Consumer Appliances in Germany

CONSUMER APPLIANCES IN GERMANY

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018

Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018

Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023

Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

Market Data

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018

Table 6 Sales of Consumer Appliances by Category: Value 2013-2018

Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018

Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018

Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018

Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018

Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018

Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018

Table 13 Sales of Small Appliances by Category: Volume 2013-2018

Table 14 Sales of Small Appliances by Category: Value 2013-2018

Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018

Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018

Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018

Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018

Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018

Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018

Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018

Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018

Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023

Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023

Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023

Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023

Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023

Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023

Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023

Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023

Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023

Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023

Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023

Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Previous and Current High Demand for New Products Limits Future Growth Potential

Innovation Remains the Key To Growth on An Individual Level

Growing Threat From Shifting Purchasing Patterns

Competitive Landscape

Tradition, Innovation and A Strong Presence Support Bsh's Leading Position

Pressure Increases Due To the Further Emergence of International Players

Discounting Used To Boost Sales

Category Data

Table 35 Sales of Dishwashers by Category: Volume 2013-2018

Table 36 Sales of Dishwashers by Category: Value 2013-2018

Table 37 Sales of Dishwashers by Category: % Volume Growth 2013-2018

Table 38 Sales of Dishwashers by Category: % Value Growth 2013-2018

Table 39 Sales of Dishwashers by Format: % Volume 2013-2018

Table 40 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018

Table 41 NBO Company Shares of Dishwashers: % Volume 2014-2018

Table 42 LBN Brand Shares of Dishwashers: % Volume 2015-2018

Table 43 Distribution of Dishwashers by Format: % Volume 2013-2018

Table 44 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018

Table 45 Forecast Sales of Dishwashers by Category: Volume 2018-2023

Table 46 Forecast Sales of Dishwashers by Category: Value 2018-2023

Table 47 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023

Table 48 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Headlines

Prospects

Demographic Developments Limit the Growth Potential of Home Laundry Appliances

Consumers Seek Faster, More Efficient and Automated Home Laundry Appliances

Smart Appliances Need To Offer Consumers Measurable Benefits in Order To Have An Impact

Competitive Landscape

Focus on Innovation and Strong Retail Presence Contribute To Bsh's Success

Added Value for Future Growth

Faster and More Energy-efficient But Still Strong on Dirt and Stains

Chart 1 Samsung QuickDrive with AddWash and automatic dosage

Category Data

Table 49 Sales of Home Laundry Appliances by Category: Volume 2013-2018

Table 50 Sales of Home Laundry Appliances by Category: Value 2013-2018

Table 51 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018

Table 52 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018

Table 53 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018

Table 54 Sales of Automatic Washing Machines by Format: % Volume 2013-2018

Table 55 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018

Table 56 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018

Table 57 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018

Table 58 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018

Table 59 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018

Table 60 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018

Table 61 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023

Table 62 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023

Table 63 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023

Table 64 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Successful Developments in the Past Limit Future Growth

Demand for Flush, Integrated Designs Drives Sales of Built-in Solutions

Lifestyle Trends Support Sales of Highly Innovative Ovens

Competitive Landscape

Bsh Continues To Gain Share

Technological Advances and Added Value

the Perfect Dinner in Less Time

Chart 2 Miele DO - The smart Dialog oven with integrated chef

Category Data

Table 65 Sales of Large Cooking Appliances by Category: Volume 2013-2018

Table 66 Sales of Large Cooking Appliances by Category: Value 2013-2018

Table 67 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018

Table 68 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018

Table 69 Sales of Built-in Hobs by Format: % Volume 2013-2018

Table 70 Sales of Ovens by Connected Appliances: % Volume 2014-2018

Table 71 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018

Table 72 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018

Table 73 NBO Company Shares of Built-in Hobs: % Volume 2014-2018

Table 74 NBO Company Shares of Ovens: % Volume 2014-2018

Table 75 NBO Company Shares of Cooker Hoods: % Volume 2014-2018

Table 76 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018

Table 77 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018

Table 78 NBO Company Shares of Cookers: % Volume 2014-2018

Table 79 NBO Company Shares of Range Cookers: % Volume 2014-2018

Table 80 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018

Table 81 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018

Table 82 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023

Table 83 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023

Table 84 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023

Table 85 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Simple, Quick and Convenient - Busy Consumers Value the Benefits of Microwaves

Ease of Access and Replacement Works in Favour of Freestanding Microwaves

Ordering Online As Easy As Using A Microwave

Competitive Landscape

Vestel Remains the Leading Player in Microwaves

Innovation and Sophistication Drive Growth in Both Volume and Value Terms

Private Label on the Rise

Category Data

Table 86 Sales of Microwaves by Category: Volume 2013-2018

Table 87 Sales of Microwaves by Category: Value 2013-2018

Table 88 Sales of Microwaves by Category: % Volume Growth 2013-2018

Table 89 Sales of Microwaves by Category: % Value Growth 2013-2018

Table 90 Sales of Microwaves by Connected Appliances: % Volume 2014-2018

Table 91 NBO Company Shares of Microwaves: % Volume 2014-2018

Table 92 LBN Brand Shares of Microwaves: % Volume 2015-2018

Table 93 Distribution of Microwaves by Format: % Volume 2013-2018

Table 94 Production, Imports and Exports of Microwaves: Total Volume 2013-2018

Table 95 Forecast Sales of Microwaves by Category: Volume 2018-2023

Table 96 Forecast Sales of Microwaves by Category: Value 2018-2023

Table 97 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023

Table 98 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Headlines

Prospects

Sophisticated Demands Affect Unit Prices

Past Purchases and High Penetration Rates Limit Growth Potential

German Consumers Remain Keen on In-store Sales

Competitive Landscape

Bsh Continues To Benefit From A High Level of Brand Recognition and A Strong Retail Presence

Threat From Overseas Increases Pressure

Higher Levels of Convenience Without Loss of Energy Efficiency

Chart 3 LG GSXNEAZ with InstaView DoorinDoor technology

Category Data

Table 99 Sales of Refrigeration Appliances by Category: Volume 2013-2018

Table 100 Sales of Refrigeration Appliances by Category: Value 2013-2018

Table 101 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018

Table 102 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018

Table 103 Sales of Freezers by Format: % Volume 2013-2018

Table 104 Sales of Freezers by Volume Capacity: % Volume 2013-2018

Table 105 Sales of Fridge Freezers by Format: % Volume 2013-2018

Table 106 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018

Table 107 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018

Table 108 Sales of Fridges by Volume Capacity: % Volume 2013-2018

Table 109 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018

Table 110 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018

Table 111 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018

Table 112 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018

Table 113 NBO Company Shares of Built-in Fridges: % Volume 2014-2018

Table 114 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018

Table 115 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018

Table 116 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018

Table 117 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023

Table 118 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023

Table 119 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023

Table 120 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Growing Importance of Clean Air

Air Conditioners Continuing To Perform Well

Complexity of Systems To Dampen Retail Sales

Competitive Landscape

De'longhi Leads the Category Thanks To Innovative and High Quality Products

Fragmentation Leads To Fierce Competition

Automatically Fresher, Cleaner and Cooler Air

Chart 4 Dyson Pure Cool

Category Data

Table 121 Sales of Air Treatment Products by Category: Volume 2013-2018

Table 122 Sales of Air Treatment Products by Category: Value 2013-2018

Table 123 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018

Table 124 Sales of Air Treatment Products by Category: % Value Growth 2013-2018

Table 125 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018

Table 126 NBO Company Shares of Air Treatment Products: % Volume 2014-2018

Table 127 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018

Table 128 Distribution of Air Treatment Products by Format: % Volume 2013-2018

Table 129 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018

Table 130 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023

Table 131 Forecast Sales of Air Treatment Products by Category: Value 2018-2023

Table 132 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023

Table 133 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Headlines

Prospects

Lifestyle Choices Support the Growth of Food Preparation Appliances

Health and Wellness Trends Support Sales of Juice Extractors in Particular

Price-sensitivity and Saturation To Dampen Sales of Food Processors

Competitive Landscape

A Balance Between Tradition and Innovation Supports Bsh and Braun

Vorwerk Starts To Restructure

Tradition and Nostalgia Benefit Domestic Brands

Category Data

Table 134 Sales of Food Preparation Appliances by Category: Volume 2013-2018

Table 135 Sales of Food Preparation Appliances by Category: Value 2013-2018

Table 136 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018

Table 137 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018

Table 138 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018

Table 139 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018

Table 140 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018

Table 141 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023

Table 142 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023

Table 143 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023

Table 144 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Demographic and Lifestyle Trends Contribute To Growth

Professional Care at Home

Oral Hygiene Appliances Benefiting From Recommendation by Dentists

Competitive Landscape

Procter & Gamble Remains the Clear Category Leader

Philips Benefits From New Product Launches

Future Growth To Be Driven by Innovative and More Efficient Products

Category Data

Table 145 Sales of Personal Care Appliances by Category: Volume 2013-2018

Table 146 Sales of Personal Care Appliances by Category: Value 2013-2018

Table 147 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018

Table 148 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018

Table 149 Sales of Body Shavers by Format: % Volume 2013-2018

Table 150 Sales of Hair Care Appliances by Format: % Volume 2013-2018

Table 151 NBO Company Shares of Personal Care Appliances 2014-2018

Table 152 LBN Brand Shares of Personal Care Appliances 2015-2018

Table 153 Distribution of Personal Care Appliances by Format: % Volume 2013-2018

Table 154 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023

Table 155 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023

Table 156 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023

Table 157 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Headlines

Prospects

Small Cooking Appliances Benefiting From Busy Lifestyles and Demand for Convenience

Germany Remains A Coffee Loving Nation

Retailers Fight for Share

Competitive Landscape

Severin Remains the Leading Player in Small Cooking Appliances

Premium Players Record Stronger Growth

Strong Product Presentation and Giveaways Help To Drive Sales

Category Data

Table 158 Sales of Small Cooking Appliances by Category: Volume 2013-2018

Table 159 Sales of Small Cooking Appliances by Category: Value 2013-2018

Table 160 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018

Table 161 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018

Table 162 Sales of Freestanding Hobs by Format: % Volume 2013-2018

Table 163 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018

Table 164 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018

Table 165 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018

Table 166 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023

Table 167 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023

Table 168 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023

Table 169 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

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 170 Sales of Vacuum Cleaners by Category: Volume 2013-2018

Table 171 Sales of Vacuum Cleaners by Category: Value 2013-2018

Table 172 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018

Table 173 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018

Table 174 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018

Table 175 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018

Table 176 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018

Table 177 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018

Table 178 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023

Table 179 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023

Table 180 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023

Table 181 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023