Post on 02-Mar-2022
transcript
1© GfK 2017 | LivingKitchen | January 2017
AMK-TrendpressekonferenzGfK. Growth from Knowledge
© GfK 2017 I LivingKitchen I Cologne, 17.01.2017
2© GfK 2017 | LivingKitchen | January 2017
Agenda
Consumer Climate 2016 and New Housing Development
Kitchen Market Germany 2016
Major domestic appliances / built-in market Germany 2016
Smart Home
1234
3© GfK 2017 | LivingKitchen | January 2017
1. Consumer Climate 2016 and New Housing Development
4© GfK 2017 | LivingKitchen | January 2017
Stabilized Consumer Climate towards the end of the year
Quelle: GfK | EU-Commission
5© GfK 2017 | LivingKitchen | January 2017
Economic outlook/ income expectation/ buying propensity
economic outlook income expectationbuying propensity
6© GfK 2017 | LivingKitchen | January 2017
Building activity in Germany
Source: Statistisches Bundesamt DESTATIS 2016
Highest number of permitted appartments since 1999*
Building permitsJanuary - October 2016
Residential/Nonresidential buildings 308 666 + 23,4%
new apartments 265 047 + 21,7%
of these
- single-family house 80 316 + 1,1%
- two-family house 19 078 + 12,9%
- apartment building 139 176 + 26,9%
absolut +/- % prev.Y
*with regard to the first 10 months of a year
7© GfK 2017 | LivingKitchen | January 2017
2. Kitchen Market Germany 2016
8© GfK 2017 | LivingKitchen | January 2017
Kitchen Furniture – GfK Panelmarket – Growth in %
Quelle: GfK POS Tracking - Küchenmöbel
Ongoing growth of kitchen market in 2016
2,4%
6,9%
4,4%
0% 2% 4% 6% 8%
Salues Units
Sales Value
Price / OrderValue
Growth in % Jan-Sep 2015 vs. Jan-Sep 2016
9© GfK 2017 | LivingKitchen | Januar 2017PRJ 92295 - RG 4124326 - RP 27972188 - ID 471818854
Units/Value (in 1000)
0
0,2
0,4
0,6
0,8
1
1,2
Jan 15-Sep 15
Jan 16-Sep 16
1.053
1.079
0
2
4
6
8
Jan 15-Sep 15Jan 16-Sep 16
6.777.199
7.245.839
Jan - Sep 2016: Ongoing growth of kitchen market in 2016 – Order Values increased from 6.434 € to 6.714 €
Kitchen Furniture GfK Panelmarket Germany Sales Units, Sales Value
Sales Value in Thousand EurosSales Units in Thousand
Source: POS Tracking – Kitchen Furniture
Units/Value (in 1000)
10© GfK 2017 | LivingKitchen | January 2017
Kitchen Furniture GfK Panelmarket Germany Jan-Sep15 -> Jan-Sep16 Growth in %
PRJ 92295 - RG 4124326 - RP 23933852 - ID 436447624
Sales Units % Sales Value %
Total
0 < 5000 EUR
5000 < 10000 EUR
10000 < 20000 EUR
> = 20000 EUR
2,4 6,9
-1,5 0,7
4,1 4,4
8,8 8,4
18,2 20,4
Strong growth especially for kitchens with a price above 10.000 €
Source: POS Tracking – Kitchen Furniture
11© GfK 2017 | LivingKitchen | January 2017
Kitchen Furniture GfK Panelmarket Germany Sales Value in %
RG2072767-17 Features by Fact (Value) _FrontDeco
OTHERMATERIALS
Jan 14-Dec 14 Jan 15-Dec 15 Jan 16-Sep 16 Jan 14-Dec 14 Jan 15-Dec 15 Jan 16-Sep 16 Jan 14-Dec 14 Jan 15-Dec 15 Jan 16-Sep 16
TOTAL SEMI GLOSS/HIGH GLOSS FINISH MATT
9,93,5
36,4
4,2
10,4
35,6
9,1
13
35,4
3,75,5
33,4
8,8
17,9
34,4
3,14,4
31,3
10,3
6,2
53,9
15,6
11,8
7,9
22,3
51,1
7,6
9,5
7,1
29
50,3
5,47,2
9,5
19,5
6,25,4
58,6
10,2
4,4
21
5,63,5
55,2
10,2
9,4
22,1
4,63,7
50
Lacquer laminate gains more and more importance, now also in matt versions
Source: POS Tracking – Kitchen Furniture
MELAMINE
FOIL SMOOTH
FOIL STRUCTURED
TRUE LACQUER
LACQUER LAMINATE
12© GfK 2017 | LivingKitchen | January 2017
3. Major domestic appliances / built-in market Germany 2016
13© GfK 2017 | LivingKitchen | January 2017
GfK Panelmarket Germany 2014, 2015, Jan-Nov 16
Sales Value %
PRJ 49555 - RG 3174277 - RP 16469515 - ID 342191527
2014 2015 Jan-Nov 16 2014 2015 Jan-Nov 16
5
27
50
17
2
25
52
21
27
49
22
31
47
22
25
52
23
22
54
24
A+++
A++
A+
Others
DISHWASHERS COOLING
DISHWASHERS, COOLING
Energy efficiency remains a driver of the MDA market
Source: POS Tracking – Kitchen Furniture
14© GfK 2017 | LivingKitchen | January 2017
COOKING GfK Panelmarket Germany 2014, 2015, Jan-Nov 16
Sales Value %
PRJ 49555 - RG 3174277 - RP 23945177 - ID 436554151
2014 2015 Jan 16-Nov 16
85
12
3
78
14
8
77
14
9
100 % SteamSteam InjectionWithout Steam
2014 2015 Jan 16-Nov 16
38
12
20
30
35
11
20
35
28
11
21
40
PYROLYTIC
CATALYTIC
HYDROLYTIC
wo. Self Cleaning
2014 2015 Jan 16-Nov 16
55
45
58
42
59
41
COOKER
OVEN
Ovens
Trend towards ovens with self-cleaning and steam function
Source: POS Tracking – Kitchen Furniture
15© GfK 2017 | LivingKitchen | January 2017
GfK Panelmarket Germany 2014, 2015, Jan-Nov 16Sales Value %
PRJ 49555 - RG 3174277 - RP 16364741 - ID 341437305
48
52
44
56
40
60
43
5155
Flexible Induction2014 2015 Jan-Nov 16
Inductionwo. Induction
2014 2015 Jan-Nov 16
BUILT IN HOBS Ceramic/Glass
High-value features like (flexible) induction - more and more important
Source: POS Tracking – Kitchen Furniture
16© GfK 2017 | LivingKitchen | January 2017
HOODS GfK Panelmarket Germany 2014, 2015, Jan 16-Nov 16Sales Value %
PRJ 49555 - RG 3174277 - RP 21829002 - ID 436563743
27,529,8 31,9
3,66,1 6,8
2014 2015 Jan-Nov 16 2014 20 15 Jan-Nov 16
INCLINED Table/Hob Extra
Innovative segments like inclined hoods and table/hob extractors are contributing to the value increase
Source: POS Tracking – Kitchen Furniture
17© GfK 2017 | LivingKitchen | January 2017
COOLING/COOKING GfK Panelmarket Germany 2014, 2015, Jan-Nov 16
Sales Value %
PRJ 49555 - RG 3174277 - RP 29762644 - ID 499550022
2014 2015 Jan-Nov 16
32
21
17
28
33
21
17
26
37
19
17
25
<=100 ltrs.
>100<=200 ltrs.
>200<=250 ltrs.
>250<=300 ltrs.
>300 ltrs.
2014 2015 Jan-Nov 16
9
12
22
10
15
10
25
21
8
13
11
29
21
9
12
<= 50 Ltrs.
> 50 <= 60 Ltrs.
> 60 <= 65 Ltrs.
> 65 <= 70 Ltrs.
> 70 <= 75 Ltrs.
> 75 Ltrs.
COOLING COOKING
Ongoing trend towards appliances with larger volumes –in cooling as well as in cooking
Source: POS Tracking – Kitchen Furniture
18© GfK 2017 | LivingKitchen | January 2017
DISHWASHERS GfK Panelmarket Germany 2014, 2015, Jan-Nov 16BIBU FULLSIZE Sales Value %
PRJ 49555 - RG 3174277 - RP 23945889 - ID 436568932
27,7
40,0
30,7
21,0
44,0
32,7
2,2
18,8
44,5
35,1
81,0
19,0
80,3
19,7
79,8
20,2
2014 2015 Jan-Nov 16 2014 20 15 Jan-Nov 16
>=15 Placesets
14 Placesets
13 Placesets
12 Placesets
11 Placesets
Others
XXL-Dishwashers> 83 cm HighOthers
Also dishwashers with larger capacities gain importance
Source: POS Tracking – Kitchen Furniture
19© GfK 2017 | LivingKitchen | January 2017
4. Smart Home
20© GfK 2017 | LivingKitchen | January 2017
GfK Smart Home Study: 7.000+ online interviews in 7 key markets
Source: GfK Smart Home Study 2015
Technologies that will impact consumers’ lives
47%
43%
51%
19%
57%
75%
55%
Mobile payments
Smart home technology
3D printing
Wearable technology
Driverless cars/autonomous driving
The Internet of Things
Connected car
Virtual/augmented reality
Smart cities
55%
50%
41%
35%
33%
29%
26%
24%
24%
Consumers feel that smart home technology will
have an impact on their lives over the
next few years.
50%
21© GfK 2017 | LivingKitchen | January 2017
The smart home market is still far away from being a mass market
Smart small domestic appliances
4%
Smart entertainment
86%
Communication and control
devices3%
Home automation and security
3%
Smart major domestic appliances
5%
GfK POS Tracking DE, Jan-Oct 2016
Share of ´smart´ in value
22© GfK 2017 | LivingKitchen | January 2017
MDA TOTAL 11 GfK Panelmarket Germany Jan 16-Nov 16
Sales Mio. Value EUR, Vert%
PRJ 49555 - RG 3174277 - RP 29817530 - ID 499992552
MDA Smart
Non-Smart
Jan 16-Nov 16
5,0
95,0
WASHINGMACHINES
TUMBLEDRYERS
DISHWASHERS
COOLING
FREEZERS
COOKING
BUILT IN HOBS
HOODS
MICROWAVE OVENS
STEAM OVENS
WINE CABINETS
Jan 16-Nov 16MDA Smart
+64%MDA Smart +/- % versus previous year:
21,7
2,45,2
22,0
2,5
14,8
11,36,8
1,9
10,0
1,5
Major domestic appliances become “smarter“
23© GfK 2017 | LivingKitchen | January 2017
Your contact to us!
T +49 911 395 3087
Head of POS Measurement Germany
Markus Wittmann
markus.wittmann@gfk.comGermany
24© GfK 2017 | LivingKitchen | January 2017
THANK YOUFOR YOUR ATTENTION!
AMK Pressekonferenz I LivingKitchen I Cologne, 17.01.2017