Refrigeration Appliances in Germany

PROSPECTS

Sophisticated demands affect unit prices

In 2018, demand for refrigeration appliances offering more efficient and flexible storage solutions continued to grow. Easier and clearer organisation for different types of food in order to maintain a good overview and prevent spoilage were particularly sought after.

Past purchases and high penetration rates limit growth potential

Obstacles to volume growth in refrigeration appliances lie mainly in the category’s already high level of penetration in Germany. Every household has at least one refrigeration appliance in use, many of them more.

German consumers remain keen on in-store sales

The fact that refrigeration appliances are significantly more sophisticated than they used to be only 10 years ago, offering various different features and functions, will support the ongoing popularity of electronics and consumer appliance specialist retailers. German consumers appreciate the opportunity to view, try and possibly even individualise their future refrigeration appliance and discuss with professionals what features would best suit their individual requirements.

COMPETITIVE LANDSCAPE

BSH continues to benefit from a high level of brand recognition and a strong retail presence

In 2018, BSH Hausgeräte remained the clear leader in refrigeration appliances in Germany. The company continued to benefit not only from a wide range of renowned and reputable brands and a large product selection, but also from being one of the major leaders in terms of innovation in Germany.

Threat from overseas increases pressure

Due to a high level of saturation in refrigeration appliances in Germany, competition continues to intensify on a yearly basis. In addition, traditional manufacturers such as BSH and Liebherr are having to face the increasing threat posed by international companies such as LG, Samsung and Haier.

Higher levels of convenience without loss of energy efficiency

In accordance with demand for more flexibility, energy efficiency and a clearer overview of the contents of refrigeration appliances, LG introduced a new fridge freezer line in 2018. Besides easier access to food and beverage items and a flexible interior design, the line offers InstaView Door-in-Door technology, which allows consumers to look inside the appliance without actually opening it.

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