Summary of our market study

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. 
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Summary and extracts

1 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. ...

2 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 ...

3 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 ...

4 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 ...

5 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, ...

6 Positioning of the players

6.1 Segmentation

  • Beko Grundig
  • Bauknecht (Whirpool Corporation)
  • Bosch
  • Miele Deutschland
  • Siemens Deutschland
  • LG Electronics Deutschland
  • Philips Deutschland
  • BSH Hausgeräte GmbH (Tochterfirma von Bosch und Siemens)
  • Electrolux Hausgeräte GmbH
  • Dyson GmbH
  • Vorwerk SE & Co. KG
  • DE'LONGHI DEUTSCHLAND GmbH
  • Severin Elektrogeräte
  • SEB Groupe

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
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Latest news

Seb Alliance, the Seb Group's investment fund, invests in start-up Y-Brush - 08/10/2023
  • Y-Brush raised 6 million euros last November.
  • The company was founded in 2017.
  • Y-Brush toothbrushes are equipped with 35,000 nylon filaments and sonic vibrations, which clean all teeth in 10 seconds.
  • Y-Brush currently has about 30 employees, half of whom work in production and logistics.
  • The company produces 8,000 toothbrushes per month. Y-Brush has over 100,000 users in France and abroad.
  • This year, exports accounted for more than 30 percent of the business.
  • The start-up's ambition is to be on the shelves of French supermarkets by the end of the year.
SEB consolidates part of its logistics in Côte-d'Or - 19/07/2023
  • SEB employs 1,600 people to manufacture Tefal pans and cookware in Rumilly, Haute-Savoie.
  • A 100,000 m2 warehouse in Bully-les-Mines for small appliances was opened in June.
  • The new warehouse in Til-Châtel, with an area of 38,000 m2 and an investment of €30 million, will employ 100 people
  • SEB employs 560 people in the Côte-d'Or, including 400 in Selongey and 160 in Is-sur-Tille.
  • The group has 30,000 employees worldwide
  • SEB had a turnover of 7.96 billion euros in 2022.
SEB creates a giga-logistics platform in Pas-de-Calais - 14/06/2023
  • Area of the giga logistics platform: 100,000 m2, investment of 80 million
  • Capacity: 100 trucks per day
  • Expected workforce in 2025: 350 people
  • Number of SEB industrial sites in the world: 40
  • Number of SEB industrial sites in France: 11
  • Turnover in 2022: €7.96 billion
  • Number of employees: more than 30,000 Presence in many countries: 150
  • Total brands: 34
SEB is increasingly invited into restaurant kitchens - 05/05/2023
  • Groupe SEB acquires Pacojet, the Swiss family-owned company that produces the eponymous machine for emulsifying and smoothing sauces, purees, ice creams and mousses from frozen products
  • Pacojet is targeting sales of 24 million euros by 2022
  • 90 percent of Pacojet's sales are for export
  • Increased presence in northern Europe and Germany
  • Price of Pacojet machines: from 4,000 to 5,000 euros
  • Third acquisition in the sector after Zummo, Spanish juice machine specialist, and San Marco, Italian coffee machine manufacturer
  • Sales of SEB's professional business in 2022: €725 million (9% of total sales)
  • Increase in SEB's professional sales in 2022: 15.6
Seb acquires La San Marco, Italian coffee machine icon - 20/02/2023
  • Seb plans to strengthen its presence in this niche with the acquisition of La San Marco, a company specializing in professional coffee machines
  • Specializing in espresso machines with the traditional lever system, it offers a diverse range of products, most of which are manufactured in Italy
  • This acquisition will enable the Seb Group to consolidate its activities in the professional coffee segment, with a recognized historical experience and a true complement to its existing offering
SEB puts professional Italian-style coffee on its menu - 17/02/2023
  • SEB enters a new segment of professional coffee machines
  • San Marco is an iconic Italian brand, founded in 1920.
  • Turnover of 19.7 million euros in 2022.
  • Target of 50 percent market share in espresso machines by the end of 2022.
  • In 2016, the company entered the bar and restaurant sector with the acquisition of Germany's WMF
  • In 2019 Already number two in the U.S. filter coffee market with the acquisition of Wilbur Curtis

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Beko Grundig
Bauknecht (Whirpool Corporation)
Bosch
Miele Deutschland
Siemens Deutschland
LG Electronics Deutschland
Philips Deutschland
BSH Hausgeräte GmbH (Tochterfirma von Bosch und Siemens)
Electrolux Hausgeräte GmbH
Dyson GmbH
Vorwerk SE & Co. KG
DE'LONGHI DEUTSCHLAND GmbH

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