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Irons in Germany

Germany irons market: EUR234 million industry in 2012


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2014-02-20 13:13:02 - Irons in Germany - a new market research report on companiesandmarkets.com

Groupe SEB Deutschland GmbH led the Germany irons market during 2012 with a volume share of 28%. This strong position was the result of the company‟s successful marketing campaigns for its well-known premium brands Tefal and Rowenta. Following in second position was Philips GmbH with a 17% volume share in 2012, while Germany-based multinational player Braun GmbH was ranked third with a 15% volume share.

Unsurprisingly, German consumers are increasingly looking for alternatives to ironing and they therefore generally appreciate practical features in their irons, including pressurised steam power irons with significantly shorter warm-up times. Traditional steam irons remains the most popular format in irons in Germany and represents the most cost-effective alternative to having laundry and dry cleaning done professionally.

Irons

 

 

in Germany is expected to decline in constant value over the course of the review period due to the mature nature of the category. Volume sales of irons are set to increase at a CAGR of 3% over the forecast period, while constant value sales are set to decline at a CAGR of -1%. The expected decline in constant value sales of irons over the forecast period can be attributed mainly to the fact that the effects of the leaps forward in terms of product technology and innovation made in the category over the review period are set to wear off at some point, while Germany‟s ageing population is set to limit the growth potential of irons over the forecast period.

Key Headlines

- Volume and value sales of irons remain static on 3.8 million units and €234 million respectively during 2012
- Rising demand for steam generators/ironing systems revives the fortunes of irons in Germany during 2012
- The average unit price of irons declines marginally during 2012
- Groupe SEB Deutschland GmbH leads irons in 2012 with a volume share of 28%, followed by Philips GmbH with 17% and Braun GmbH with 15%
- Irons is set to decline in constant value at a CAGR of -1% over the forecast period, while volume sales are set to increase at a CAGR of 3%

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Mike King
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