Demonstrating resilience, investing in the future: BSH asserts itself with a turnover of €15 billion in 2025 in a challenging environment

Munich, 26.03.2026 (BSH) – BSH Home Appliances Group generated a turnover of €15.0 billion in the 2025 financial year. Adjusted for exchange rate effects, this represents a decline of 1.6% compared to 2024, while in local currency terms it corresponds to growth of 2.8%. Europe's largest home appliance manufacturer recorded sales growth in the Regions North America, Europe and Emerging Markets compared to 2024. CEO Dr Matthias Metz emphasizes the significance of these successes: “We have weathered difficult times well. It was a year with a lot of headwinds, but it showed that our roadmap for the future is working.”

The financial year 2025 was once again marked by numerous challenges, including persistently weak real estate markets and numerous geopolitical tensions. At the same time, successes in growth markets show that BSH's roadmap for the future is paying off: with its strong brand portfolio, clear strategic decisions, focused investments and a product portfolio tailored to market needs, the home appliance manufacturer succeeded in strengthening its position in key regions and tapping into new growth potential.

BSH strengthens market position with turnover growth in North America, Europe and Emerging Markets

In the growth market of Region North America, BSH increased its turnover in local currency by more than +5% – +0.4% on a euro basis due to the development of the US dollar – and once again gained market shares. This was mainly due to growth in the luxury brands Gaggenau and Thermador, as well as in the built-in refrigerator and gas hob segments. At the same time, BSH continued to strengthen the Bosch brand and its presence as well as its competitiveness in the region in a targeted manner.

Despite price pressure, the Region Europe recorded a 1.2% increase in sales. BSH thus succeeded in reversing the trend of previous years, even under challenging market conditions. In particular, a 4% increase in sales in the built-in segment and positive developments in local markets, including Germany, the United Kingdom, Spain, the Netherlands and Italy, underscore BSH's claim to actively shape markets as Europe's leading manufacturer of home appliances.

Stable sales growth of +2.3% – and even +24% in local currency – was also seen in the Region Emerging Markets, which includes Turkey, Eastern Europe, the Middle East, India and Africa. This is also underlined by a new regional production facility in Cairo. In order to reflect the size, dynamism and strategic importance of the Indian market, India will be established as an independent Region India from 2026.

Only the Region Greater China recorded a decline in sales of -7.1% – -3.2% in local currency – due to the continuing market weakness. Nevertheless, BSH was able to maintain its position as the leading non-Chinese home appliance manufacturer in the market.

Growth trajectory for the majority of product families

Many of BSH's product families are on a growth trajectory despite challenging conditions. BSH achieved a trend reversal in the cooking segment, with oven sales up 2.0% compared to the previous year and hob and extractor hood sales up 2.6%, with a clear trend towards hobs with integrated extractor fans. The dishwashing (+2.1%) and consumer products (+0.1%) product areas also recorded growth. BSH's customer service, a key factor in ensuring product longevity and the satisfaction of consumers and retail partners, also continued to grow, with a slight increase in sales of +0.3% compared to the previous year. Turnover declined in the refrigeration (-4.0%) and laundry care (-1.0%) segments. This was primarily due to the competitive market environment, which was particularly evident in the Region Greater China, where turnover declined in both product families.

Important innovations strengthen BSH's roadmap for the future

In 2025, BSH once again demonstrated its ability to develop solutions through targeted innovations that inspire our consumers in their everyday lives, noticeably relieve them and create clear added value. Focused investments in research and development ensured even greater consumer orientation and faster market readiness for products and innovations. For this reason, investment in research and development was further increased in the financial year 2025, with expenditure of €847 million, representing 5.6% of annual sales, compared to the previous year. “Market-leading innovations, driven by investment and expenditure on research and development, are one of BSH's growth drivers,” said CFO Dr Thorsten Lücke. In addition, BSH remained at a high level with future-oriented investments amounting to €463 million, or 3.1% of turnover, thereby supporting its growth strategy in the markets. Investments were made, for example, in digitalization, artificial intelligence, meeting increasing security requirements for IT infrastructure, customer service, market presence and sales.

Powerful innovations for discerning consumers

The success of this strategy was also evident in 2025 with numerous new products, pioneering innovations and a strong focus on AI-supported technologies. “It's not just about technology, but about solutions that make home appliances simply easier and more convenient to use, as well as better and more reliable. Combined with our engineering, design and application expertise, this results in products that are consistently tailored to the needs of our consumers,” said Dr. Matthias Metz. Among other things, BSH presented the world's first built-in vacuum and mop robot under the Bosch brand, which is invisibly integrated into the kitchen, as well as the world's first steam drawer under the Bosch, Siemens and Neff brands with a full steam cooking function.

The consumer products product family, in particular floor care appliances, kitchen machines and fully automatic coffee machines, was a particular focus of innovation in 2025. Sales of the Bosch Cookit food processor with cooking function increased, as did growth in fully automatic coffee machines. BSH tapped into additional growth potential by entering new segments with Bosch Air Fryers and Bosch Spotless vacuum and mopping robots.

Another focus of BSH is on connected and AI-supported solutions that provide concrete benefits and make everyday life noticeably easier. Home appliances are thus transformed from silent helpers to intelligent companions. One example of AI-supported applications is the world's first AI recipe converter for Bosch Cookit, which translates online recipes into guided cooking programs, thereby expanding the range of recipes to infinity. BSH is also setting standards in the field of voice control: the first oven with fully integrated AI-supported voice control has been on the market in China since the beginning of the year, with further applications in laundry care to follow in the near future.

Outlook for the financial year 2026

Markets will remain volatile in the current financial year. Meanwhile, BSH remains convinced of the correctness and necessity of its strategy. “A real recovery of the markets is not foreseeable. We do not expect any tailwinds in 2026 either. But we have the foundation to prove ourselves even in difficult markets,” summarizes Dr Matthias Metz. “Our guiding principle: demonstrate resilience and invest in the future. That is exactly what we did in 2025. That is exactly what we will continue to do consistently and vigorously in 2026. Our aim is to shape markets – with clear decisions and consistent implementation of our roadmap for the future."

Bilder