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Electrical Goods Retailing - Germany Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Electrical Goods Retailing - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?


Online will continue to grow

Online is growing rapidly in Germany and more consumers buy electricals online than in-store. This has been to the benefit of Amazon, with store-based retailers playing catch-up. Ensuring a link between the two channels is crucial, allowing customers to collect products in-store and buy online in-store if that is their preference.


Product demonstrations are still crucial

A majority of consumers still value seeing electrical products physically before buying, but for store-based players this can mean their stores are used as a showroom for online rivals. Retailers need to create engaging displays that break the mould and ensure this translates into a sale there and then rather than at a later point.


A focus on service and education is needed

A store-based retailer's key USPs against online is its staff. However for many this is an under-utilized tool against online. Retailers need to ensure staff are trained not only in selling, but educating and helping consumers understand products, particularly more complex new products such as connected home devices.

Expert analysis from a specialist in the field

Written by Jan Urbanek, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The German electricals market is the largest in Europe, and one undergoing change as online becomes an ever bigger threat to stores. Jan Urbanek
Retail Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • [Graph] Germany: estimated share of total spending on electrical goods, by channel, 2015-19
    • What consumers want, and why
    • [Graph] Germany: channels used to purchase electrical goods in the past year, November 2019
    • [Graph] Germany: detailed retailers used to purchase electrical goods in the past year, November 2019
    • [Graph] Germany: attitudes to product demonstrations, November 2019
    • [Graph] Germany: satsifaction levels with the last electrical purchasing experience, November 2019
    • [Graph] Germany: attitudes to augmented reality and in-store scanning, November 2019
    • Opportunities
    • The competitive landscape
  2. market drivers

    • [Graph] Germany: gross domestic product, current and price-adjusted, 2011-19
    • [Graph] Germany: real wage growth – inflation vs disposable income, 2015-19
    • [Graph] Germany: consumer prices of electrical goods, annual % change, 2014-19
    • [Graph] Germany: population structure and forecasts, 2014-24
    • [Graph] Germany: breakdown of population aged 18-64 by tenure status, 2014-18
  3. market Activity

    • Market size and forecast
    • [Graph] Germany: breakdown of estimated consumer spending on electrical goods, 2019.
    • Specialist sector size and forecast
    • [Graph] Germany: total retail sales of electrical goods specialists, 2015-19
    • Channels of distribution
    • [Graph] Germany: estimated distribution of total spending on electrical goods, 2019
    • [Graph] Germany: estimated share of total spending on electrical goods, by channel, 2015-19
  4. What consumers want, and why

    • Electrical products purchased
    • [Graph] Germany: electrical goods purchased in the past 12 months, November 2019
    • [Graph] Germany: technology purchases, by age, November 2019
    • [Graph] Germany: household electrical goods purchased in the past year, by age, November 2019
    • [Graph] Germany: electrical appliances purchased in the past year, by monthly income, November 2019
    • [Graph] Germany: repertoire of types of electrical products purchased in the past year, by age, November 2019
    • How they shop
    • [Graph] Germany: channels used to purchase electrical goods in the past 12 months, by detailed online use, November 2019
    • [Graph] Germany: channels used to purchase electrical goods in the past year, by age, November 2019
    • [Graph] Germany: "I am more likely to look up reviews/advice in electrical stores on my smartphone than ask staff for help", agreement by age, 2019
    • Retailers shopped with
    • [Graph] Germany: types of retailers used to purchase electrical goods in the past 12 months, November 2019
    • [Graph] Germany: detailed retailers used to purchase electrical goods in the past year, November 2019
    • Satisfaction with the shopping experience
    • [Graph] Germany: satsifaction levels with the last electrical purchasing experience, November 2019
    • [Graph] Germany: attitudes towards in-store demonstrations, November 2019
    • Attitudes to buying electrical goods
    • [Graph] Germany: attitudes to pricing and incentives to buy electricals, November 2019
    • [Graph] Germany: attitudes towards price and incentives to buy electricals, by age, November 2019
    • [Graph] Germany: attitudes to augmented reality and in-store scanning, November 2019
    • [Graph] Germany: attitudes towards AR and in-store scanning, by age, November 2019
  5. Retailer activity

    • Leading Retailers
    • Market share
    • [Graph] Germany: estimated share of total spending on electrical goods, by leading retailers, 2019
    • Online
    • [Graph] Germany: online purchases made in the past year, June 2019
    • [Graph] Germany: online retail sales and online sales as a percentage of all retailing, 2015-19
    • [Graph] Germany: online electrical goods sales, 2015-19
    • Retail innovation
  6. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – sector/market size and forecast

About the report

This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

  • The Consumer

    What They Want. Why They Want It.

  • The Competitors

    Who’s Winning. How To Stay Ahead.

  • The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

  • The Innovations

    New Ideas. New Products. New Potential.

  • The Opportunities

    Where The White Space Is. How To Make It Yours.

  • The Trends

    What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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