Germany Major Domestic Appliances Market Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s Germany Domestic Appliances Market Report 2023. Our full report is packed with consumer-led market intelligence, household appliances Germany trends, and consumer behaviours affecting your industry. Get a 360° view of the German domestic appliances market including the household appliances market size in Germany, market share, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed outlook of the domestic appliances market in Germany, including market drivers and expert insights.
• The impact of the cost of living crisis on the German domestic appliances market.
• (Most) Major domestic appliances purchased in the past three years/recently and what purchase channels buyers use.
• Reasons why buyers prefer one retailer over another.
• Interest in and willingness to pay more for innovative household appliances, e.g. with energy-efficient features.
• How your business can tap into opportunities to increase your household appliances market share in Germany.

An Overview of the Domestic Appliances Market in Germany

Amidst the ongoing cost of living crisis, the German domestic appliances market is struggling as consumers delay new purchases or turn to cheaper alternatives. The situation is being made worse by a slowing housing market, which has hit spending on white goods.

However, once inflation eases and the housing market recovers, demand for major domestic appliances will improve.

Household Appliances Germany: What Consumers Want and Why

• The Impact of the Energy Crisis on the German Domestic Appliances Market: Due to high energy prices, consumers will place greater focus on energy efficiency. 48% of shoppers express interest in such energy-efficient products, and would be willing to pay more for them. To resonate with consumers, brands should use technology to enhance consumers’ control over their energy consumption.
• The Target Group for Household Appliances Germany: Major domestic appliance sales peak at 80% for couples with children aged under 45 who also have the most varied repertoire of appliances purchased. Targeting these consumers will be important as couples with children are among those with the highest household incomes. As affordable prices are the most important factor when deciding where to shop, rental services can offer a way to ease the burden of having to purchase big ticket items.
• German Domestic Appliances Market Trends: Similar to other markets, the pandemic boosted ecommerce and online demand in the domestic appliances market in Germany, as 52% of purchases are made online.

German Domestic Appliances Market Forecast

• As inflation rates decrease, consumers’ willingness to pay more for specific features of convenience will increase – 47% of Gen Z would pay more for space-saving designs. Multipurpose products will also resonate with those who have limited space.

To learn how to connect with your audience, purchase our Germany Domestic Appliances Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Samsung, BORA, BlueMovement, Miele, Neff, Amazon, Bosch, Siemens, AEG, Beko, Gorenje, LG, IKEA, Whirlpool, Zanussi, and many more.

Products: Washing machines, combined fridge-freezers, dishwashers, tumble dryers, fridges, built-in ovens (electric, gas), freezers, built-in hob units (electric, induction, gas), free-standing cooker (electric, gas), combined washer-dryer, and many more.

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Expert Insights on the Domestic Appliances Market in Germany

This report, written by Dr. Carolin Siepmann, Research Analyst, delivers in-depth commentary and analysis to highlight household appliances Germany trends and add expert context to the numbers.

A slowing housing market and squeezed budgets threaten the German domestic appliances market, while high energy prices make efficiency a focus as consumers look for ways to save money.

Dr. Carolin Siepmann
Research Analyst, Germany