundig and Beko

Brand trust and space and design concerns help Ikea rebound

CATEGORY DATA

Table 46 Sales of Dishwashers by Category: Volume 2014-2019
Table 47 Sales of Dishwashers by Category: Value 2014-2019
Table 48 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 49 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 50 Sales of Dishwashers by Format: % Volume 2014-2019
Table 51 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 52 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 53 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 54 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 55 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 56 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 57 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in Denmark

HEADLINES

PROSPECTS

Health and convenience provide push-pull effect on food preparation appliances

Smaller household trend supports the demand for multifunctional products

Consumer search for flexibility favours blenders over juice extractors

COMPETITIVE LANDSCAPE

Strong brand name and distribution keep Bosch top-of-mind

Philips taps into diet and fitness trends with new technology countertop blender

Kenwood benefits from innovation that offers versatility and functionality

CATEGORY DATA

Table 59 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 60 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 61 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 64 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 65 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 66 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 67 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 68 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in Denmark

HEADLINES

PROSPECTS

Return to volume growth as new models seen as a cost-effective and efficient option

Volume sales plateau as apartment blocks and long replacement cycle limit demand

Smart and energy-efficient models gain from demand for innovation and savings

COMPETITIVE LANDSCAPE

Wide portfolio for all needs and pockets and innovation support BSH’s leadership

LG offers style and performance to gain retail volume share

Candy caters to consumers with confined living spaces and budgets

CATEGORY DATA

Table 70 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 71 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 72 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 74 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 75 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 76 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 77 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 78 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 79 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 80 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 81 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 82 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 83 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 84 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Microwaves in Denmark

HEADLINES

PROSPECTS

Multifunctional ovens limit the space and growth potential for microwaves

Microwave usage continues to benefit from the demand for ready meals

Growing interest in style and design boosts the appeal of built-in over freestanding

COMPETITIVE LANDSCAPE

Whirlpool marries convenience and speed with added-value functionalities to lead

Familiarity and trust in Bosch and Siemens boost BSH’s positioning in microwaves

Innovation and wider distribution help Samsung post the highest growth rates

CATEGORY DATA

Table 85 Sales of Microwaves by Category: Volume 2014-2019
Table 86 Sales of Microwaves by Category: Value 2014-2019
Table 87 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 88 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 89 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 90 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 91 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 92 Distribution of Microwaves by Format: % Volume 2014-2019
Table 93 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 94 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in Denmark

HEADLINES

PROSPECTS

“Other” personal care appliances benefits from rising disposable incomes

Convenience, time- and money-savings boost the appeal of IPL hair removers

Connectivity adds dynamism to the offer and potential of electric toothbrush units

COMPETITIVE LANDSCAPE

Innovation and model extensions help Philips to retain consumer interest

Philips sees fast share growth with first-mover advantage in IPL hair removers

Strong brands and quality focus limit space for private label

CATEGORY DATA

Table 97 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 98 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 99 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 100 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 101 Sales of Body Shavers by Format: % Volume 2014-2019
Table 102 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 103 NBO Company Shares of Personal Care Appliances 2015-2019
Table 104 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 105 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 106 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 107 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 108 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 109 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Denmark

HEADLINES

PROSPECTS

Evolving coffee culture creates space for more coffee making solutions

Premiumisation via professional standards and stylish designs sees unit price rises

Family and leisure cooking sustain volume sales despite increasingly hectic lifestyles

COMPETITIVE LANDSCAPE

Innovation in new and traditional product areas stimulates share growth for Philips

Nespresso Vertuo boosts Nestlé’s by meeting consumers’ coffee preference

A premium and stylish profile sees Moccamaster gain volume share in 2019

CATEGORY DATA

Table 110 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 111 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 112 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 113 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 114 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 115 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 116 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 117 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 118 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 119 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 120 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 121 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Denmark

HEADLINES

PROSPECTS

The smart home and convenience trends push sales of robotic vacuum cleaners

Stick is set to become the main format through convenience and power

Energy-efficiency and noise set to inform new launches and purchasing decisions

COMPETITIVE LANDSCAPE

BSH overtakes Electrolux due to a stronger stable in an increasingly competitive landscape

Consumers appreciate the higher power and innovation of new Dyson V11

New launches boost volume share performances for Philips and Groupe SEB

CATEGORY DATA

Table 122 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 123 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 124 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 125 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 126 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 127 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 128 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 129 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 130 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 131 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 132 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 133 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

Large Cooking Appliances in Denmark

HEADLINES

PROSPECTS

Extra features increase capabilities to cater to a more engaged consumer base

Convenience needs lure busy consumers to connected ovens

Built-in addresses space and aesthetic concerns and offers replacement opportunities

COMPETITIVE LANDSCAPE

Electrolux and BSH bank on connected trend to stay ahead of the field

Higher disposable incomes bring Miele’s premium products into range for more consumers

Growing importance of style and design boost interest in Smeg products

CATEGORY DATA

Table 134 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 135 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 136 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 137 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 138 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 139 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 140 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 141 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 142 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 143 NBO Company Shares of Ovens: % Volume 2015-2019
Table 144 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 145 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 146 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 147 NBO Company Shares of Cookers: % Volume 2015-2019
Table 148 NBO Company Shares of Range Cookers: % Volume 2015-2019
Table 149 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 150 Production of Large Cooking Appliances: Total Volume 2014-2019
Table 151 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 152 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 153 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 154 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in Denmark

HEADLINES

PROSPECTS

Return to volume growth in 2019 as economic factors foster demand for new models

Move to smart and sleek models as technology and design grow in importance

Consumers look to sustainable products to minimise food waste and make savings

COMPETITIVE LANDSCAPE

Tailored product offer, marketing and promotions help BSH stay ahead of the field

Focus on elegant designs and innovation offer bright outlook for Samsung

Miele’s high-end profile fits with move towards higher-quality models

CATEGORY DATA

Table 155 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 156 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 157 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 158 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 159 Sales of Freezers by Format: % Volume 2014-2019
Table 160 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 161 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 162 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 163 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 164 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 165 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 166 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 167 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 168 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 169 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 170 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 171 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 172 Production of Refrigeration Appliances: Total Volume 2014-2019
Table 173 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 174 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 175 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 176 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

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