Executive Summary

Feb 2019
Changing demographics and lifestyles impact consumer appliances in Germany

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.

Slowdowns due to saturation set to be overcome by manufacturers which can provide the most added value

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.

Small shifts in the competitive landscape – the beginning of a new era?

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.

Intensifying competition between retailers and distribution channels

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.

Growth potential remains limited

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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Consumer Appliances in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Appliances industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Consumer Appliances in Germany market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Consumer Appliances in Germany?
  • What are the major brands in Germany?
  • How was category performance been affected by current economic climate?
  • How is penetration for consumer appliances going to develop over the medium term?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Consumer Appliances in Germany

EXECUTIVE SUMMARY

Changing demographics and lifestyles impact consumer appliances in Germany
Slowdowns due to saturation set to be overcome by manufacturers which can provide the most added value
Small shifts in the competitive landscape – the beginning of a new era?
Intensifying competition between retailers and distribution channels
Growth potential remains limited

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Treatment Products in Germany

HEADLINES

PROSPECTS

Growing importance of clean air
Air conditioners continuing to perform well
Complexity of systems to dampen retail sales

COMPETITIVE LANDSCAPE

De’Longhi leads the category thanks to innovative and high quality products
Fragmentation leads to fierce competition
Automatically fresher, cleaner and cooler air
Chart 1 Dyson Pure Cool

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 36 Sales of Air Treatment Products by Category: Value 2013-2018
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 42 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Germany

HEADLINES

PROSPECTS

Previous and current high demand for new products limits future growth potential
Innovation remains the key to growth on an individual level
Growing threat from shifting purchasing patterns

COMPETITIVE LANDSCAPE

Tradition, innovation and a strong presence support BSH’s leading position
Pressure increases due to the further emergence of international players
Discounting used to boost sales

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2013-2018
Table 49 Sales of Dishwashers by Category: Value 2013-2018
Table 50 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 51 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 52 Sales of Dishwashers by Format: % Volume 2013-2018
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 54 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 55 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 56 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 58 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 59 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Germany

HEADLINES

PROSPECTS

Lifestyle choices support the growth of food preparation appliances
Health and wellness trends support sales of juice extractors in particular
Price-sensitivity and saturation to dampen sales of food processors

COMPETITIVE LANDSCAPE

A balance between tradition and innovation supports BSH and Braun
Vorwerk starts to restructure
Tradition and nostalgia benefit domestic brands

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 63 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Germany

HEADLINES

PROSPECTS

Demographic developments limit the growth potential of home laundry appliances
Consumers seek faster, more efficient and automated home laundry appliances
Smart appliances need to offer consumers measurable benefits in order to have an impact

COMPETITIVE LANDSCAPE

Focus on innovation and strong retail presence contribute to BSH’s success
Added value for future growth
Faster and more energy-efficient but still strong on dirt and stains
Chart 2 Samsung QuickDrive with AddWash and automatic dosage

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 74 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Germany

HEADLINES

PROSPECTS

Successful developments in the past limit future growth
Demand for flush, integrated designs drives sales of built-in solutions
Lifestyle trends support sales of highly innovative ovens

COMPETITIVE LANDSCAPE

BSH continues to gain share
Technological advances and added value
The perfect dinner in less time
Chart 3 Miele DO 6860 – The smart Dialog oven with integrated chef

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 90 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 93 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 94 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 98 NBO Company Shares of Ovens: % Volume 2014-2018
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 102 NBO Company Shares of Cookers: % Volume 2014-2018
Table 103 NBO Company Shares of Range Cookers: % Volume 2014-2018
Table 104 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 105 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 106 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 107 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 109 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Germany

HEADLINES

PROSPECTS

Simple, quick and convenient – busy consumers value the benefits of microwaves
Ease of access and replacement works in favour of freestanding microwaves
Ordering online as easy as using a microwave

COMPETITIVE LANDSCAPE

VESTEL remains the leading player in microwaves
Innovation and sophistication drive growth in both volume and value terms
Private label on the rise

CATEGORY DATA

Table 110 Sales of Microwaves by Category: Volume 2013-2018
Table 111 Sales of Microwaves by Category: Value 2013-2018
Table 112 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 113 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 114 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 115 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 116 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 117 Distribution of Microwaves by Format: % Volume 2013-2018
Table 118 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 119 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 120 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 121 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 122 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Germany

HEADLINES

PROSPECTS

Demographic and lifestyle trends contribute to growth
Professional care at home
Oral hygiene appliances benefiting from recommendation by dentists

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear category leader
Philips benefits from new product launches
Future growth to be driven by innovative and more efficient products

CATEGORY DATA

Table 123 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 124 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 125 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 126 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 127 Sales of Body Shavers by Format: % Volume 2013-2018
Table 128 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 129 NBO Company Shares of Personal Care Appliances 2014-2018
Table 130 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 131 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 132 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 133 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 134 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 135 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Germany

HEADLINES

PROSPECTS

Sophisticated demands affect unit prices
Past purchases and high penetration rates limit growth potential
German consumers remain keen on in-store sales

COMPETITIVE LANDSCAPE

BSH continues to benefit from a high level of brand recognition and a strong retail presence
Threat from overseas increases pressure
Higher levels of convenience without loss of energy efficiency
Chart 4 LG GSX961NEAZ with InstaView Door-in-Door technology

CATEGORY DATA

Table 136 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 137 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 138 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 139 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 140 Sales of Freezers by Format: % Volume 2013-2018
Table 141 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 142 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 143 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 144 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 145 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 146 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 147 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 148 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018
Table 149 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 150 NBO Company Shares of Built-in Fridges: % Volume 2014-2018
Table 151 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 152 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 153 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 154 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 155 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 157 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Germany

HEADLINES

PROSPECTS

Small cooking appliances benefiting from busy lifestyles and demand for convenience
Germany remains a coffee loving nation
Retailers fight for share

COMPETITIVE LANDSCAPE

Severin remains the leading player in small cooking appliances
Premium players record stronger growth
Strong product presentation and giveaways help to drive sales

CATEGORY DATA

Table 158 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 159 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 160 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 161 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 162 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 163 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 164 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 165 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 166 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 167 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 169 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Germany

HEADLINES

PROSPECTS

Convenience and versatility in strong demand
Factors driving and limiting demand for robotic vacuum cleaners
Consumers want the best of all worlds and at a reasonable price

COMPETITIVE LANDSCAPE

Shuffling of manufacturer rankings due to innovative new launches
Manufacturers of robotic vacuum cleaners perform well
No room for domestic players?

CATEGORY DATA

Table 170 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 171 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 172 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 173 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 174 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 175 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 176 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 177 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 178 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 179 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 181 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Air Treatment Products in Germany

EXECUTIVE SUMMARY

Changing demographics and lifestyles impact consumer appliances in Germany
Slowdowns due to saturation set to be overcome by manufacturers which can provide the most added value
Small shifts in the competitive landscape – the beginning of a new era?
Intensifying competition between retailers and distribution channels
Growth potential remains limited

MARKET INDICATORS

MARKET DATA

APPENDIX

DEFINITIONS

SOURCES

HEADLINES

PROSPECTS

Sophisticated demands affect unit prices
Past purchases and high penetration rates limit growth potential
German consumers remain keen on in-store sales

COMPETITIVE LANDSCAPE

BSH continues to benefit from a high level of brand recognition and a strong retail presence
Threat from overseas increases pressure
Higher levels of convenience without loss of energy efficiency

CATEGORY DATA

HEADLINES

PROSPECTS

Demographic developments limit the growth potential of home laundry appliances
Consumers seek faster, more efficient and automated home laundry appliances
Smart appliances need to offer consumers measurable benefits in order to have an impact

COMPETITIVE LANDSCAPE

Focus on innovation and strong retail presence contribute to BSH’s success
Added value for future growth
Faster and more energy-efficient but still strong on dirt and stains

CATEGORY DATA

HEADLINES

PROSPECTS

Previous and current high demand for new products limits future growth potential
Innovation remains the key to growth on an individual level
Growing threat from shifting purchasing patterns

COMPETITIVE LANDSCAPE

Tradition, innovation and a strong presence support BSH’s leading position
Pressure increases due to the further emergence of international players
Discounting used to boost sales

CATEGORY DATA

HEADLINES

PROSPECTS

Successful developments in the past limit future growth
Demand for flush, integrated designs drives sales of built-in solutions
Lifestyle trends support sales of highly innovative ovens

COMPETITIVE LANDSCAPE

BSH continues to gain share
Technological advances and added value
The perfect dinner in less time

CATEGORY DATA

HEADLINES

PROSPECTS

Simple, quick and convenient – busy consumers value the benefits of microwaves
Ease of access and replacement works in favour of freestanding microwaves
Ordering online as easy as using a microwave

COMPETITIVE LANDSCAPE

VESTEL remains the leading player in microwaves
Innovation and sophistication drive growth in both volume and value terms
Private label on the rise

CATEGORY DATA

HEADLINES

PROSPECTS

Lifestyle choices support the growth of food preparation appliances
Health and wellness trends support sales of juice extractors in particular
Price-sensitivity and saturation to dampen sales of food processors

COMPETITIVE LANDSCAPE

A balance between tradition and innovation supports BSH and Braun
Vorwerk starts to restructure
Tradition and nostalgia benefit domestic brands

CATEGORY DATA

HEADLINES

PROSPECTS

Small cooking appliances benefiting from busy lifestyles and demand for convenience
Germany remains a coffee loving nation
Retailers fight for share

COMPETITIVE LANDSCAPE

Severin remains the leading player in small cooking appliances
Premium players record stronger growth
Strong product presentation and giveaways help to drive sales

CATEGORY DATA

HEADLINES

PROSPECTS

Convenience and versatility in strong demand
Factors driving and limiting demand for robotic vacuum cleaners
Consumers want the best of all worlds and at a reasonable price

COMPETITIVE LANDSCAPE

Shuffling of manufacturer rankings due to innovative new launches
Manufacturers of robotic vacuum cleaners perform well
No room for domestic players?

CATEGORY DATA

HEADLINES

PROSPECTS

Demographic and lifestyle trends contribute to growth
Professional care at home
Oral hygiene appliances benefiting from recommendation by dentists

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear category leader
Philips benefits from new product launches
Future growth to be driven by innovative and more efficient products

CATEGORY DATA

HEADLINES

PROSPECTS

Growing importance of clean air
Air conditioners continuing to perform well
Complexity of systems to dampen retail sales

COMPETITIVE LANDSCAPE

De’Longhi leads the category thanks to innovative and high quality products
Fragmentation leads to fierce competition
Automatically fresher, cleaner and cooler air

CATEGORY DATA


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