Driven by higher energy prices, efficiency has become a key factor in purchasing decisions, as shoppers look for long-term savings and environmental benefits.
German Electrical Goods Retailing Market Analysis — Current Landscape
Mintel’s German electrical goods retailing market analysis shows that buyers prefer to purchase a product based on specifications without in-person interactions, thus challenging traditional retailers. To stay relevant, retailers must strengthen their unique value, enhance in-store experiences, offer personalised services, and improve their online presence to compete effectively in a digital-first market.
Market opportunities exist due to the growing demand for discounted devices with minor imperfections. While interest is high, only a minority of consumers have actually made such purchases, highlighting an untapped market. Retailers can seize this by promoting these products in stores and online, educating consumers on the savings and eco-friendly benefits. This approach meets the demand for affordable options, while supporting sustainability by reducing waste.
Electrical Goods Industry Statistics
- Electrical Goods Consumer Trends: Demand for efficiency is high — almost 80% of shoppers are willing to pay more for energy-efficient devices. Rising energy prices are putting efficiency and sustainability front and centre.
- Germany Electrical Goods Retailing Market Opportunities: While demand for discounted, imperfect devices is growing, with almost 80% of shoppers showing interest, only 15% have actually made such purchases.
- Electrical Goods Retailing Market Share Germany: Amazon is used by 50% of online electrical goods shoppers, highlighting that the biggest threat to specialists comes from online players.
German Electrical Goods Market Report — What’s Inside?
Key Topics Analysed in this Report
- The impact of inflation on the electrical goods retailing in Germany.
- Key purchase drivers for electrical goods in Germany.
- The importance of the online channel for electrical goods retailing.
- Electrical Goods Retailing Market Share Germany: Leading retailers in Germany.
- Purchase drivers of electrical goods in Germany.
- Consumer behaviours regarding the purchase of electrical goods.
- Consumer interest in electrical goods services and product development from retailers.
Meet the Expert Behind the Analysis
This report is written by Armando Falcao, Associate Director for retail reports. Armando has over 15 years of experience in market research. As Associate Director, he focusses on the German market. Armando studied Business and Economics at the University of São Paulo and managed his own research business for 11 years prior to joining Mintel.
Online shopping dominates the German electrical goods retailing market, with high demand for energy efficiency and sustainability, and opportunities for discounted imperfect devices.
Armando Falcao
Associate Director — Retail Reports
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Market size and forecast
- Outlook
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OPPORTUNITIES
- Unlock youthful enthusiasm for the latest tech
- Tap into Gen Z’s tech obsession and uncover a hidden market for discounted devices
- Unlock the potential of discounted imperfect devices for younger shoppers
- Champion sustainability to win over the eco-conscious
- Capture older women’s demand for energy-efficient electricals
- Captivate conscious consumers with sustainable products and flexible upgrades
- Personalise the electrical goods buying experience
- Leverage older shoppers’ preference for purchasing electrical goods in-store
- Leverage data to deliver on personalisation
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THE CONSUMER
- How Germans shop for electrical goods
- Two thirds of Germans bought electrical goods
- Entice younger and more affluent shoppers with a social shopping experience
- Certain categories offer greater potential with more affluent buyers
- Graph 1: electrical goods categories’ positioning by shoppers’ average age and net household income, 2025
- Leverage families’ demand for second-hand and refurbished electricals
- Graph 2: purchase of electrical goods by condition and household type, 2025
- Seamless omnichannel shopping is crucial for electrical goods
- Graph 3: channels used to purchase electrical goods, by generation, 2025
- Optimise and personalise both the online and in-store shopping experiences
- Younger men drive sales for most categories
- Boost sales with smart bundles and tech-forward marketing campaigns
- Graph 4: repertoire of electricals purchased, by age and gender, 2025
- Retailers used to purchase electrical goods
- Amazon is in a dominant position for online sales
- Elevate the online experience to compete in a highly competitive market
- Higher-earners skew toward specialists, while less-affluent shoppers lean toward online players
- Graph 5: leading electrical goods retailers’ positioning by shoppers’ average age and net household income, 2025
- Specialists can leverage their preference among couples and families
- Graph 6: retailers used to purchase electrical goods, by household type, 2025
- Unlock the spending power of wealthier, younger consumers
- Buyers favour store-based specialists even if they shop online
- Leverage the value of physical stores among Gen Z shoppers
- Reasons to purchase electrical goods
- Purchases of electrical goods were split in 2024
- Target wealthier shoppers’ willingness to invest in long-term value
- Facilitate replacements for older shoppers
- Tailor strategy and services to match buyer motivations based on what they buy
- Leverage younger shoppers’ tech-driven optimism
- Graph 7: reasons to purchase electrical goods, by generation, 2025
- Entice the young with exciting entertainment bundles and tech upgrades
- Excite men with easier ways to own the latest version of their devices
- Graph 8: reasons to purchase electrical goods, by gender, 2025
- Important factors
- Strengthen loyalty with engaging in-store experiences and tailored support
- Graph 9: reasons to favour one retailer over another, 2025
- The in-store experience remains important for older buyers
- Attract home renovators and energy-efficiency seekers with engaging showrooms
- Appeal to shoppers’ individual life stages
- Graph 10: reasons to favour one electrical goods retailer over another, by life stage, 2025
- Capture younger adults with immediate product access and easy payments
- Boost engagement among younger men with targeted influencer partnerships
- Behaviours when shopping for electrical goods
- Value and functionality over perfection
- Graph 11: electrical goods shoppers interested in buying new products with minor imperfections at a discounted price, by age group and gender, 2025
- Promote discounted imperfect products
- Sustainability remains strong in the agenda
- Graph 12: consumer behaviours when shopping for electrical goods, by generation, 2025
- Show commitment to sustainability to attract eco-conscious shoppers
- Harness the buzz around cutting-edge tech in electrical products
- Graph 13: consumer behaviours when shopping for electrical goods, 2025
- Target young men with loyalty rewards to upgrade devices
- Appealing to younger men is vital
- Entice families and younger shoppers with exciting payment and lease schemes
- Create smart home bundles to appeal to movers
- Collaborate with DIY retailers to target home renovators
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RETAILER ACTIVITY
- Leading specialists
- The leading specialist electrical goods retailers face challenging times
- MediaMarkt is the dominant specialist
- Euronics doubles down on digital innovation and e-mobility for a strong comeback
- ElectronicPartner remains optimistic despite the challenging scenario
- Market share
- MediaMarkt/Saturn accounts for nearly a fifth of sales
- Graph 14: leading specialist retailers’ estimated share of the electrical goods market, 2024
- Market share evolution
- Retail innovation
- MediaMarkt/Saturn rolls out ‘Personalised Service’ in Germany
- Kaufland relies on refurbished electricals
- Home delivery within 90 minutes
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MARKET
- Market drivers
- Inflation has eased but consumers’ willingness to spend remains fragile
- Graph 15: harmonised consumer price index, by category, 2022-24
- Despite improving confidence, shoppers continued to seek value in 2024
- Graph 16: changes in financial situation vs previous year, 2023 vs 2024
- Ethical and mindful shopping habits are on the rise
- Generative AI set to transform the market
- Repair instead of replacement
- Market size and forecast
- Consumer spending on electrical goods has plateaued since 2022
- Graph 17: consumer spending on electrical goods (incl VAT), 2015-24
- Adapting to flat demand in the German electrical goods market
- Spending on electrical goods to rise as confidence recovers
- Advancements in technology and increasing consumer adoption of innovative products will support the growth of the electrical goods market
- Market segmentation
- Info and communication tech have the largest share of the market
- Graph 18: breakdown of consumer spending on electrical goods, 2015-24
- Focus on home improvement and DIY instead of technology products
- Specialist sector size
- The specialist segment has been struggling to grow
- Graph 19: electrical goods sales from specialist retailers (exc VAT), 2015-24
- Specialists represent less of the market than before the pandemic
- Graph 20: specialist retailers’ share of consumer spending on electrical goods, 2015-24
- Specialists represent less of the market than before the pandemic
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – TURF analysis
- TURF Analysis methodology
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
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