Consumer Appliances in the Netherlands

Consumer Appliances in the Netherlands

EXECUTIVE SUMMARY

Depressed housing market and high inflation offset the benefit of higher disposable income, resulting in negative volume growth for large and small appliances

Value growth increases despite lower demand as consumers choose higher-value products, especially when purchasing major appliances

Leading players maintain their volume shares and positions as the competitive landscape sees little significant change despite lower volume growth

Internet retailing continues to post fast growth, while electronics and appliance specialists maintain strength by offering better in-store service and experience

Consumer appliances set to see continuing volume declines in most categories, but value growth is expected to be steady

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2014-2019
Table 6 Sales of Consumer Appliances by Category: Value 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 13 Sales of Small Appliances by Category: Volume 2014-2019
Table 14 Sales of Small Appliances by Category: Value 2014-2019
Table 15 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 16 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 18 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 19 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 20 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 21 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 22 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in the Netherlands

HEADLINES

PROSPECTS

Air coolers, cooling fans and room air conditioners benefit the most as consumers seek relief from more heat during the summer

Multifunctional products attract the most interest and are performing very well

Impulse-buying consumers increasingly purchase air treatment products online for convenience and fast delivery during heat waves

COMPETITIVE LANDSCAPE

De’Longhi maintains its lead in air treatment products, but continues to lose volume share to other competitors in a category that generates little brand loyalty

Lower-priced small brands perform well in summer, when heat waves drive consumers to seek readily available relief

Upcoming players take advantage of low brand loyalty to make gains with innovative products offering added value

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 36 Sales of Air Treatment Products by Category: Value 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 42 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 43 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 44 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 46 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in the Netherlands

HEADLINES

PROSPECTS

Depressed housing market and low consumer confidence contribute to slight decline in dishwasher volume sales in 2019

Energy-efficient dishwashers and demand for built-in dishwashers for new kitchens drive higher prices for dishwashers over the year

Consumers are more attracted to connected dishwashers that offer functionality, including energy efficiency via shorter wash cycles

COMPETITIVE LANDSCAPE

BSH Huishoudapparaten’s Bosch brand maintains its lead with high product quality and promotional activities

Like Bosch, second-ranked Siemens brand benefits from positive consumer reviews

Logistical problems continue to plague Whirlpool’s ability to compete in this category

CATEGORY DATA

Table 47 Sales of Dishwashers by Category: Volume 2014-2019
Table 48 Sales of Dishwashers by Category: Value 2014-2019
Table 49 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 50 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 51 Sales of Dishwashers by Format: % Volume 2014-2019
Table 52 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 53 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 54 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 55 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 56 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 57 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 59 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in the Netherlands

HEADLINES

PROSPECTS

As consumers only opt for appliances they consider essential in 2019, blenders and mixers generate positive sales, while juice extractors decline

Lacking much innovation, manufacturers lower prices to attract consumers

Consumers increasingly purchase these products through convenient internet retailing

COMPETITIVE LANDSCAPE

BSH Huishoudapparaten strengthens its lead by taking advantage of its Bosch brand reputation and promoting its products with cashbacks

Koninklijke Philips changes focus to producing and promoting value-added products

Smaller companies and brands benefit from consumer downtrading

CATEGORY DATA

Table 60 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 61 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 63 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 64 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 65 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 66 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 67 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 68 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 70 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in the Netherlands

HEADLINES

PROSPECTS

Numerous factors contribute to declining sales of automatic washing machines, while automatic dryers and washer dryers manage positive growth in 2019

Value sales increase in line with higher unit prices for energy-saving washing machines and appliances with additional functions

Internet retailing volume share increases, boosted by extra services offered by online retailers

COMPETITIVE LANDSCAPE

Electrolux Home Products maintains its lead and focuses more attention on promoting its value-added AEG brand

Distribution challenges impede Whirlpool’s ability to generate positive volume growth for any of its three brands in 2019

Samsung increases its volume sales in 2019, focusing on promotion and building on its strength in popular automatic washer dryers

CATEGORY DATA

Table 71 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 72 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 74 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 75 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 76 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 77 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 78 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 79 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 80 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 81 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 82 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 83 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 84 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 85 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in the Netherlands

HEADLINES

PROSPECTS

Despite low demand for large cooking appliances given a depressed housing market, unit price increases have a positive effect on value sales in 2019

Government efforts to make Dutch houses gas free drives volume sales of built-in hobs as consumers switch from gas to induction

Internet retailing of large cooking appliances continues to enjoy substantial growth

COMPETITIVE LANDSCAPE

ATAG maintains its leading volume share by focusing efforts on promoting Atag brand as a premium brand

Highly competitive Electrolux and BSH offer quality products and actively promote them

Italian-inspired brands of niche range cookers attract consumers looking for cooking experience and quality and less concerned with price

CATEGORY DATA

Table 86 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 87 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 88 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 89 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 90 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 91 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 92 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 93 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 94 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 95 NBO Company Shares of Ovens: % Volume 2015-2019
Table 96 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 97 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 98 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 99 NBO Company Shares of Cookers: % Volume 2015-2019
Table 100 NBO Company Shares of Range Cookers: % Volume 2015-2019
Table 101 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in the Netherlands

HEADLINES

PROSPECTS

Depressed housing market leads to a steeper decline for built-in models in 2019, but microwaves in general will see lower demand as the category approaches maturity

Inflation offsets slight lowering of unit prices, so manufacturers focus on improving appearance rather than on adding more functional features

Consumers forego seeking connectivity in microwaves unless it markedly improves performance

COMPETITIVE LANDSCAPE

Positive consumer testing reviews help Samsung maintain and improve its lead

Sharp gains more traction in 2019 by offering microwaves with sufficient functions at affordable prices

Wide distribution as well as low prices boosts the momentum of Inventum brand

CATEGORY DATA

Table 106 Sales of Microwaves by Category: Volume 2014-2019
Table 107 Sales of Microwaves by Category: Value 2014-2019
Table 108 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 109 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 110 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 111 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 112 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 113 Distribution of Microwaves by Format: % Volume 2014-2019
Table 114 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 115 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 116 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 117 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in the Netherlands

HEADLINES

PROSPECTS

Personal grooming trend, driven by social media pressure on younger consumers to look attractive and greater interest in appearance among men, boost volume sales

When it comes to personal care, consumers are willing to pay higher prices for appliances that offer quality and convenience

With the ability to find reviews and compare prices online, and sometimes enjoy same-day delivery, consumers increasingly opt to purchase through internet retailing

COMPETITIVE LANDSCAPE

Philips brand maintains the lead

Braun loses volume share in hair care appliances and body shavers but strengthens its lead in battery and electric toothbrushes, where it concentrates more attention

Spectrum Brands and BaByliss gain ground against the leading players by increasing activity in new categories and gaining higher visibility

CATEGORY DATA

Table 118 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 119 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 120 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 121 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 122 Sales of Body Shavers by Format: % Volume 2014-2019
Table 123 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 124 NBO Company Shares of Personal Care Appliances 2015-2019
Table 125 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 126 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 127 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 128 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 129 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 130 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in the Netherlands

HEADLINES

PROSPECTS

Housing market slowdown coupled with high penetration spell negative volume growth for refrigeration appliances

Volume growth of electric wine coolers remains positive thanks to low penetration

Connected appliances benefit from consumer interest in added function, abetted by in-store displays showcasing innovations in the latest appliances

COMPETITIVE LANDSCAPE

Electrolux maintains its lead on the strength of AEG- and Zanussi-Electrolux brands, while continuing to phase out its eponymous Electrolux brand

Asian models of highly innovative, connected fridges make inroads in 2019

Ongoing logistical problems and intense competition continue to depress Whirlpool volume growth

CATEGORY DATA

Table 131 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 132 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 133 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 134 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 135 Sales of Freezers by Format: % Volume 2014-2019
Table 136 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 137 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 138 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 139 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 140 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 141 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 142 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 143 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 144 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 145 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 146 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 147 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 148 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 149 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 150 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 151 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in the Netherlands

HEADLINES

PROSPECTS

Rising cost of living diminishes demand for small cooking appliances that consumers use less often, while products that people use daily see positive growth in 2019

Low consumer confidence leads to rampant downtrading, boosting sales of small cooking appliances in variety stories and via internet retailing

Downtrading is less evident when it comes to coffee machines, for which consumers base their decisions on quality more than cost

COMPETITIVE LANDSCAPE

Despite slower demand for Senseo coffee machines, Koninklijke maintains its lead over Groupe SEB with mass marketing campaigns and wider distribution

Groupe SEB’s Tefal brand strengthens its lead in deep fat fryers and gains substantial ground over Philips in the light fryers category

Tristar and Inventum brands both gain volume share, benefiting from downtrading in 2019

CATEGORY DATA

Table 152 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 153 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 154 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 155 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 156 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 157 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 158 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 159 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 160 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 161 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 162 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in the Netherlands

HEADLINES

PROSPECTS

Slow movement in housing market contributes to slight decline in volume sales

Robotic vacuum cleaners continues to see strong growth, although high unit prices will likely result in its remaining a niche category

Consumers trade up and down when choosing vacuum cleaners in 2019, but downtrading is far more common during the year

COMPETITIVE LANDSCAPE

Philips maintains its lead in standard vacuum cleaners, but remains at fourth position in robotic vacuum cleaners despite growing volume sales

Electrolux Home Products remains in the third position, after volume sales of its eponymous brand decline for the third consecutive year

Facing higher competition, Asimotion maintains its lead in robotic vacuum cleaners by introducing new product innovations in 2019

CATEGORY DATA

Table 164 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 165 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 166 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 167 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 168 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 169 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 170 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 171 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 172 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 173 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 174 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

---