Consumer Appliances in Denmark

Consumer Appliances in Denmark

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 Denmark

KEY DATA FINDINGS

2020 IMPACT

Fear of supply chain disruption leads to food hoarding, boosting demand for refrigeration appliances

Consumers seek refrigeration appliances that will keep food fresher for longer

A focus on energy-efficiency and connectivity helps BSH Hvidevarer A/S retain leadership in refrigeration appliances

RECOVERY AND OPPORTUNITIES

Heightened economic uncertainty due to the pandemic will weigh on retail volume sales

Increased interest in design among affluent consumers will support modest growth in retail current value sales

Smart fridges will grow in popularity with affluent families

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 Denmark

KEY DATA FINDINGS

2020 IMPACT

Economic uncertainty due to COVID-19 weighs on growth in retail volume sales of home laundry appliances

Increased desire for convenience drives premiumisation

With a focus on energy efficiency, convenience and connectivity, BSH Hvidevarer A/S continues to lead in home laundry appliances

RECOVERY AND OPPORTUNITIES

Increased consumer interest in energy efficiency and hygiene will drive growth in retail volume sales

Manufacturers will seek to make laundry less of a chore

Sustainability will play a more significant role in consumer choices

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 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 69 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025

Dishwashers in Denmark

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pushes dishwashers down the list of priorities for many consumers

Pandemic reinforces the importance of e-commerce

Small households seek space-saving solutions

RECOVERY AND OPPORTUNITIES

In spite of lingering economic uncertainty, growth in the number of households will buoy volume demand

Connectivity and customisation will buoy retail current value sales growth

Shrinking household size will boost demand for built-in dishwashers

CATEGORY DATA

Table 72 Sales of Dishwashers by Category: Volume 2015-2020
Table 73 Sales of Dishwashers by Category: Value 2015-2020
Table 74 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 75 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 76 Sales of Dishwashers by Format: % Volume 2015-2020
Table 77 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 78 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 79 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 80 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 81 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025

Large Cooking Appliances in Denmark

KEY DATA FINDINGS

2020 IMPACT

Decreased housing turnover due to COVID-19 weighs on demand for large cooking appliances

Increased functionality and convenience drive innovation

Focus on connectivity helps Electrolux Home Products Denmark A/S stay ahead of its rivals

RECOVERY AND OPPORTUNITIES

Economic weakness will continue to weigh on demand for large cooking appliances

Innovation will continue to drive retail value sales growth, with connectivity increasingly commonplace

Increased interest in sustainability, particularly among younger consumers, may negatively impact demand

CATEGORY DATA

Table 85 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 89 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 90 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 94 NBO Company Shares of Ovens: % Volume 2016-2020
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Cookers: % Volume 2016-2020
Table 99 NBO Company Shares of Range Cookers: % Volume 2016-2020
Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 101 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025

Microwaves in Denmark

KEY DATA FINDINGS

2020 IMPACT

Demand for microwaves remained weak in 2020, as consumers prioritised purchases of other appliances

Manufacturers develop microwaves that mimic the functionality of light fryers

Whirlpool Nordic A/S retains leadership by adding functionality and improving convenience

RECOVERY AND OPPORTUNITIES

Growth in retail volume demand will be weak, with replacement the main driver of growth

Built-in microwaves will account for a growing proportion of retail volume sales

E-commerce set to dominate distribution

CATEGORY DATA

Table 106 Sales of Microwaves by Category: Volume 2015-2020
Table 107 Sales of Microwaves by Category: Value 2015-2020
Table 108 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 109 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 110 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 111 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 112 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 113 Distribution of Microwaves by Format: % Volume 2015-2020
Table 114 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 115 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 116 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 117 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025

Food Preparation Appliances in Denmark

KEY DATA FINDINGS

2020 IMPACT

COVID-19 accelerates decline in retail volume sales, with consumers buying fewer but more expensive food preparation appliances

Manufacturers focus on multifunctionality

BSH Hvidevarer A/S leads in food preparation appliances, as its Bosch brand is highly regarded by consumers

RECOVERY AND OPPORTUNITIES

Multifunctionality will continue to depress retail volume sales but boost unit price

Demand for centrifugal juice extractors will continue to be cannibalised by blenders, which offer greater versatility and less waste

Boosted by the pandemic, e-commerce is likely to continue to grow and increasingly become the norm for younger consumers

CATEGORY DATA

Table 118 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 119 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 120 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 121 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 122 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 123 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 124 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 125 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 126 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 128 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025

Small Cooking Appliances in Denmark

KEY DATA FINDINGS

2020 IMPACT

Consumers buyer fewer but more expensive small cooking appliances

Strong growth in demand for coffee machines, as local coffee culture continues to mature

Three-in-one coffee machine helps Philips Danmark A/S close the gap to leader Groupe SEB Danmark A/S

RECOVERY AND OPPORTUNITIES

Volume demand for small cooking appliances will keep falling, with demand for multifunctional appliances set to strengthen

Growth in demand for coffee machines will accelerate, as high-quality coffee is increasingly perceived as an affordable everyday luxury

Heightened interest in health and wellness will accelerate shift from deep fat fryers to air fryers

CATEGORY DATA

Table 129 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 130 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 131 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 132 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 133 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 134 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 135 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 136 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 137 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 138 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025

Vacuum Cleaners in Denmark

KEY DATA FINDINGS

2020 IMPACT

COVID-19 slows shift from cylinder to stick vacuum cleaners.

E-commerce overtakes electronics and appliance specialist retailers in distribution due to the impact of COVID-19

Leader Electrolux Home Products Denmark A/S faces increased competitive pressure, particularly from Dyson Denmark ApS

RECOVERY AND OPPORTUNITIES

Demand will continue to shift from cylinder to stick and robotic vacuum cleaners, as the latter two are regarded as more convenient

A growing number of households will have more than one vacuum cleaner

Energy-efficient and noiseless models will grow in popularity

CATEGORY DATA

Table 141 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 142 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 143 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 144 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 145 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 146 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 147 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 148 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 149 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 150 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025

Personal Care Appliances in Denmark

KEY DATA FINDINGS

2020 IMPACT

Strong growth in demand for hair care appliances and body shavers, as COVID-19 leads more consumers to take a DIY approach to personal appearance

Connectivity grew in importance for oral care appliances

Strong track record of innovation helps Philips Danmark A/S stay on top

RECOVERY AND OPPORTUNITIES

Post-pandemic environment will weigh on demand for hair care appliances and body shavers

Connectivity will drive strong growth in retail current value sales of oral care appliances

Competitive landscape likely to remain concentrated

CATEGORY DATA

Table 153 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 154 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 155 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 156 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 157 Sales of Body Shavers by Format: % Volume 2015-2020
Table 158 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 159 NBO Company Shares of Personal Care Appliances 2016-2020
Table 160 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 161 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 162 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 163 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 164 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 165 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025

Air Treatment Products in Denmark

KEY DATA FINDINGS

2020 IMPACT

Economic impact of COVID-19 dampens demand for air treatment products, with the notable exception of air purifiers

Increased awareness of risks posed by indoor air pollution drives strong growth in retail volume sales of air purifiers

Leader Dyson Denmark ApS is regarded as a driver of innovation in air purification

RECOVERY AND OPPORTUNITIES

Air conditioners and cooling fans will outperform air purifiers, as climate change results in warmer summers

Demand for air purifiers will mature but remain robust

Increased interest in design will drive strong growth in unit price

CATEGORY DATA

Table 166 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 167 Sales of Air Treatment Products by Category: Value 2015-2020
Table 168 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 169 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 170 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 171 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 172 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 173 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 174 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 175 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 176 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 177 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025

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