Consumer Appliances in Germany

November 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Germany 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 Germany, 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 Germany 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 Germany?
  • Which are the leading brands in Germany?
  • How are products distributed in Germany?
  • 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?

Consumer Appliances in Germany

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 Germany

KEY DATA FINDINGS

Macroeconomic events a driver of development
Smart attributes drive sales in 2022
Siemens, Bosch and Miele remain the leading brands
Dishwashers expected to continue its volume decline over the forecast period
Table-top dishwashers could become a niche
Increasing e-commerce opportunities
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 Production of Dishwashers: Total Volume 2017-2022
Table 43 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 44 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in Germany

KEY DATA FINDINGS

Home laundry appliances impacted by economic events
Sales of automatic washer dryers on the rise
BSH Hausgeräte leads home laundry appliances in Germany
Pulled forward purchases negatively affect forecast for home laundry appliances
Innovations in home laundry appliances need to check various boxes
Future channels and pricing models
Table 47 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 48 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 51 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 54 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 58 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in Germany

KEY DATA FINDINGS

Large cooking appliances keeps growing in value terms, but sees volume decline
Multifunction, steam and connectivity
German manufacturers are trusted, while consumers are brand-loyal
Volume sales of large cooking appliances set to decline over the forecast period
Healthy alternatives to microwaves and other forms of cooking are demanded
E-commerce should not be underestimated within large cooking appliances
Table 63 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 64 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 67 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 68 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 72 NBO Company Shares of Ovens: % Volume 2018-2022
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 76 NBO Company Shares of Cookers: % Volume 2018-2022
Table 77 NBO Company Shares of Range Cookers: % Volume 2018-2022
Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 79 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in Germany

KEY DATA FINDINGS

Volume sales of microwaves suffer from production issues
Microwaves are being integrated into the smart home
VESTEL remains the leader in microwaves in Germany
Further declines expected due to high inflation and uncertainty amongst consumers
Potential for microwaves as a substitute for ovens
Online sales equally important to offline sales
Table 84 Sales of Microwaves by Category: Volume 2017-2022
Table 85 Sales of Microwaves by Category: Value 2017-2022
Table 86 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 87 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 88 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 89 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 90 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 91 Distribution of Microwaves by Format: % Volume 2017-2022
Table 92 Production of Microwaves: Total Volume 2017-2022
Table 93 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 94 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in Germany

KEY DATA FINDINGS

Strong inflation lifts overall value performance in Germany
Refrigeration appliances may benefit from collaborations
German players retain consumer trust, but suffer from the search for lower prices
Fridge-freezers expected to take further share from fridges and freezers
Housing market to soften decline within refrigeration appliances
Refrigeration appliances set to see slower price rises in the coming years
Table 97 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 98 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 99 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 100 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 101 Sales of Freezers by Format: % Volume 2017-2022
Table 102 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 103 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 104 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 105 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 106 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 107 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 108 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 109 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 110 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 111 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 112 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 113 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 114 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 115 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 116 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 117 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 118 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in Germany

KEY DATA FINDINGS

A shift of consumer awareness, caused by heatwaves
Air purifiers on the rise, continuing to be positively impacted by health factors
Players in air purifiers gain volume share in 2022
Germany is expected to heat up, driving growth of air treatment products
Split air conditioners have to be approved by cautious German renters and landlords
E-commerce expected to become more important
Table 119 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 120 Sales of Air Treatment Products by Category: Value 2017-2022
Table 121 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 122 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 123 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 124 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 125 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 126 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 127 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 128 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 129 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 130 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in Germany

KEY DATA FINDINGS

Boom in sales of food preparation appliances not over yet
Inflation has a significant impact on value growth
The battle within high-end food processors intensifies
Inflation will lead to premiumisation, driving retail current value growth
Connectivity set to continue to grow in importance
Renewed consumer interest in home cooking expected to outlast the pandemic
Table 131 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 132 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 133 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 134 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 135 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 136 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 137 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 138 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 139 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 140 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 141 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in Germany

KEY DATA FINDINGS

Pandemic-driven lifestyle changes fuel sales of personal care appliances
More and more start-ups enter oral care appliances
Braun and Oral-B lead personal care appliances
Ongoing innovation will keep driving sales of personal care appliances in Germany
Sustainability a factor in personal care appliances
Pandemic sets a path for lasting growth in e-commerce
Table 142 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 143 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 144 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 145 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 146 Sales of Body Shavers by Format: % Volume 2017-2022
Table 147 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 148 NBO Company Shares of Personal Care Appliances 2018-2022
Table 149 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 150 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 151 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 152 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 153 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 154 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in Germany

KEY DATA FINDINGS

Hybrid working supports ongoing volume growth in 2022, although at a slower pace
Healthy eating and promotional activity support further dynamic growth for light fryers
Severin continues to lead small cooking appliances with its diverse portfolio
Reduction in replacement purchases will weigh on demand
Hybrid working will support continued strong demand for coffee machines
Small cooking appliances with healthy eating claims will remain popular
Table 155 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 156 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 157 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 158 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 159 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 160 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 161 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 162 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 163 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 164 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 165 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in Germany

KEY DATA FINDINGS

Simple to use and cordless vacuum cleaners drive sales
Wet and dry vacuum cleaners gain interest in Germany
Dyson, BSH Hausgeräte and Techtronic continue to lead vacuum cleaners
Continued declining trend expected for standard vacuum cleaners
Robotic vacuum cleaners set to keep growing
Shift to e-commerce likely to continue
Table 167 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 168 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 169 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 170 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 171 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 172 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 173 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 174 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 175 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 176 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 178 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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