Consumer Appliances in the Netherlands

Consumer Appliances in the Netherlands

EXECUTIVE SUMMARY

Another positive year for consumer appliances in 2018

Premiumisation of consumer appliances boosts value sales in 2018

Small specialist companies record fastest growth while established players focus on specific value

Internet retailing to continue growing in consumer appliances

Outlook positive for consumer appliances but volume growth expected to slow down

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Treatment Products in the Netherlands

HEADLINES

PROSPECTS

Hot summer of 2018 gives boost to volume sales of air treatment products

Greater emphasis on comfort and healthy living in air treatment products

Connected air treatment products growing from a niche position

COMPETITIVE LANDSCAPE

De'Longhi Nederland BV leads in air treatment but loses volume share in 2018

Euromac BV gains volume share in 2018, growing from a niche

New players in air treatment products launch innovative models

Chart 1 Dyson Benelux BV’s 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 the Netherlands

HEADLINES

PROSPECTS

Shift towards built-in dishwashers boosts volume sales of dishwashers

Energy efficiency in dishwashers important but connectivity not a selling point

Full size dishwashers remain dominant though slimline and compact are growing

COMPETITIVE LANDSCAPE

BSH Huishoudapparaten retains leading position ahead of Siemens Nederland BV

Electrolux Home Products growing due to innovation

Whirlpool Nederland continues to suffer volume share decline

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 the Netherlands

HEADLINES

PROSPECTS

Health trend a major boost for food preparation appliances

Consumers looking for multifunctional products in food preparation appliances

Internet retailing grows strongly as consumers look for value for money

COMPETITIVE LANDSCAPE

BSH Huishoudapparaten gains leadership of food preparation appliances

Koninklijke Philips Electronics loses leadership

Homeland Housewares records fastest retail volume growth

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 the Netherlands

HEADLINES

PROSPECTS

Home laundry volume sales saved by automatic dryers and automatic washer dryers

Automatic washing machines declines in retail volume terms amidst maturity

Shift to energy efficient appliances sparks no price increases in 2018

COMPETITIVE LANDSCAPE

Whirlpool Nederland’s volume sales continue to decline in 2018

Fastest growing Samsung invest in innovations with new product development

Electrolux Home Products leads home laundry appliances in 2018

Chart 2 Electrolux Netherlands BV’s AEG 7000 Series

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 the Netherlands

HEADLINES

PROSPECTS

Positive housing market continues to drive volume sales of large cooking appliances

Built-in hobs benefits from new climate change agreement

Consumers interested in aesthetic and high-performance appliances

COMPETITIVE LANDSCAPE

ATAG Nederland BV leads large cooking appliances in a concentrated landscape

International brands dominate but small upcoming brands emerge

Specialists record fastest growth in large cooking appliances

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 the Netherlands

HEADLINES

PROSPECTS

Housing market boosts volume sales of microwaves

Average unit price increases in microwaves driven by built-in formats

Connectivity not a consideration in consumers’ purchasing decisions

COMPETITIVE LANDSCAPE

Samsung Electronics Nederland retains leading position in microwaves

Small players and private label attract consumers with low prices in microwaves

ATAG Nederland BV and Electrolux Home Products register volume gains in 2018

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 the Netherlands

HEADLINES

PROSPECTS

Personal grooming takes centre stage, benefitting personal care appliances

Men’s shavers - wet holds higher share by format

Internet retailing grows strongly in personal care appliances in 2018

COMPETITIVE LANDSCAPE

Koninklijke Philips Electronics maintains narrow lead

Smaller players make volume gains in personal care appliances

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 the Netherlands

HEADLINES

PROSPECTS

Built-in refrigeration appliances boost volume sales of refrigeration appliances

Demand for refrigeration appliances increases due to hot summer in 2018

Average unit price due to demand for energy efficient and higher capacity models

COMPETITIVE LANDSCAPE

Electrolux Home Products retains leadership of refrigeration appliances

Whirlpool Nederland BV suffers yet another decline in volume sales in 2018

Small wine cooler manufacturers grow the fastest in 2018

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 the Netherlands

HEADLINES

PROSPECTS

Need to experience foodservice in the home drives small cooking appliances

Health trend still an important driver of volume sales in small cooking appliances

Average unit price increases for small cooking appliances in 2018

COMPETITIVE LANDSCAPE

Koninklijke Philips Electronics leads small cooking appliances

Small coffee machine manufacturers record fastest growth

Private label growing in small cooking appliances

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 the Netherlands

HEADLINES

PROSPECTS

Stick vacuum cleaners grows from niche conquering vacuum cleaners

Robotic vacuum cleaners slows down as maturity starts to set in

Connected robotic vacuum cleaners interesting for consumers

COMPETITIVE LANDSCAPE

Koninklijke Philips Electronics retains leadership of vacuum cleaners

Intense competition between second and third rank

Asimotion BV suffers competition from smaller new 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

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