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Report
Consumer Appliances in Austria
Market Direction I 2023-04-26 I 120 Pages I Euromonitor
Total volume sales in consumer appliances continued to decrease in 2022, after a trend of additional purchases made during the height of the COVID-19 pandemic in 2020-2021, when Austrian consumers spent extra money on their homes. This was triggered by the additional time sent at home during lockdowns, along with working from home and thus creating home office spaces. Consumers invested in their home environments in this way, as limited opportunities for out-of-home activities and travel meant m...
Euromonitor International's Consumer Appliances in Austria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, format trends or distribution issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Major Appliances, Small Appliances.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Consumer Appliances market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer Appliances in Austria
Euromonitor International
April 2023
List Of Contents And Tables
CONSUMER APPLIANCES IN AUSTRIA
EXECUTIVE SUMMARY
Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2023
MARKET DATA
Table 3 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 4 Sales of Consumer Appliances by Category: Value 2017-2022
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 11 Sales of Small Appliances by Category: Volume 2017-2022
Table 12 Sales of Small Appliances by Category: Value 2017-2022
Table 13 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 14 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 15 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 16 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 17 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 19 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 20 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 29 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 30 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales cool down after extra demand during the pandemic era
External factors push up manufacturing costs and lead to increases in unit prices
Premium brands affected by higher price-sensitivity, as Leibherr maintains a strong top place
PROSPECTS AND OPPORTUNITIES
Stagnant forecast ahead along, with many uncertainty factors at play
Freezers likely to continue to struggle, due to long replacement cycles and changes in consumer behaviour
Emerging Chinese brands show good potential
CATEGORY DATA
Table 33 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 34 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 37 Sales of Freezers by Format: % Volume 2017-2022
Table 38 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 39 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 41 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 42 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 47 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 50 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027
HOME LAUNDRY APPLIANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales fall after pandemic era spike, although automatic washer driers continue to attract attention
Notable price increases clash with increased level of price-sensitivity
BSH maintains its lead, trailed by Beko Grundig Osterreich with its name-change
PROSPECTS AND OPPORTUNITIES
Solid forecast overshadowed by uncertainty factors
Some untapped potential remains in sight for home laundry appliances
Rental trends could play an increasing role in home laundry appliances
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 56 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 60 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 66 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 67 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 68 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027
DISHWASHERS IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dishwashers sales slump into negative volume figures after pandemic era spikes
Global challenges lead to increasing prices and supply shortages
Leading player BSH continues to invest in the strong reputation of Bosch
PROSPECTS AND OPPORTUNITIES
Solid growth seems likely, but uncertainty remains
Little room for innovation means unit prices likely to stagnate
No ongoing changes in hygiene standards after the pandemic
CATEGORY DATA
Table 70 Sales of Dishwashers by Category: Volume 2017-2022
Table 71 Sales of Dishwashers by Category: Value 2017-2022
Table 72 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 73 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 74 Sales of Dishwashers by Format: % Volume 2017-2022
Table 75 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 76 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 77 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 78 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 79 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 80 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 81 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 82 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027
LARGE COOKING APPLIANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumer constraints lead to a moderate performance in large cooking appliances
Ovens sees a notable drop in demand, while built-in hobs and cooker hoods maintain positive volume growth
Gas hobs suffer another setback, while induction-type hobs see small gains
PROSPECTS AND OPPORTUNITIES
Recovery is likely, but not guaranteed due to ongoing uncertainties
Re-emerging innovations could help bolster sales as consumers become more confident in their spending again
Mid-priced brands are in danger of losing ground to polarised competition
CATEGORY DATA
Table 83 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 84 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 85 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 86 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 87 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 88 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 89 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 90 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 91 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 92 NBO Company Shares of Ovens: % Volume 2018-2022
Table 93 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 94 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 95 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 96 NBO Company Shares of Cookers: % Volume 2018-2022
Table 97 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 98 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 99 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 100 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 101 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 102 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027
MICROWAVES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand normalises after peak during the pandemic, with a notable drop in sales
Basic functions in microwaves are enough for the vast majority of consumers
Retail distribution also normalises after atypical pandemic behaviours
PROSPECTS AND OPPORTUNITIES
Still some growth potential ahead for microwaves, thanks to fast-paced urban lifestyles
In the longer run, microwaves could become completely obsolete due to multi-functional ovens
Good price-performance ratio to remain key
CATEGORY DATA
Table 103 Sales of Microwaves by Category: Volume 2017-2022
Table 104 Sales of Microwaves by Category: Value 2017-2022
Table 105 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 106 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 107 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 108 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 109 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 110 Distribution of Microwaves by Format: % Volume 2017-2022
Table 111 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 112 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 113 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 114 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027
FOOD PREPARATION APPLIANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
After benefiting during the pandemic, food preparation appliances cools down
Retained consumer interest indicates a promising recovery
Notable price increases impact food preparation appliances
PROSPECTS AND OPPORTUNITIES
A cautiously positive forecast sees solid growth potential
Interest in expensive, niche products has likely passed its peak
Food preparation appliances depend strongly on global price developments
CATEGORY DATA
Table 115 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 116 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 117 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 118 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 119 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 120 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 121 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 122 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 123 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 124 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 125 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027
SMALL COOKING APPLIANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand falls after sales boom during the pandemic era, as triggered by home-cooking trends
Coffee machines sales start to level off after short peak, with espresso coffee machines set for strongest performance ahead
Kenwood retains overall lead by a small margin, as entry-level brands show strong competition
PROSPECTS AND OPPORTUNITIES
Stable demand likely, but only under positive assumptions
Coffee machine sales have likely passed their peak for this forecast period
Developments in niche products could provide potential growth
CATEGORY DATA
Table 126 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 127 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 128 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 129 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 130 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 131 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 132 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 133 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 134 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 135 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 136 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 137 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027
VACUUM CLEANERS IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales spike during pandemic continues to curb sales in 2022
Battery-operated vacuum cleaners are trending except from robotic variants
Dyson continues to stand out from the crowd, thanks to high brand profile and D2C sales strategies
PROSPECTS AND OPPORTUNITIES
Relative stagnation expected for vacuum cleaners over the forecast period
Uncertainties remain in terms of further price developments
Atypical pandemic behaviours return to normal in the post-pandemic landscape
CATEGORY DATA
Table 138 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 139 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 140 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 141 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 142 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 143 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 144 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 145 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 146 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 147 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 148 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 149 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
PERSONAL CARE APPLIANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid performance in personal care appliances in the aftermath of COVID-19
E-commerce sees slight decline in line with reopening of brick-and-mortar specialist stores
Oral-B remains the front-of-mind brand for consumers, while cheaper models also attract attention
PROSPECTS AND OPPORTUNITIES
From a strong base, further growth is expected in personal care appliances
Electric facial cleansers expected to maintain its robust performance
Brand diversity expected to be broader than ever, bolstered by arrays of products available via e-commerce
CATEGORY DATA
Table 150 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 151 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 152 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 153 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 154 Sales of Body Shavers by Format: % Volume 2017-2022
Table 155 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 156 NBO Company Shares of Personal Care Appliances 2018-2022
Table 157 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 158 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 159 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 160 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 161 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 162 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027
AIR TREATMENT PRODUCTS IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth for air treatment products softens from lockdown times but persists
Long, hot summer helps maintain ongoing demand for air conditioners
2-in-1 and 3-in-1 products draw increasing consumer attention
PROSPECTS AND OPPORTUNITIES
Favourable conditions ahead for air treatment products
Plenty of growth potential for air conditioners, further supported should inflation stabilise
Environmental issues to play an increasing role in consumers purchasing decisions
CATEGORY DATA
Table 163 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 164 Sales of Air Treatment Products by Category: Value 2017-2022
Table 165 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 166 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 167 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 168 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 169 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 170 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 171 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 172 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 173 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 174 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027
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