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Electrical Goods Retailing - Germany - February 2019

“Online retailers continued to gain share and retailers such as Amazon have used promotional periods (Prime Day and Black Friday) to put increased pressure on the store-based retailers.  MediaMarkt Saturn, the market leader, has seen its market share fall, but we think that the pressure is greatest on the voluntary groups and they have all seen outlet numbers decline.  The pressure on all electrical retailers will not relax in the foreseeable future and further rationalisation of the sector is almost inevitable. We are not saying that store-based retailing will disappear in the face of competition from online pureplayers, but we do think that it is likely to contract further. At some stage store-based and online-only players will reach some sort of equilibrium, but we are some way from that as yet.”

- Richard Perks, Director of Retail Research

This report will look at the following areas:

  • What’s the future of store-based electricals retailing in Germany?
  • Can retailers restore trust in their pricing?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: Germany: consumer spending on electrical items as % all consumer spending, 2013-18
            • Sector size and forecast
              • Figure 2: Germany: Sales by electrical specialists as % all retail sales, 2013-23
            • Inflation
              • Figure 3: Germany: consumer price inflation on electrical items, annual % change, July 2017–November 2018
            • Channels of distribution
              • Figure 4: Germany: Estimated distribution of spending on electrical goods by channel, 2018
            • Companies and brands
              • Market shares
                • Figure 5: Germany: leading electrical retailers’ shares of all spending on electricals, 2018
              • Online
                • Figure 6: Germany: Proportion of people buying electrical items online in the last 12 months, 2009-18
              • The consumer
                • What they bought
                  • Figure 7: Germany: Electrical goods purchased in the last 12 months, January 2019
                • How they bought electricals
                  • Figure 8: Germany: Channels used to buy electrical goods in the last 12 months, January 2019
                • Where they bought electricals
                  • Figure 9: Germany: Where electrical goods were bought the last 12 months, January 2019
                  • Figure 10: Germany: Retailers electrical products bought from either in-store or online in the last 12 months, January 2019
                • Attitudes to shopping for electricals
                  • Figure 11: Germany: Attitudes to shopping for electricals goods, January 2019
                • What we think
                • Issues and insights

                  • What’s the future of store-based electricals retailing in Germany?
                    • The facts
                      • The implications
                        • Can retailers restore trust in their pricing?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Spending on electricals just holding on to share of all spending
                                • Specialist retailers losing share
                                  • Deflation in electrical goods the norm
                                    • Specialists dominant
                                    • Consumer Spending

                                        • Weaker spending in electricals
                                          • Figure 12: Germany: consumer spending on electrical items (incl. VAT), 2014-18
                                      • Sector Size and Forecast

                                          • Figure 13: Germany: electricals specialists, sales excl VAT, 2013-18
                                          • Figure 14: Germany: electricals specialists, forecast sales excl VAT, 2019-23
                                      • Inflation

                                          • Figure 15: Germany: consumer prices, annual % change, 2013-17
                                          • Figure 16: Germany: consumer price inflation on electrical items, annual % change, July 2017–November 2018
                                      • Channels of Distribution

                                          • Figure 17: Germany: Estimated distribution of spending on electrical goods by channel, 2018
                                      • Companies and Brands – What You Need to Know

                                        • MediaMarkt/Saturn still the market leader
                                          • But Amazon growing
                                            • Voluntary groups in decline
                                              • Online now takes over 40% of electricals spending
                                              • Leading Players

                                                • MediaMark/Saturn (Ceconomy) the market leader
                                                  • Amazon and other online retailers
                                                    • Mobile phone boom slowing
                                                      • Voluntary groups in decline
                                                          • Figure 18: Germany: leading electrical retailers, sales, 2014/15-2018/19
                                                          • Figure 19: Germany: leading specialist electrical retailers, outlets, 2014/15-2018/19
                                                          • Figure 20: Germany: leading specialist electrical retailers, sales per outlet, 2014/15-2018/19
                                                      • Market Shares

                                                          • Figure 21: Germany: leading specialist electrical retailers’ estimated shares of spending on electricals items, 2014-18
                                                      • Online

                                                          • Online usage
                                                            • Online buying
                                                              • Figure 22: Germany: Proportion of people buying electrical items online in the last 12 months, 2009-18
                                                            • Online sales
                                                              • Leading online retailers
                                                                • Figure 23: Germany: Estimated sales of electricals online by leading retailers, 2016/17-2018/19
                                                            • The Consumer – What You Need to Know

                                                              • Almost three-quarters bought electrical products in the last year
                                                                • Online the most used channel
                                                                  • But store-based retailers still have the larger market share
                                                                    • Amazon has the largest number of shoppers
                                                                      • Price cutting is hitting trust in the retailers
                                                                      • What They Buy

                                                                          • Figure 24: Germany: Electrical goods purchased in the last 12 months, January 2019
                                                                        • By housing tenure
                                                                        • How They Shop – Online and In-store

                                                                            • Figure 25: Germany: Channels used to buy electrical goods in the last 12 months, January 2019
                                                                            • Figure 26: Germany: Online vs in-store buyers of electrical goods in the last 12 months, January 2019
                                                                          • Online vs in-store by product
                                                                            • Figure 27: Germany: Those buying products online vs those buying in-store by product, % point difference buying online to in-store, January 2019
                                                                        • Where They Shop

                                                                            • Figure 28: Germany: where they shopped for electricals in the last 12 months, whether in-store or online, January 2019
                                                                            • Figure 29: Germany: where they shop for electricals by store category, January 2019
                                                                            • Figure 30: Germany: Profile of shoppers at leading retailers by age and income, Jan 2019
                                                                          • Who bought what by where they shop
                                                                          • Attitudes to Shopping for Electricals

                                                                              • Figure 31: Germany: Attitudes to shopping for electricals goods, January 2019
                                                                            • Attitudes to shopping for electricals by retailers used
                                                                              • Figure 32: Germany: Attitudes to shopping for electricals, Amazon and MediaMarkt, January 2019
                                                                          • Appendix: Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                              • Amazon International

                                                                                  • What we think
                                                                                    • Prime
                                                                                      • Marketplace
                                                                                        • And what does that mean for electricals?
                                                                                          • Where next?
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Figure 33: Amazon: Sales by activity, 2018
                                                                                              • Mintel estimates
                                                                                                • GTV vs Consolidated vs Direct sales
                                                                                                  • Recent performance
                                                                                                    • Figure 34: Amazon Group: Group financial performance, 2014-18
                                                                                                    • Figure 35: Amazon International: Estimated retail sales performance, 2015-18
                                                                                                  • Sales of electrical goods
                                                                                                    • Figure 36: Amazon Europe: estimated sales of electrical products, 2018
                                                                                                  • Retail offering
                                                                                                    • Consumer profile
                                                                                                      • Product mix
                                                                                                        • Figure 37: Amazon UK: Estimated sales by product, 2017
                                                                                                      • Marketing
                                                                                                      • Apple Retail (Europe)

                                                                                                          • What we think
                                                                                                            • iPhone remains crucial to Apple’s performance
                                                                                                              • Growth in new products fast but still too small
                                                                                                                • Creating reasons to visit stores through experiences and architecture
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 38: Apple Retail (Europe): group financial performance, 2013/14-2017/18
                                                                                                                      • Figure 39: Apple Retail (Europe): outlet data, 2013/14-2018/19
                                                                                                                      • Figure 40: Apple Retail UK and Apple Retail Germany: outlet data, 2014-18
                                                                                                                    • Retail offering
                                                                                                                    • Ceconomy

                                                                                                                        • What we think
                                                                                                                          • Trouble at the top as CEO departs
                                                                                                                            • Hits pause button on Fnac Darty tie-up for now
                                                                                                                              • Services prove lucrative ground for development
                                                                                                                                • Moving towards frictionless payment in stores
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 41: Ceconomy: Group financial performance, 2013/14-2017/18
                                                                                                                                      • Figure 42: Ceconomy: Outlet data, 2013/14-2017/18
                                                                                                                                    • Retail offering
                                                                                                                                    • Conrad Electronic

                                                                                                                                        • What we think
                                                                                                                                          • Refocusing stores on experience and learning
                                                                                                                                            • Making physical retail more convenient
                                                                                                                                              • Managing the overlap between trade and consumer
                                                                                                                                                • Company background
                                                                                                                                                  • Company performance
                                                                                                                                                    • Figure 43: Conrad Electronic (Germany): Group financial performance, 2013-18
                                                                                                                                                    • Figure 44: Conrad Electronic (Germany): Outlet data, 2013-18
                                                                                                                                                  • Retail offering
                                                                                                                                                  • E-Square

                                                                                                                                                      • Company background
                                                                                                                                                        • Key figures
                                                                                                                                                          • Members
                                                                                                                                                            • Figure 46: E-Square: membership, 2019
                                                                                                                                                        • Expert Europe

                                                                                                                                                            • What we think
                                                                                                                                                              • The problems of operating a voluntary group
                                                                                                                                                                • Online weak
                                                                                                                                                                  • Free recycling of old appliances bolsters green credentials
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 47: Expert Europe: Estimated group financial performance, 2014-18
                                                                                                                                                                        • Figure 48: Expert Europe: Estimated outlet data, 2014-18
                                                                                                                                                                      • Retail offering

                                                                                                                                                                      Electrical Goods Retailing - Germany - February 2019

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