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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Consumer Appliances market research database.