Consumer Electronics in 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
Why buy this report
- 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