Executive Summary

Feb 2019
PROSPECTS
Previous and current high demand for new products limits future growth potential

The number of households in Germany continued to increase slowly in 2018. Additionally, German consumers continued to be eager to update their kitchens, with this often including the purchase of large kitchen appliances such as dishwashers.

Innovation remains the key to growth on an individual level

With regard to technological features, which continued to drive value sales of dishwashers in 2018, water-, time- and energy-saving features were among the most sought after. Not only are German consumers becoming increasingly environmentally-conscious, which is often reflected in their choice of products, they are also known to be rather price-conscious, always looking for the best deal.

Growing threat from shifting purchasing patterns

As many dishwashers are still sold as part of an entire or partially new kitchen, store-based sales remained high, with home improvement and furniture stores and electronics and consumer appliance specialists being the go-to outlets for consumers. Nevertheless, a shift towards internet retailers, especially for simple and lower-priced models, has been observed.

COMPETITIVE LANDSCAPE
Tradition, innovation and a strong presence support BSH’s leading position

BSH Hausgeräte remained the leading player in dishwashers in Germany in 2018. The company benefits from its long history in the country, being one of the largest domestic consumer appliance manufacturers, and the widest portfolio in terms of products and renowned brands.

Pressure increases due to the further emergence of international players

The strongest volume growth in dishwashers in 2018 was recorded by Haier, albeit from a very low base. Nevertheless, its growing success reflects the generally increasing presence of international manufacturers within dishwashers and consumer appliances as a whole in Germany.

Discounting used to boost sales

Other ways to maintain share and volume sales include frequent promotions and advertising campaigns. Bauknecht, for example, used the 2018 FIFA World Cup to advertise its new consumer appliance lines, including dishwashers, launching a major campaign revolving around football and fandom.

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Dishwashers in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashers 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 Dishwashers industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashers 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 Dishwashers in Germany?
  • What are the major brands in Germany?
  • How has this high unit price, low global penetration category been affected by recessionary pressure?
  • Is there a trend to slimline machines in Germany?

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.

Dishwashers in Germany - Category analysis

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 1 Sales of Dishwashers by Category: Volume 2013-2018
Table 2 Sales of Dishwashers by Category: Value 2013-2018
Table 3 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 4 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 5 Sales of Dishwashers by Format: % Volume 2013-2018
Table 6 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 7 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 8 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 9 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 10 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 11 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 12 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 13 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 14 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Consumer Appliances in Germany - Industry Overview

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 15 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 16 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 17 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 18 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 19 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 20 Sales of Consumer Appliances by Category: Value 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 22 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 27 Sales of Small Appliances by Category: Volume 2013-2018
Table 28 Sales of Small Appliances by Category: Value 2013-2018
Table 29 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 30 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 33 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 35 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 36 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 37 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources