Our site uses cookies to improve functionality. If you are happy with this select "Accept All". If not, select "Manage Preferences" to learn more about managing your cookie preferences. Follow this link to learn more about our cookie policy and how we use cookies. Or learn more about our privacy policy and how we use and store your data.
Consumer Electronics in Germany
November 2021
Consumer electronics in 2021: The big picture
German consumers have made strong shifts in the use of technology during the COVID-19 pandemic in 2020 and 2021, leading to growth in consumer electronics. Although they might have been late in adopting the use of some devices, they are traditionally appreciative of any innovations that contribute to making their lives easier, and many changes are here to stay.
2021 key trends
Overall, the obvious drivers of growth in 2020 centred around working from home and remote learning needs, which has also continued in 2021. The consumer electronics industry has been thriving in 2021 despite the challenging economic conditions, although slower growth is expected than in 2020.
Competitive landscape
Unlike in 2020, in 2021 in Germany consumer electronics producers managed the additional demand induced by the pandemic, due to extra spending by consumers due to travel restrictions, as well as the upgrade of living rooms and home offices with new TVs and computers. The leading players within the industry remained Samsung Electronics Deutschland and Apple, the former with its Samsung brand, and the latter with the iPhone, AirPods, Apple Watch, iPad, MacBook, and iPod brands.
Retailing developments
The retailing of consumer electronics in Germany has been experiencing a shift towards e-commerce for many years, not unlike many other consumer markets. COVID-19 drastically accelerated the change and strong a strong shift was seen in 2020, which is set to continue in 2021.
What next for consumer electronics?
During the rise of the pandemic in 2020, and also in 2021, many products have been replaced by consumers throughout the industry, from computers and peripherals to televisions, whilst in these categories penetration was already high. Many German consumers had to replace their consumer electronics to cope with the pandemic in terms of either new equipment needed for home offices, or the enhancement of home entertainment systems to offer entertainment during the extra free time brought about by the pandemic.
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics 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:
Computers and Peripherals
In-Car Entertainment
Home Audio and Cinema
Home Video
Imaging Devices
Mobile Phones
Portable Players
Wearable Electronics
If you're in the Consumer Electronics 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 Electronics 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 Electronics in Germany?
Which are the leading brands in Germany?
How are products distributed in Germany?
How is the rise of e-commerce changing the retail landscape?
How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
How are considerations such as urban development and the rise in single-person households driving sales growth?
Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
Where is future growth expected to be most dynamic?
Consumer Electronics in Germany
EXECUTIVE SUMMARY
Consumer electronics in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2016-2021Table 2 Sales of Consumer Electronics by Category: Value 2016-2021Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2016-2021Table 4 Sales of Consumer Electronics by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Consumer Electronics: % Volume 2017-2021Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2018-2021Table 7 Distribution of Consumer Electronics by Channel: % Volume 2016-2021Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2021-2026Table 9 Forecast Sales of Consumer Electronics by Category: Value 2021-2026Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2021-2026Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Computers and peripherals declines in 2021, after seeing a spike in 2020
The pandemic negatively affects the supply chain and printers declines
HP and Canon remain at the top
PROSPECTS AND OPPORTUNITIES
Cloud services set to pressurise traditional computers
Laptops likely to substitute tablets and desktops
Players in computers and peripherals will reassess their supply chains
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2016-2021Table 13 Sales of Computers and Peripherals by Category: Value 2016-2021Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2016-2021Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2016-2021Table 16 Sales of Computers by Category: Business Volume 2016-2021Table 17 Sales of Computers by Category: Business Value MSP 2016-2021Table 18 Sales of Computers by Category: Busines Volume Growth 2016-2021Table 19 Sales of Computers by Category: Business Value MSP Growth 2016-2021Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2017-2021Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2018-2021Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2016-2021Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2021-2026Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2021-2026Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2021-2026Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2021-2026Table 27 Forecast Sales of Computers by Category: Business Volume 2021-2026Table 28 Forecast Sales of Computers by Category: Business Value MSP 2021-2026Table 29 Forecast Sales of Computers by Category: Busines Volume Growth 2021-2026Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2021-2026
In-Car Entertainment in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
OEM models do not really leave space for upgrading any longer
After-market products are increasingly obsolete
TomTom, Garmin and JVC Kenwood lead
PROSPECTS AND OPPORTUNITIES
Decline for in-car navigation due to alternatives
Car ownership will be less popular, impacting in-car entertainment
In-car entertainment might be dead, but could be reinvented
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2016-2021Table 32 Sales of In-Car Entertainment by Category: Value 2016-2021Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2016-2021Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2016-2021Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2017-2021Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2018-2021Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2016-2021Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2021-2026Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2021-2026Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2021-2026Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2021-2026
Home Video in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Extra money saved encourages consumers to invest in high-end televisions
Category leaders remain innovative and justify their leading positions
Another pandemic wave could strongly affect productivity
PROSPECTS AND OPPORTUNITIES
Rise of OLED TVs to support home video sales
Video players set to see a strong decline as streaming services rise in popularity
Value over volume within televisions in Germany
CATEGORY DATA
Table 42 Sales of Home Video by Category: Volume 2016-2021Table 43 Sales of Home Video by Category: Value 2016-2021Table 44 Sales of Home Video by Category: % Volume Growth 2016-2021Table 45 Sales of Home Video by Category: % Value Growth 2016-2021Table 46 Sales of LCD TVs by Network Connectivity: % Retail Volume 2016-2021Table 47 NBO Company Shares of Home Video: % Volume 2017-2021Table 48 LBN Brand Shares of Home Video: % Volume 2018-2021Table 49 Distribution of Home Video by Channel: % Volume 2016-2021Table 50 Forecast Sales of Home Video by Category: Volume 2021-2026Table 51 Forecast Sales of Home Video by Category: Value 2021-2026Table 52 Forecast Sales of Home Video by Category: % Volume Growth 2021-2026Table 53 Forecast Sales of Home Video by Category: % Value Growth 2021-2026Table 54 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2021-2026
Imaging Devices in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Imaging devices shifts further towards becoming a niche category in 2021
Mirrorless cameras gain traction in a shrinking category
Traditional players adapt to new circumstances
PROSPECTS AND OPPORTUNITIES
Imaging devices will maintain decline due to competition from smartphones
New launches in camcorders might lead to a temporary boost
E-commerce growing, but slower than average
CATEGORY DATA
Table 55 Sales of Imaging Devices by Category: Volume 2016-2021Table 56 Sales of Imaging Devices by Category: Value 2016-2021Table 57 Sales of Imaging Devices by Category: % Volume Growth 2016-2021Table 58 Sales of Imaging Devices by Category: % Value Growth 2016-2021Table 59 NBO Company Shares of Imaging Devices: % Volume 2017-2021Table 60 LBN Brand Shares of Imaging Devices: % Volume 2018-2021Table 61 Distribution of Imaging Devices by Channel: % Volume 2016-2021Table 62 Forecast Sales of Imaging Devices by Category: Volume 2021-2026Table 63 Forecast Sales of Imaging Devices by Category: Value 2021-2026Table 64 Forecast Sales of Imaging Devices by Category: % Volume Growth 2021-2026Table 65 Forecast Sales of Imaging Devices by Category: % Value Growth 2021-2026
Portable Players in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
A declining category, except for wireless speakers
Wireless speakers remains an attractive category
Amazon and Google lead wireless speakers in Germany
PROSPECTS AND OPPORTUNITIES
Smartphones and tablets will continue to threaten most portable players categories
E-readers expected to decrease further due to move to multifunctional smartphones
Wireless speakers expected to increase further
CATEGORY DATA
Table 66 Sales of Portable Players by Category: Volume 2016-2021Table 67 Sales of Portable Players by Category: Value 2016-2021Table 68 Sales of Portable Players by Category: % Volume Growth 2016-2021Table 69 Sales of Portable Players by Category: % Value Growth 2016-2021Table 70 NBO Company Shares of Portable Players: % Volume 2017-2021Table 71 LBN Brand Shares of Portable Players: % Volume 2017-2021Table 72 Distribution of Portable Players by Channel: % Volume 2016-2021Table 73 Forecast Sales of Portable Players by Category: Volume 2021-2026Table 74 Forecast Sales of Portable Players by Category: Value 2021-2026Table 75 Forecast Sales of Portable Players by Category: % Volume Growth 2021-2026Table 76 Forecast Sales of Portable Players by Category: % Value Growth 2021-2026
Mobile Phones in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smartphones in Germany increasingly saturated and consolidates further
E-commerce maintains growth, but some consumers prefer specialist stores
Solid leaders, but newcomers on the rise
PROSPECTS AND OPPORTUNITIES
Mobile phones to see a slow decline over the forecast period
Smartphones are integral to daily life, but also less trendy due to sustainability trend
Digitalisation of purchases – online information to become ever more important
CATEGORY DATA
Table 77 Sales of Mobile Phones by Category: Volume 2016-2021Table 78 Sales of Mobile Phones by Category: Value 2016-2021Table 79 Sales of Mobile Phones by Category: % Volume Growth 2016-2021Table 80 Sales of Mobile Phones by Category: % Value Growth 2016-2021Table 81 Sales of Smartphones by Screen Size: % Retail Volume 2018-2021Table 82 NBO Company Shares of Mobile Phones: % Volume 2017-2021Table 83 LBN Brand Shares of Mobile Phones: % Volume 2018-2021Table 84 Distribution of Mobile Phones by Channel: % Volume 2017-2021Table 85 Forecast Sales of Mobile Phones by Category: Volume 2021-2026Table 86 Forecast Sales of Mobile Phones by Category: Value 2021-2026Table 87 Forecast Sales of Mobile Phones by Category: % Volume Growth 2021-2026Table 88 Forecast Sales of Mobile Phones by Category: % Value Growth 2021-2026Table 89 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2021-2026
Wearable Electronics in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wearable electronics has low penetration but a short replacement cycle in 2021
Analogue activity watches and smart wearables perform the best
Apple, Fitbit and Samsung lead wearable electronics
PROSPECTS AND OPPORTUNITIES
Digital activity watches and activity bands increasingly substituted
E-commerce will remain the main channel for wearable electronics in the future
Who can build the most trust?
CATEGORY DATA
Table 90 Sales of Wearable Electronics by Category: Volume 2016-2021Table 91 Sales of Wearable Electronics by Category: Value 2016-2021Table 92 Sales of Wearable Electronics by Category: % Volume Growth 2016-2021Table 93 Sales of Wearable Electronics by Category: % Value Growth 2016-2021Table 94 NBO Company Shares of Wearable Electronics: % Volume 2017-2021Table 95 LBN Brand Shares of Wearable Electronics: % Volume 2018-2021Table 96 Distribution of Wearable Electronics by Channel: % Volume 2016-2021Table 97 Forecast Sales of Wearable Electronics by Category: Volume 2021-2026Table 98 Forecast Sales of Wearable Electronics by Category: Value 2021-2026Table 99 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2021-2026Table 100 Forecast Sales of Wearable Electronics by Category: % Value Growth 2021-2026
Headphones in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Headphones on the rise
Wireless headbands as a status symbol in the new working world
Apple leads a high potential category
PROSPECTS AND OPPORTUNITIES
TWS earbuds will win the race in Germany
Headphones might induce a feel-good perception in the future
Will headphones become a true personal assistant?
CATEGORY DATA
Table 101 Sales of Headphones by Category: Volume 2016-2021Table 102 Sales of Headphones by Category: Value 2016-2021Table 103 Sales of Headphones by Category: % Volume Growth 2016-2021Table 104 Sales of Headphones by Category: % Value Growth 2016-2021Table 105 NBO Company Shares of Headphones: % Volume 2017-2021Table 106 LBN Brand Shares of Headphones: % Volume 2018-2021Table 107 Distribution of Headphones by Channel: % Volume 2016-2021Table 108 Forecast Sales of Headphones by Category: Volume 2021-2026Table 109 Forecast Sales of Headphones by Category: Value 2021-2026Table 110 Forecast Sales of Headphones by Category: % Volume Growth 2021-2026Table 111 Forecast Sales of Headphones by Category: % Value Growth 2021-2026
Home Audio and Cinema in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home audio and cinema increasingly a niche category
More time at home fails to boost sales due to presence of substitutes
Sony, Pioneer and TPV remain at the top, with Sony continuing to invest
PROSPECTS AND OPPORTUNITIES
Connectivity appreciated by German consumers
Move towards targeting a niche consumer group
E-commerce will dominate home audio and cinema
CATEGORY DATA
Table 112 Sales of Home Audio and Cinema by Category: Volume 2016-2021Table 113 Sales of Home Audio and Cinema by Category: Value 2016-2021Table 114 Sales of Home Audio and Cinema by Category: % Volume Growth 2016-2021Table 115 Sales of Home Audio and Cinema by Category: % Value Growth 2016-2021Table 116 NBO Company Shares of Home Audio and Cinema: % Volume 2017-2021Table 117 LBN Brand Shares of Home Audio and Cinema: % Volume 2018-2021Table 118 Distribution of Home Audio and Cinema by Channel: % Volume 2017-2021Table 119 Forecast Sales of Home Audio and Cinema by Category: Volume 2021-2026Table 120 Forecast Sales of Home Audio and Cinema by Category: Value 2021-2026Table 121 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2021-2026Table 122 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Consumer Electronics
Desktops
Laptops
Tablets
Monitors
Printers
In-Car Navigation
In-Car Speakers
In-Dash Media Players
Audio Separates
Digital Media Player Docks
Hi-Fi Systems
Home Cinema and Speaker Systems
Speakers
Other Home Audio and Cinema
Analogue TVs
LCD TVs
OLED TVs
Plasma TVs
Other TVs
TV Combis
BD Players
DVD Players
Video Recorders
Mass Wireless Headbands
Premium Wireless Headbands
Mass Wireless Earphones
Premium Wireless Earphones
Mass TWS Earbuds
Premium TWS Earbuds
Digital Cameras
Digital Camcorders
Feature Phones
Smartphones
E-Readers
Portable Multimedia Players
Other Portable Media Players
Wireless Speakers
Activity Bands
Activity Watch (Analogue)
Activity Watch (Digital)
Smart Wearables
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.