Germany is one of the important markets in Europe and is third in the world after the United States and China in terms of production of household appliances. It has been the focal point of development in terms of innovation. Germany is one of the most populated nations among the Western European nations and has around 20% of the European 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 2017. The small appliance market in Germany is poised to grow in the future, however, the growth rate is decelerated in 2020. These appliances are small devices, which are portable and semi-portable in nature, and they are used for doing various household tasks.
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 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 the German households were using smart appliances in 2018, which is likely to grow further in the future, owing to the development of technology,
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 increased the number of smart home customers by 80% 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 number of persons who shop online has increased, and the average amount of online purchases has also increased, as consumers started buying more products online. The German market is also witnessing the use of the online channel for buying home appliances, including small appliances, The sale of small appliances through e-commerce is projected to grow further over the forecast period, owing to high mobile and internet users and easy click and delivery options for consumers. However, traditional channels still account for the majority of small appliance sales in the market.
The German 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 Hausgeräte are three major players of the small appliance market in Germany. The consumers are more dynamic than earlier, and they are adopting different methods to choose their products in the small appliance market.
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Table of Contents
1.2 Scope of the Study
2.2 Research Phases
4.2 Market Drivers
4.3 Market Restraints
4.4 Value Chain Analysis
4.5 PESTLE Analysis
4.6 Porter's Five Forces Analysis
4.7 Insights into Impact of COVID-19 on the Market
4.8 Insights into Multi-functional Small Home Appliances
4.9 Insights into Government Regulations in the Market
4.10 Insights into Technological Disruptions in the Market
5.1.1 Vacuum Cleaners
5.1.2 Small Kitchen Appliances
5.1.3 Hair Clippers
5.1.6 Hair Dryers
5.1.7 Coffee Machines
5.1.8 Grills and Roasters
5.2 By Distribution Channel
6.2 Mergers and Acquisitions
6.3 Company Profiles
6.3.1 BSH Hausgerate GmbH
6.3.2 Bauknecht Hausgerate GmbH
6.3.3 C. Bomann GmbH
6.3.4 Gaggenau Hausgerate
6.3.5 AB Electrolux
6.3.6 Philips GmbH
6.3.7 Arcelik AS
6.3.8 Candy Hoover GmbH
6.3.9 Liebherr-Hausgerate GmbH
6.3.10 LG Electronics GmbH
A selection of companies mentioned in this report includes:
- BSH Hausgerate GmbH
- Bauknecht Hausgerate GmbH
- C. Bomann GmbH
- Gaggenau Hausgerate
- AB Electrolux
- Philips GmbH
- Arcelik AS
- Candy Hoover GmbH
- Liebherr-Hausgerate GmbH
- LG Electronics GmbH