The German market is one of the important manufacturers of home appliances in the European market. In 2019, exports of household goods fell to 9.6 billion euros from 14.6 billion euros due to less production in the country. Germany's major home appliance market has shown slower growth in the home appliance market in the last few years because of the high penetration of appliances in the market. The volume growth is slower but the market is driven by replacement purchases. Germans prefer made in Germany brands home appliances products. They also have a high propensity for consumer appliances with fine design and high comfort.
German’s environmental conscious mindset and its commitment to saving nature and greenery are also driving the market for green large appliances sale where the products are environmental-friendly. Smart home appliances posted double-digit growth rates in 2018 for large home appliances. Large major built-in home appliances are preferred by consumers in the market. The average size of major home appliances is 37 inches or more for the appliances sold in Germany.
Key Market Trends
Rise in Demand of Smart Dishwashers in Germany
Germany has one of the highest penetration of dishwashers among Scandinavian countries. The volume sale of dishwashers dominated the market. Built-in dishwashers are demanded by Germans in the market over freestanding dishwashers.
Germans prefer products of high quality. To cater to the high demand for dishwashers in the country manufacturers are likely to innovate Smart Dishwashers in Germany. The key consideration for manufacturers that consumer in the German market does not particularly care about hyper-connectivity but rather convenience.
Refrigerators Segment Dominated the Germany Major Home Appliance Market
A household refrigerator is an appliance primarily used for food storage, and for protecting the food from contamination. Refrigerators led the large appliance market in Germany. The diffusion rate of large home appliances is highest for the refrigerator among other major home appliances. There are rising sales of refrigerators in the last few years due to the replacement demand of refrigerators in the market. The number of families in Germany is very high, thus requiring refrigerators for food storage. The refrigerator segment is also arising for replacement demand due to the higher power consumption of old refrigerator appliances.
The Germany Home appliance market is fragmented with various local and global players present in the market. Local manufacturers can gain good market share if the products are of high quality and have affordable prices. Major players in the market are BSH Hausgerate Gmbh, Procter & Gamble Germany GmbH, Philips GmbH, Whirlpool, and Electrolux AB.
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Table of Contents
1.2 Study Assumptions
1.3 Scope of the Study
4.2 Market Dynamics
4.3 Value Chain Analysis
4.4 Porter's Five Forces Analysis
4.5 PESTLE Analysis
4.6 Impact of COVID-19 on the Market
4.7 Insights on Government Regulation in the Market
4.8 Insights on Household Goods and White Goods production in Germany
4.9 Insights on Technological Innovations in the Industry
4.10 Insights on Major Built in Appliances in Germany
4.11 Insights on Major Smart Appliances Innovations in Germany
5.1.3 Dishwashing Machines
5.1.4 Washing Machines
5.1.5 Cookers and Ovens
5.2 By Distribution Channel
5.2.1 Supermarket/ Hypermarkets
5.2.2 Specialty Stores
5.2.4 Other Distribution Channel
6.2 Company Profiles
6.2.1 BSH Hausgerate GMBH
6.2.2 Procter & Gamble Germany GmbH
6.2.3 Philips GmbH
6.2.5 Electrolux AB
6.2.6 LG Electronics
6.2.7 Panasonic Corporation
6.2.8 Samsung Electronics
6.2.9 Arcelik A.S
6.2.10 Gorenje Group
A selection of companies mentioned in this report includes:
- BSH Hausgerate GMBH
- Procter & Gamble Germany GmbH
- Philips GmbH
- Electrolux AB
- LG Electronics
- Panasonic Corporation
- Samsung Electronics
- Arcelik A.S
- Gorenje Group