COMPETITIVE LANDSCAPE
Leading players maintain their positions despite sales and share declines
Small cooking appliances in Germany remained relatively fragmented in 2025, with only the leading player holding a double-digit share of volume sales. Severin Elektrogeräte GmbH continued to lead with a 10% retail volume share in 2025, followed by Clatronic GmbH with 9%, and De'Longhi Deutschland GmbH (De'Longhi, Kenwood, Nespresso) also with 9%.
SharkNinja climbs the ranking due to innovative premium products
One of the players rapidly climbing the ranking was SharkNinja Germany GmbH, whose continued double-digit retail volume growth in 2025 impacted other players, including the leaders. It saw a 57% increase in its sales in 2025, and a significant increase in its volume share, thanks to attracting shoppers towards its premium, multifunctional air fryers, combi-cookers, and compact ovens that promise faster, healthier results.
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Overview:
Understand the latest market trends and future growth opportunities for the Small Cooking 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 Small Cooking 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 Small Cooking 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 Small Cooking 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?
Small Cooking Appliances in Germany - Category analysis
KEY DATA FINDINGS
Premiumisation and social media drive slow volume growth for small cooking appliances
Growth continues, with air fryers seeing exceptional dynamism
Growth of premium products led by social media and influencer marketing
Multifunctionality drives innovation and sales growth
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
Leading players maintain their positions despite sales and share declines
SharkNinja climbs the ranking due to innovative premium products
Appliances and electronics specialists drives sales through demonstrations
Retail e-commerce plays a significant role in sales
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:
Small Cooking Appliances
- 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
Small Cooking Appliances
Small cooking appliances includes coffee machines, breadmakers, electric grills, fryers, electric steamers, kettles, coffee mills, slow cookers, and other small cooking appliances.
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 Small Cooking Appliances research and analysis database.
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