Cologne – September 04, 2026 -- Two-thirds of German manufacturers of durable consumer goods plan further price increases despite a sharply deteriorating market outlook, according to the Simon-Kucher Business Health Study released in Cologne.
Three-quarters of manufacturers have already raised prices, yet 67% plan more hikes
The survey of 106 decision-makers at manufacturers and brand owners of home electronics, furniture, home textiles and toys in Germany found that 75% have already increased prices over the past 12 months. Despite weak demand, 67% intend to raise prices further, and one in four plans increases above 5%. Only 22% believe the pricing window has closed.
21% of manufacturers now expect revenue to decline
Sixty-two percent of respondents describe the current market environment as uncertain to critical. One in five manufacturers (21%) expects revenue to fall even as it pushes through additional price increases, a combination Simon-Kucher director Kai Füller called a "risky mixture" of cost pressure, competitive pressure and margin pressure.
Optimism among decision-makers collapses from 92% to 51% in 18 months
The share of very optimistic decision-makers dropped from 37% at the start of 2025 to 13% by summer 2026, while the share of satisfied respondents fell from 55% to 38%. The proportion of pessimistic decision-makers, which stood at 0% at the start of 2025, jumped to 14%. Overall positive sentiment fell from 92% to 51%.
35% of manufacturers lack the power to enforce net prices with trade partners
Nineteen percent of manufacturers now view execution of their planned commercial measures as endangered or critical, and only 14% are fully confident they can realize their plans over the next 12 months as intended. Senior Partner Björn Dahmen said announcing a price increase is not the same as collecting it, noting that the commercial bottleneck lies in implementation rather than the pricing decision itself. Füller added that not every planned increase will ultimately reach consumers, since 35% of manufacturers report insufficient leverage to enforce net prices or performance-based trade terms.
The Business Health Study was conducted in August 2026 by Simon-Kucher with independent market research institute Dynata, surveying 106 decision-makers at manufacturers of durable consumer goods in Germany on price increases, market outlook and commercial strategy.