Consumer
Consumer Electronics

Consumer Electronics in Italy

Italy

Euromonitor International's Consumer Electronics in Italy report offers a comprehensive guide to the size and shape of the audio and video products market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Tables: 149  |  Publication date: May 2009
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Product coverage

Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics

Executive summary

Consumer Electronics Stagnated in 2008

The market for consumer electronics experienced lower growth in 2008 than in the review period in both volume and value terms. The growth of the video sector only partially compensated for the poor year for audio (both in-home and portable). Price promotions that took place during the year weren’t able to sustain growth.

Economic Crisis to Affect Households’ Expenditure

An increasing number of Italians found their living standards stagnating or even falling. In 2008 the uncertainty engendered by the effects of the crisis in the international financial markets and the erosion of purchasing power associated with the acceleration in prices also had a large impact. The higher cost of living affected Italian expenditure in consumer electronics in 2008 that remained stable, after five years of growth.

HDTV and Notebook “Saved the Day”

In 2008, digital TVs and lite notebooks were the fastest growing products in the Italian consumer electronic market. The European Football Cup and the Olympic Games in Beijing were the main key drivers of HTDV sales in 2008. Moreover, the Government announcement of the withdrawal of analogue TVs from the market by April 2009 because of the switch off to digital in 2010 was the main reason for the fall in demand for cheap analogue products and the double digit growth of digital TVs.

2008 saw the unexpected success of a new generation of portable computers - called “netbooks” – in which portability and the ease of use were the main features. The first company to introduce netbooks in the market was ASUS with its Eee PC, but very soon, all the other manufacturers followed with the launch of similar products.

Market Maturity Favours Concentration

The increasing maturity of the Italian consumer electronics market will affect all companies and will have to opt for products with higher added value in order to survive. In the long term, the abandonment of the sector by those companies that are technologically less active will lead to its concentration in the hands of just a few companies.

Consolidation and Stability of the Market in the Coming Years

In the forecast period, minimal growth of sales in volume terms and its stabilisation in value terms, with slight declines in some subsectors, will characterise the consumer electronics sector in Italy. After a period of profound changes, both in technology and in consumption and leisure habits, related to the internet and to new audio and video formats, the market is expected to remain one in which competitiveness is largely based on technological innovation.

Table of contents

CONSUMER ELECTRONICS IN ITALY : MARKET INSIGHT

EXECUTIVE SUMMARY

Consumer Electronics Stagnated in 2008

Economic Crisis to Affect Households’ Expenditure

HDTV and Notebook “Saved the Day”

Market Maturity Favours Concentration

Consolidation and Stability of the Market in the Coming Years

KEY TRENDS AND DEVELOPMENTS

Consumer credit continues helping sales of consumer electronics

Consumer interest in brand reliability, innovation, post-purchasing assistance and green technology

Electrical goods retailers, multiples and hypermarkets win distribution

Eroded purchasing power influenced negatively household expenditure of consumer electronics

Italian Companies Abandon Price Battle Against Asian Manufacturers

MARKET DATA

Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008

Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008

Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008

Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008

Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008

Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008

Table 7 Consumer Electronics Company Shares 2003-2007

Table 8 Consumer Electronics Brand Shares 2004-2007

Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008

Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013

Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013

Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013

Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013

Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013

Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - ITALY

KEYMAT INDUSTRIE SPA - CONSUMER ELECTRONICS - ITALY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Keymat Industrie SpA: Key Facts

Summary 3 Keymat Industrie SpA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Keymat Industrie SpA: Competitive Position 2007

MELCHIONI SPA - CONSUMER ELECTRONICS - ITALY

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Melchioni SpA: Key Facts

Summary 6 Melchioni SpA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Melchioni SpA: Competitive Position 2007

NEW MAJESTIC SPA - CONSUMER ELECTRONICS - ITALY

STRATEGIC DIRECTION

KEY FACTS

Summary 8 New Majestic SpA: Key Facts

Summary 9 New Majestic SpA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 New Majestic SpA: Competitive Position 2007

OLIDATA SPA - CONSUMER ELECTRONICS - ITALY

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Olidata SpA: Key Facts

Summary 12 Olidata SpA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Olidata SpA: Competitive Position 2007

TREVI SPA - CONSUMER ELECTRONICS - ITALY

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Trevi SpA: Key Facts

Summary 15 Trevi SpA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Trevi SpA: Competitive Position 2007

TELEVISIONS AND PROJECTORS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 17 Televisions and Projectors: New Product Launches 2007- 2008

SECTOR DATA

Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008

Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008

Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008

Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008

Table 20 Sales of Digital Televisions by Type 2003-2008

Table 21 Televisions and Projectors Company Shares 2003-2007

Table 22 Televisions and Projectors Brand Shares 2004-2007

Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008

Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013

Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013

Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013

Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013

VCRS AND DVD PLAYERS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 18 VCRs and DVD Players: New Product Launches 2007- 2008

SECTOR DATA

Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008

Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008

Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008

Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008

Table 32 VCRS and DVD Players Company Shares 2003-2007

Table 33 VCRS and DVD Players Brand Shares 2004-2007

Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008

Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013

Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013

Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013

Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013

TV AND VCR/DVD COMBINATIONS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 39 Sales of TV and VCR/ DVD Combinations: Volume 2003-2008

Table 40 Sales of TV and VCR/ DVD Combinations: % Volume Growth 2003-2008

Table 41 Sales of TV and VCR/ DVD Combinations: Value 2003-2008

Table 42 Sales of TV and VCR/ DVD Combinations: % Value Growth 2003-2008

Table 43 TV and VCR/ DVD Combinations Company Shares 2003-2007

Table 44 TV and VCR/ DVD Combinations Brand Shares 2004-2007

Table 45 Sales of TV and VCR/ DVD Combinations by Distribution Format 2003-2008

HOME AUDIO AND CINEMA IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 19 Home Audio and Cinema Products: New Product Launches 2007- 2008

SECTOR DATA

Table 46 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008

Table 47 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008

Table 48 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008

Table 49 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008

Table 50 Home Audio and Cinema Products Company Shares 2003-2007

Table 51 Home Audio and Cinema Products Brand Shares 2004-2007

Table 52 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008

Table 53 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013

Table 54 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013

Table 55 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013

Table 56 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013

CAMERAS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 20 Cameras: New Product Launches 2007- 2008

SECTOR DATA

Table 57 Sales of Cameras by Sector: Volume 2003-2008

Table 58 Sales of Cameras by Sector: % Volume Growth 2003-2008

Table 59 Sales of Cameras by Sector: Value 2003-2008

Table 60 Sales of Cameras by Sector: % Value Growth 2003-2008

Table 61 Cameras Company Shares 2003-2007

Table 62 Cameras Brand Shares 2004-2007

Table 63 Sales of Cameras by Distribution Format 2003-2008

Table 64 Forecast Sales of Cameras by Sector: Volume 2008-2013

Table 65 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013

Table 66 Forecast Sales of Cameras by Sector: Value 2008-2013

Table 67 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013

CAMCORDERS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 21 Camcorders: New Product Launches 2007- 2008

SECTOR DATA

Table 68 Sales of Camcorders by Sector: Volume 2003-2008

Table 69 Sales of Camcorders by Sector: % Volume Growth 2003-2008

Table 70 Sales of Camcorders by Sector: Value 2003-2008

Table 71 Sales of Camcorders by Sector: % Value Growth 2003-2008

Table 72 Camcorders Company Shares 2003-2007

Table 73 Camcorders Brand Shares 2004-2007

Table 74 Sales of Camcorders by Distribution Format 2003-2008

Table 75 Forecast Sales of Camcorders by Sector: Volume 2008-2013

Table 76 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013

Table 77 Forecast Sales of Camcorders by Sector: Value 2008-2013

Table 78 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013

PORTABLE MEDIA PLAYERS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 22 Portable Media Players: New Product Launches 2007- 2008

SECTOR DATA

Table 79 Sales of Portable Media Players by Sector: Volume 2003-2008

Table 80 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008

Table 81 Sales of Portable Media Players by Sector: Value 2003-2008

Table 82 Sales of Portable Media Players by Sector: % Value Growth 2003-2008

Table 83 Sales of Portable MP3 Players by Type 2003-2008

Table 84 Portable Media Players Company Shares 2003-2007

Table 85 Portable Media Players Brand Shares 2004-2007

Table 86 Sales of Portable Media Players by Distribution Format 2003-2008

Table 87 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013

Table 88 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013

Table 89 Forecast Sales of Portable Media Players by Sector: Value 2008-2013

Table 90 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013

MOBILE PHONES IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 23 Mobile Phones: New Product Launches 2007- 2008

SECTOR DATA

Table 91 Sales of Mobile Phones: Volume 2003-2008

Table 92 Sales of Mobile Phones: % Volume Growth 2003-2008

Table 93 Sales of Mobile Phones: Value 2003-2008

Table 94 Sales of Mobile Phones: % Value Growth 2003-2008

Table 95 Sales of Mobile Phones by Type 2003-2008

Table 96 Mobile Phones Company Shares 2003-2007

Table 97 Mobile Phones Brand Shares 2004-2007

Table 98 Sales of Mobile Phones by Distribution Format 2003-2008

Table 99 Forecast Sales of Mobile Phones: Volume 2008-2013

Table 100 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013

Table 101 Forecast Sales of Mobile Phones: Value 2008-2013

Table 102 Forecast Sales of Mobile Phones: % Value Growth 2008-2013

IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 24 In-car Consumer Electronics: New Product Launches 2007- 2008

SECTOR DATA

Table 103 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008

Table 104 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008

Table 105 Sales of In-car Consumer Electronics by Sector: Value 2003-2008

Table 106 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008

Table 107 In-car Consumer Electronics Company Shares 2003-2007

Table 108 In-car Consumer Electronics Brand Shares 2004-2007

Table 109 Sales of In-car Consumer Electronics by Distribution Format 2003-2008

Table 110 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013

Table 111 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013

Table 112 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013

Table 113 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013

COMPUTERS IN ITALY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 25 Computers: New Product Launches 2007- 2008

SECTOR DATA

Table 114 Sales of Computers by Sector: Volume 2003-2008

Table 115 Sales of Computers by Sector: % Volume Growth 2003-2008

Table 116 Sales of Computers by Sector: Value 2003-2008

Table 117 Sales of Computers by Sector: % Value Growth 2003-2008

Table 118 Computers Company Shares 2003-2007

Table 119 Computers Brand Shares 2004-2007

Table 120 Sales of Computers by Distribution Format 2003-2008

Table 121 Forecast Sales of Computers by Sector: Volume 2008-2013

Table 122 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013

Table 123 Forecast Sales of Computers by Sector: Value 2008-2013

Table 124 Forecast Sales of Computers by Sector: % Value Growth 2008-2013

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