Germany is one of the important markets in Europe and is third in the world after the United States and China for the production of household appliances. It has been the focal point of development in terms of doing innovation for the consumers in the market. Germany is one of the most populated nations among the Western European nation and has around 20% of total Europe’s population. Germany is considered a matured market in terms of penetration of the home appliances market as the population is highly urbanized and higher disposable incomes of the individuals.

The Small home appliances market accounted for over 30% of the total home appliance market share in the year 2017. The small appliance market in Germany is poised to grow in the future, however, the growth rate is decelerated in the year 2020. These appliances are small devices which are portable and semi-portable in nature and used for doing the various household task.

The small appliances with fine design and high comfort are highly preferred in the market. There is a high demand for automatic coffee machines, vacuum cleaners with battery in the market, dryers with heat-pump etc. Other small appliances such as blenders, toasters, mixers, and hotplates also support the growth and development of the overall small home appliance market in Germany.

The emergence of recycling electronic products and advanced technologies such as virtual reality, IoT solutions, and robotics in the manufacturing of household appliance products in order to achieve efficiency and low cost is providing significant advantages to the small appliance market in Germany. New and premium technology is being integrated in many small home appliances products in Germany and interest in these types of products is increasing among consumers.

Key Market Trends

Smart Homes are driving the growth of Small Appliances in Germany

Germans are utilizing the benefits of smart-home appliances such as remote-controlled heating and energy-saving apps. German smart-homes are projected to grow in the future. Around 15% of German households were using smart appliances in 2018, which is likely to grow further in the future owing to the development of technology,

Innovation and the cost of the appliances. Smart Appliances usage is also projected to grow in the future, with energy management, comfort and lighting, control and connectivity, and security. The Germans are more focused on the energy-saving application of smart home appliances and also prefer to use small appliances that are energy efficient. For instance, Deutsche Telekom has increased the number of smart-home customers by 80 percent to almost 300,000 and it regards the field as an important aspect of the development.

E-commerce as a distribution channel is expected to develop in future for the growth of Small Home Appliances

Europe’s e-commerce has seen various changes in the past years. The numbers of persons who shop online have increased; the average amount of online purchase has also increased as consumers started buying more products online. Germany market is also witnessing the use of the online channel for buying home appliances including small appliances, The sale of the small appliance through e-commerce is projected to grow further in the forecast period owing to high mobile and internet users and easy click and delivery options for the consumers. However, traditional channels still account for the majority of small appliance sales in the market.

Competitive Landscape

Germany Small Home Appliance market is fragmented with the presence of local and global brands present in the market. Severin Elektrogerate Gmbh, Clatronic, De’Longhi Deutschland d, and BSH Hausger?te are three major players of the small appliance market in Germany. The consumers are more dynamic than earlier and are adopting different methods to choose their products in the small appliance market.

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