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Table of Contents

Executive Summary

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TABLE OF CONTENTS

EXECUTIVE SUMMARY

INTRODUCTION

Definitions

Methodology

The German Economy

Exchange Rates

Abbreviations

MARKET SIZE

Market Overview and Trends, 1992-1996

Market Segmentation

Overview

Bathroom Fittings

Baths and Showers Trays

Bathroom Furniture

Shower Enclosures

Ceramic Sanitaryware

Bathroom Accessories

Whirlpool Baths

Factors Affecting Demand

Forecast Market Size, 1997-2001

Overview

Forecast Market Segmentation

DISTRIBUTION

Overview

Bathroom Fittings

Baths and Shower Trays

Bathroom Furniture

Shower Enclosures

Ceramic Sanitaryware

Bathroom Accessories

Whirlpool Baths

Distribution Industry Structure

Overview

GC Group

Mannesmann Haustechnik

Raab Karcher Sanit„r Heizung Fliesen

Richter & Frenzel

Thyssen Handelsunion

PRODUCTION

Overview

Critical Success Factors

INTERNATIONAL TRADE

Imports

Overview

Implications For Importers

Exports

Trade Deficit

INDUSTRY STRUCTURE

Overview

Bathroom Fittings & Showers

Baths and Shower Trays

Bathroom Furniture

Shower Enclosures

Ceramic Sanitaryware

Bathroom Accessories

Whirlpool Baths

Company Profiles

Bette

Burgbad

Aloys F Dornbracht

Duravit

Eisenwerke FW Dker

EMCO Badausstattungen

Friedrich Grohe

HANSA Metallwerke

Hansgrohe

HEWI Heinrich Wilke

Hoesch

Hppe

Franz Kaldewei

Kermi

Keuco

KERAMAG

Kludi-Armaturen Scheffer

Koralle-Coretta

Lido Duschabtrennungen

Optifit Jaka M"bel

Sam Schulte

Sanipa

Schock Bad

Villeroy & Boch

TRADE ASSOCIATIONS

MAGAZINES

List of Tables

1 Economic Indicators On The German Economy, 1985-1997

2 German Market For Bathroom Equipment And Accessories, 1992-1996

3 Total Construction Output In Germany, By Sector, 1993-1996

4 Housing Completions In Western Germany, 1992-1996

5 German Market For Bathroom Equipment And Accessories, By Product Type, 1992-1996

6 German Market For Bathroom Fittings, 1992-1996

7 German Market For Baths And Shower Trays, 1992-1996

8 German Market For Baths And Shower Trays, By Type Of Material, 1992-1996

9 German Market For Bathroom Furniture, 1992-1996

10 German Market For Shower Enclosures, 1992-1996

11 German Market For Shower Enclosures, By Type Of Material, 1992-1996

12 German Market For Shower Screens And Enclosures, By Type Of Door Opening, 1996

13 German Market For Ceramic Sanitaryware, 1992-1996

14 German Market For Ceramic Sanitaryware, By Product, 1992-1996

15 German Market For Bathroom Accessories, 1992-1996

16 German Market For Whirlpool Baths, 1992-1996

17 Sales Of Whirlpool Baths In Selected European Countries, 1995

18 Forecast German Market For Bathroom Equipment And Accessories, 1997-2001

19 Forecast German Market For Bathroom Equipment And Accessories, By Product Type, 1992-1996

20 German Distribution Of Bathroom Equipment, By Distribution Channel, 1996

21 Distribution Of Fittings, By Distribution Channel, 1996

22 German Distribution Of Fittings, By Distribution Channel, 1996

23 German Distribution Of Bathroom Furniture, By Distribution Channel, 1996

24 German Distribution Of Shower Enclosures, By Distribution Channel, 1996

25 German Distribution Of Ceramic Sanitaryware, By Distribution Channel, 1996

26 German Distribution Of Bathroom Accessories, By Distribution Channel, 1996

27 German Distribution Of Whirlpool Baths, By Distribution Channel, 1996

28 Turnover By West German Gas And Water Appliance Installers And Plumbers, 1992-1996

29 Turnover By Raab Karcher Sanitar Heizung Fliesen, 1993-1995

30 Business Volume Of The Thyssen Handesunion Construction Technology Business Area, 1995 And 1996

31 German Production Of Bathroom Equipment And Accessories, 1992-1996

32 German Production Of Bathroom Equipment And Accessories, By Type, 1992-1994

33 German Production Of Bathroom Equipment And Accessories, By Type, 1995 And 1996

34 German Imports Of Sanitaryware And Shower Trays, 1992-1996

35 German Imports Of Sanitaryware And Shower Trays, By Type, 1992-1996

36 German Imports Of Sanitaryware And Shower Trays, By Type, 1992-1996

37 German Exports Of Sanitaryware And Shower Trays, 1992-1996

38 German Exports Of Sanitaryware And Shower Trays, By Type, 1992-1996

39 German Exports Of Sanitaryware And Shower Trays, By Type, 1992-1996

40 German Trade Deficit In Sanitaryware And Related Products, 1992-1996

41 Financial Summary Of Burgbad Group, 1993-1995

42 Financial Summary Of Friedrich Grohe Group, 1991-1995

43 Turnover By Kermi, 1992-1996

44 Financial Summary Of KERAMAG, 1991-1995

45 Financial Summary Of Villeroy & Boch Group, 1991-1995

46 Turnover By The Business Area Sanitaryware And Bathroom Equipment, 1994 And 1995

List of Diagrams

1 Distribution Of Bathroom Equipment In Germany

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EXECUTIVE SUMMARY

MSI believe that the German market for bathroom equipment decreased by some 2 percent in 1996, following a period of increase between 1992 and 1995. Indeed, in 1996 the market decreased to DM6.82 billion (ECU3.62 billion).

Bathroom fittings represent the most important sector of the market in value terms with a value of DM2.31 billion (ECU1.22 billion) at msp in 1996. Sales of baths and shower trays slowed down in 1995 before decreasing to a value of DM1.25 billion (ECU0.66 billion) in the same year.

The market for bathroom furniture has remained the sector with the most significant growth rates throughout the whole review period. Indeed, due to the low penetration of furniture within German bathrooms, the market has increased annually by between 8 percent and 12 percent.

Manufacturers of shower enclosures have felt the increasing importance of DIY superstores as distributors of their products. This resulted in price decreases and significantly lower growth in value than in volume terms. In 1996 the market stagnated at a value of DM848 million (ECU449 million).

The most significant decrease in the whole market for bathroom equipment has been registered for ceramic sanitaryware. Indeed, in 1996 the market decreased by some 12 percent to DM757 million (ECU401 million).

MSI believe that the German market for bathroom accessories decreased marginally in 1996 to a value of DM454 million (ECU241 million). In the same year, sales of whirlpool baths were increased by some 3 percent. Throughout the whole review period the market for whirlpool baths increased each year, although at a slower rate than expected.

The main factors influencing demand for bathroom equipment include the following:

- the level of construction activity

- economic factors including disposable income and concerns about future government pension policy

- changes in the lifestyle

- reunification

The German market for bathroom equipment is forecast to decrease in 1997 and remain at a constant level in 1998. Expected increases in construction output will stimulate demand for bathroom equipment for the remainder of the forecast period.

The distribution of bathroom equipment is characterised by the presence of the following three distribution channels:

- classic distribution channel

- DIY superstores

- others, including furniture and kitchen stores

The importance of each channel varies amongst the different products. MSI believe that some 65 percent of the total value market of bathroom equipment is distributed through the classic distribution channel, followed by DIY superstores with a share of 29 percent. The remaining 6 percent is accounted for by other channels.

Trade sources report that the German bathroom equipment industry is relatively concentrated with a small number of major players in each product sector. The majority of the leading companies are internationally active, a few of which have links with large international companies.

Text © 1998 MSI

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