Consumer appliances in Germany remained a very dynamic market in 2018 in terms of new product developments and launches. Innovation was one of the key drivers of growth, helping to maintain consumer attention and awareness in an otherwise generally highly saturated industry.
Even though volume and value growth remained positive in 2018, both rates were weaker when compared to the review period average. Firstly, this was caused by already strong penetration and saturation, but in particular by various product launches over the review period which prompted new purchases of consumer appliances, in turn limiting future growth potential.
While it may seem that the competitive landscape in consumer appliances in Germany is rather static, with the same major players leading sales, subtle shifts are occurring in the rankings, indicating a slight change of direction. Caring for home and family has always been a rather emotionally charged topic in Germany and so it is not surprising that most consumers opt for brands with a long tradition, brands which they know and trust, such as Bosch, Braun and Bauknecht in major appliances and Krups and Moulinex in small appliances.
Competition between retailers of consumer appliances in Germany remained fierce in 2018. Particularly with grocery retailers and other stores not directly related to the industry attempting to improve their shares, specialist retailers, including electronics and appliance specialists as well as home and garden specialists, were forced to try and offer more added value.
Over the forecast period consumer appliances as a whole in Germany is expected to record a decline in both volume and value terms (at constant 2018 prices) due to ongoing maturity and saturation, although some products will buck the trend. Strong growth over the review period, especially in major appliances such as large cooking and home laundry appliances, will severely limit future development.
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This industry report originates from Passport, our Consumer Appliances market research database.