Consumer Electronics in Germany (2024)

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Consumer electronics in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for consumer electronics?

Table 1 Sales of Consumer Electronics by Category: Volume 2018-2023

Table 2 Sales of Consumer Electronics by Category: Value 2018-2023

Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2018-2023

Table 4 Sales of Consumer Electronics by Category: % Value Growth 2018-2023

Table 5 NBO Company Shares of Consumer Electronics: % Volume 2019-2023

Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2020-2023

Table 7 Distribution of Consumer Electronics by Channel: % Volume 2018-2023

Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2023-2028

Table 9 Forecast Sales of Consumer Electronics by Category: Value 2023-2028

Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2023-2028

Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

KEY DATA FINDINGS

Shifts in preference and high penetration lead to adjustments in computers and peripherals

All categories move back towards pre-pandemic level of sales

Increasing specialisation in computers and peripherals

Sales of premium laptops may slow due to economic situation

Innovations in laptops will put pressure on tablets

Computers once again expected to focus on high-performance devices

Table 12 Sales of Computers and Peripherals by Category: Volume 2018-2023

Table 13 Sales of Computers and Peripherals by Category: Value 2018-2023

Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2018-2023

Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2018-2023

Table 16 Sales of Computers by Category: Business Volume 2018-2023

Table 17 Sales of Computers by Category: Business Value MSP 2018-2023

Table 18 Sales of Computers by Category: Business Volume Growth 2018-2023

Table 19 Sales of Computers by Category: Business Value MSP Growth 2018-2023

Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2019-2023

Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2020-2023

Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2018-2023

Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2023-2028

Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2023-2028

Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2023-2028

Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2023-2028

Table 27 Forecast Sales of Computers by Category: Business Volume 2023-2028

Table 28 Forecast Sales of Computers by Category: Business Value MSP 2023-2028

Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2023-2028

Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2023-2028

KEY DATA FINDINGS

Price pressures and external factorsforce further volume decline in 2023

Built-in vehicle technology and lack of dashboard standardisation affect sales

Garmin overtakes TomTom within in-car navigation

In-car entertainment in Germany faces steep decline as challenges persist

Pioneering car brands have promising prospects, but could impact sales moving forward

E-commerce to see growth in in-car entertainment, shifting the retail landscape

Table 31 Sales of In-Car Entertainment by Category: Volume 2018-2023

Table 32 Sales of In-Car Entertainment by Category: Value 2018-2023

Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2018-2023

Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2018-2023

Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2019-2023

Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2020-2023

Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2018-2023

Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2023-2028

Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2023-2028

Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2023-2028

Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2023-2028

KEY DATA FINDINGS

Economic problems continue to weaken growth prospects

Advances in technology safeguard some sales

Rising competition brings benefits for consumers

Smart home integration set to evolve further

Substitutes will inhibit sales in the long term

Increasing establishment as niche products

Table 42 Sales of Home Audio and Cinema by Category: Volume 2018-2023

Table 43 Sales of Home Audio and Cinema by Category: Value 2018-2023

Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2018-2023

Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2018-2023

Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2019-2023

Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2020-2023

Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2019-2023

Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2023-2028

Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2023-2028

Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2023-2028

Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2023-2028

KEY DATA FINDINGS

Weakening sales due to high saturation and economic uncertainty

OLED TVs sees growth in home video

LCD TVs fragmenting, as technological advantage of leaders being lost

Quality will prevail in home video

Driving innovation in home video via high-resolution formats

Streaming services and mobile devices will be two key trends shaping home video

Table 53 Sales of Home Video by Category: Volume 2018-2023

Table 54 Sales of Home Video by Category: Value 2018-2023

Table 55 Sales of Home Video by Category: % Volume Growth 2018-2023

Table 56 Sales of Home Video by Category: % Value Growth 2018-2023

Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2018-2023

Table 58 NBO Company Shares of Home Video: % Volume 2019-2023

Table 59 LBN Brand Shares of Home Video: % Volume 2020-2023

Table 60 Distribution of Home Video by Channel: % Volume 2018-2023

Table 61 Forecast Sales of Home Video by Category: Volume 2023-2028

Table 62 Forecast Sales of Home Video by Category: Value 2023-2028

Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2023-2028

Table 64 Forecast Sales of Home Video by Category: % Value Growth 2023-2028

Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2023-2028

KEY DATA FINDINGS

Headphones is one of the few growth categories in consumer electronics

Premium products and fast replacement as growth guarantors

Apple stands out, but other brands are also getting stronger

Consumption of music and media positively affects headphones

TWS earbuds expected to remain the consumer favourite, but other categories also have potential

Demand continues even in times of crisis – outlook for headphones remains positive

Table 66 Sales of Headphones by Category: Volume 2018-2023

Table 67 Sales of Headphones by Category: Value 2018-2023

Table 68 Sales of Headphones by Category: % Volume Growth 2018-2023

Table 69 Sales of Headphones by Category: % Value Growth 2018-2023

Table 70 NBO Company Shares of Headphones: % Volume 2019-2023

Table 71 LBN Brand Shares of Headphones: % Volume 2020-2023

Table 72 Distribution of Headphones by Channel: % Volume 2018-2023

Table 73 Forecast Sales of Headphones by Category: Volume 2023-2028

Table 74 Forecast Sales of Headphones by Category: Value 2023-2028

Table 75 Forecast Sales of Headphones by Category: % Volume Growth 2023-2028

Table 76 Forecast Sales of Headphones by Category: % Value Growth 2023-2028

KEY DATA FINDINGS

Continued poor performance for imaging devices

Offline specialist stores still perform well in the face of online competition

Established players lead the way, but there are upcoming competitors

Action cameras identified as a potential area for growth

Smartphones set to continue to negatively impact digital cameras

Imaging devices consolidates as a niche category

Table 77 Sales of Imaging Devices by Category: Volume 2018-2023

Table 78 Sales of Imaging Devices by Category: Value 2018-2023

Table 79 Sales of Imaging Devices by Category: % Volume Growth 2018-2023

Table 80 Sales of Imaging Devices by Category: % Value Growth 2018-2023

Table 81 NBO Company Shares of Imaging Devices: % Volume 2019-2023

Table 82 LBN Brand Shares of Imaging Devices: % Volume 2020-2023

Table 83 Distribution of Imaging Devices by Channel: % Volume 2018-2023

Table 84 Forecast Sales of Imaging Devices by Category: Volume 2023-2028

Table 85 Forecast Sales of Imaging Devices by Category: Value 2023-2028

Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2023-2028

Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2023-2028

KEY DATA FINDINGS

Persistent price increases due to supply chain shortages

Device diversity is becoming more prominent

New flagship phones from Samsung and Apple dominate

The introduction of 5G in Germany continues to progress, driving demand for 5G-capable smartphones

Extended lifespan of smartphones

New technologies such as foldable phones likely to perform well in the market

Table 88 Sales of Mobile Phones by Category: Volume 2018-2023

Table 89 Sales of Mobile Phones by Category: Value 2018-2023

Table 90 Sales of Mobile Phones by Category: % Volume Growth 2018-2023

Table 91 Sales of Mobile Phones by Category: % Value Growth 2018-2023

Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2020-2023

Table 93 NBO Company Shares of Mobile Phones: % Volume 2019-2023

Table 94 LBN Brand Shares of Mobile Phones: % Volume 2020-2023

Table 95 Distribution of Mobile Phones by Channel: % Volume 2018-2023

Table 96 Forecast Sales of Mobile Phones by Category: Volume 2023-2028

Table 97 Forecast Sales of Mobile Phones by Category: Value 2023-2028

Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2023-2028

Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2023-2028

Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2023-2028

KEY DATA FINDINGS

Growth in portable players continues to be driven by wireless speakers

Several products are unequivocally becoming outdated

Well-known players continue to lead

Smart home development continues to impact wireless speakers

Unstoppable substitution of portable players by smartphones and tablets

Wireless speakers will be the sole driver of growth in portable players

Table 101 Sales of Portable Players by Category: Volume 2018-2023

Table 102 Sales of Portable Players by Category: Value 2018-2023

Table 103 Sales of Portable Players by Category: % Volume Growth 2018-2023

Table 104 Sales of Portable Players by Category: % Value Growth 2018-2023

Table 105 NBO Company Shares of Portable Players: % Volume 2019-2023

Table 106 LBN Brand Shares of Portable Players: % Volume 2020-2023

Table 107 Distribution of Portable Players by Channel: % Volume 2018-2023

Table 108 Forecast Sales of Portable Players by Category: Volume 2023-2028

Table 109 Forecast Sales of Portable Players by Category: Value 2023-2028

Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2023-2028

Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2023-2028

KEY DATA FINDINGS

Sales of wearable electronics suffer from economic problems

Each product type has a different purpose

Continued strong performance for leaders in smart wearables – but more fluctuation in activity watches

Ever-improving technology set to return the category to growth

Despite a minor setback in 2023, wearable electronics is well-positioned

Cross-generational support for growth

Table 112 Sales of Wearable Electronics by Category: Volume 2018-2023

Table 113 Sales of Wearable Electronics by Category: Value 2018-2023

Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2018-2023

Table 115 Sales of Wearable Electronics by Category: % Value Growth 2018-2023

Table 116 NBO Company Shares of Wearable Electronics: % Volume 2019-2023

Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2020-2023

Table 118 Distribution of Wearable Electronics by Channel: % Volume 2018-2023

Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2023-2028

Table 120 Forecast Sales of Wearable Electronics by Category: Value 2023-2028

Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2023-2028

Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2023-2028