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Consumer Appliances in Germany

February 2021 | 134 pages | ID: C1CB0595DEBEN
Euromonitor International Ltd

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Given that growth in consumer appliances volume sales in Germany was already stagnating due to the high household penetration of many product types, the COVID-19 pandemic unsurprisingly resulted in a negative performance for the market as a whole in this regard in 2020. There were mixed factors at play, however, and it was not just a straightforward situation of economic woes bringing sales to a halt. In fact, a proportion of households – notably those in the higher-income segment – managed to a...

Euromonitor International's Consumer Appliances in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, format trends or distribution issues. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Major Appliances, Small Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Consumer Appliances market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Stockpiling behaviour by consumers provides modest boost to demand
Fridge freezers shows the most resilient performance in volume terms
German companies benefit from local production while Asian names push on pricing
RECOVERY AND OPPORTUNITIES
Lockdown purchases likely to temper demand in the short term
Smart refrigeration appliances retain strong growth potential
CHART 1 Home screen of Bosch’s app
Trend towards fresh food should aid recovery and stimulate innovation
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales slump despite increased hygiene concerns related to laundry
Automatic washer dryers is the only category to expand in volume terms
BSH maintains comfortable overall lead as Miele steps up in washer dryers
RECOVERY AND OPPORTUNITIES
Slow recovery will be led by automatic washer dryers
Consumers expected to favour more sustainable, compact and connected models
After-sales services will become more essential with the rise of e-commerce
CATEGORY DATA
Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More time spent at home results in more dishes to wash...
...but dishwasher sales still decline sharply
BSH continues to dominate dishwashers in Germany
RECOVERY AND OPPORTUNITIES
Resilience of home cooking trend will contribute to swift recovery from 2021
Improvements in services required to realise potential of e-commerce
Housing trends could strengthen demand for smaller dishwasher formats
CATEGORY DATA
Table 73 Sales of Dishwashers by Category: Volume 2015-2020
Table 74 Sales of Dishwashers by Category: Value 2015-2020
Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 77 Sales of Dishwashers by Format: % Volume 2015-2020
Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 82 Production of Dishwashers: Total Volume 2015-2020
Table 83 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 85 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 86 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 fallout bolsters demand for built-in hobs
Built-in large cooking appliances fare worse than freestanding models overall
BSH retains its commanding lead in large cooking appliances
CHART 2 Miele Generation 7000
RECOVERY AND OPPORTUNITIES
Saturation means pace of recovery is likely to be gradual
Price competition set to intensify due to trading down and rise of e-commerce
Strong potential for connected models to gain ground in large cooking appliances
CATEGORY DATA
Table 87 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 89 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 90 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 91 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 92 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 93 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 94 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 95 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 96 NBO Company Shares of Ovens: % Volume 2016-2020
Table 97 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 99 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 100 NBO Company Shares of Cookers: % Volume 2016-2020
Table 101 NBO Company Shares of Range Cookers: % Volume 2016-2020
Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 103 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Microwaves largely unscathed by COVID-19 in 2020
Built-in microwaves suffers from slowdown in construction and refurbishment activity
Sharp remains the top microwaves brand in Germany
RECOVERY AND OPPORTUNITIES
Perception of microwave cooking as unhealthy will remain a barrier to demand
Can smart microwaves attract German consumers?
E-commerce has strong potential for further expansion in microwaves
CATEGORY DATA
Table 108 Sales of Microwaves by Category: Volume 2015-2020
Table 109 Sales of Microwaves by Category: Value 2015-2020
Table 110 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 111 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 112 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 113 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 114 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 115 Distribution of Microwaves by Format: % Volume 2015-2020
Table 116 Production of Microwaves: Total Volume 2015-2020
Table 117 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 118 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More time spent cooking at home boosts demand for some product types
Focus on preventive health measures helps to sustain expansion of juice extractors
BSH maintains overall lead and expands its portfolio with Bosch Cookit
RECOVERY AND OPPORTUNITIES
Maturity and easing of the COVID-19 pandemic will temper demand
Willingness of consumers to upgrade should encourage more connected launches
E-commerce set to continue gaining ground in distribution
CATEGORY DATA
Table 121 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 122 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 123 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 124 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 125 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 126 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 127 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 128 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 129 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 130 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 131 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has a negative impact on demand for most product types
Germans continue to try to emulate out-of-home coffee experiences at home
Pandemic fallout fuels volume share gains for some leading companies
RECOVERY AND OPPORTUNITIES
Healthy living trend set to become more influential in small cooking appliances
Sales through e-commerce will continue to rise
Philips’ likely exit – opportunities for Asian players or more consolidation?
CATEGORY DATA
Table 132 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 133 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 134 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 135 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 136 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 137 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 138 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 139 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 140 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 141 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 142 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 143 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 pushes overall volume sales of vacuum cleaners into negative territory
Tradition vs convenience: a delicate balance starting to tip one way?
Medion is most noteworthy of several recent entrants to the robotic category
CHART 3 Medion 2in1 vacuum robot
RECOVERY AND OPPORTUNITIES
Saturation expected to prevent recovery in overall volume sales
Outlook is brightest for robotic and cordless stick vacuum cleaners
Further gains projected for the e-commerce channel
CATEGORY DATA
Table 144 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 145 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 146 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 147 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 148 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 149 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 150 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 151 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 152 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 153 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 154 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 155 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Body shavers worst affected as COVID-19 curbs demand for most product types
More companies streamline their businesses, increasing potential for consolidation
E-commerce receives major boost from COVID-19 but hypermarkets also benefits
RECOVERY AND OPPORTUNITIES
Swift recovery should see volume sales surpass 2019 total by end of 2021
Migration from battery to electric toothbrush units will continue
Digital acceleration creates potential for emergence of new brands
CATEGORY DATA
Table 156 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 157 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 158 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 159 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 160 Sales of Body Shavers by Format: % Volume 2015-2020
Table 161 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 162 NBO Company Shares of Personal Care Appliances 2016-2020
Table 163 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 164 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 165 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 166 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 167 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 168 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has a slightly negative impact on overall demand
Air purifiers and humidifiers benefit from pandemic-related health concerns
De’Longhi maintains its lead in air treatment products
RECOVERY AND OPPORTUNITIES
Sustained recovery in total volume sales expected from 2021
Diverging fortunes projected for portable room and split air conditioners
Further gains for e-commerce are likely to be gradual
CATEGORY DATA
Table 169 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 170 Sales of Air Treatment Products by Category: Value 2015-2020
Table 171 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 172 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 173 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 174 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 175 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 176 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 177 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 178 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 179 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 180 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025


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