2017-01-10 GfK - LivingKitchen - AMK Pressefrühstück - EN

1© GfK 2017 | LivingKitchen | January 2017

AMK-TrendpressekonferenzGfK. Growth from Knowledge

© GfK 2017 I LivingKitchen I Cologne, 17.01.2017


Agenda

Consumer Climate 2016 and New Housing Development

Kitchen Market Germany 2016

Major domestic appliances / built-in market Germany 2016

Smart Home

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1. Consumer Climate 2016 and New Housing Development


Stabilized Consumer Climate towards the end of the year

Quelle: GfK | EU-Commission


Economic outlook/ income expectation/ buying propensity

economic outlook income expectationbuying propensity


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


2. Kitchen Market Germany 2016


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)


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 €



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


MELAMINE

FOIL SMOOTH

FOIL STRUCTURED

TRUE LACQUER

LACQUER LAMINATE


3. Major domestic appliances / built-in market Germany 2016


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



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



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



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



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



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



4. Smart Home


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%


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


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“


Your contact to us!

T +49 911 395 3087

Head of POS Measurement Germany

Markus Wittmann

[email protected]


THANK YOUFOR YOUR ATTENTION!

AMK Pressekonferenz I LivingKitchen I Cologne, 17.01.2017

Documents

2017-01-10 GfK - LivingKitchen - AMK Pressefrühstück - EN