COMPETITIVE LANDSCAPE
Leading manufacturers maintain dominance through innovation
Home laundry appliances in Germany is concentrated, with the top five players holding a significant 70% retail volume share. In 2025, BSH Hausgeräte GmbH (Bosche, Siemens, Constructa) led with a 32% volume share, followed by Electrolux Hausgeräte GmbH (AEG-Electrolux, Zanker) with 15%, and Bauknecht Hausgeräte GmbH, Miele & Cie KG, and Beko Deutschland GmbH also featuring among the top five.
Competition intensifying among brands to supersede energy label ‘A’
Sustainability is becoming a key factor in consumers’ purchase decisions, largely because it can reduce long-term costs. This matters especially for major appliances, where energy use is high and energy prices continue to rise, pushing buyers to prioritise high energy efficiency.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry 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.
If you're in the Home Laundry 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 Home Laundry 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 Home Laundry 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?
Home Laundry Appliances in Germany - Category analysis
KEY DATA FINDINGS
Sustainability and rising incomes impact home laundry appliances
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
Convenience and customisation become key differentiators beyond energy label ‘A’
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’
Appliances and electronics specialists drives offline sales
Coolblue's rental concept signals shift to service-based retail
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:
Home Laundry Appliances
- 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
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.
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 Home Laundry Appliances research and analysis database.
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