Consumer Appliances in Germany

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Low volume increase, while premiumisation and technology drive higher value growth

KEY DATA FINDINGS

• CHART 1 Key Trends 2025

INDUSTRY PERFORMANCE

• Premium features drive value growth despite muted volume increase
• Smart and AI-powered consumer appliances increasingly favoured
• CHART 2 Samsung Launches Bespoke AI Jet Ultra Cordless Stick Vacuum in Germany
• Consumers seek multifunctional, compact products to save space and offer convenience
• CHART 3 Cosori Launches Dual-Chamber Turbo Tower Pro Smart

WHAT'S NEXT?

• Premiumisation expected to drive growth
• Dynamism for heat pumps due to energy efficiency and cost savings
• Smart technologies and multifunctionality to shape the future
• CHART 4 Analyst Insight
• CHART 5 Growth Decomposition of Consumer Appliances 2024-2029

COMPETITIVE LANDSCAPE

• Leading manufacturers maintain strength through innovation and distribution
• SharkNinja raises the competition, and opportunities remain

CHANNELS

• Appliances and electronics specialists leads offline sales with premium offerings
• The rise of retail e-commerce and further prospects for omnichannel retailing

ECONOMIC CONTEXT

• CHART 6 Real GDP Growth and Inflation 2020-2030
• CHART 7 PEST Analysis in Germany 2025

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in Germany 2025
• CHART 9 Consumer Landscape in Germany 2025

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SOURCES

• Summary 1 Research Sources

AIR CONDITIONERS IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Smart, energy-saving air conditioners preferred, even as pressure from heat pumps grows
• CHART 10 Key Trends 2025

INDUSTRY PERFORMANCE

• A more competitive price point in light of pressure from heat pumps drives volume growth
• Eco-friendly climate control gains momentum in air conditioners in Germany
• CHART 11 Midea PortaSplit Delivers Split-System Performance with Enhanced Eco-Friendly Features
• Smart and AI-powered air conditioners are among the newest product innovations
• CHART 12 Launch of the Xiaomi Mijia Air Conditioner Pro Eco
• Convenience-driven German consumers prioritise easy to use and install air conditioners
• CHART 13 Daikin Offers a Range of Air Conditioners for Every Need

WHAT'S NEXT?

• Competition from heat pumps expected to negatively affect volume growth going forward
• Portable room air conditioners set to maintain the largest share of volume sales
• Energy efficiency and easy installation anticipated to remain key

COMPETITIVE LANDSCAPE

• Chinese players maintain their leading positions in air conditioners in the German market

CHANNELS

• Offline retail used for awareness-raising and valued for personal advice
• Retail e-commerce plays a growing but secondary role

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DISHWASHERS IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Affordability and convenience remain crucial strategies for success
• CHART 14 Key Trends 2025

INDUSTRY PERFORMANCE

• Slow housing market and delayed major purchases
• Sustainability and energy efficiency drive innovation
• CHART 15 Miele Enables Access to the Highest Energy Efficiency for all Income Classes
• Bauknecht drives innovation with multifunctional and compact design
• CHART 16 Bauknecht Launches "45-Slim-Dishwasher" Series

WHAT'S NEXT?

• Volume sales expected to continue declining, but opportunities will remain
• Sustainability and transparency will shape future buying decisions
• CHART 17 Analyst Insight
• Smart home integration to drive future sales

COMPETITIVE LANDSCAPE

• High concentration, with a consumer preference for established brands
• Gorenje gains share by offering convenience at affordable prices
• CHART 18 Gorenje Offers Convenient Features at a More Affordable Price

CHANNELS

• Home products specialists dominates, as most models are part of an integrated kitchen
• Growth for retail e-commerce as exhibition hubs become popular

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FOOD PREPARATION APPLIANCES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Resilience despite regional and national economic uncertainty
• CHART 19 Key Trends 2025

INDUSTRY PERFORMANCE

• Resilient retail volume growth for food preparation appliances despite challenges
• Other food preparation appliances leads sales and drives growth
• Multifunctionality and compact design favoured in food preparation appliances in Germany
• CHART 20 Kenwood Debuts GO KZM35 Compact Stand Mixer, Delivering Full-Size Mixing Power
• Manufacturers innovate with AI and compact designs
• CHART 21 Vorwerk Launches Thermomix TM7 with Built-In AI Cooking Assistant

WHAT'S NEXT?

• Consumers expected to drive demand for versatile and compact kitchen solutions
• CHART 22 Analyst Insight
• Blenders anticipated to see the strongest growth in the forecast period
• German consumers will increasingly expect sustainable appliances

COMPETITIVE LANDSCAPE

• Leading manufacturers maintain strength despite rising competition
• Brands leverage rising demand for sustainability
• CHART 23 Kenwood Launches GO?KZM35 Compact Stand?Mixer with 800?W Eco-Motor

CHANNELS

• Retail offline continues to dominate, as consumers like to see and compare products
• Retail e-commerce maintains its rising trend due to competitive pricing

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HEAT PUMPS IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Government backing for sustainable technologies and rising incomes drive dynamism
• CHART 24 Key Trends 2025

INDUSTRY PERFORMANCE

• Vaillant drives eco-friendly climate control with new heat pumps
• CHART 25 New Heat Pumps from Vaillant
• Air to water heat pumps dominates sales with government backing
• Policy stability crucial for long-term sustainable growth

WHAT'S NEXT?

• Sustainable growth set to be driven by government support and eco-friendly climate control
• Air to water heat pumps expected to maintain dominance
• Policy stability and communication to shape the category

COMPETITIVE LANDSCAPE

• German manufacturers maintain their leading positions
• Emerging players and future prospects

CHANNELS

• Specialist retailers and installers drive sales, while retail e-commerce sees growth
• Emerging collaborations enhance eco-friendly offerings
• Retail e-commerce expected to gain traction

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HOME LAUNDRY APPLIANCES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Sustainability and rising incomes impact home laundry appliances
• CHART 26 Key Trends 2025

INDUSTRY PERFORMANCE

• Growth continues, yet economic sentiment remains fragile
• German consumers increasingly value the single unit functionality of washer dryers
• Multifunctional and compact design among the top trends in home laundry appliances
• CHART 27 LG's WashTower Combines Washing Machine And Dryer in an Innovative Way
• Convenience and customisation become key differentiators beyond energy label 'A'
• CHART 28 Miele's InfinityCare Drum is the First Washing Machine Drum Without "Ribs"

WHAT'S NEXT?

• Innovation expected to remain important in a highly saturated category
• Right to repair to make environmental impact visible
• AI and Matter-compatible smart home laundry appliances will drive energy efficiency

COMPETITIVE LANDSCAPE

• Leading manufacturers maintain dominance through innovation
• Competition intensifying among brands to supersede energy label 'A'
• CHART 29 Samsung Launches Energy-Efficient Bespoke AI Washer Dryer in Germany

CHANNELS

• Appliances and electronics specialists drives offline sales
• Coolblue's rental concept signals shift to service-based retail

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LARGE COOKING APPLIANCES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation drives value growth despite a fall in volume sales
• CHART 30 Key Trends 2025

INDUSTRY PERFORMANCE

• Premium brands drive value growth through advanced features
• CHART 31 Miele Debuts Premium Handleless ArtLine Built-In Ovens In Pearlbeige
• Built in hobs and ovens dominate and see the best performances
• Bosch exemplifies innovation with smart products
• CHART 32 Bosch Presents the AI-Enabled Series 8 Oven
• Sustainability focus impacts large cooking appliances
• CHART 33 Miele Launches Energy-Efficient Oven Range with EcoFan Technology

WHAT'S NEXT?

• Premiumisation will remain evident, but likely to be unable to prevent decline
• Built-in hobs expected to remain dominant, but ovens set to see growth
• AI and sustainability anticipated to shape future offerings

COMPETITIVE LANDSCAPE

• BSH Hausgerate maintains lead through premiumisation
• Opportunities remain for players to capture share through innovation

CHANNELS

• Home products specialists leads offline sales due to advice from staff
• Retail e-commerce grows with competitive pricing and convenience

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MICROWAVES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth in microwaves is sustained by innovation and premiumisation amid maturity
• CHART 34 Key Trends 2025

INDUSTRY PERFORMANCE

• Premiumisation drives value growth despite volume decline
• Freestanding microwaves continues to dominate, but built-in microwaves performs better
• Samsung drives innovation with AI-enabled microwaves
• CHART 35 Samsung's Position Underpinned by AI-Enabled Functionality and Premium Bespoke Design
• Combination ovens gain popularity for saving counter space and multifunctionality

WHAT'S NEXT?

• Premiumisation and smart technologies expected to drive growth for microwaves
• Freestanding microwaves will remain dominant, but built-in models set to see growth
• Sustainability expected to shape business strategies

COMPETITIVE LANDSCAPE

• Leading brands maintain dominance through innovation and partnerships
• Opportunities by focusing on built-in and premium models

CHANNELS

• Appliances and electronics specialists drives offline sales, but omnichannel rising

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PERSONAL CARE APPLIANCES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Innovation, premiumisation, and rising disposable incomes drive volume growth
• CHART 36 Key Trends 2025

INDUSTRY PERFORMANCE

• Philips drives growth with innovative subscription services
• CHART 37 Philips' Newest IPL Model Comes with a "Try and Buy" Offer
• Innovative technologies and changing trends drive varied performances
• Dreame drives innovation with multifunctional hair stylers
• CHART 38 Dreame Joins Hair Stylers with a Multifunctional Product

WHAT'S NEXT?

• Product innovation and new technology set to drive growth and category shifts
• Sustainability and energy efficiency expected to be an increasingly important factor
• "Try and Buy" could be expanded to lower barriers to entry

COMPETITIVE LANDSCAPE

• Procter & Gamble and Philips continue to dominate, but see stronger competition
• SharkNinja competes directly with Dyson in hair care appliances
• CHART 39 Shark's FlexStyle Rivals the Dyson Airwrap

CHANNELS

• Appliances and electronics specialists leads as consumers like to see products in person
• Retail e-commerce gains traction due to wide product range and competitive prices

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REFRIGERATION APPLIANCES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation and innovation drive value growth despite volume decline
• CHART 40 Key Trends 2025

INDUSTRY PERFORMANCE

• Rising disposable incomes and premiumisation drive value growth despite volume decline
• Fridge freezers maintains its lead, but no category sees volume growth
• Regulatory pressure, consumer demand and new launches drive move to sustainability
• CHART 41 Miele Launches More Energy-Efficient Under-Counter Refrigerators and Freezers
• Samsung drives smart and AI-powered innovation with advanced features
• CHART 42 Samsung Launches Bespoke AI Refrigerators with AI Home Display and Upgraded AI

WHAT'S NEXT?

• Growth expected in both volume and value terms, with energy efficiency more important
• Fridge freezers will remain the largest category and see the highest growth
• Premiumisation set to drive growth as consumers look for both performance and aesthetics
• CHART 43 Analyst Insight

COMPETITIVE LANDSCAPE

• Leading companies maintain their strength through premiumisation
• CHART 44 Miele Announces Mastercool III Premium Built-In Refrigeration Appliances
• Opportunities by focusing on premiumisation and technological innovation

CHANNELS

• Appliances and electronics specialists drives offline sales, especially of premium products
• Retail e-commerce is important for products with straightforward specifications

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SMALL COOKING APPLIANCES IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation and social media drive slow volume growth for small cooking appliances
• CHART 45 Key Trends 2025

INDUSTRY PERFORMANCE

• Growth continues, with air fryers seeing exceptional dynamism
• Growth of premium products led by social media and influencer marketing
• CHART 46 Cosori Uses Influencer Push for its Dual-Chamber Turbo Tower Pro Smart Air Fryer
• Multifunctionality drives innovation and sales growth
• CHART 47 WMF Launches Multi Taste 5-In-1 Compact Air Fryer

WHAT'S NEXT?

• Consumers expected to drive demand for multifunctional and sustainable appliances
• Air fryers forecast to lead growth in small cooking appliances due to speedy, healthy cooking
• Businesses must adapt to changing consumer preferences and technological advancements
• CHART 48 Analyst Insight

COMPETITIVE LANDSCAPE

• Leading players maintain their positions despite sales and share declines
• SharkNinja climbs the ranking due to innovative premium products
• CHART 49 Ninja launches Crispi 4-in-1 portable glass air fryer in Germany

CHANNELS

• Appliances and electronics specialists drives sales through demonstrations
• Retail e-commerce plays a significant role in sales

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VACUUM CLEANERS IN GERMANY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Robotic and stick vacuum cleaners see volume growth, although the overall increase is minimal
• CHART 50 Key Trends 2025

INDUSTRY PERFORMANCE

• Despite a high possession rate, growth driven by upgrading and rising incomes
• Standard vacuum cleaners remains dominant despite declining sales
• Convenience and customisation trend drives growth
• CHART 51 Robotic Vacuum Cleaners from Roborock and Dreame Have "Arms" and "Legs"
• Dust protection and hygiene features drive premium sales
• CHART 52 Miele Launches Guard L1 Comfort Vacuum Cleaner With Optimal Dust Protection
• Compact and multifunctional designs boost sales
• CHART 53 Samsung's New Bespoke AI Jet is Even Slimmer Than its Predecessor

WHAT'S NEXT?

• Value growth as consumers expected to upgrade, despite volume decline
• Continued dynamism for robotic vacuum cleaners as consumers seek to save time
• CHART 54 Analyst Insight
• Sustainability to be driven by regulation and changing consumer behaviour

COMPETITIVE LANDSCAPE

• Dyson and Miele lead with innovation and trust, predominately in standard vacuum cleaners
• Innovation drives growth for players in robotic vacuum cleaners

CHANNELS

• Appliances and electronics specialists drives offline sales
• Retail e-commerce gains traction due to changing habits, with a move to omnichannel

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