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PUBLISHER: Euromonitor International | PRODUCT CODE: 1166440

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PUBLISHER: Euromonitor International | PRODUCT CODE: 1166440

Consumer Appliances in Germany

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The retail volume growth of consumer appliances is set to slow down during 2022, although higher current value growth is expected due to rising unit prices. The main categories still ensuring positive volume growth despite the uncertain economic environment in Germany are expected to be within small appliances, including air treatment products and food preparation appliances. Value sales have also outperformed volume in these categories, due to long-lasting changes in consumer behaviour and life...

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 2017-2021, 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 2026 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.
Product Code: WGDE

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

  • Consumer appliances in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for consumer appliances?

MARKET INDICATORS

  • Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
  • Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

  • Table 3 Sales of Consumer Appliances by Category: Volume 2017-2022
  • Table 4 Sales of Consumer Appliances by Category: Value 2017-2022
  • Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
  • Table 6 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
  • Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
  • Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
  • Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
  • Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
  • Table 11 Sales of Small Appliances by Category: Volume 2017-2022
  • Table 12 Sales of Small Appliances by Category: Value 2017-2022
  • Table 13 Sales of Small Appliances by Category: % Volume Growth 2017-2022
  • Table 14 Sales of Small Appliances by Category: % Value Growth 2017-2022
  • Table 15 NBO Company Shares of Major Appliances: % Volume 2018-2022
  • Table 16 LBN Brand Shares of Major Appliances: % Volume 2019-2022
  • Table 17 NBO Company Shares of Small Appliances: % Volume 2018-2022
  • Table 18 LBN Brand Shares of Small Appliances: % Volume 2019-2022
  • Table 19 Distribution of Major Appliances by Format: % Volume 2017-2022
  • Table 20 Distribution of Small Appliances by Format: % Volume 2017-2022
  • Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
  • Table 22 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
  • Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
  • Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
  • Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
  • Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
  • Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
  • Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
  • Table 29 Forecast Sales of Small Appliances by Category: Volume 2022-2027
  • Table 30 Forecast Sales of Small Appliances by Category: Value 2022-2027
  • Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
  • Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

  • Summary 1 Research Sources

REFRIGERATION APPLIANCES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Strong inflation lifts overall value performance in Germany
  • Refrigeration appliances may benefit from collaborations
  • German players retain consumer trust, but suffer from the search for lower prices

PROSPECTS AND OPPORTUNITIES

  • Fridge-freezers expected to take further share from fridges and freezers
  • Housing market to soften decline within refrigeration appliances
  • Refrigeration appliances set to see slower price rises in the coming years

CATEGORY DATA

  • Table 33 Sales of Refrigeration Appliances by Category: Volume 2017-2022
  • Table 34 Sales of Refrigeration Appliances by Category: Value 2017-2022
  • Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
  • Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
  • Table 37 Sales of Freezers by Format: % Volume 2017-2022
  • Table 38 Sales of Freezers by Volume Capacity: % Volume 2017-2022
  • Table 39 Sales of Fridge Freezers by Format: % Volume 2017-2022
  • Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
  • Table 41 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
  • Table 42 Sales of Fridges by Volume Capacity: % Volume 2017-2022
  • Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
  • Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
  • Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
  • Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
  • Table 47 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
  • Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
  • Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
  • Table 50 Production of Refrigeration Appliances: Total Volume 2017-2022
  • Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
  • Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
  • Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
  • Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

HOME LAUNDRY APPLIANCES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Home laundry appliances impacted by economic events
  • Sales of automatic washer dryers on the rise
  • BSH Hausgerate leads home laundry appliances in Germany

PROSPECTS AND OPPORTUNITIES

  • Pulled forward purchases negatively affect forecast for home laundry appliances
  • Innovations in home laundry appliances need to check various boxes
  • Future channels and pricing models

CATEGORY DATA

  • Table 55 Sales of Home Laundry Appliances by Category: Volume 2017-2022
  • Table 56 Sales of Home Laundry Appliances by Category: Value 2017-2022
  • Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
  • Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
  • Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
  • Table 60 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
  • Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
  • Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
  • Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
  • Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
  • Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
  • Table 66 Production of Home Laundry Appliances: Total Volume 2017-2022
  • Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
  • Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
  • Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
  • Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

DISHWASHERS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Macroeconomic events a driver of development
  • Smart attributes drive sales in 2022
  • Siemens, Bosch and Miele remain the leading brands

PROSPECTS AND OPPORTUNITIES

  • Dishwashers expected to continue its volume decline over the forecast period
  • Table-top dishwashers could become a niche
  • Increasing e-commerce opportunities

CATEGORY DATA

  • Table 71 Sales of Dishwashers by Category: Volume 2017-2022
  • Table 72 Sales of Dishwashers by Category: Value 2017-2022
  • Table 73 Sales of Dishwashers by Category: % Volume Growth 2017-2022
  • Table 74 Sales of Dishwashers by Category: % Value Growth 2017-2022
  • Table 75 Sales of Dishwashers by Format: % Volume 2017-2022
  • Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
  • Table 77 NBO Company Shares of Dishwashers: % Volume 2018-2022
  • Table 78 LBN Brand Shares of Dishwashers: % Volume 2019-2022
  • Table 79 Distribution of Dishwashers by Format: % Volume 2017-2022
  • Table 80 Production of Dishwashers: Total Volume 2017-2022
  • Table 81 Forecast Sales of Dishwashers by Category: Volume 2022-2027
  • Table 82 Forecast Sales of Dishwashers by Category: Value 2022-2027
  • Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
  • Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

LARGE COOKING APPLIANCES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Large cooking appliances keeps growing in value terms, but sees volume decline
  • Multifunction, steam and connectivity
  • German manufacturers are trusted, while consumers are brand-loyal

PROSPECTS AND OPPORTUNITIES

  • Volume sales of large cooking appliances set to decline over the forecast period
  • Healthy alternatives to microwaves and other forms of cooking are demanded
  • E-commerce should not be underestimated within large cooking appliances

CATEGORY DATA

  • Table 85 Sales of Large Cooking Appliances by Category: Volume 2017-2022
  • Table 86 Sales of Large Cooking Appliances by Category: Value 2017-2022
  • Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
  • Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
  • Table 89 Sales of Built-in Hobs by Format: % Volume 2017-2022
  • Table 90 Sales of Ovens by Connected Appliances: % Volume 2018-2022
  • Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
  • Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
  • Table 93 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
  • Table 94 NBO Company Shares of Ovens: % Volume 2018-2022
  • Table 95 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
  • Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
  • Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
  • Table 98 NBO Company Shares of Cookers: % Volume 2018-2022
  • Table 99 NBO Company Shares of Range Cookers: % Volume 2018-2022
  • Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
  • Table 101 Production of Large Cooking Appliances: Total Volume 2017-2022
  • Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
  • Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
  • Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
  • Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

MICROWAVES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Volume sales of microwaves suffer from production issues
  • Microwaves are being integrated into the smart home
  • VESTEL remains the leader in microwaves in Germany

PROSPECTS AND OPPORTUNITIES

  • Further declines expected due to high inflation and uncertainty amongst consumers
  • Potential for microwaves as a substitute for ovens
  • Online sales equally important to offline sales

CATEGORY DATA

  • Table 106 Sales of Microwaves by Category: Volume 2017-2022
  • Table 107 Sales of Microwaves by Category: Value 2017-2022
  • Table 108 Sales of Microwaves by Category: % Volume Growth 2017-2022
  • Table 109 Sales of Microwaves by Category: % Value Growth 2017-2022
  • Table 110 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
  • Table 111 NBO Company Shares of Microwaves: % Volume 2018-2022
  • Table 112 LBN Brand Shares of Microwaves: % Volume 2019-2022
  • Table 113 Distribution of Microwaves by Format: % Volume 2017-2022
  • Table 114 Production of Microwaves: Total Volume 2017-2022
  • Table 115 Forecast Sales of Microwaves by Category: Volume 2022-2027
  • Table 116 Forecast Sales of Microwaves by Category: Value 2022-2027
  • Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
  • Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

FOOD PREPARATION APPLIANCES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Boom in sales of food preparation appliances not over yet
  • Inflation has a significant impact on value growth
  • The battle within high-end food processors intensifies

PROSPECTS AND OPPORTUNITIES

  • Inflation will lead to premiumisation, driving retail current value growth
  • Connectivity set to continue to grow in importance
  • Renewed consumer interest in home cooking expected to outlast the pandemic

CATEGORY DATA

  • Table 119 Sales of Food Preparation Appliances by Category: Volume 2017-2022
  • Table 120 Sales of Food Preparation Appliances by Category: Value 2017-2022
  • Table 121 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
  • Table 122 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
  • Table 123 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
  • Table 124 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
  • Table 125 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
  • Table 126 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
  • Table 127 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
  • Table 128 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
  • Table 129 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

SMALL COOKING APPLIANCES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Hybrid working supports ongoing volume growth in 2022, although at a slower pace
  • Healthy eating and promotional activity support further dynamic growth for light fryers
  • Severin continues to lead small cooking appliances with its diverse portfolio

PROSPECTS AND OPPORTUNITIES

  • Reduction in replacement purchases will weigh on demand
  • Hybrid working will support continued strong demand for coffee machines
  • Small cooking appliances with healthy eating claims will remain popular

CATEGORY DATA

  • Table 130 Sales of Small Cooking Appliances by Category: Volume 2017-2022
  • Table 131 Sales of Small Cooking Appliances by Category: Value 2017-2022
  • Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
  • Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
  • Table 134 Sales of Freestanding Hobs by Format: % Volume 2017-2022
  • Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
  • Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
  • Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
  • Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
  • Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
  • Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
  • Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

VACUUM CLEANERS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Simple to use and cordless vacuum cleaners drive sales
  • Wet and dry vacuum cleaners gain interest in Germany
  • Dyson, BSH Hausgerate and Techtronic continue to lead vacuum cleaners

PROSPECTS AND OPPORTUNITIES

  • Continued declining trend expected for standard vacuum cleaners
  • Robotic vacuum cleaners set to keep growing
  • Shift to e-commerce likely to continue

CATEGORY DATA

  • Table 142 Sales of Vacuum Cleaners by Category: Volume 2017-2022
  • Table 143 Sales of Vacuum Cleaners by Category: Value 2017-2022
  • Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
  • Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
  • Table 146 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
  • Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
  • Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
  • Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
  • Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
  • Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
  • Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
  • Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027

PERSONAL CARE APPLIANCES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • Pandemic-driven lifestyle changes fuel sales of personal care appliances
  • More and more start-ups enter oral care appliances
  • Braun and Oral-B lead personal care appliances

PROSPECTS AND OPPORTUNITIES

  • Ongoing innovation will keep driving sales of personal care appliances in Germany
  • Sustainability a factor in personal care appliances
  • Pandemic sets a path for lasting growth in e-commerce

CATEGORY DATA

  • Table 154 Sales of Personal Care Appliances by Category: Volume 2017-2022
  • Table 155 Sales of Personal Care Appliances by Category: Value 2017-2022
  • Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
  • Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
  • Table 158 Sales of Body Shavers by Format: % Volume 2017-2022
  • Table 159 Sales of Hair Care Appliances by Format: % Volume 2017-2022
  • Table 160 NBO Company Shares of Personal Care Appliances 2018-2022
  • Table 161 LBN Brand Shares of Personal Care Appliances 2019-2022
  • Table 162 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
  • Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
  • Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
  • Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
  • Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

AIR TREATMENT PRODUCTS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

  • A shift of consumer awareness, caused by heatwaves
  • Air purifiers on the rise, continuing to be positively impacted by health factors
  • Players in air purifiers gain volume share in 2022

PROSPECTS AND OPPORTUNITIES

  • Germany is expected to heat up, driving growth of air treatment products
  • Split air conditioners have to be approved by cautious German renters and landlords
  • E-commerce expected to become more important

CATEGORY DATA

  • Table 167 Sales of Air Treatment Products by Category: Volume 2017-2022
  • Table 168 Sales of Air Treatment Products by Category: Value 2017-2022
  • Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
  • Table 170 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
  • Table 171 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
  • Table 172 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
  • Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
  • Table 174 Distribution of Air Treatment Products by Format: % Volume 2017-2022
  • Table 175 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
  • Table 176 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
  • Table 177 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
  • Table 178 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027
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