The small domestic appliance market - Germany

The global market for small appliances has seen robust growth, with an expected compound annual growth rate of 8.45% between 2020 and 2024, which would value the market at $159 billion by the end of this forecast period. The German small appliances sector has been particularly dynamic, recording a significant 5% annual increase in 2020, and marking an exceptional 16% market growth in 2020, supported by increased demand due to the Covid-19 pandemic. This increase is attributed to consumers spending more time at home and investing in improving their living spaces. Market growth is also fuelled by a move towards high-end products and a growing interest in connected appliances that offer the convenience of remote management and energy savings. While Germany remains an important market, it notably imports a majority of its products, with imports from the country exceeding exports for the first time in 2019, resulting in a drop in the coverage rate from 110% to 98%. Despite a brief dip due to the pandemic, German appliance exports proved resilient, with a 5% increase in exports.

Trends in the German small electrical appliance market

The German small electrical appliance market has enjoyed robust growth in line with global trends, posting a dynamic increase of around 5% a year from 2008 through to 2020. The year 2020 in particular saw a sharp rise in demand, attributed to increased attention to home comfort in the context of the Covid-19 pandemic. The market showed a remarkable upward trend, with a value reaching approximately between 3.5 and 3.7 billion euros. This escalation in demand concerned various product segments, including air purifiers, battery-powered vacuum cleaners, automatic coffee machines, kitchen appliances and wellness and beauty appliances. The German market has not only proved resilient at home, it is also strongly export-oriented, with almost half its sales generated by foreign markets, a figure that has remained constant over the years.

In recent years, however, some changes have been observed, with imports slightly outstripping exports, with the coverage rate falling below 100% in 2019, indicating a growing dependence on imports, particularly from countries with lower labor costs, such as China and Hungary. Consumer interest in smart, connected devices is a notable influence shaping the market. While only 15% of consumers had connected household appliances, this niche is set to grow rapidly, thanks to remote management functionalities and the ability to connect to the Internet.this niche is set to grow rapidly, thanks to the remote management and energy-saving features that meet the preferences of modern lifestyles. In terms of consumer sentiment, there is slight dissatisfaction with the lifespan of appliances, highlighting an opportunity for manufacturers to improve customer satisfaction by addressing the longevity of their products. In addition, the trend towards improved quality and convenience has propelled the high-end price segment, with strong interest in smart and connected devices - a trend that is set to accelerate in the future.

Among preferred brands, German manufacturers such as Bosch and Siemens continue to dominate the domestic brand landscape, but multinationals such as Samsung maintain a considerable market presence, particularly among younger consumers. As the market evolves, it remains attentive to European regulations that define standards for labeling, energy consumption and appliance reliability.nergy consumption and appliance reliability, ensuring that products meet quality criteria and environmental considerations. Given the constant rate of domestic equipment and the accelerated growth stimulated by the pandemic, the German small electrical appliance market is poised to grow at a rapid pace.lectronics market is on a trajectory that prioritizes technological progress, connectivity and sustainable consumption practices.

Key market players dominating the German small electrical appliance landscape

The German small electrical appliance market is home to a wide variety of players, whose strategic positioning ranges from global giants to niche specialists. This diverse landscape features companies that have made significant inroads both technologically and in terms of market penetration in their respective product categories.

• Samsung is a leading player, not only in Germany, but worldwide, known for introducing cutting-edge technologies into its full range of electronic devices, including a variety of small household appliances. The company's commitment to innovation has kept it at the forefront of many segments, often winning over technology-savvy consumers.
• Siemens is a symbol of German engineering, with a reputation for reliability and quality. As a traditional player, the company has set high standards for design and functionality, often associated with durable and efficient household appliances, which fit well with the German market's preference for robustness.
• Bosch is another key figure, whose products are anchored in the German domestic environment due to their practicality and long-lasting performance. Bosch's portfolio includes a wide range of small electrical appliances for floor and laundry care, food preparation and cooking, and breakfast, which are staples in almost every German household.
• P&G (Procter & Gamble), perhaps best known for its consumer goods, has also established its presence in the small electrical appliancenager sector, in particular through hygiene, beauty and wellness products for the personal care segment.
• BSH is a "pure player" that occupies a considerable place in the market, with a well-developed range meeting the various needs of households. Its commitment to sustainable quality and functionality has earned it a solid consumer base.
• Groupe SEB is renowned for its versatile range which touches on various sub-segments of the small electrical appliance market. The company's various brands offer everything from laundry care to kitchen gadgets, making it a strong competitor in the market.
• Miele, for its part, is a blend of luxury and performance. Known for their top-of-the-range products, its appliances are often a guarantee of taste and practicality in modern kitchens and laundries.
• Philips stands out for its comprehensive range of small appliances designed to improve everyday life. With a reliable and innovative range that includes products for floor cleaning and personal care, Philips has established itself on the German market as a one-stop shop for many household needs. In addition to these giants, companies such as Vorwerk, Grundig, Panasonic, LG Electronics, etc. 

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 21/03/2023

Summary and extracts

List of charts presented in this market study

• Chiffre d'affaires du marché du petit électroménager
• Chiffre d'affaires du marché du petit électroménager
• Chiffre d'affaires réalisé en Allemagne des entreprises enregistrées sous le code 27.51 : Fabrication d'appareils électriques électroménagers
• Satisfaction vis-à-vis de la durée de vie de l'électroménager
• Taux d'équipement des ménages
• Marques d'électroménager les plus populaires
• Distribution of the type of appliances used by consumers
• Nombre d'entreprises enregistrées sous le code 27.51 : Fabrication d'appareils électriques électroménagers
• Nombre d'emplois enregistrés sous le code 27.51 : Fabrication d'appareils électriques électroménagers
• Les magasins en ligne les plus populaires dans le secteur de l'électroménager, selon le chiffre d'affaires net du commerce en ligne
• Indice des prix de consommation pour le petit électroménager
• Exportations, importations et taux de couverture sur le marché du petit électroménager
• Destination des exportations de petit électroménager
• Origine des importations de petit électroménager