Consumer
Consumer Electronics

Consumer Electronics in Romania

Romania

Euromonitor International's Consumer Electronics in Romania 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: Jun 2009
Cost: 
GBP800.00

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  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
  • Identify market and brand leaders and understand the competitive environment

Product coverage

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

Executive summary

Economic Downturn Unsettles Consumer Confidence

Romania, one of Europe’s poorest countries, has been hit harder than most other countries by the global economic downturn, and conditions in the country’s developing economy are not expected to improve any time soon. Despite receiving emergency loans from organizations like the International Monetary Fund, the Romanian government still faces a number of critical economic issues in the short term, including rising unemployment, declining foreign investment and a rapidly weakening export market. Not surprisingly, in contrast to the years of optimism and anticipation based on the country’s accession to the European Union, consumer confidence in Romania has plumbed to new depths.

Although the extent is unclear, it’s expected that the economic downturn will affect the performance of the consumer electronics sector in Romania over the forecast period. Many Romanians may reassess what they believe is and what is not a “necessary” purchase, and this may have an impact on sales of such items as new flat-panel TVs, home cinema systems, next-generation DVD players and other new technology-laden products. On the other hand, demand for consumer electronics products has been building for several years and prices of many products have declined. No doubt, many Romanian consumers consider a good number of consumer electronics products, such as mobile phones, to be fundamental, and they’ll always find the money and means to obtain them.

Romanians Go Digital and Portable

Romanians came relatively late to the digital party, but it’s clear now they’re not going to leave anytime soon. Sales of such products as digital TVs, digital cameras and digital camcorders have driven their analogue counterparts off of the store shelves. As well, busy Romanian consumers have embraced the concept of communication and entertainment on-the-go, and this has stimulated increased sales of such products as smartphones, portable multimedia players, MP3 players and laptops. In 2008, volume sales of portable consumer electronics products increased by nearly 23.6% over prior year, reaching nearly eight million units. At the same time, value sales by nearly 24%, reaching more than RON2.9 billion.

Unit Prices Continue to Decline

As competition intensified in the Romanian consumer electronics market during the review period, prices for nearly all products declined. For example, average unit prices for digital cameras declined steadily during the review period, going from RON791 in 2003 to RON698 in 2008. This is expected to continue, particularly as more manufacturers from low-cost Asian countries enter the Romanian market over the forecast period. By 2013, the average unit price for a digital camera is projected to be RON390.

A further contributing factor to lower prices was Romania’s accession in 2007 to the European Union. As a result of this, custom duties for imports from Europe declined and, ultimately, resulted in reduced prices for most consumer electronics products.

Overall Sector Performance Should Remain Sound

In the face of uncertain economic trends, the consumer electronics market in Romania is nevertheless projected to experience good growth over the forecast period. Sales in the in-home consumer electronics sector are expected to continue growing at a similar rate in coming years that they did during the review period, with an uptick in volume sales and a slight decline in value sales as average unit prices decline.

After several years of dramatic growth, the second-hand car sector in Romania saw sales decline in 2008. Despite this, the in-car consumer electronics market is still expected to see growth over the forecast period as consumers who bought used cars during the review period will still be demanding many of the latest entertainment options.

Table of contents

CONSUMER ELECTRONICS IN ROMANIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Economic Downturn Unsettles Consumer Confidence

Romanians Go Digital and Portable

Unit Prices Continue to Decline

Overall Sector Performance Should Remain Sound

KEY TRENDS AND DEVELOPMENTS

New Technologies Drive Demand for Consumer Electronics Products

The Rise of Internet Retailing

Developing Economies Represent Growth to Many Players

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 - ROMANIA

FLAMINGO INTERNATIONAL SA - CONSUMER ELECTRONICS - ROMANIA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Flamingo International SA: Key Facts

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 3 Flamingo International SA: Competitive Position 2007

LG ELECTRONICS ROMANIA SRL - CONSUMER ELECTRONICS - ROMANIA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 LG Electronics Romania: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 LG Electronics Romania: Competitive Position 2007

MEDIA GALAXY SRL - CONSUMER ELECTRONICS - ROMANIA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Media Galaxy SRL: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Media Galaxy SRL: Competitive Position 2007

NOKIA ROMANIA - CONSUMER ELECTRONICS - ROMANIA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Nokia: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 9 Nokia: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 10 Nokia: Competitive Position 2007

TELEVISIONS AND PROJECTORS IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 11 Televisions and Projectors: New Product Launches 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 ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 12 VCRs and DVD Players: New Product Launches 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 ROMANIA

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

Table 46 Forecast Sales of TV and VCR/ DVD Combinations: Volume 2008-2011

Table 47 Forecast Sales of TV and VCR/ DVD Combinations: % Volume Growth 2008-2011

Table 48 Forecast Sales of TV and VCR/ DVD Combinations: Value 2008-2011

Table 49 Forecast Sales of TV and VCR/ DVD Combinations: % Value Growth 2008-2011

Table 50 Forecast Sales of TV and VCR/ DVD Combinations: Value 2008-2013

Table 51 Forecast Sales of TV and VCR/ DVD Combinations: % Value Growth 2008-2013

HOME AUDIO AND CINEMA IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 13 Home Audio and Cinema Products: New Product Launches 2008

SECTOR DATA

Table 52 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008

Table 53 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008

Table 54 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008

Table 55 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008

Table 56 Home Audio and Cinema Products Company Shares 2003-2007

Table 57 Home Audio and Cinema Products Brand Shares 2004-2007

Table 58 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008

Table 59 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013

Table 60 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013

Table 61 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013

Table 62 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013

CAMERAS IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 14 Cameras: New Product Launches 2008

SECTOR DATA

Table 63 Sales of Cameras by Sector: Volume 2003-2008

Table 64 Sales of Cameras by Sector: % Volume Growth 2003-2008

Table 65 Sales of Cameras by Sector: Value 2003-2008

Table 66 Sales of Cameras by Sector: % Value Growth 2003-2008

Table 67 Cameras Company Shares 2003-2007

Table 68 Cameras Brand Shares 2004-2007

Table 69 Sales of Cameras by Distribution Format 2003-2008

Table 70 Forecast Sales of Cameras by Sector: Volume 2008-2013

Table 71 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013

Table 72 Forecast Sales of Cameras by Sector: Value 2008-2013

Table 73 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013

CAMCORDERS IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 15 Camcorders: New Product Launches 2008

SECTOR DATA

Table 74 Sales of Camcorders by Sector: Volume 2003-2008

Table 75 Sales of Camcorders by Sector: % Volume Growth 2003-2008

Table 76 Sales of Camcorders by Sector: Value 2003-2008

Table 77 Sales of Camcorders by Sector: % Value Growth 2003-2008

Table 78 Camcorders Company Shares 2003-2007

Table 79 Camcorders Brand Shares 2004-2007

Table 80 Sales of Camcorders by Distribution Format 2003-2008

Table 81 Forecast Sales of Camcorders by Sector: Volume 2008-2013

Table 82 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013

Table 83 Forecast Sales of Camcorders by Sector: Value 2008-2013

Table 84 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013

PORTABLE MEDIA PLAYERS IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 16 Portable Media Players: New Product Launches 2008

SECTOR DATA

Table 85 Sales of Portable Media Players by Sector: Volume 2003-2008

Table 86 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008

Table 87 Sales of Portable Media Players by Sector: Value 2003-2008

Table 88 Sales of Portable Media Players by Sector: % Value Growth 2003-2008

Table 89 Sales of Portable MP3 Players by Type 2003-2008

Table 90 Portable Media Players Company Shares 2003-2007

Table 91 Portable Media Players Brand Shares 2004-2007

Table 92 Sales of Portable Media Players by Distribution Format 2003-2008

Table 93 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013

Table 94 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013

Table 95 Forecast Sales of Portable Media Players by Sector: Value 2008-2013

Table 96 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013

MOBILE PHONES IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 17 Mobile Phones: New Product Launches 2007- 2008

SECTOR DATA

Table 97 Sales of Mobile Phones: Volume 2003-2008

Table 98 Sales of Mobile Phones: % Volume Growth 2003-2008

Table 99 Sales of Mobile Phones: Value 2003-2008

Table 100 Sales of Mobile Phones: % Value Growth 2003-2008

Table 101 Sales of Mobile Phones by Type 2003-2008

Table 102 Mobile Phones Company Shares 2003-2007

Table 103 Mobile Phones Brand Shares 2004-2007

Table 104 Sales of Mobile Phones by Distribution Format 2003-2008

Table 105 Forecast Sales of Mobile Phones: Volume 2008-2013

Table 106 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013

Table 107 Forecast Sales of Mobile Phones: Value 2008-2013

Table 108 Forecast Sales of Mobile Phones: % Value Growth 2008-2013

IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 18 In-car Consumer Electronics: New Product Launches 2008

SECTOR DATA

Table 109 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008

Table 110 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008

Table 111 Sales of In-car Consumer Electronics by Sector: Value 2003-2008

Table 112 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008

Table 113 In-car Consumer Electronics Company Shares 2003-2007

Table 114 In-car Consumer Electronics Brand Shares 2004-2007

Table 115 Sales of In-car Consumer Electronics by Distribution Format 2003-2008

Table 116 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013

Table 117 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013

Table 118 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013

Table 119 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013

COMPUTERS IN ROMANIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

NEW PRODUCT DEVELOPMENTS

Summary 19 Computers: New Product Launches 2008

SECTOR DATA

Table 120 Sales of Computers by Sector: Volume 2003-2008

Table 121 Sales of Computers by Sector: % Volume Growth 2003-2008

Table 122 Sales of Computers by Sector: Value 2003-2008

Table 123 Sales of Computers by Sector: % Value Growth 2003-2008

Table 124 Computers Company Shares 2003-2007

Table 125 Computers Brand Shares 2004-2007

Table 126 Sales of Computers by Distribution Format 2003-2008

Table 127 Forecast Sales of Computers by Sector: Volume 2008-2013

Table 128 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013

Table 129 Forecast Sales of Computers by Sector: Value 2008-2013

Table 130 Forecast Sales of Computers by Sector: % Value Growth 2008-2013

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