Executive Summary

Feb 2019
PROSPECTS
Automatic washing machines returns to growth after a disappointing 2017

Automatic washing machines has seen a significant improvement in 2018 compared to last year, even though the tough market conditions are very similar. Nevertheless, growth has been more a result of a market correction, with more than half of the washing machines sold in 2018 being replacement purchases.

Housing market as a driving factor of sales growth

The Danish housing market continues to prosper, with the total number of dwellings in Denmark having increased by a further 0.6% between 2017 to 2018.

Interest in connected products starting to grow

Connected home laundry appliances have started to become a topic of conversation in 2018, with a survey suggesting that more than half of the respondents knew about the connectivity features between washing machines and smartphones. This suggests a clear increase compared to 2017, especially among older age groups.

COMPETITIVE LANDSCAPE
Samsung Electronics Nordic A/B delivers cutting edge technology

Samsung is always among the first movers when it comes to implementing the latest technological advancements in home laundry appliances. Its new Quickdrive range is now accessible on the Danish market and it fits perfectly with current trends: The washing time is half that of the average, which is a big plus in the hectic lifestyles of Danish consumers and it also resonates with the convenience trend.

BSH Hvidevarer A/S keeps pole position

Similar to other major household appliance categories, like refrigeration appliances, BSH’s Siemens brand places a lot of emphasis on technology and connectivity when it comes to marketing its home laundry appliances. Its Home Connect app puts full control of its connected consumer appliances in the hands of tech-savvy customers through their smartphones.

Strong competition, where pricing is key

Home laundry appliances is a particularly competitive category in Denmark. The two main factors influencing purchasing decisions in 2018 are price and energy efficiency.

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Home Laundry Appliances in Denmark

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Overview

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

The Home Laundry Appliances in Denmark 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 Home Laundry Appliances in Denmark?
  • What are the major brands in Denmark?
  • What is the average volume capacity for washing machines in Denmark?
  • Has there been a shift from front loading to top loading washing machines?
  • What is the sizing of automatic versus semi-automatic washing machines in Denmark?

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.

Home Laundry Appliances in Denmark - Category analysis

HEADLINES

PROSPECTS

Automatic washing machines returns to growth after a disappointing 2017
Housing market as a driving factor of sales growth
Interest in connected products starting to grow

COMPETITIVE LANDSCAPE

Samsung Electronics Nordic A/B delivers cutting edge technology
BSH Hvidevarer A/S keeps pole position
Strong competition, where pricing is key

CATEGORY DATA

Table 1 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 2 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 12 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Denmark - Industry Overview

EXECUTIVE SUMMARY

Consumer appliances continues to see solid growth
Economic environment creates good foundations for growth
Overall brand loyalty decreases
A strong desire to experience products in a physical store before purchase remains
Similar factors expected to drive growth in the forecast period

MARKET INDICATORS

Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 18 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 21 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 22 Sales of Consumer Appliances by Category: Value 2013-2018
Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 24 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 29 Sales of Small Appliances by Category: Volume 2013-2018
Table 30 Sales of Small Appliances by Category: Value 2013-2018
Table 31 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 32 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 35 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 36 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 37 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 38 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources