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
Collapse All
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Executive summary
- Key issues covered in this Report
- Market context
- Mintel predicts
- Opportunities
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market drivers
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- The impact of the economy on the major domestic appliances sector
- Graph 2: development of overall consumer price index and energy prices, 2020-2023
- Housing market
- Graph 3: year on year change in the number of mortgage agreements, 2020-23
- Graph 4: consumer spending* on home and garden products (eg furniture, domestic appliances etc) compared to the last 12 months, 2022-23
- Graph 5: share of urban population as percentage of total population, 2020-21
- Graph 6: population growth*, 2017-22
- Graph 7: living space per person, by age groups*, 2023
- Sustainability
- Graph 8: change in share of consumers* trying to act in a way that is not harmful to the environment, 2021-23
- Demographic change
- Graph 9: projected population development, 2020-2035
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MARKET ACTIVITY
- Sector size and forecast
- Graph 10: major domestic appliances sales, 2017-22
- Online
- Graph 11: purchase channels used to buy the major domestic appliance most recently purchased – NET, 2023
- Graph 12: purchase channels used to buy the major domestic appliance most recently purchased, 2023
- Graph 13: development of value sales of household goods and appliances sold online, 2018-22
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What consumers want and why
- Major domestic appliance purchases
- Graph 14: major domestic appliances purchased in the past three years, 2023
- Graph 15: major domestic appliances purchased in the last three years, by generation, 2023
- Graph 16: repertoire of major domestic appliances purchased in the past three years, 2023
- Graph 17: major domestic appliances purchased in the last three years, by lifestage and age, 2023
- Graph 18: most recent major domestic appliances purchased, 2023
- Brands purchased
- Graph 19: major domestic appliance brands purchased, 2023
- Graph 20: major domestic appliance brands purchased, by generation, 2023
- Graph 21: major domestic appliance brands purchased, by income, 2023
- Graph 22: brand of washing machine/tumble dryer purchased most recently, 2023
- Graph 23: brand of fridge/freezer purchased most recently, 2023
- Graph 24: brand of dishwasher purchased most recently, 2023
- Graph 25: brand of cooking appliance purchased most recently, 2023
- Retailer preferences
- Graph 26: reasons for preferring a retailer over another when shopping for major domestic appliances, 2023
- Graph 27: preference for fast delivery of major domestic appliances, by generation, 2023
- Graph 28: reasons for preferring a retailer over another when shopping for major domestic appliances by generation, 2023
- Interest in major domestic appliance innovations
- Graph 29: interest in major domestic appliance innovations, 2023
- Graph 30: interest in appliances with low noise levels, by generation, 2023
- Graph 31: interest in and willingness to pay for technological innovations in the major domestic appliances sector, by generation, 2023
- Graph 32: interest but no willingness to pay for technological innovations in the major domestic appliances sector, by generation, 2023
- Graph 33: interest in space-saving designs, by generation, 2023
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Launch ACTIVITY and innovation
- Launch activity and innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – TURF analysis methodology
- Appendix – repertoire analysis methodology
- Appendix – market size and forecast (if applicable)
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