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Small Cooking Appliances in Germany

Germany small cooking appliances market: Value growth of 3% in 2012

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2014-02-20 13:07:01 - Small Cooking Appliances in Germany - a new market research report on

Coffee machines and toasters combined accounted for 63% of total retail volume sales in the Germany small cooking appliances market during 2012. Both of these categories are led by SEB Deutschland GmbH. Consequently, SEB was the leading player in small cooking appliances in Germany during 2012 with an 18% volume share. Following in second position was domestic player Severin Elektrogeräte GmbH with 14% retail volume share. Severin continues to benefit from its leading position in electric grills and the company managed to increase its volume share in small cooking appliances marginally in 2012.

The strongest growth within small cooking appliances in absolute terms in 2012 was achieved by coffee machines. Rising demand for more sophisticated coffee machines drove growth as 43%



of total small cooking appliances volume sales in 2012 comprised coffee machines. Following the slowdown registered in value growth in coffee machines in Germany during the recent financial crisis, the category was unable to sustain the same very high growth registered between 2003 and 2008. Due to the enduring popularity of the category throughout the preceding decade, in 2012 coffee machines was subject to high levels of penetration. There are various multinational companies present in the category and they must now cope with the approaching saturation of coffee machines in Germany. The first signs of this were apparent in 2012 as growth slowed down.

Small cooking appliances is set to decline in volume at a CAGR of 1% over the forecast period, while constant value sales are set to increase at a CAGR of 1%. Although the rising popularity of preparing meals from scratch at home using fresh ingredients is expected to remain popular during the forecast period among the vast majority of German households, small cooking appliances is expected to suffer from the effects of demographic changes, specifically the ageing of the German population.

Key Headlines

- Small cooking appliances increases in value by 3% in 2012, while volume sales increase by 2%
- Rising demand for coffee machines drives growth in 2012, with 43% of total small cooking appliances volume sales accounted for by coffee machines
- Hard pods registers the highest volume growth in 2012, rising by 5% to exceed one million units sold
- The average unit price of small cooking appliances increases by 1% in current terms in 2012 to €82 from €81 in 2011
- SEB Deutschland GmbH leads small cooking appliances in 2012 with an 18% volume share, followed by Severin Elektrogeräte GmbH with a 14% volume share
- Small cooking appliances is expected to decline in volume at a CAGR of -1% and increase in constant value at a CAGR of 1% over the forecast period

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