Boston, MA -- (SBWIRE) -- 06/04/2014 -- Irons managed to recover from sluggish performance in 2011 and 2012, showing a positive performance in volume terms in 2013. This trend can be attributed to the continued demand for steam generators/ironing systems and traditional steam irons in Germany, which consumers perceive as a better alternative to traditional dry irons. Furthermore, the cost of dry cleaning was still very high in Germany, which encouraged consumers to use irons in 2013.

Competitive Landscape

The leading player in 2013 remained Groupe SEB, thanks to popular national brands Tefal and Rowenta. Another multinational, Philips, was in second position. Both the leading players increased their volume shares in 2013, which can be attributed to a continued focus on communicating their broader portfolios in this category.

Industry Prospects

The performance of irons over the forecast period will mainly depend on consumers' clothing trends, with the rising or declining popularity of easy-iron attire. Considering the projected demographic trends over the forecast period, with the rapidly ageing population in Germany, irons is set for feeble growth in volume terms. This is mainly due to the fact that irons is likely to see a diminishing target group, namely baby boomers, over the forecast period.

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Overview
Discover the latest market trends and uncover sources of future market growth for the Irons industry in Germany with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Irons industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.
The Irons in Germany market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Irons in Germany?
- What are the major brands in Germany?
- What is the most common cooking appliances in Germany?
- Has there been a shift to higher unit price built-in products?

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