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1© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Home Appliances and
emerging trends
From consumer needs to
global trend opportunities
IFA Global Press Conference
26th of April 2019, Huelva
Norbert Herzog | Global Strategic Insights
5© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Global market for Major & Small domestic Appliances: Regional split 2018
Global MDA/SDA Market
Source: GfK Point of Sales Tracking and total market estimation incl. North America, based on a fixed currency exchange rate
Turnover €262bn
Growth Rate +3%
Global MDA & SDA +5%SDA
+1%MDA
7© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Asia and Europe account for two thirds of the global turnover
Global market for Major & Small domestic Appliances: Regional split 2018
North America
€51bn ±0% Asia-Pacific
€93bn +3%
Latin America
€17bn +6% Middle East & Africa
€15bn +3%
Europe
€86bn +3%
Global MDA & SDA
Turnover €262bn
Growth Rate +3%
Global MDA/SDA Market
Source: GfK Point of Sales Tracking and total market estimation incl. North America, based on a fixed currency exchange rate
+20%SDA
+1%MDA
Emerging Asia
12© GfK April 26, 2019 | Technical consumer goods today and tomorrow
5 Key Themes in Home Appliances
Simplification PremiumBorderless
Shopping
Simplify recurrent
tasks
Smart
Voice Assistants bring
next level connectivity
Aspirational Products
express Identity
Pamper the “Me”
Shopping 24/7
everywhere
Omnichannel
Mobile shopping on
the rise
Well-being
Compensating
(urban) pollution
Air and water quality
Sleep
Rich Experiences delivered through
Performance
Enablement of rich
experiences
Manifestation via
high-end features
SDA specific
14© GfK April 26, 2019 | Technical consumer goods today and tomorrow
5 Key Themes in Home Appliances
Simplification PremiumBorderless
Shopping
Simplify recurrent
tasks
Smart
Voice Assistants bring
next level connectivity
Aspirational Products
express Identity
Pamper the “Me”
Shopping 24/7
everywhere
Omnichannel
Mobile shopping on
the rise
Compensating
(urban) pollution
Air and water quality
Sleep
Rich Experiences delivered through
Developing
Economies
High impact
Risk: Fluctuation
Maturing economies
expand regionally
Impactfulfrom Production to Innovation
Well-being
SDA specific
18© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Rich experienced delivered through Simplification
21© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Source: GfK Consumer Life Study 2018, GfK Point of Sales Tracking; * Cooking, Dishwasher, Microwaves, Tumble Dryers and Washing Machines
Simplification to activate the consumer willingness to spend
“ I am prepared to pay more for products
that make my life easier.43%global respondents agreeing
Major Domestic
Appliances with Steam*
Sales Value Growth
30%
-2%
2016 2017 2018
MDA Steam
Total
Vacuum Cleaner
Robots
Sales Value Growth
35%
17%
2016 2017 2018
Robots
Total
Washdryer >5kg
drying capacity
Sales Value Growth
25%
-1%
2016 2017 2018
Washdryer>5kg drying
Total
22© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Smart: Most relevant Home Appliances product groups
Smart small appliances are still behind large appliances.
Laundry and personal care is leading the dynamics.
4%
16%Smart
MDA
30%28%
31%
22%
TumbleDryers
WashingMachines
Air Treatment PersonalScales
Smart Products (Sales Value %)
1%
10%Smart
SDA
29© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Rich experienced delivered through Premium
30© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Consumer Identity and Aspirations mirrored by Premium Products
Source: GfK POS Retail Panel, GfK Consumer Life : 2018 , All figures are growth rates for Jan-Dec 2018
“ It is important to indulge or pamper
myself on a regular basis.GfK Consumer Life Study 2018
Pistol Grip Hairdryer
>=300$
Hairdryers
<300$
+5%
+75%
Hair Styler
>= 100$
+59%
Hair Stylers
<100$
-1%
Q4: up 100+%
Q4 APAC: up 800+%
42%global respondents agreeing
Handstick Rech.> 500$
+65%
Vacuum Cleaner
<500$
+11%
31© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Consumer identity and aspirations mirrored by premium products
Source: GfK Consumer Life Study 2018, GfK Point of Sales Tracking; all figures are growth rates for Jan-Dec 2018, Sales Value EUR
Washing Machine with
Steam function
+53%
Washing Machine
-1%
Combi Fridges NF
>200cm height
Cooling
-2%
+22%
Hobs w.int. hoods
+35%
-2%
Hobs
“ It is important to indulge or pamper
myself on a regular basis.GfK Consumer Life Study 2018
42%global respondents agreeing
34© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Rich experienced delivered through Borderless Shopping
35© GfK April 26, 2019 | Technical consumer goods today and tomorrow
I. Want. It. Now.
Delivering on the experience of
borderless shopping is an opportunity
36© GfK April 26, 2019 | Technical consumer goods today and tomorrow
17 18 18 19
Germany
MDA Sales Value EUR fix %
Online landscape: Country specific online retail enables borderless
shopping in the past years.
37 38 39 39
Great Britain
20 21 23 22
Brazil
1 1 1 2
South Africa
21 24 24 24
Russia
16 2333 38
China
4 4 4 4Japan
Sales Value EUR fix %
PRJ 82721 - RG 5294383 - RP 35194635 - ID 545004888
MDA
39%
27%
86%
21%
7%
25%
37%
GfK Consumer Life Study 2018
“ I really need the shops and services I use
to be available at all times.38%global respondents agreeing
SDA
2018
2017
2016
2015
37© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Multi-/omni-
channel retail
approach
proves to be
successful
Traditional retailers leveraged their leap of faith in the online world but
mobile shopping blurs the borders between channels
Source: GfK Consumer Life Study 2018, GfK Point of Sales Tracking
42% 43% 45%
2016 2017 2018
Major Domestic Appliances Europe
Sales value % and growth rate
Pure online player
Traditional retailer online shop
+3%
+13%
“My smartphone / tablet is quickly becoming
my most important shopping tool48%global respondents agreeing
35% 38% 41%
2016 2017 2018
Pure Online Player
Traditional Retailer Online Shop
Small Domestic Appliances Europe >500 US$
Sales Value % and Growth Rate
+22%
+39%
48© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Key Themes in Home Appliances
Simplification PremiumBorderless
Shopping
Simplify recurrent
tasks
Smart
Voice Assistants bring
next level connectivity
Aspirational Products
express Identity
Pamper the “Me”
Shopping 24/7
everywhere
Omnichannel
Mobile shopping on
the rise
Compensating
(urban) pollution
Air and water quality
Sleep
Rich Experiences delivered through
Developing
Economies
High impact
Risk: Fluctuation
Maturing economies
expand regionally
Impactfulfrom Production to Innovation
Well-being
SDA specific
49© GfK April 26, 2019 | Technical consumer goods today and tomorrow
30%
6%64%
High impact of fluctuating demand
Developing economies and their influence on the global MDA market
FluctuatingImpactful
China
BrazilRest of
world
Regional sales unit share Regional sales unit growth %
-25
-15
-5
5
15
25
1Q
16
2Q
16
3Q
16
4Q
16
1Q
17
2Q
17
3Q
17
4Q
17
1Q
18
2Q
18
3Q
18
4Q
18
China Brazil Global
Source: GfK Point of Sales Tracking
50© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Pre-acquisition2017 (unit %)
Post-acquisition2018 (unit %)
WE 1.2% 7.4%
CEE 0.6% 13.1%
China as the home of an increasing number of global brands
Developing economies and their maturing role:
From production economy to a significant global player
Export Acquisitions
China’s smartphone makers increasingly tap into
the international markets (2016: 31%)
Chinese MDA brands strengthen their footprint via
acquisitions with significant impact in Europe
40%Smartphone
production is
exported
Chinese MDA footprint
Source: GfK Point of Sales Tracking
52© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Key Take-Aways GfK Power Briefing
SimplificationCONVENIENCE AND
CONNECTIVITY
PremiumINNOVATION EMPOWERS
MARKETS
Borderless
shopping
CONSUMER EXPECTS
OMNICHANNEL
Developing
Economies
IMPACTFUL
FLUCTUATING
MATURING
PerformancePOWER FOR
EXPERIENCE
53© GfK April 26, 2019 | Technical consumer goods today and tomorrow
Thank you.
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