The Bed Industry Market Monitors by Marktdata.nl show that German consumers are fixated on four brands. When it comes to bed bases, Germans most often look to Ikea. For mattresses, Emma is the favourite, followed by Matratzen Concord and when it comes to box springs, it is mainly Ikea and Poco.
Marktdata.nl analysed search traffic on beds in the Google search engine for the Netherlands, Belgium, Germany and France over the past four years. Several hundred million searches and many thousands of different search terms related to beds and mattresses have been dissected, providing a clear picture of the market structure and market trends on beds and mattresses per country. In this article, we look at the main players in the German market.
Boxspring for sale on German website Poco.
Bed bases
Over the past four years, Ikea is by far the most sought-after supplier in the field of bed bases in Germany. In second place is Dänisches Bettenlager. The top three is completed by Poco.
Ikea is the only dominant player in the field of bed bases in Germany. As much as 43.7 percent of the search volume for brands and shop formats in the field of bases is accounted for by Ikea. In second place, by a long way, is Dänisches Bettenlager with 6.6 per cent of search volume, followed by Poco with 4.5 per cent. Over the past few years, we see a growth in market share especially for Jysk and Poco. The share of Ikea and Dänisches Bettenlager has decreased over the past few years.
Mattresses
Over the past four years, Emma is the most sought-after supplier in the field of mattresses. Good second is Matratzen Concord. The top three is completed by Ikea.
Emma represents almost one-third
Of the total search volume for mattresses in Germany. 31.9 per cent of the search volume for brands and shop formats in the field of mattresses is accounted for by Emma. In second place is Matratzen Concord with 18.0 per cent of search volume, followed by Ikea with 12.9 percent. Over the past few years, Emma's market share has grown sharply from 20 to 41 percent. Matratzen Concord and Ikea's share has declined over the past few years.
Box springs
Over the past four years, Ikea and Poco are the most searched-for suppliers in the field of box springs. In third place is Otto. This is followed by a long list of other providers of box springs.
Ikea and Poco are close to each other in terms of share of search volume for box springs over the past four years. Ikea accounted for 20.8% of the search volume for brands and shop formulas in the field of box springs. In second place is Poco with 20.7 per cent of search volume, followed by Otto with 6.9 per cent. Over the past few years, we see a fairly stable picture of the market shares of Ikea, Poco and Otto. Emma's share has increased sharply over the past few years, from zero per cent in the year 2020 to 8 per cent in the year 2023.
More information:
Van Es Marketing Services
Willem de Clercqstraat 53
7604 AR Almelo
0546 45 66 62
[email protected]
www.marktdata.nl
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