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Electrical Goods Retailing - Germany - May 2012

Germany has seen the strongest economic recovery in Western Europe, with 3.0% real-terms growth in 2011. Th

e recovery is export-led and would look soundly based if it were not for the problems confronting the Euro. Eurostat forecasts the real-terms GDP growth rate will plunge to just 0.6% in 2012.

The support offered to more profligate members of the Eurozone is not popular with many of its voters, and there is discontent that years of fiscal rectitude in Germany is now being squandered. Such sentiment drove consumer confidence into negative territory in 2011.

In October 2011, the country’s leading economic institutes cautioned that growth may fall to zero in Q4 2011 and Q1 2012. Such a forecast proved to be overly pessimistic, with 1.5% real-terms growth in Q4 2011 slowing to 1.2% in Q1 2012 (latest).

This report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia. The remaining ten countries are either too small (eg Luxembourg) or are not sufficiently well developed to warrant detailed coverage (eg Romania and Bulgaria). Many of the developing countries plus Russia and Turkey are covered in Mintel’s annual European Retail Handbook, as well as the Mintel report, Retailing in Emerging Markets – Europe, June 2011.

This data in its entirety is contained in the single copy 19-country report, which gives a full overview of electrical goods retailing in Europe. Single country reports are also available for the UK, France, Germany, Spain and Italy.

The focus of the full European report is the electrical goods specialists, which are generally the dominant players in the market. We have produced major profiles of 13 top electrical retail businesses in Europe including the four major buying groups.

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Table of contents

  1. Executive Summary

    • Report Scope and Technical Notes

      • Coverage
        • New for 2012
          • Definitions
            • Retail sector sales
              • Consumer spending
                • Abbreviations
                  • Technical notes
                    • Financial definitions
                      • Currencies
                        • Country codes
                          • Figure 1: Country codes
                        • VAT
                            • Figure 2: Europe: Standard VAT rates, 2010-12
                        • The Market: Economic and Demographic Background

                          • The economy
                            • Figure 3: Germany: Real-terms, year-on-year GDP growth, Q1 2009-Q1 2012
                            • Figure 4: Germany: Total unemployment and youth unemployment rates, Q1 2009-Q4 2011
                            • Figure 5: Germany: Consumer confidence and retail trade confidence, Apr 2011-Mar 2012
                            • Figure 6: Harmonised indices of consumer prices, annual % change, Jan 2006-Jan 2012
                          • Demographics
                            • Figure 7: Germany: Total population, 2006-11
                            • Figure 8: Germany: Over-65s as percentage of total population, forecasts, 2010-30
                        • The Market: Consumer Spending on Electricals Categories

                          • Definitions
                            • Relative to all spending
                              • Figure 9: Germany: Spending on core electrical goods categories as % of all consumer spending, current prices, 2007-11
                              • Figure 10: Germany: Spending on core electrical goods categories as % of all consumer spending, volumes, 2007-10
                            • Spending on electricals
                                • Figure 11: Germany: Consumer spending on electricals and related goods, by major category, 2007-12
                              • Spending on electricals per capita
                                • Figure 12: Germany: Annual spend on electrical products per capita, 2007-11
                              • Real-terms growth rates
                                  • Figure 13: Annual % change in consumer spending, real terms, 2006-10
                              • The Market: Electricals Specialists’ Sector

                                • Economic outlook
                                  • Specialists’ sales and forecast
                                    • Figure 14: Germany: Electrical retail sales, 2007-11
                                    • Figure 15: Germany: Electrical retail sales forecasts, 2012-17
                                    • Figure 16: Breakdown of electricals specialists, by sub-sector, by revenues, 2009
                                  • Specialists’ sales relative to spending
                                    • Figure 17: Electricals specialists’ sales as % of consumer spending on electricals, 2007-11
                                  • Enterprise and outlet numbers
                                    • Figure 18: Germany: Number of enterprises, outlets, and employees, 2009
                                • The Retailers: Channels of Distribution

                                    • Figure 19: Germany: Estimated distribution of consumer spending on electrical goods, 2011
                                • The Retailers: Online

                                  • Percentage of individuals shopping online
                                    • Figure 20: Any online purchase in the last three months, 2007-11
                                    • Figure 21: Online purchase in the last 12 months, 2007-11
                                  • Leading online retailers
                                    • Others
                                      • Leading websites by visitors
                                        • Figure 22: Leading electricals retail websites, by total unique visitors, March 2012
                                        • Figure 23: Leading electricals specialists websites, by total unique visitors, March 2012
                                    • The Retailers: Leading Specialists and Market Shares

                                      • Sector structure
                                        • Media Saturn
                                          • ProMarkt
                                            • Conrad
                                              • Voluntary groups
                                                • Alpha-Tecc
                                                  • Figure 24: Germany: Leading electrical specialists, 2011
                                                • Market shares
                                                  • Figure 25: Germany: Leading electrical specialists’ share of sector sales, 2011
                                              • Conrad Electronic

                                                  • Strategic evaluation
                                                    • Background
                                                      • Company performance
                                                        • Figure 26: Conrad: Estimated group sales performance, 2006-10
                                                      • Retail offering
                                                        • e-commerce and home shopping
                                                        • E-Square

                                                            • Strategic evaluation
                                                              • Background
                                                                • Figure 27: E-Square: Members and websites, by country of operation, 2012
                                                              • Company performance
                                                                • Figure 28: E-Square: Estimated retail sales, by country, 2010/11
                                                                • Figure 29: ElectronicPartner: Group financial performance, 2007-11
                                                              • Store portfolio
                                                                • Figure 30: E-Square: Store numbers, by country, 2010/11
                                                                • Figure 31: ElectronicPartner: Membership data, 2007-11
                                                                • Figure 32: ElectronicPartner: Affiliated branded stores and membership, by country, 2011
                                                              • Store formats
                                                                • Retail offering
                                                                  • E-commerce
                                                                    • Figure 33: E-Square: Affiliated online stores, 2012
                                                                • Expert Europe

                                                                    • Strategic evaluation
                                                                      • Background
                                                                        • Company performance
                                                                          • Figure 34: Expert Europe: Sales and outlets, by country, 2010/11
                                                                        • Retail offering
                                                                          • E-commerce
                                                                            • Figure 35: Expert International, online shopping availability, 2012
                                                                        • Euronics International

                                                                            • Figure 36: Euronics: Estimated sales as share of electrical specialists’ sales in Europe, 2007-11
                                                                            • Figure 37: Euronics: Estimated sales as share of electrical/pc/telecoms specialists’ sales in UK, 2007-11
                                                                          • Strategic evaluation
                                                                            • Background
                                                                              • Figure 38: Euronics: European members and fascia, by country of operation, 2012
                                                                            • Company performance
                                                                              • Figure 39: Euronics International: Sales, 2001-11
                                                                              • Figure 40: Euronics International: Total retail sales for major countries, 2006 and 2009-11
                                                                              • Figure 41: Euronics International: Outlet data 2011-12
                                                                            • Retail offering
                                                                              • E-commerce
                                                                              • Media Markt/Saturn

                                                                                  • Figure 42: Media Mark/Saturn: Sales as share of electrical retailers’ sales in Europe, 2007-11
                                                                                • Strategic evaluation
                                                                                  • Background
                                                                                    • Company performance
                                                                                        • Figure 43: Media Markt/Saturn: Financial performance, 2007-11
                                                                                        • Figure 44: Media Markt/Saturn: Outlet data, by country, 2007-11
                                                                                      • Retail offering
                                                                                        • e-commerce and home shopping
                                                                                            • Figure 45: Media Markt/Saturn: Websites, by country, March 2012
                                                                                        • Appendix – Broader Market Environment

                                                                                          • Population
                                                                                            • Figure 46: Europe: Population, by age group, 2005
                                                                                            • Figure 47: Europe: Population, by age group, 2010
                                                                                            • Figure 48: Europe: Population, by age group, 2015
                                                                                            • Figure 49: Europe: Population, by age group, 2020
                                                                                          • GDP
                                                                                            • Figure 50: Europe: GDP, at current prices, 2011
                                                                                            • Figure 51: Europe: GDP growth rates, at current prices, 2001-11
                                                                                            • Figure 52: Europe: GDP growth rates, at constant prices, 2001-11
                                                                                          • Consumer spending
                                                                                            • Figure 53: Europe: Households’ consumer spending, at current prices, 2011
                                                                                            • Figure 54: Europe: Households’ consumer spending growth rates, at current prices, 2001-11
                                                                                            • Figure 55: Europe: Households’ consumer spending growth rates, at constant prices, 2001-11
                                                                                          • Consumer prices
                                                                                            • Figure 56: Europe: Harmonised index of consumer prices, 2001-11
                                                                                          • Unemployment
                                                                                            • Figure 57: Europe: Average rate of unemployment, 2001-11
                                                                                          • Interest rates
                                                                                            • Figure 58: Europe: Interest rates, 2005-Q4 2011
                                                                                          • Consumer confidence
                                                                                            • Figure 59: Europe: Consumer confidence, Apr 2011-Mar 2012

                                                                                        Companies Covered

                                                                                        • AEG Domestic Appliances
                                                                                        • Argos
                                                                                        • Bennetts (Retail) Ltd
                                                                                        • Best Buy Co.
                                                                                        • Comet Group Ltd
                                                                                        • Dixons Retail Plc
                                                                                        • Euronics UK (C.I.H)
                                                                                        • Facebook, Inc.
                                                                                        • John Lewis Plc (department store)
                                                                                        • Panasonic
                                                                                        • Siemens plc
                                                                                        • Sony Corporation
                                                                                        • Tesco Plc
                                                                                        • Twitter, Inc.
                                                                                        • YouTube, Inc.
                                                                                        • Zanussi

                                                                                        Electrical Goods Retailing - Germany - May 2012

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