Executive Summary

Feb 2019
PROSPECTS
Convenience and versatility in strong demand

Vacuum cleaning is a chore many consumers want done as easy and quickly as possible. Especially for elderly consumers, vacuuming can be a daunting task which takes a lot of effort and energy.

Factors driving and limiting demand for robotic vacuum cleaners

As the selection and price range of robotic vacuum cleaners have started to widen, volume sales continued to rise significantly in 2018. Nevertheless, technological limitations and general scepticism regarding very expensive automated appliances caused many consumers to hold back and instead purchase a more traditional vacuum cleaner.

Consumers want the best of all worlds and at a reasonable price

Apart from being easier to handle and often lighter, many newly launched cylinder and stick vacuum cleaners are benefiting from improved energy and cleaning ratings. While energy-efficiency plays a major role for many consumers when choosing a vacuum cleaner, general functionality and cleaning efficiency are just as, if not even more, important.

COMPETITIVE LANDSCAPE
Shuffling of manufacturer rankings due to innovative new launches

Despite relatively high penetration and saturation, vacuum cleaners tends to be one of the most dynamic categories in terms of innovation and new product launches. The success of various brands and products is often related to consumer trust and tradition, but is also closely linked to innovative launches offering strong benefits and significant added value.

Manufacturers of robotic vacuum cleaners perform well

With robotic vacuum cleaners continuing to perform well, the leading innovators in the category, such as Ecovacs Europe and Neato Robotics, recorded the strongest volume sales growth in 2018. With the acquisition of Neato in 2018, Vorwerk increased its presence in robotic vacuum cleaners, adding to its already quite popular and successful portfolio in Germany.

No room for domestic players?

Even though many established domestic players and brands originating in Germany remained well-positioned in vacuum cleaners, benefiting from their longstanding presence, strong brand recognition and good reputations, they will face significant challenges in the future. This will be mainly due to their lack of presence and significance in robotic vacuum cleaners.

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Vacuum Cleaners in Germany

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Overview

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

The Vacuum Cleaners 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 Vacuum Cleaners in Germany?
  • What are the major brands in Germany?
  • How have stick vacuum cleaners performance over the past 5 years?
  • Are robotic vacuum cleaners the future for the vacuum industry?

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.

Vacuum Cleaners in Germany - Category analysis

HEADLINES

PROSPECTS

Convenience and versatility in strong demand
Factors driving and limiting demand for robotic vacuum cleaners
Consumers want the best of all worlds and at a reasonable price

COMPETITIVE LANDSCAPE

Shuffling of manufacturer rankings due to innovative new launches
Manufacturers of robotic vacuum cleaners perform well
No room for domestic players?

CATEGORY DATA

Table 1 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 2 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 3 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 4 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 5 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 7 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 8 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 9 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 10 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 11 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Vacuum Cleaners 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 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 14 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 15 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 16 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 17 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 18 Sales of Consumer Appliances by Category: Value 2013-2018
Table 19 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 25 Sales of Small Appliances by Category: Volume 2013-2018
Table 26 Sales of Small Appliances by Category: Value 2013-2018
Table 27 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 28 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 30 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 31 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 33 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 34 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 35 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 36 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 43 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources