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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?

Covered in this report

This report covers the electrical goods market in Germany, with a focus on electrical specialists. The report does not cover non-specialists, such as department stores and hypermarkets, in detail although these are looked at briefly in the Channels of Distribution section and also in our consumer research. Online specialists, including Amazon, are also included. We think that almost half of Amazon’s sales are in electricals and it is so important a player in all the major European economies that to exclude it, simply because it is classified elsewhere by the national statistics offices, would be very misleading. Amazon (UK) is the subject of Mintel report Amazon: A Shopper’s Perspective - UK, January 2019.

The report combines analysis of the market in Germany, including market sizes, specialists’ sales and forecasts, along with our in-depth consumer data, which analyses shoppers’ behaviour.

For our consumer research this year we asked questions on the following topics:

  • Which electrical/electronic products had been purchased over the last year
  • How consumers are shopping for electrical/electronic products, in-store and online
  • Which retailers had been used when shopping for electrical/electronic products
  • Agreement with a selection of attitude and behavioural statements relating to electrical/electronic products

Expert analysis from a specialist in the field

Written by Richard Perks, 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.

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. Richard Perks
Director of Retail Research

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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