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