Table of Content

Consumer Appliances in Germany
Euromonitor International
December 2021

List Of Contents And Tables

CONSUMER APPLIANCES IN GERMANY
EXECUTIVE SUMMARY
Consumer appliances in 2021: The big picture
2021 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 2016-2021
Table 2 Replacement Cycles of Consumer Appliances by Category 2016-2021
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2021-2026
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2021-2026
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2016-2021
Table 6 Sales of Consumer Appliances by Category: Value 2016-2021
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2016-2021
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2016-2021
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2016-2021
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2016-2021
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2016-2021
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2016-2021
Table 13 Sales of Small Appliances by Category: Volume 2016-2021
Table 14 Sales of Small Appliances by Category: Value 2016-2021
Table 15 Sales of Small Appliances by Category: % Volume Growth 2016-2021
Table 16 Sales of Small Appliances by Category: % Value Growth 2016-2021
Table 17 NBO Company Shares of Major Appliances: % Volume 2017-2021
Table 18 LBN Brand Shares of Major Appliances: % Volume 2018-2021
Table 19 NBO Company Shares of Small Appliances: % Volume 2017-2021
Table 20 LBN Brand Shares of Small Appliances: % Volume 2018-2021
Table 21 Distribution of Major Appliances by Format: % Volume 2016-2021
Table 22 Distribution of Small Appliances by Format: % Volume 2016-2021
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2021-2026
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2021-2026
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2021-2026
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2021-2026
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2021-2026
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2021-2026
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2021-2026
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2021-2026
Table 31 Forecast Sales of Small Appliances by Category: Volume 2021-2026
Table 32 Forecast Sales of Small Appliances by Category: Value 2021-2026
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2021-2026
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Surge in demand during home seclusion results in return to declines for refrigeration appliances in 2021
Larger capacity appreciated by German consumers
BSH enjoys high trust amongst German consumers
PROSPECTS AND OPPORTUNITIES
More positive outlook for smaller areas of the category
Smart tipping point approaches
Accelerating housing market to benefit built-in appliances
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2016-2021
Table 36 Sales of Refrigeration Appliances by Category: Value 2016-2021
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2016-2021
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2016-2021
Table 39 Sales of Freezers by Format: % Volume 2016-2021
Table 40 Sales of Freezers by Volume Capacity: % Volume 2016-2021
Table 41 Sales of Fridge Freezers by Format: % Volume 2016-2021
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2016-2021
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2017-2021
Table 44 Sales of Fridges by Volume Capacity: % Volume 2016-2021
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2017-2021
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2018-2021
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2017-2021
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2017-2021
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2017-2021
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2017-2021
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2016-2021
Table 52 Production of Refrigeration Appliances: Total Volume 2016-2021
Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2021-2026
Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2021-2026
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2021-2026
Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2021-2026
HOME LAUNDRY APPLIANCES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
2020 spike cannibalises purchases in 2021
Hygiene and efficiency drive consumers’ decisions
BSH retains convincing leadership of home laundry appliances in Germany
PROSPECTS AND OPPORTUNITIES
Manufacturers target hygiene and connectivity
Sharing economy pushed by German powerhouse
Premium products will be increasingly demanded by affluent Germans
CATEGORY DATA
Table 57 Sales of Home Laundry Appliances by Category: Volume 2016-2021
Table 58 Sales of Home Laundry Appliances by Category: Value 2016-2021
Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2016-2021
Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2016-2021
Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2016-2021
Table 62 Sales of Automatic Washing Machines by Format: % Volume 2016-2021
Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2016-2021
Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2017-2021
Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2017-2021
Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2018-2021
Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2016-2021
Table 68 Production of Home Laundry Appliances: Total Volume 2016-2021
Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2021-2026
Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2021-2026
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2021-2026
Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2021-2026
DISHWASHERS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
2020’s performance heavily impacts demand in 2021
Easy to use, space efficiency and hygiene appreciated by German consumers
Bosch, Siemens and Miele lead and continue to innovate
PROSPECTS AND OPPORTUNITIES
Further declines predicted for dishwashers over the forecast period
New laws could favour dishwasher sales
Preference for physical retailers limits stronger e-commerce penetration
CATEGORY DATA
Table 73 Sales of Dishwashers by Category: Volume 2016-2021
Table 74 Sales of Dishwashers by Category: Value 2016-2021
Table 75 Sales of Dishwashers by Category: % Volume Growth 2016-2021
Table 76 Sales of Dishwashers by Category: % Value Growth 2016-2021
Table 77 Sales of Dishwashers by Format: % Volume 2016-2021
Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2017-2021
Table 79 NBO Company Shares of Dishwashers: % Volume 2017-2021
Table 80 LBN Brand Shares of Dishwashers: % Volume 2018-2021
Table 81 Distribution of Dishwashers by Format: % Volume 2016-2021
Table 82 Production of Dishwashers: Total Volume 2016-2021
Table 83 Forecast Sales of Dishwashers by Category: Volume 2021-2026
Table 84 Forecast Sales of Dishwashers by Category: Value 2021-2026
Table 85 Forecast Sales of Dishwashers by Category: % Volume Growth 2021-2026
Table 86 Forecast Sales of Dishwashers by Category: % Value Growth 2021-2026
LARGE COOKING APPLIANCES IN GERMANY
2021 DEVELOPMENTS
Low declines for large cooking appliances in 2021 following surge in demand during home seclusion
Pandemic encourages Germans to cook
Big players experiment with smaller sizes to adapt to urbanisation trend
PROSPECTS AND OPPORTUNITIES
Growth rates to further slow over forecast period
Steam innovation
Connected ovens show potential
CATEGORY DATA
Table 87 Sales of Large Cooking Appliances by Category: Volume 2016-2021
Table 88 Sales of Large Cooking Appliances by Category: Value 2016-2021
Table 89 Sales of Large Cooking Appliances by Category: % Volume Growth 2016-2021
Table 90 Sales of Large Cooking Appliances by Category: % Value Growth 2016-2021
Table 91 Sales of Built-in Hobs by Format: % Volume 2016-2021
Table 92 Sales of Ovens by Connected Appliances: % Volume 2017-2021
Table 93 NBO Company Shares of Large Cooking Appliances: % Volume 2017-2021
Table 94 LBN Brand Shares of Large Cooking Appliances: % Volume 2018-2021
Table 95 NBO Company Shares of Built-in Hobs: % Volume 2017-2021
Table 96 NBO Company Shares of Ovens: % Volume 2017-2021
Table 97 NBO Company Shares of Cooker Hoods: % Volume 2017-2021
Table 98 NBO Company Shares of Built-in Cooker Hoods: % Volume 2017-2021
Table 99 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2017-2021
Table 100 NBO Company Shares of Cookers: % Volume 2017-2021
Table 101 NBO Company Shares of Range Cookers: % Volume 2017-2021
Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2016-2021
Table 103 Production of Large Cooking Appliances: Total Volume 2016-2021
Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2021-2026
Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2021-2026
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2021-2026
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2021-2026
MICROWAVES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Microwaves affected by pulled forward demand in 2020
German consumers prefer multifunctional devices
Stable positions for leading players in a consolidated landscape
PROSPECTS AND OPPORTUNITIES
Microwaves driven by many factors but category is still expected to see further declines
Health and sustainability trends could affect microwaves but in what direction?
E-commerce expected to further penetrate microwaves
CATEGORY DATA
Table 108 Sales of Microwaves by Category: Volume 2016-2021
Table 109 Sales of Microwaves by Category: Value 2016-2021
Table 110 Sales of Microwaves by Category: % Volume Growth 2016-2021
Table 111 Sales of Microwaves by Category: % Value Growth 2016-2021
Table 112 Sales of Microwaves by Connected Appliances: % Volume 2017-2021
Table 113 NBO Company Shares of Microwaves: % Volume 2017-2021
Table 114 LBN Brand Shares of Microwaves: % Volume 2018-2021
Table 115 Distribution of Microwaves by Format: % Volume 2016-2021
Table 116 Production of Microwaves: Total Volume 2016-2021
Table 117 Forecast Sales of Microwaves by Category: Volume 2021-2026
Table 118 Forecast Sales of Microwaves by Category: Value 2021-2026
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2021-2026
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2021-2026
FOOD PREPARATION APPLIANCES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cooking at home accelerates growth in 2021
Juice extractors remains dynamic performer in 2021, supported by health trend
Consolidated competitive landscape with major brands benefiting from strong consumer trust
PROSPECTS AND OPPORTUNITIES
2022 likely to be less dynamic but healthy living trend will continue to drive sales
Multifunctionality to appeal to busy consumers returning to daily routines
E-commerce to become more integral to consumer path to purchase
CATEGORY DATA
Table 121 Sales of Food Preparation Appliances by Category: Volume 2016-2021
Table 122 Sales of Food Preparation Appliances by Category: Value 2016-2021
Table 123 Sales of Food Preparation Appliances by Category: % Volume Growth 2016-2021
Table 124 Sales of Food Preparation Appliances by Category: % Value Growth 2016-2021
Table 125 NBO Company Shares of Food Preparation Appliances: % Volume 2017-2021
Table 126 LBN Brand Shares of Food Preparation Appliances: % Volume 2018-2021
Table 127 Distribution of Food Preparation Appliances by Format: % Volume 2016-2021
Table 128 Forecast Sales of Food Preparation Appliances by Category: Volume 2021-2026
Table 129 Forecast Sales of Food Preparation Appliances by Category: Value 2021-2026
Table 130 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2021-2026
Table 131 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2021-2026
SMALL COOKING APPLIANCES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Ongoing home seclusion in 2021 supports demand for small cooking appliances
Consumers embrace coffee machines to replicate the caf? experience at home
With a broad product portfolio, Severin Elektroger?te strengthens leadership
PROSPECTS AND OPPORTUNITIES
Slowdown in demand but retail volume sales will remain higher than pre-pandemic levels
Various forms of digitalisation to feature more heavily in the future
Increasing health consciousness to drive further growth of light fryers
CATEGORY DATA
Table 132 Sales of Small Cooking Appliances by Category: Volume 2016-2021
Table 133 Sales of Small Cooking Appliances by Category: Value 2016-2021
Table 134 Sales of Small Cooking Appliances by Category: % Volume Growth 2016-2021
Table 135 Sales of Small Cooking Appliances by Category: % Value Growth 2016-2021
Table 136 Sales of Freestanding Hobs by Format: % Volume 2016-2021
Table 137 NBO Company Shares of Small Cooking Appliances: % Volume 2017-2021
Table 138 LBN Brand Shares of Small Cooking Appliances: % Volume 2018-2021
Table 139 Distribution of Small Cooking Appliances by Format: % Volume 2016-2021
Table 140 Forecast Sales of Small Cooking Appliances by Category: Volume 2021-2026
Table 141 Forecast Sales of Small Cooking Appliances by Category: Value 2021-2026
Table 142 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2021-2026
Table 143 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2021-2026
VACUUM CLEANERS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further demand for vacuum cleaners following 2020?s spike in sales
Cylinder models preferred in Germany
Dyson retains slim leadership of vacuum cleaners in Germany
PROSPECTS AND OPPORTUNITIES
Saturated markets and outdated products will be substituted
Handheld vacuum cleaners could gain momentum later in forecast period
Steam technology to suit consumers? hygiene needs
CATEGORY DATA
Table 144 Sales of Vacuum Cleaners by Category: Volume 2016-2021
Table 145 Sales of Vacuum Cleaners by Category: Value 2016-2021
Table 146 Sales of Vacuum Cleaners by Category: % Volume Growth 2016-2021
Table 147 Sales of Vacuum Cleaners by Category: % Value Growth 2016-2021
Table 148 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2017-2021
Table 149 NBO Company Shares of Vacuum Cleaners: % Volume 2017-2021
Table 150 LBN Brand Shares of Vacuum Cleaners: % Volume 2018-2021
Table 151 Distribution of Vacuum Cleaners by Format: % Volume 2016-2021
Table 152 Forecast Sales of Vacuum Cleaners by Category: Volume 2021-2026
Table 153 Forecast Sales of Vacuum Cleaners by Category: Value 2021-2026
Table 154 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2021-2026
Table 155 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2021-2026
PERSONAL CARE APPLIANCES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to out-of-home occasions boosts sales of beauty-related appliances
E-commerce gains further penetration to reach all consumer groups
Polarisation of oral care appliances hits mid-priced players
PROSPECTS AND OPPORTUNITIES
Consumer behaviour permanently changed by pandemic
High-end appliances offer greatest potential
Sustainability increasing in importance for both consumers and brands
CATEGORY DATA
Table 156 Sales of Personal Care Appliances by Category: Volume 2016-2021
Table 157 Sales of Personal Care Appliances by Category: Value 2016-2021
Table 158 Sales of Personal Care Appliances by Category: % Volume Growth 2016-2021
Table 159 Sales of Personal Care Appliances by Category: % Value Growth 2016-2021
Table 160 Sales of Body Shavers by Format: % Volume 2016-2021
Table 161 Sales of Hair Care Appliances by Format: % Volume 2016-2021
Table 162 NBO Company Shares of Personal Care Appliances 2017-2021
Table 163 LBN Brand Shares of Personal Care Appliances 2018-2021
Table 164 Distribution of Personal Care Appliances by Format: % Volume 2016-2021
Table 165 Forecast Sales of Personal Care Appliances by Category: Volume 2021-2026
Table 166 Forecast Sales of Personal Care Appliances by Category: Value 2021-2026
Table 167 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2021-2026
Table 168 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2021-2026
AIR TREATMENT PRODUCTS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cold summer negatively impacts demand for split air conditioners
Air purifiers appreciated for reasons beyond pandemic
De’Longhi retains leads of air treatment products but faces competition from a furniture giant
PROSPECTS AND OPPORTUNITIES
Pandemic drives awareness of importance of air quality amongst Germans
Simplicity and easy usage will be key to conquering German market
E-commerce adoption accelerated by pandemic with further penetration likely
CATEGORY DATA
Table 169 Sales of Air Treatment Products by Category: Volume 2016-2021
Table 170 Sales of Air Treatment Products by Category: Value 2016-2021
Table 171 Sales of Air Treatment Products by Category: % Volume Growth 2016-2021
Table 172 Sales of Air Treatment Products by Category: % Value Growth 2016-2021
Table 173 Sales of Air Conditioners by Connected Appliances: % Volume 2017-2021
Table 174 NBO Company Shares of Air Treatment Products: % Volume 2017-2021
Table 175 LBN Brand Shares of Air Treatment Products: % Volume 2018-2021
Table 176 Distribution of Air Treatment Products by Format: % Volume 2016-2021
Table 177 Forecast Sales of Air Treatment Products by Category: Volume 2021-2026
Table 178 Forecast Sales of Air Treatment Products by Category: Value 2021-2026
Table 179 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2021-2026
Table 180 Forecast Sales of Air Treatment Products by Category: % Value Growth 2021-2026