2022
9
Germany Electrical Goods Retailing Market Report 2022
2022-04-21T09:07:35+01:00
REP65EB727C_6C9C_4F8E_820B_6931D6FCEC75
2195
150659
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Report
en_GB
Challenged by the rise of online-only retailers, electrical goods specialists should focus on omnichannel opportunities in experiential retail and health tech. Irene Brockie, Research Analyst - Retail…

Germany Electrical Goods Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Electrical Goods Retailing Market Report 2022 identifies consumers’ attitudes towards purchasing electronics online, electrical goods that benefit their wellbeing, and the impact of inflation on electrical goods retail Germany. This report covers the Germany electrical goods retailing market size, market forecast, market segmentation and gives an electrical retailers market trend analysis.

Electrical Goods Retail Germany: Current Market Landscape

The number of German shoppers who purchased electronic goods online via a smartphone in the last 12 months has slightly increased since 2019. While the rise of online German electrical brands has had a challenging impact on traditional specialist retailers, this indicates the potential for German electrical brands to drive further sales growth via this channel presenting opportunities in the electrical retail market in Germany to expand online.

Following a slight decline in 2021, consumer spending on electrical goods is expected to grow by in 2022. That said, the German electrical goods retailing market will be exposed to global inflation and supply chain issues, both of which will affect levels of discretionary spending among consumers. These issues will also drive up retail prices, particularly in subcategories of the electrical retail market in Germany.

Electrical Goods Retailing Market Share and Key Industry Trends

The duration of the conflict in Ukraine will impact German electrical goods retailing market growth; if the conflict worsens, supply chain issues and stock shortages will continue to pose serious challenges across the global retail landscape. Consumer awareness of sustainability and the environmental impact of electrical goods will continue to rise, with refurbished/second-hand products likely to receive a boost in popularity.

Moreover, inflation and rising prices will affect the ability of consumers to spend on electrical goods. As a largely discretionary category, consumers that are under financial pressure, will likely reduce spending on non-essentials like entertainment electronics and smart home tech devices.

  • Electrical Goods Retail Germany Consumer Behaviours: 27% of German shoppers who purchased electricals over the last 12 months, did so online through a smartphone.
  • Electrical Retailers Market Trend Analysis: 47% say that they are now more interested in purchases that benefit their wellbeing as compared to before the COVID-19 outbreak.

Electrical Retailers Market Trends Analysis

Consumer spending on German electrical brands is projected to grow leading up to 2027, however, this is heavily dependent on the situation in Ukraine. There will be valuable growth potential for smart home technology products, as well as those goods which respond to continued consumer interest in wellness and self-care. Those German electrical brands which have learned to blend the benefits of on- and offline channels are likely to experience growth and win electrical goods retailing market share Germany.

With consumers becoming increasingly interested in products that benefit their health and wellbeing, there are valuable opportunities for German electrical brands to respond by tapping into the health-tech space.

To discover more about the Germany Electrical Goods Retailing Market, read our Digital Trends in Germany Market Report 2022, or take a look at our extensive German Retail Market Research.

Quickly Understand Electrical Goods Retail Germany

  • Impact of COVID-19 on electrical goods retail Germany.
  • Impact of supply chain and inflationary pressures on the German electrical goods retailing market.
  • Significance of key consumer trends (e.g. health and wellbeing, convenience).
  • Rise in popularity of online retailing and shopping via smartphone.
  • Importance of sustainability to German electrical brands.

Covered in this Report

Products: Household appliances (refrigerators, washing machines, coffee machines, kettles), audio-visual and photographic equipment (TVs, stereo systems, digital cameras, projectors), computing and telecoms (computers, tablets, telephone, mobile phones, home phones), personal care appliances (electric razors, hairdryers).

Brands: Amazon, Backmarket, Fitbit Partner, Headspace, Calm, Ceconomy (MediaMarkt, Saturn), Conrad Electronic, Expert Germany, Euronics Germany, Deutsche Telekom, Telefonica Retail, Electronic Partner, Vodafone, Apple, notebooksbilliger.de.

Expert Analysis from a Specialist in Retail

This report, written by Irene Brockie, a leading research analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends in the electrical retail market in Germany, and adds expert context to the numbers.

Challenged by the rise of online-only German electrical brands, electrical goods specialists should focus on omnichannel opportunities in experiential retail and health tech.

Irene Brockie

Irene Brockie
Retail Research Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Graph 1: retail value sales (€bn, excluding VAT) at electrical goods specialists, 2015-21
    • Opportunities
    • The competitive landscape
    • Graph 2: leading specialists’ retail sales as a % of estimated total consumer spending on electrical goods, 2021
  2. market drivers

    • Graph 3: key economic data, in real terms, 2019-23
    • eCommerce
    • Population demographics
    • Graph 4: population structure by age, 2020-30
    • Housing
    • Graph 5: home ownership rate, 1998-2018
  3. MARKET ACTIVITY

    • Sector size
    • Graph 6: retail value sales (€bn, excluding VAT) at electrical goods specialists, 2015-21
    • Market size and forecast
    • Graph 7: consumer spending on electrical goods*, 2015-21
    • Graph 8: changes to usual spending habits compared to before the COVID-19 outbreak, by category, 2022
    • Channels of distribution
  4. What consumers want, and why

    • Electrical products purchased
    • Graph 9: electrical/electronic products purchased in the last 12 months, 2021
    • Graph 10: electrical/electronic products purchased in the last 12 months, by generation, 2021
    • Graph 11: electrical/electronic products purchased in the last 12 months, by generation, 2021
    • Graph 12: electrical/electronic products purchased in the last 12 months, by reasons for purchasing these products, 2021
    • Purchasing methods
    • Graph 13: methods by which electrical/electronic products were purchased in the last 12 months, NET, 2021
    • Graph 14: methods by which electrical/electronic products were purchased in the last 12 months, 2021
    • Graph 15: methods by which electrical/electronic goods were purchased via smartphone/tablet in the last 12 months, 2021
    • Retailers shopped at
    • Graph 16: retailers from which electrical/electronic products have been purchased online/in-store in the last 12 months, 2021
    • Graph 17: retailers from which electrical/electronic products have been purchased online/in-store in the last 12 months, NET, 2021
    • Graph 18: electrical/electronic products purchased in the last 12 months, by retailer from which electrical/electronic products have been purchased online/in-store in the last 12 months, NET, 2021
    • Graph 19: repertoire of electrical/electronic goods retailers shopped at (in-store and online)* in the last 12 months, 2021
    • Factors which encourage the selection of one retailer over another
    • Graph 20: factors which encourage the selection of one electrical goods retailer over another, 2021
    • Graph 21: factors which encourage the selection of one electrical goods retailer over another, by generation, 2021
    • Graph 22: factors which encourage the selection of one electrical goods retailer over another, by generation, 2021
    • Reasons for purchasing electrical goods
    • Graph 23: reasons for which electrical/electronic products have been purchased in the last 12 months, 2021
    • Consumer behaviours in relation to purchasing electrical goods
    • Graph 24: consumer behaviours in relation to purchasing electrical/electronic products, 2021
  5. RETAILER ACTIVITY

    • Leading specialist retailers
    • Market share
    • Graph 25: leading specialists’ retail sales as a % of estimated total consumer spending on electrical goods, 2021
    • Online
    • Retail innovation
    • Advertising and marketing activity
  6. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology and language usage
    • Appendix – TURF Analysis methodology
    • Appendix – CHAID Analysis methodology
    • Appendix – market size and forecast

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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