COMPETITIVE LANDSCAPE
Chinese players maintain their leading positions in air conditioners in the German market
The competitive landscape in air conditioners in Germany was relatively concentrated in 2025, with the top two players together accounting for a 58% share of retail volume sales. Midea Europe GmbH and Haier Deutschland GmbH held the leading positions, with Midea holding a 35% volume share and Haier holding a 22% share in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Conditioners industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Conditioners industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Conditioners in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Conditioners in Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Air Conditioners in Germany - Category analysis
KEY DATA FINDINGS
Smart, energy-saving air conditioners preferred, even as pressure from heat pumps grows
A more competitive price point in light of pressure from heat pumps drives volume growth
Eco-friendly climate control gains momentum in air conditioners in Germany
Smart and AI-powered air conditioners are among the newest product innovations
Convenience-driven German consumers prioritise easy to use and install air conditioners
Competition from heat pumps expected to negatively affect volume growth going forward
Portable room air conditioners set to maintain the largest share of volume sales
Energy efficiency and easy installation anticipated to remain key
Chinese players maintain their leading positions in air conditioners in the German market
Offline retail used for awareness-raising and valued for personal advice
Retail e-commerce plays a growing but secondary role
Consumer Appliances in Germany - Industry Overview
Low volume increase, while premiumisation and technology drive higher value growth
Premium features drive value growth despite muted volume increase
Smart and AI-powered consumer appliances increasingly favoured
Consumers seek multifunctional, compact products to save space and offer convenience
Premiumisation expected to drive growth
Dynamism for heat pumps due to energy efficiency and cost savings
Smart technologies and multifunctionality to shape the future
Leading manufacturers maintain strength through innovation and distribution
SharkNinja raises the competition, and opportunities remain
Appliances and electronics specialists leads offline sales with premium offerings
The rise of retail e-commerce and further prospects for omnichannel retailing
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Air Conditioners
- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
Air Conditioners
This category includes portable room air conditioners, split air conditioners and window air conditioners.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Conditioners research and analysis database.
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