Refrigeration Appliances in Germany

PROSPECTS

Refrigeration under pressure in Germany

Overall, in Germany in 2019 refrigeration appliances remained under pressure. Prolonged replacement cycles play a role in that development.

Fridge freezers’ recently gained popularity diminishes

Fridge freezers posted the strongest performance within refrigeration appliances until 2017, but fortunes started to sour from 2018 onwards. The convenience and space-saving appeal of fridge freezers is less appealing given the strengthening demographic trends.

High energy costs in Germany affect consumers’ decision making

On the whole, German consumers pay strong attention to energy efficiency and a green lifestyle in general. That behaviour goes along with the overall high average energy costs which force German consumers to pay special attention to efficiency signs (eg AA+).

COMPETITIVE LANDSCAPE

BSH Hausgeräte remains on top

BSH has the biggest volume share in 2019 in refrigeration appliances. It is followed by Liebherr, Miele and Electrolux.

LG innovates, while Samsung follows

Also, worth mentioning are foreign players such as South Korean companies Samsung and LG, even though they do not show considerable growth in refrigeration appliances in Germany to date. However, in other countries they already play a bigger role in the category, though they are usually specialised in consumer electronics.

Liebherr goes blue

Liebherr launched its new “Blu performance” series in the mid-2010s, but just recently in 2018-2019 it gained more popularity among German consumers due to slight price decreases as well as increasing consumers’ awareness of smart products. Aside from the fact that fridge freezers of the blu performance series are maximising efficiency, it is mainly all about consumers’ convenience.

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