Executive Summary

Feb 2019
PROSPECTS
Lifestyle choices support the growth of food preparation appliances

Cooking and lifestyle shows on television depicting healthier, more active and balanced lifestyles remain very popular in Germany. Many consumers then attempt to adapt these trends to their own lives, including aiming for healthier diets while still being able to maintain a more balanced lifestyle.

Health and wellness trends support sales of juice extractors in particular

In line with current health trends, juice extractors, and slow juicers in particular, recorded the strongest volume growth in 2018. Particularly gentle juicing methods support the better preservation of nutrients, thus appealing to many German consumers.

Price-sensitivity and saturation to dampen sales of food processors

Even though food processors recorded positive gains in both volume and current value terms in 2018, the category’s growth rates continued to slow. One of the main reasons for this has been a lack of real innovation in recent years.

COMPETITIVE LANDSCAPE
A balance between tradition and innovation supports BSH and Braun

With a strong presence across food preparation appliances, BSH Hausgeräte maintained its leading position in Germany in 2018. Like its main competitor Braun, BSH relies on a strong tradition in Germany, with its brands being renowned for their quality and reliability.

Vorwerk starts to restructure

Following strong growth over the review period, Vorwerk, Germany’s leading direct seller of consumer appliances, posted a strong decline in volume sales in 2017 and 2018. The company’s Thermomix food processor range suffered a strong dip in demand, mainly due to significant success in the past and thus already strong penetration in its price segment.

Tradition and nostalgia benefit domestic brands

As opposed to many other consumer appliances in Germany, the strongest growth in food preparation appliances was achieved by domestic players or brands, including those acquired by international players but which originated in Germany. The most popular and renowned brands include Bosch, Siemens, Braun, Tefal, Moulinex and Krups, to name a few.

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Food Preparation Appliances in Germany

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Overview

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

The Food Preparation Appliances 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 Food Preparation Appliances in Germany?
  • What are the major brands in Germany?
  • Has there been a growth in penetration for food preparation appliances?
  • What is the category share for food processors? Is this a growth opportunity market?

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.

Food Preparation Appliances in Germany - Category analysis

HEADLINES

PROSPECTS

Lifestyle choices support the growth of food preparation appliances
Health and wellness trends support sales of juice extractors in particular
Price-sensitivity and saturation to dampen sales of food processors

COMPETITIVE LANDSCAPE

A balance between tradition and innovation supports BSH and Braun
Vorwerk starts to restructure
Tradition and nostalgia benefit domestic brands

CATEGORY DATA

Table 1 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 2 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 3 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 6 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 7 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 8 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 9 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 10 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Food Preparation Appliances 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 12 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 13 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 14 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 15 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 16 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 17 Sales of Consumer Appliances by Category: Value 2013-2018
Table 18 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 19 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 20 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 24 Sales of Small Appliances by Category: Volume 2013-2018
Table 25 Sales of Small Appliances by Category: Value 2013-2018
Table 26 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 27 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 29 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 30 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 32 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 33 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 34 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 35 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 36 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 42 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 43 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources