new ifa gpc 2018 - gfk - small appliances global trends by udo … · 2019. 12. 10. ·...

1© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Global Growth Trends in Small Appliance MarketsUdo Jansen Global Director Small Domestic Appliances

April 2018IFA Global Press Conference

2© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Small Appliances (all monitored product groups) – Global Panelmarket – 2017

Source: GfK- and NPD Point-of-Sale Tracking

In 2017, the global Small Appliances Market, based on NPD`s and GfK`s retail panels, reached 65.2 billion USD

65.2 billion USD

+8% vs. 2016 (constant currency)

Hot beverage makers Electric water kettles Food preparation Rice cookers Toasters Juicers Fun cooking Mini ovens Deep fryers Barbecues

Shavers Hair dryers Hair stylers

Irons Vacuum cleaners Steam Cleaner Air treatment Electrical fans Electrical heating …

… and more

3© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Innovation

3

4© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

SDA total | World Panelmarket | Sales billion €

1 Without U.S.

1.882 mn

7.1 billion

27,7 billion 38,4 billion

2012 2017

Global SDA market1 is driven by innovations and smart appliances.New products make the everyday life of consumers easier.

Massage mat

Waterjet solo (Dental Care)

Toothbrush Rech. with Mobile Connect.

Foodpreparation with cooking function

Hot Air Fryers

Handstick rechargeable vac cleaners

Robot vacuum cleaners

Personal scales with Mobile Connect.

Slow juicers

Laser/IPL hair removal

Espresso Full. with Mobile Connect

Electrical cooking pots

Hot water dispenser

Window cleaner

Trad. filtercoffee with int. coffee grinder

Foodpreparation with shredder

2926

510

477

296185

1364

128

336

103

415

51

68

32

44

11

3796

Hybrid Groomer

5© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Connectivity

5

6© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Connectivity swaps more and more over to Small Domestic Appliances

Source: GfK Point of Sales Tracking

2015 2016 2017

12% 26% 50%

Panelmarket ChinaSales value %

Panelmarket GermanySales value %

10% 17% 20%

Panelmarket FranceSales value %

13% 18% 19%

2015 2016 2017

13% 21% 24%

Panelmarket NetherlandsSales value %

7© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Prices for connected vs not-connected small appliances

Source: GfK Point of Sales Tracking

Connected Not connected

Panelmarket ChinaPrice in RMB

1591 1130

Panelmarket France

Connected Not connected

281 € 161 €

Panelmarket Germany Panelmarket Netherlands

Connected Not connectedConnected Not connected

115 € 38 € 46 € 16 €

8© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Growth engines

8

9© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

FloorCare

9

10© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Floorcare is getting cordless – massive growth of rechargeable handstick vacuum cleaner

3,0

3,5

VACUUM CLEANERS Handstick

VACUUM CLEANERS Panelmarket EUROPE., PAC., LATAM., MEA., ASIA. Jan 15-Dec 15, Jan 16-Dec 16, Jan 17-Dec 17

HANDSTICK Sales Mio. EUR

PRJ 192170 - RG 2314135 - RP 30615797 - ID 509144440

MAINS ONLY

RECH. ONLY

Others

Jan 15-Dec 15 Jan 16-Dec 16 Jan 17-Dec 17

39,3 43,610,7 13,5 17,5

Sales Value EUR fix +/- % PY

Sales Mio. Units

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

Sa

les

Mio

.V

alu

eE

UR

fix(

x1

.00

0)

1.426

196

2.035

225

2.984

257

1.623

2.262

3.247

11© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Strong growth rates for Robotic vacuum cleaner, mainly driven by China

Jan 15-Dec 15, Jan 16-Dec 16, Jan 17-Dec 17

Sales Mio. Value EUR

PRJ 192170 - RG 2314135 - RP 30615962 - ID 509144606

Jan 15-Dec 15 Jan 16-Dec 16 Jan 17-Dec 17

20,3 19,43,8 4,3 5,4

Sales Value EUR fix +/- % PY

Sales Mio. Units

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

Sa

les

Mio

.V

alu

eE

UR

fix(

x1

.00

0)

968

1.164

1.390

Panelmarket EUROPE., PAC., LATAM., MEA., ASIA.

ROBOT VACUUM CLEANERS

12© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Strong growth rates for CONNECTED Robotic vacuum cleaner, mainly driven by China

Panelmarket EUROPE., PAC., LATAM., MEA., ASIA. Jan 15-Dec 15, Jan 16-Dec 16, Jan 17-Dec 17

ROBOT VACUUM CLEANERS Sales Mio. Value EUR fix

PRJ 192170 - RG 2314135 - RP 30615962 - ID 531068566

+ SMARTCONNECT.

wo. SMARTCONNECT.

UNKNOWN

Jan 15-Dec 15 Jan 16-Dec 16 Jan 17-Dec 17

20,3 19,43,8 4,3 5,4

Sales Value EUR fix +/- % PY

Sales Mio. Units

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

Sa

les

Mio

.V

alu

eE

UR

fix(

x1

.00

0)

911

56

923

241

831

559

968

1.164

1.390

13© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

BeverageMakers

13

14© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Fully automatic coffee/espresso machines market is up by 14%

15© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

A closer look on regions

16© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

17© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Jan 14-Dec 14 - Jan 17-Dec 17

Sales Mio. Value EUR fix

PRJ 192170 - RG 2314135 - RP 21240170 - ID 532801133

Jan 14-Dec 14 Jan 15-Dec 15 Jan 16-Dec 16 Jan 17-Dec 17

83,9 42,1 22,7 38,7+/- % PY

0

1

2

3

4

5

6

7

Sa

les

Mio

.V

alu

eE

UR

fix

(x

1.0

00

)

2.645

3.760

4.615

6.403

China becomes the biggest virtual market place in the world.

ONLINE SALES CHINA

18© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

New markets, like electrical toothbrushes, show avery good development

DENTAL CARE Panelmarket China Jan 15-Dec 15, Jan 16-Dec 16, Jan 17-Dec 17

ELECTRICAL TOOTHBRUSHES Sales Mio. Value EUR (fixed)

PRJ 192170 - RG 2314135 - RP 33335745 - ID 532332649

Jan 15-Dec 15 Jan 16-Dec 16 Jan 17-Dec 17

59,5 101,43,9 5,8 11,437 37 37

Sales Value EUR fix +/- % PY

Sales Mio. Units

Price EUR

0

50

100

150

200

250

300

350

400

450

Sa

les

Mio

.V

alu

eE

UR

fix

136

218

438

19© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

< -15 ≥ -15< -10

≥ -10< -5

≥ -5< -3

≥ -3< -1

≥ -1< 1

≥ 1< 3

≥ 3< 5

≥ 5< 10

≥ 10< 15 ≥ 15 n.a.

13,3

22,3

1,5

3,9

8,8

-3,2

-1,610,7

Sales Value <LC> +/-% PYSDA TOTAL

JAN17-DEC17Latin America

Strong growth rates in South American markets

20© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

DEEP FRYERS Brazil Panelmarket Jan-Dec 11 - Jan-Dec 17

Sales Mio. Units

PRJ 66580 - RG 4820038 - RP 31230071 - ID 529482638

HOT AIR FRYER (<0.5 litres oil)

TRAD. DEEP FRYER

Jan-Dec 11 Jan-Dec 12 Jan-Dec 13 Jan-Dec 14 Jan-Dec 15 Jan-Dec 16 Jan-Dec 17

0,1 0,2 0,2

0,4

0,1

1,2

0,1

1,4 1,5

0,1

2,6

0,20,2

0,6

1,3

1,5 1,6

2,7

The Air Fryer market in Brazil exploded again in 2017

+68%

vs. +14% SDA total

21© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Retail Trends

22© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

The retail environment is changing quickly in many countries. Online Sales remain a strong motor for growth.

Panelmarket EUROPE Jan 16-Dec 16, Jan 17-Dec 17

TOTAL SDA Growth Rates PY

PRJ 192170 - RG 2314135 - RP 33096265 - ID 530971987

Sales Units Sales Value EURJan 17-Dec 17

Growth Rate PY

Panelmarket

Internet Sales

Traditional Sales

0,9 3,1

12,3 12,4

-1,3 0,3

23© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

GfK`s Technical Market Index (TEMAX)

24© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

GfK TEMAX® = GfK Technical Market Index

• Top-line market report on Consumer Electronics, MDA, SDA, Photo, IT, TC

• Country coverage: 46 countries + Western Europe Fusion report

• Methodology: 100% coverage Total Market reports based on measured POS panel data

• Quarterly publication (mid of Feb/May/Aug/Nov) of text and graphic contents in English and local language

• Website accessible free, selected content by registration

http://temax.gfk.com/reports/

25© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Summary and key findings

26© GfK April 19, 2018 | Global Growth Trends in Small Appliance Markets

Small Appliances - global key trends

Overall, continuouslygood growth rates

The positive and dynamic trend continues, in almost all countries, and based on several growth engines.

1 Trading up

In many countries, consumersbuy higher priced, better equipped appliances.

2 Innovation & new market segments

Global SDA market is driven by innovations and smart appliances. New products make the everydaylife of consumers easier.

3

Energyefficiency

Label appeared in 2014 for vacuum cleaners in the EU. Second step for the VC label came in 2017.

4 Connectivityand Smart Home

The next big wave? Connectivity is swapping over

to Small Household Appliances, and will bring new benefitsto consumers.

5 Growthof internet sales

Growth of the internet as a sales channel impacts SDA sales. However, the share of online sales differs strongly by country and product group.

6