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Home Laundry Appliances in Germany

Germany home laundry appliances market: EUR2.3 billion industry in 2012


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2014-02-20 13:14:02 - Home Laundry Appliances in Germany - a new market research report on companiesandmarkets.com

The leading players in the Germany home laundry appliances market during 2012 were all domestic manufacturers and included BSH Bosch & Siemens Hausgeräte GmbH, AEG-Electrolux Deutschland GmbH and Bauknecht Hausgeräte GmbH. These three companies combined accounted for 64% of total retail volume sales in the category during 2012. BSH Bosch & Siemens Hausgeräte GmbH accounted for 35% of total retail volume sales in home laundry appliances in 2012, a great achievement in such a competitive category.

Demand for energy-efficient major appliances continues to increase among German consumers, with interest in home laundry appliances which promise lower water and detergent usage increasing in 2012. Low unit price has ceased to be the predominant unique selling point for home laundry appliances in Germany

 

 

and, consequently, the willingness of consumers to purchase higher quality products is increasing. Those home laundry appliances which offer „green‟ technologies such as an intelligent detergent dosing systems and products with A+++ energy classification are considered to be the most appropriate choices for many German families and the ecologically-oriented marketing of these products resonated well with German consumers during 2012.

Home laundry appliances is expected to increase in volume only marginally during the forecast period, rising in volume and constant value by 2% in spite of the rising demand for value-added appliances, which is set to result in further unit price increases over the forecast period. Given the weak economic outlook for Germany, home laundry appliances is expected to register significantly slower growth during the forecast period in comparison with the 5% volume and constant value CAGRs recorded over the review period.

Key Headlines

- Home laundry appliances increases in volume by 2% to 4.7 million units in 2012, while value sales increase by 4% to €2.3 billion
- New, intelligent dosing systems boost demand for home laundry appliances in 2012
- The highest growth is recorded in automatic tumble dryers, which increases in volume by 3% and in value by 5% during 2012
- The average unit price of home laundry appliances increases by 2% in 2012
- BSH Bosch & Siemens Hausgeräte GmbH leads home laundry appliances in 2012 with a volume share of 35%, followed by AEG-Electrolux Deutschland and Bauknecht Hausgeräte GmbH
- Home laundry appliances is set to increase in volume and constant value by 2% over the course of the entire forecast period

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Mike King
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