Executive Summary

Aug 2019
PROSPECTS
There are still good prospects for wearables

Following the excitement and hype surrounding wearables in 2014-2016, when the products were predicted to reshape the way consumers integrate electronics into their lives, the sheen wore off from 2017, with volume growth rates slowing significantly since then in activity bands and activity watch (digital). Activity bands lost out to more sophisticated wearable products and smartphones, while activity watch (digital) no longer grew so strongly as consumers increasingly demanded more features and functionalities beyond fitness-specific features.

Rising acceptance of cashless payments conducive to smart wearables demand

With the increasingly digital and mobile lifestyle in Germany – although still a few years behind many other developed countries – the way consumers make payments is also shifting, from cash to card payments and electronic direct debit to credit card for online payments. This shifting behaviour also offers potential for making payments with wearable devices.

Improved accuracy of devices enhances reputation of wearables as a health device

A few years prior to 2019, the capabilities of activity wearables were still rather limited, functioning mainly as fitness trackers. Smart wearable features for tracking the heartbeat or sleep rhythm was also still relatively inaccurate.

COMPETITIVE LANDSCAPE
Apple retains a competitive advantage through its huge installed base

Apple has a comfortable lead in smart wearables in Germany, although its volume share declined in 2019 due to the stronger threat posed by Samsung. As was usually the case for Apple when it tapped into new industries, it was able to use its big and loyal customer base as a competitive advantage.

Despite the novelty of the product, different companies cover different segments

Even though wearables can be considered as a still rather young category, it was already flooded with a wide variety of products and different price segments by 2019. Apple is covering the premium segment, while in the middle-priced segment there is more competition for share among different companies with different strategies.

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Wearable Electronics in Germany

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Overview

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

The Wearable Electronics 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 Wearable Electronics in Germany?
  • What are the major brands in Germany?
  • What is the growth rate for Wearable Electronics in Germany?

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 Electronics market research database.

Wearable Electronics in Germany - Category analysis

HEADLINES

PROSPECTS

There are still good prospects for wearables
Rising acceptance of cashless payments conducive to smart wearables demand
Improved accuracy of devices enhances reputation of wearables as a health device

COMPETITIVE LANDSCAPE

Apple retains a competitive advantage through its huge installed base
Despite the novelty of the product, different companies cover different segments

CATEGORY DATA

Table 1 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 2 Sales of Wearable Electronics by Category: Value 2014-2019
Table 3 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 7 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 8 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

Consumer Electronics in Germany - Industry Overview

EXECUTIVE SUMMARY

Saturated market needs new impetus
Increased connectivity, regulation and utility are the main drivers
Samsung and Apple lead, while Huawei is under political pressure
Internet retailing favoured by improving infrastructure
Further volume decline expected over the forecast period

MARKET DATA

Table 12 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 13 Sales of Consumer Electronics by Category: Value 2014-2019
Table 14 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 15 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 17 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 18 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 19 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 20 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 21 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources