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1© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
Global Market
Trends – TCG (Technical Consumer Goods)
IFA Global Press Conference
2019-04-26
Friedemann Stöckle
2© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
GfK Market Insights
1. Global Market Trends TCG(Technical Consumer Goods)
Helicopter view on innovations in
Technical Consumer Goods
2. Smart Home Crossing the chasm – Well-crafted individual
solutions within a common ecosystem possess a
tangible opportunity.
3. Consumer Electronics including Smart Phones / IT
Today and tomorrow: How the consumer sets the
bar for innovation
4. Home AppliancesMajor and Small Appliances
Emerging trends: From consumer needs to global
trend opportunities
3© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
Source: GfK Point of Sales Tracking and total market estimation incl. North America, based on a fixed currency exchange rate
Global market for technical consumer goods
Telecom
Major Domestic
Appliances
IT incl. Office
Products
Small Domestic
Appliances
Consumer
Electronics
incl. Photo
8% 8% 9%
15% 15% 15%
16% 16% 15%
17% 17% 17%
43% 44% 44%
2017 2018 2019 (forecast)
+7% +3% +1% Sales value growth
±0%
+3%
-3%
+2%
+7%
Sales value total
€ 1,052 bn2019 (forecast)
5© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
I feel like I am in more control
than ever before when
choosing the best
products to buy.
“
65%Global respondents agreeing
Source: GfK FutureBuy 2018
“
6© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
Delivering on the experience of
borderless shopping is an opportunity
I. Want. It. Now.
7© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
5 key themes drive the technical consumer goods market
Performance PremiumBorderless
shopping
Rich experiences
High-end product
features
Aspirational
products for “me”
Premium price
Everywhere and
anytime
Mobile shopping
on the rise
Developing
economies
… are maturing
Markets are
shifting
Simplification
Connected
devices simplify
Voice assisted
Rich experiences delivered through
Impactfulfrom production to innovation
8© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
100
130
112
138125
162
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
World 25 EU Countries New Models in 25 EU Ctr.
+13
+24
Consumers choose innovative products
Premium is paid for new models with an upward trend
* Source: GfK POS Panels worldwide; North America excluded. All audited TCG Products | ** New models = max 24 months old
Global Price Index* – 2009 = 100%
Europe
12% above
World
Average
Consumers choose in
Europe in 2018 even
more new high-end
models
New
models**
25% above
World
Average
9© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
100
130
125
162
81
167
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
World New Models in 25 EU Ctr. New Models in CN
Products in China transform to highly innovative up-market
models
* Source: GfK POS Panels worldwide; North America excluded. All audited TCG Products | ** New models = max 24 months old
Global Price Index* – 2009 = 100%
High innovation rate
and upmarket trends
are observed in China
in all technical
consumer goods
10© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
The Innovation Cycle
11© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
Sales in 2018: Shares* in value by year of product launch
PRJ 74495 - RG 5346496 - RP 35812156 - ID 553023275
Consumer
Electronics
11
49
33
Telecom
8
48
43
Information
Technology
6
51
40
Major Domestic
Appliances
Small Domestic
Appliances
23
36
15
19
32
17
20182017
2016
2015
Before 2015
Innovation rates in CE, Telco, IT extremely high
Life cycles of home appliances are longer
* Source: GfK POS Panels worldwide; North America excluded.
Year of
product launch
12© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26PRJ 74495 - RG 5346496 - RP 35835096 - ID 553196881
Total*
10
50
34
25 Ctr. Europe
5
50
43
ASIA Middle East /Africa LATAM
15
48
30
13
54
27
8
57
28
20182017
2016
2015
Before 2015
PTV show extremely high innovation shares in Europe
PTV sales in 2018: Shares* in value by year of product launch
* Source: GfK POS Panels worldwide; North America excluded.
Year of
product launch
13© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26PRJ 74495 - RG 5346496 - RP 35835096 - ID 553196882
25
34
15
24
27
11
26
39
18
22
27
12
18
30
11
20182017
2016
2015
Before 2015
For refrigerators, Asia is leading with new models
Refrigerators sales in 2018: Shares* in value by year of product launch
* Source: GfK POS Panels worldwide; North America excluded.
Total* 25 Ctr. Europe ASIA Middle East /Africa LATAM
Year of
product launch
14© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
25 Ctr. Europe | Value shares* selected product groups
PRJ 74495 - RG 5346496 - RP 35864485 - ID 553362694
PTV/FLAT
>= 800 EUR
500 < 800 EUR
2010 2014 2018
28
35
22
31
23
35
514 434 459
Product launch
2018 only
2018
24
39
505
High-end in Europe on the rise – esp. through innovative
products in all product categories
* Source: GfK POS Panels Europe 25 countries
Ø Price
Smart /
Mobile-Phones 19 1619
13
23
154 222 315 363Ø Price
Vacuum
Cleaners 9262
103 116 143 204Ø Price
3
15© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
Innovation …focus on performance,
simplification, and
premium
Consumer …is in control
Products …permanently used – some many
times every day
Innovation Empowers Markets
Global
TCG
Markets
… with smart benefitsconnected and voice assisted
products create new benefits
… empowers markets value creation for consumers,
retailers and manufacturers
… centricityand wants it “now”
16© GfK 2019 | IFA Global Press Conference | Global TCG Market Trends | 2019-04-26
Thank you.
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