The Western European market for small domestic appliances developed positively in the first half of 2013, improving on the previous year’s figure by 3 percent. Although Spanish consumers showed restraint owing to the continued difficult economic situation, consumers in Germany and the UK were quite willing to shop: both major markets registered increases in sales of 9 percent and 7 percent respectively in the first half of the year. Many consumers opted to buy higher quality devices with more advanced features than in the past.
The trend towards buying online continued in the first six months. Overall, 21 percent more small domestic appliances were purchased online than in the first half of 2012. The significance of online business is still relatively minor in Spain and Italy, with sales shares of 6 percent and 7 percent respectively. Already, in Germany, the Netherlands and the UK every fourth or fifth euro is spent online.
Growth drivers in small domestic appliance segment
Which devices are the greatest sales drivers in Western Europe? Coffee- and espresso fully automatic machines are currently very popular and are increasingly replacing demand for traditional filter coffee machines. In addition, there is a veritable boom in sales of kitchen appliances and floor cleaning devices with innovative and extra functions, such as rechargeable handsticks, uprights and robotic vacuum cleaners.
The Western European market for coffee and espresso machines registered slight growth in value terms. The majority of this growth is attributable to fully automatic coffee and espresso machines, with the market particularly boosted by sales of devices below the €500 mark. The key growth country for fully automatic machines was Germany, which was up 10 percent year-on-year. Sales of coffee pad and capsule machines also rose dramatically, supported by extremely good growth in Germany and the UK. This increase was coupled with falling prices, with almost one in two devices costing less than €75.
The development of the Western European market for floor care was highly dynamic in the first half of the year, with sales up 8 percent. The key markets for vacuum cleaners Germany and the UK each recorded growth of almost 13 percent. The rechargeable handstick vacuum cleaner segment is booming and continued the positive trend of the previous year, improving a further 89 percent in 2013. This product flew off the shelves in the UK, in particular, but also in Germany and France. In the largest segment – cylinder vacuum cleaners – bagless vacuum cleaners continued to see steady growth, while slight negative development was apparent for sales of vacuum cleaners with bags. Germany topped the list with the highest growth rate for bagless vacuum cleaners, at 22 percent. Robotic vacuum cleaners also continued to be popular. The key growth areas for this type were again Germany, with a sales plus of 63 percent, and Spain with plus 21 percent.
In Western Europe, sales of personal care products improved by 3 percent. The greatest growth was attributable to the electrical oral care segment. Waterjets registered positive developments in all countries. Germany and the UK had a strong impact on value sales growth in the electric toothbrush segment. There was also an upswing in hairdryer sales (+4 percent) in all Western European countries. Beard styling continued to be popular and grooming, with clippers, beard trimmers and multi-groomers, therefore provided a boost to the positive developments in the personal care segment. Laser and IPL (intense pulsed light) hair removal products also appealed to consumers. Although volume sales were still relatively low, devices for hand and foot care as well as face cleansing all registered strong percentage growth.
Sales on the Western European iron market fell by 6 percent. Alongside the negative development of the two most important segments, steam generator irons (-9 percent) and traditional steam irons (-4 percent) in Western Europe, there were positive indications in Germany for “Integrated Boards” (+17 percent) and generators with a permanent water supply (+15 percent).
The method
Through its retail panel, GfK regularly collects data on small domestic appliances in the segments of home comfort products, beverages, kitchen appliances, body care products and consumables in more than 90 countries worldwide. For the Western European market, this evaluation is based on information from France, Germany, Italy, the Netherlands, Spain and the UK for the first half of 2013.
For further information contact: Udo Jansen, +49 911 395 2936 or visit our office at the IFA trade fair in Berlin from 6 September to 11 September 2013 (Grosser Stern, VIP Area 2).
