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Low volume increase, while premiumisation and technology drive higher value growth
Consumer appliances in Germany saw low retail volume growth of 1% in 2025, to reach 101.8 million units. Despite a muted retail volume increase, stronger current value growth was seen, driven by premium, multifunctional, and space-saving appliances. The industry is characterised by a shift towards premium products with advanced features, driven by a steady increase in the median disposable income per household. Consumer appliances is expected to grow at a retail volume CAGR of 1% over the forecast period, reaching 108.6 million units in 2030. Key drivers will include technological advancements, such as AI-assisted programmes and app connectivity, as well as regulatory pressure towards energy efficiency and repairability.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances 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?
Consumer Appliances in Germany
Low volume increase, while premiumisation and technology drive higher value growth
Chart 1 Key Trends 2025
Premium features drive value growth despite muted volume increase
Smart and AI-powered consumer appliances increasingly favoured
Chart 2 Samsung Launches Bespoke AI Jet Ultra Cordless Stick Vacuum in Germany
Consumers seek multifunctional, compact products to save space and offer convenience
Chart 3 Cosori Launches Dual-Chamber Turbo Tower Pro Smart
Premiumisation expected to drive growth
Dynamism for heat pumps due to energy efficiency and cost savings
Smart technologies and multifunctionality to shape the future
Chart 4 Analyst Insight
Chart 5 Growth Decomposition of Consumer Appliances 2024-2029
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
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Germany 2025
Chart 8 Key Insights on Consumers in Germany 2025
Chart 9 Consumer Landscape in Germany 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Germany
KEY DATA FINDINGS
Affordability and convenience remain crucial strategies for success
Chart 10 Key Trends 2025
Slow housing market and delayed major purchases
Sustainability and energy efficiency drive innovation
Chart 11 Miele Enables Access to the Highest Energy Efficiency for all Income Classes
Bauknecht drives innovation with multifunctional and compact design
Chart 12 Bauknecht Launches "45-Slim-Dishwasher" Series
Volume sales expected to continue declining, but opportunities will remain
Sustainability and transparency will shape future buying decisions
Chart 13 Analyst Insight
Smart home integration to drive future sales
High concentration, with a consumer preference for established brands
Gorenje gains share by offering convenience at affordable prices
Chart 14 Gorenje Offers Convenient Features at a More Affordable Price
Home products specialists dominates, as most models are part of an integrated kitchen
Growth for retail e-commerce as exhibition hubs become popular
Home Laundry Appliances in Germany
KEY DATA FINDINGS
Sustainability and rising incomes impact home laundry appliances
Chart 15 Key Trends 2025
Growth continues, yet economic sentiment remains fragile
German consumers increasingly value the single unit functionality of washer dryers
Multifunctional and compact design among the top trends in home laundry appliances
Chart 16 LG's WashTower Combines Washing Machine And Dryer in an Innovative Way
Convenience and customisation become key differentiators beyond energy label ‘A’
Chart 17 Miele's InfinityCare Drum is the First Washing Machine Drum Without "Ribs"
Innovation expected to remain important in a highly saturated category
Right to repair to make environmental impact visible
AI and Matter-compatible smart home laundry appliances will drive energy efficiency
Leading manufacturers maintain dominance through innovation
Competition intensifying among brands to supersede energy label ‘A’
Chart 18 Samsung Launches Energy-Efficient Bespoke AI Washer Dryer in Germany
Appliances and electronics specialists drives offline sales
Coolblue's rental concept signals shift to service-based retail
Large Cooking Appliances in Germany
KEY DATA FINDINGS
Premiumisation drives value growth despite a fall in volume sales
Chart 19 Key Trends 2025
Premium brands drive value growth through advanced features
Chart 20 Miele Debuts Premium Handleless ArtLine Built-In Ovens In Pearlbeige
Built in hobs and ovens dominate and see the best performances
Bosch exemplifies innovation with smart products
Chart 21 Bosch Presents the AI-Enabled Series 8 Oven
Sustainability focus impacts large cooking appliances
Chart 22 Miele Launches Energy-Efficient Oven Range with EcoFan Technology
Premiumisation will remain evident, but likely to be unable to prevent decline
Built-in hobs expected to remain dominant, but ovens set to see growth
AI and sustainability anticipated to shape future offerings
BSH Hausgeräte maintains lead through premiumisation
Opportunities remain for players to capture share through innovation
Home products specialists leads offline sales due to advice from staff
Retail e-commerce grows with competitive pricing and convenience
Microwaves in Germany
KEY DATA FINDINGS
Growth in microwaves is sustained by innovation and premiumisation amid maturity
Chart 23 Key Trends 2025
Premiumisation drives value growth despite volume decline
Freestanding microwaves continues to dominate, but built-in microwaves performs better
Samsung drives innovation with AI-enabled microwaves
Chart 24 Samsung’s Position Underpinned by AI-Enabled Functionality and Premium Bespoke Design
Combination ovens gain popularity for saving counter space and multifunctionality
Premiumisation and smart technologies expected to drive growth for microwaves
Freestanding microwaves will remain dominant, but built-in models set to see growth
Sustainability expected to shape business strategies
Leading brands maintain dominance through innovation and partnerships
Opportunities by focusing on built-in and premium models
Appliances and electronics specialists drives offline sales, but omnichannel rising
Refrigeration Appliances in Germany
KEY DATA FINDINGS
Premiumisation and innovation drive value growth despite volume decline
Chart 25 Key Trends 2025
Rising disposable incomes and premiumisation drive value growth despite volume decline
Fridge freezers maintains its lead, but no category sees volume growth
Regulatory pressure, consumer demand and new launches drive move to sustainability
Chart 26 Miele Launches More Energy-Efficient Under-Counter Refrigerators and Freezers
Samsung drives smart and AI-powered innovation with advanced features
Chart 27 Samsung Launches Bespoke AI Refrigerators with AI Home Display and Upgraded AI
Growth expected in both volume and value terms, with energy efficiency more important
Fridge freezers will remain the largest category and see the highest growth
Premiumisation set to drive growth as consumers look for both performance and aesthetics
Chart 28 Analyst Insight
Leading companies maintain their strength through premiumisation
Chart 29 Miele Announces Mastercool III Premium Built-In Refrigeration Appliances
Opportunities by focusing on premiumisation and technological innovation
Appliances and electronics specialists drives offline sales, especially of premium products
Retail e-commerce is important for products with straightforward specifications
Air Conditioners in Germany
KEY DATA FINDINGS
Smart, energy-saving air conditioners preferred, even as pressure from heat pumps grows
Chart 30 Key Trends 2025
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
Chart 31 Midea PortaSplit Delivers Split-System Performance with Enhanced Eco-Friendly Features
Smart and AI-powered air conditioners are among the newest product innovations
Chart 32 Launch of the Xiaomi Mijia Air Conditioner Pro Eco
Convenience-driven German consumers prioritise easy to use and install air conditioners
Chart 33 Daikin Offers a Range of Air Conditioners for Every Need
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
Heat Pumps in Germany
KEY DATA FINDINGS
Government backing for sustainable technologies and rising incomes drive dynamism
Chart 34 Key Trends 2025
Vaillant drives eco-friendly climate control with new heat pumps
Chart 35 New Heat Pumps from Vaillant
Air to water heat pumps dominates sales with government backing
Policy stability crucial for long-term sustainable growth
Sustainable growth set to be driven by government support and eco-friendly climate control
Air to water heat pumps expected to maintain dominance
Policy stability and communication to shape the category
German manufacturers maintain their leading positions
Emerging players and future prospects
Specialist retailers and installers drive sales, while retail e-commerce sees growth
Emerging collaborations enhance eco-friendly offerings
Retail e-commerce expected to gain traction
Food Preparation Appliances in Germany
KEY DATA FINDINGS
Resilience despite regional and national economic uncertainty
Chart 36 Key Trends 2025
Resilient retail volume growth for food preparation appliances despite challenges
Other food preparation appliances leads sales and drives growth
Multifunctionality and compact design favoured in food preparation appliances in Germany
Chart 37 Kenwood Debuts GO KZM35 Compact Stand Mixer, Delivering Full-Size Mixing Power
Manufacturers innovate with AI and compact designs
Chart 38 Vorwerk Launches Thermomix TM7 with Built-In AI Cooking Assistant
Consumers expected to drive demand for versatile and compact kitchen solutions
Chart 39 Analyst Insight
Blenders anticipated to see the strongest growth in the forecast period
German consumers will increasingly expect sustainable appliances
Leading manufacturers maintain strength despite rising competition
Brands leverage rising demand for sustainability
Chart 40 Kenwood Launches GO?KZM35 Compact Stand?Mixer with 800?W Eco-Motor
Retail offline continues to dominate, as consumers like to see and compare products
Retail e-commerce maintains its rising trend due to competitive pricing
Personal Care Appliances in Germany
KEY DATA FINDINGS
Innovation, premiumisation, and rising disposable incomes drive volume growth
Chart 41 Key Trends 2025
Philips drives growth with innovative subscription services
Chart 42 Philips' Newest IPL Model Comes with a “Try and Buy” Offer
Innovative technologies and changing trends drive varied performances
Dreame drives innovation with multifunctional hair stylers
Chart 43 Dreame Joins Hair Stylers with a Multifunctional Product
Product innovation and new technology set to drive growth and category shifts
Sustainability and energy efficiency expected to be an increasingly important factor
“Try and Buy” could be expanded to lower barriers to entry
Procter & Gamble and Philips continue to dominate, but see stronger competition
SharkNinja competes directly with Dyson in hair care appliances
Chart 44 Shark's FlexStyle Rivals the Dyson Airwrap
Appliances and electronics specialists leads as consumers like to see products in person
Retail e-commerce gains traction due to wide product range and competitive prices
Small Cooking Appliances in Germany
KEY DATA FINDINGS
Premiumisation and social media drive slow volume growth for small cooking appliances
Chart 45 Key Trends 2025
Growth continues, with air fryers seeing exceptional dynamism
Growth of premium products led by social media and influencer marketing
Chart 46 Cosori Uses Influencer Push for its Dual-Chamber Turbo Tower Pro Smart Air Fryer
Multifunctionality drives innovation and sales growth
Chart 47 WMF Launches Multi Taste 5-In-1 Compact Air Fryer
Consumers expected to drive demand for multifunctional and sustainable appliances
Air fryers forecast to lead growth in small cooking appliances due to speedy, healthy cooking
Businesses must adapt to changing consumer preferences and technological advancements
Chart 48 Analyst Insight
Leading players maintain their positions despite sales and share declines
SharkNinja climbs the ranking due to innovative premium products
Chart 49 Ninja launches Crispi 4-in-1 portable glass air fryer in Germany
Appliances and electronics specialists drives sales through demonstrations
Retail e-commerce plays a significant role in sales
Vacuum Cleaners in Germany
KEY DATA FINDINGS
Robotic and stick vacuum cleaners see volume growth, although the overall increase is minimal
Chart 50 Key Trends 2025
Despite a high possession rate, growth driven by upgrading and rising incomes
Standard vacuum cleaners remains dominant despite declining sales
Convenience and customisation trend drives growth
Chart 51 Robotic Vacuum Cleaners from Roborock and Dreame Have "Arms" and "Legs"
Dust protection and hygiene features drive premium sales
Chart 52 Miele Launches Guard L1 Comfort Vacuum Cleaner With Optimal Dust Protection
Compact and multifunctional designs boost sales
Chart 53 Samsung's New Bespoke AI Jet is Even Slimmer Than its Predecessor
Value growth as consumers expected to upgrade, despite volume decline
Continued dynamism for robotic vacuum cleaners as consumers seek to save time
Chart 54 Analyst Insight
Sustainability to be driven by regulation and changing consumer behaviour
Dyson and Miele lead with innovation and trust, predominately in standard vacuum cleaners
Innovation drives growth for players in robotic vacuum cleaners
Appliances and electronics specialists drives offline sales
Retail e-commerce gains traction due to changing habits, with a move to omnichannel
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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