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Consumer Goods - Consumer Appliances in Germany

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					ReportsnReports - Consumer Appliances in Germany

In spite of the euro crisis the consumer appliances market still performed healthily in Germany,
showing an increase in both volume and value sales in 2011. The near zero inflation, healthy growth
in the German economy, and falling unemployment rates all contributed to stronger consumer
confidence which boosted their purchase of big-ticket items, including various consumer appliances.
In major appliances, the best performance was seen in home laundry products, while large kitchen
and refrigeration appliances showed somewhat restrained growth due to saturation.

Design and technological innovations drive growth

For products where the penetration rate is already high, manufacturers are trying to encourage
consumers to replace their older appliances by coming up with new features. In particular for major
appliances, energy-efficiency is a key purchase driver for the replacement of old appliances, but this
feature alone is no longer sufficient to lure consumers. Manufacturers have had to offer improved
functionality incorporating modern technology and trendy designs. The bigger manufacturers have an
edge over smaller companies in consumer appliances, as they have the budget to continue investing
in research and development in order to come up with innovative product launches.

Premium brands still feature heavily in consumer appliances

In 2011, consumers continued to focus on quality, longevity, performance and innovative
technological features and special attention was given to the credibility of the brand name of the
manufacture. ‘Made in Germany’ consumer appliances products remain a big draw to consumers,
especially for major appliances where consumers value long-lasting quality products. As such, a
number of premium brands manage to carve a notable presence in consumer appliances value share
in Germany, such as Bosch and Miele. In small appliances, premium brands face stronger
competition from mid-priced and economy products, including private label products as well as low-
priced imports.

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Report Details:
Published: May 2012
Price: US$2400




Few points from Table of Contents

Consumer Appliances in Germany - Industry Overview

EXECUTIVE SUMMARY
Consumer appliances continues good performance in 2011
Design and technological innovations drive growth
Premium brands still feature heavily in consumer appliances
Durable goods retailers still dominate retail sales
Small growth expected despite the mature environment

KEY TRENDS AND DEVELOPMENTS
A strong economy boosts consumer confidence
Consumer expectations influence purchase decision
Different factors drive purchases of large appliances versus small appliances
Technological innovations drive growth
Limelight on coffee machines

MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2006-
2011
Table 2 Replacement Cycles of Consumer Appliances by Category 2007-2011

MARKET DATA

Table 3 Sales of Consumer Appliances by Category: Volume 2006-2011
Table 4 Sales of Consumer Appliances by Category: Value 2006-2011
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2006-2011
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2006-2011
Table 7 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2006-2011
Table 8 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2006-2011
Table 9 Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth
2006-2011
Table 10 Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth
2006-2011
Table 11 Sales of Small Appliances by Category: Volume 2006-2011
Table 12 Sales of Small Appliances by Category: Value 2006-2011
Table 13 Sales of Small Appliances by Category: % Volume Growth 2006-2011
Table 14 Sales of Small Appliances by Category: % Value Growth 2006-2011

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