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MARKET OVERVIEW

1.1 Definition: the small electrical appliance market

Household appliances refers to all electrical appliances intended for household and domestic use. The household appliance market is divided into two sub-segments: large appliances (washing machines, dishwashers, refrigerators, etc.) and small appliances.

The latter refers to small household appliances. In this study, we will therefore focus on the following sub-segments:

  • Floor care appliances: Vacuum cleaners and steam cleaners.
  • Laundry care appliances: ironing.
  • Apparatus for preparing and cooking food: food processors and deep fryers.
  • Breakfast appliances:  kettle, coffee machine, toaster and juice appliances.
  • Hygiene, beauty and wellness appliances: shaving, hair removal and styling appliances.

The demand for small household appliances is strong worldwide, which should result in a market growth of 8.45% per year until 2024. Similarly, in Germany the market is dynamic as it has experienced a significant increase of 5% per year between 2008 and 2020. 2020 has been particularly good following an increase in demand for home comfort due to the Covid-19 pandemic.

The market should continue to develop around the demand for connected appliances enabling users to manage their devices remotely and reduce energy consumption.

The main players in the German market are Samsung , Siemens , Bosch and P&G.

1.2 A growing global market

Turnover of the small domestic appliance market World, ****-****, in billions of dollars Source: ****

Sales in the small appliance market are expected to grow at a compounded annual growth rate of *.**% between **** and ****, reaching a value of $*** billion by the end of this period.

There are several factors that explain this ...

1.3 Germany, a sizeable market that imports the majority of its products

The German Federal Statistical Office (***) registers activities related to the small household appliances market under the code "**.**: Herstellung von elektrischen Haushaltsgeräten".

Turnover of companies registered under the code **.**: Manufacture of electrical household appliances Germany, ****-****, in billions of euros and as a % of the total Source: ****

The turnover of the ...

1.4 Foreign trade in small electrical household appliances

The German foreign trade figures for small household appliances can be obtained by adding the following UN Comtrade codes:

**** - Vacuum Cleaners **** - Electromechanical self-contained electric motor-operated appliances, other than vacuum cleaners of heading **.**. **** - Shavers, hair clippers and hair removal appliances, with self-contained electric motor 

Exports, imports and coverage ...

1.5 Market growth following the Covid-19 pandemic

The increase in turnover of the German small electrical appliance industry in **** is mainly due to the economic environment related to the Covid-** pandemic. German consumers spent more time at home in ****, which encouraged them to invest in the equipment of their homes and thus in the small electrical household appliances. ...

DEMAND ANALYSIS

2.1 Households rather well equipped with household appliances

Equipment rate of household appliances Germany, ****-****, in % Source: ****

The household appliance ownership rate in Germany remained relatively stable between **** and ****. However, not everything remained stable, as while some products are slightly less used than before, such as microwave ovens (***). 

Satisfaction with the lifespan of the appliance Germany, ****, in % Source: ****

Only ...

2.2 Favourite brands of the Germans

Most popular appliance brands Germany, ****, in % Source: ****

According to the **** German Brand Award, Bosch was the preferred household appliance brand in Germany (***).

Of the ten brands preferred by consumers, six are German.

2.3 The small connected appliance: the future of the market?

Connected houses are developing rapidly in Germany and with them the connected small household appliances. Products of this type enable consumers to control their appliances remotely and save energy.

Distribution of the type of household appliances used by consumers Germany, ****, in % Source: ****

At the moment, only **% of consumers have connected household ...

MARKET STRUCTURE

3.1 A concentration of appliance manufacturing

Number of companies registered under code the **.**: Manufacture of electrical household appliances Germany, **** - ****, number of companies Source: ****

The number of companies active in the manufacture of electrical household appliances is declining in Germany. It fell by **% between **** and ****, with the vanishing of ** establishments. This drop can be explained by the ...

3.2 A national production that survives due to the major players

BSH has a factory for the production of small household appliances in Bavaria, while Miele owns * production plants around Germany (***) out of a total of ** plants worldwide.

In the face of competition, Germany can be proud of its reputation for quality, despite the pressures of export competitiveness and import price trends ...

3.3 A distribution around 3 traditional networks, disrupted by the advent of e-commerce

The distribution of small household appliances in Germany is traditionally carried out through three main networks:

Specialist department stores: Media Markt, Saturn... Food superstores: Aldi, Lidl, etc. Convenience stores [***]

Today, however, e-commerce competes with these traditional distribution networks with a few key players, the main ones of which are illustrated in ...

ANALYSIS OF THE OFFER

4.1 Small household appliances in Germany: general approach

As detailed in the introduction, the market is divided into five sub-segments:

Floor care appliances, Linen care appliances, Food preparation and cooking appliances, Breakfast appliances, Hygiene, beauty and health appliances.

For all segments combined, the graph below illustrates the price evolution since **** (***).

Consumer Price Index for Small Household Appliances Germany, ****-****, ...

4.2 Prices of the different components of small household appliances in Germany

In this section, all prices have been determined using the German online dealer's website otto.de.

The small household appliances for the cleaning of floors: a pillar for the German market

The following small household appliance products are used for floor cleaning:

Vacuum cleaners, Vapor cleaners.

The floor cleaning products is ...

REGULATION

5.1 A market that depends on European regulations

The sale and manufacture of household appliances are standardized by European directives - which are listed on the DGCCRF website.

For example, the production of vacuum cleaners must respect the prerogatives of the directive ****/**/EU of the European Commission.

These European standards set standards for labelling, technical characteristics, energy consumption classification, ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Grundig
  • Privileg
  • Vorwerk
  • Robert Bosch
  • Miele
  • Siemens
  • LG Electronics
  • Procter & Gamble
  • Panasonic
  • Whirlpool
  • Philips
  • BSH Group
  • Electrolux
  • SEB Deutschland (Groupe Seb)
  • Dyson
  • Severin Elektrogeräte

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

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Vincent D.

Auditeur

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Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

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Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.