Consumer Electronics in Germany

November 2021
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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 2016-2021 Table 2 Sales of Consumer Electronics by Category: Value 2016-2021 Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2016-2021 Table 4 Sales of Consumer Electronics by Category: % Value Growth 2016-2021 Table 5 NBO Company Shares of Consumer Electronics: % Volume 2017-2021 Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2018-2021 Table 7 Distribution of Consumer Electronics by Channel: % Volume 2016-2021 Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2021-2026 Table 9 Forecast Sales of Consumer Electronics by Category: Value 2021-2026 Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 13 Sales of Computers and Peripherals by Category: Value 2016-2021 Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2016-2021 Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2016-2021 Table 16 Sales of Computers by Category: Business Volume 2016-2021 Table 17 Sales of Computers by Category: Business Value MSP 2016-2021 Table 18 Sales of Computers by Category: Busines Volume Growth 2016-2021 Table 19 Sales of Computers by Category: Business Value MSP Growth 2016-2021 Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2017-2021 Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2018-2021 Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2016-2021 Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2021-2026 Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2021-2026 Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2021-2026 Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2021-2026 Table 27 Forecast Sales of Computers by Category: Business Volume 2021-2026 Table 28 Forecast Sales of Computers by Category: Business Value MSP 2021-2026 Table 29 Forecast Sales of Computers by Category: Busines Volume Growth 2021-2026 Table 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 2016-2021 Table 32 Sales of In-Car Entertainment by Category: Value 2016-2021 Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2016-2021 Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2016-2021 Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2017-2021 Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2018-2021 Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2016-2021 Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2021-2026 Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2021-2026 Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 43 Sales of Home Video by Category: Value 2016-2021 Table 44 Sales of Home Video by Category: % Volume Growth 2016-2021 Table 45 Sales of Home Video by Category: % Value Growth 2016-2021 Table 46 Sales of LCD TVs by Network Connectivity: % Retail Volume 2016-2021 Table 47 NBO Company Shares of Home Video: % Volume 2017-2021 Table 48 LBN Brand Shares of Home Video: % Volume 2018-2021 Table 49 Distribution of Home Video by Channel: % Volume 2016-2021 Table 50 Forecast Sales of Home Video by Category: Volume 2021-2026 Table 51 Forecast Sales of Home Video by Category: Value 2021-2026 Table 52 Forecast Sales of Home Video by Category: % Volume Growth 2021-2026 Table 53 Forecast Sales of Home Video by Category: % Value Growth 2021-2026 Table 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 2016-2021 Table 56 Sales of Imaging Devices by Category: Value 2016-2021 Table 57 Sales of Imaging Devices by Category: % Volume Growth 2016-2021 Table 58 Sales of Imaging Devices by Category: % Value Growth 2016-2021 Table 59 NBO Company Shares of Imaging Devices: % Volume 2017-2021 Table 60 LBN Brand Shares of Imaging Devices: % Volume 2018-2021 Table 61 Distribution of Imaging Devices by Channel: % Volume 2016-2021 Table 62 Forecast Sales of Imaging Devices by Category: Volume 2021-2026 Table 63 Forecast Sales of Imaging Devices by Category: Value 2021-2026 Table 64 Forecast Sales of Imaging Devices by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 67 Sales of Portable Players by Category: Value 2016-2021 Table 68 Sales of Portable Players by Category: % Volume Growth 2016-2021 Table 69 Sales of Portable Players by Category: % Value Growth 2016-2021 Table 70 NBO Company Shares of Portable Players: % Volume 2017-2021 Table 71 LBN Brand Shares of Portable Players: % Volume 2017-2021 Table 72 Distribution of Portable Players by Channel: % Volume 2016-2021 Table 73 Forecast Sales of Portable Players by Category: Volume 2021-2026 Table 74 Forecast Sales of Portable Players by Category: Value 2021-2026 Table 75 Forecast Sales of Portable Players by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 78 Sales of Mobile Phones by Category: Value 2016-2021 Table 79 Sales of Mobile Phones by Category: % Volume Growth 2016-2021 Table 80 Sales of Mobile Phones by Category: % Value Growth 2016-2021 Table 81 Sales of Smartphones by Screen Size: % Retail Volume 2018-2021 Table 82 NBO Company Shares of Mobile Phones: % Volume 2017-2021 Table 83 LBN Brand Shares of Mobile Phones: % Volume 2018-2021 Table 84 Distribution of Mobile Phones by Channel: % Volume 2017-2021 Table 85 Forecast Sales of Mobile Phones by Category: Volume 2021-2026 Table 86 Forecast Sales of Mobile Phones by Category: Value 2021-2026 Table 87 Forecast Sales of Mobile Phones by Category: % Volume Growth 2021-2026 Table 88 Forecast Sales of Mobile Phones by Category: % Value Growth 2021-2026 Table 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 2016-2021 Table 91 Sales of Wearable Electronics by Category: Value 2016-2021 Table 92 Sales of Wearable Electronics by Category: % Volume Growth 2016-2021 Table 93 Sales of Wearable Electronics by Category: % Value Growth 2016-2021 Table 94 NBO Company Shares of Wearable Electronics: % Volume 2017-2021 Table 95 LBN Brand Shares of Wearable Electronics: % Volume 2018-2021 Table 96 Distribution of Wearable Electronics by Channel: % Volume 2016-2021 Table 97 Forecast Sales of Wearable Electronics by Category: Volume 2021-2026 Table 98 Forecast Sales of Wearable Electronics by Category: Value 2021-2026 Table 99 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 102 Sales of Headphones by Category: Value 2016-2021 Table 103 Sales of Headphones by Category: % Volume Growth 2016-2021 Table 104 Sales of Headphones by Category: % Value Growth 2016-2021 Table 105 NBO Company Shares of Headphones: % Volume 2017-2021 Table 106 LBN Brand Shares of Headphones: % Volume 2018-2021 Table 107 Distribution of Headphones by Channel: % Volume 2016-2021 Table 108 Forecast Sales of Headphones by Category: Volume 2021-2026 Table 109 Forecast Sales of Headphones by Category: Value 2021-2026 Table 110 Forecast Sales of Headphones by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 113 Sales of Home Audio and Cinema by Category: Value 2016-2021 Table 114 Sales of Home Audio and Cinema by Category: % Volume Growth 2016-2021 Table 115 Sales of Home Audio and Cinema by Category: % Value Growth 2016-2021 Table 116 NBO Company Shares of Home Audio and Cinema: % Volume 2017-2021 Table 117 LBN Brand Shares of Home Audio and Cinema: % Volume 2018-2021 Table 118 Distribution of Home Audio and Cinema by Channel: % Volume 2017-2021 Table 119 Forecast Sales of Home Audio and Cinema by Category: Volume 2021-2026 Table 120 Forecast Sales of Home Audio and Cinema by Category: Value 2021-2026 Table 121 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2021-2026 Table 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.

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This report originates from Passport, our Consumer Electronics research and analysis database.

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