While microwaves posted a marginal decline in volume sales in 2020, the category did not suffer notably negative consequences as a result of COVID-19. This was due to the fact that unit prices for these products are relatively low, thus they were not among the big-ticket items that consumers were inclined to postpone buying due to the economic shock of the pandemic. In fact, microwave usage rose during the year as Germans became much more likely to cook and eat at home, with appreciation for…

Vacuum cleaners in Germany saw total volume sales enter negative territory in 2020 as the economic shock of COVID-19 led consumers to tighten spending. Home seclusion meant Germans generally had more time and greater occasion for vacuuming during the year, especially during lockdown periods. This did not translate into an increased willingness to make replacement purchases, however, with cost savings being a bigger factor for most households.

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Overall volume sales of small cooking appliances declined in 2020, with most categories posting negative results in this regard. This was mainly because the economic shock of COVID-19 made Germans more cautious in their spending behaviour and thereby inclined to postpone buying new appliances, while store closures during lockdown periods also constrained demand. Demand for some product types was bolstered as the pandemic resulted in consumers spending more time cooking at home, but the…

The COVID-19 pandemic had a net positive effect on the performance of large cooking appliances in 2020, in that the overall rate of volume decline for this mature category was slightly slower than that recorded in 2019. With restaurants closed and people spending more time cooking at home, many German households that had the funds chose to upgrade their kitchen equipment during the first lockdown. This trend persisted after the first lockdown ended, with fear of contracting the virus making…

In 2020 home laundry appliances was among the categories negatively affected as financial uncertainty arising from COVID-19 led German households to postpone big-ticket purchases, particularly during the first half of the year. To some extent, usage of these appliances actually went up as a direct result of the pandemic, with Germans – who already tended to be quite hygiene-conscious – seeking to reduce potential exposure to the virus by washing clothes more frequently, especially clothes…

With the imposition of the first lockdown in Germany in mid-March 2020, volume sales of several types of food preparation appliances increased as consumers began spending much more time at home. In particular, Germans were more inclined to purchase products that can reduce the amount of time and effort involved in the cooking process, with notable beneficiaries of this trend including food processors and other food preparation appliances, mainly grinders and choppers. Demand for various…

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