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Food Preparation Appliances in Germany

Germany food preparation appliances market: Volume decline of -2% CAGR between 2012-2017

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2014-02-20 13:19:02 - Food Preparation Appliances in Germany - a new market research report on

The four leading companies in the Germany food preparation appliances market, BSH Bosch & Siemens Hausgeräte GmbH, Braun GmbH, SEB Deutschland GmbH and Severin Elektrogeräte GmbH, combined accounted for 53% of total volume sales in food preparation appliances during 2012. BSH Bosch & Siemens Hausgeräte GmbH led the category in 2012 with a 21% volume share, followed by Braun GmbH with 12%. The leading position of each of these companies can be attributed to their strong positions in hand blenders, the largest category in food preparation appliances in Germany.

Design features are playing an increasingly significant role in food preparation appliances in Germany as some of the US patents applied to the hand mixers of the leading multinational manufacturers previously did



not apply to Germany. Although the current value growth recorded in food preparation appliances in 2012 was one percentage point lower than the growth recorded in the category during 2012, it was still relatively high in light of the economic instability in Germany during 2012. According to industry experts, the relatively high value growth recorded in the category during 2012 reflected the ongoing demand for premium products among German consumers, many of whom continue to look for value-added designs when shopping for food preparation appliances.

The importance of multifunctional products is set to continue increasing in food preparation appliances in Germany during the forecast period. This is not, however, likely to benefit the majority of food preparation appliances categories, including citrus pressers and grinders and choppers, as the majority of products in these categories have single functions. This is set to explain the below-average performance anticipated in food preparation appliances, with volume declines and static constant value growth expected over the forecast period. The category‟s leading manufacturers are expected to find better prospects for growth by launching higher-priced multifunctional food preparation appliances and this is likely to result in them targeting their efforts at stimulating demand towards high-income consumers.

Key Headlines

- Food preparation appliances increases in volume by 1% and in value by 3% in 2012
- US patent protection of multinational brands is registered in Germany during 2012
- The best performing category is smoothie makers, which continues to rise from a very low base
- The average unit price food preparation appliances increases in current terms to €48 in 2012 from €47 in 2011
- BSH Bosch & Siemens Hausgeräte GmbH leads food preparation appliances in 2012 with a volume share of 21%
- Food preparation appliances is set to decline in volume by 2% over the entire forecast period, while constant value sales are set to remain static

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Mike King
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