Consumer Electronics in Spain
Euromonitor International's Consumer Electronics in Spain 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.
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Tables: 55 | Publication date: Nov 2007
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
In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
Value growth boosted by consumers choosing more sophisticated products
The consumer electronics market in Spain is in a healthy state, as demonstrated by growing consumption rates. Value sales growing slightly more rapidly than volume as, because of a fall in average unit prices, consumers bought more sophisticated (often digital) products.
Many factors helped to underpin strong growth, including the good economic situation in the country, more affordable prices and the fact that Spaniards like consumer electronic products. However, not all consumer electronics are so enthusiastically welcomed. There is no doubt that some sectors boost the market while others hamper it.
Among the most successful products, there are flat TV screens, which experienced well above average growth over recent years. Both desktop and laptop computers enjoyed healthy growth as did portable MP3 players, which experienced surprising growth rates in 2004 and 2005.
Demographic and social changes
Demographic changes in Spain over the last 4-5 years also had an impact on the market. The increasing immigrant population affected the acquisition of electronic goods that are deemed absolutely necessities in western society. Spain is home to some 4.2 million immigrants and the fact that prices decreased helped to make consumer electronic products more affordable, particularly as immigrants still have very limited incomes. As they become more integrated into Spanish society and their wage levels rise, they will form a large target market for more sophisticated consumer electronic goods.
Economy drives sales up
One of the fundamental factors underlying the solid growth in the consumer electronics market was the positive development of the Spanish economy during the review period. During a period of economic slowdown among the most important EU countries, Spain managed to maintain solid GDP growth. The development of its employment market, with nearly four million new jobs created in the five years to 2005 was the key factor behind this healthy performance. Average incomes, consumer confidence and purchasing power all increased, almost reaching the average set by EU-15, thus boosting demand for consumer electronic products.
Portable MP3 players and mobile phones rule
Portable consumer electronics grew well in volume terms, although at a slowing rate compared to the review period. The slowdown in the pace of growth of mobile phones and portable MP3 players was mostly behind this trend. Albeit from a lower base, photo printers reached the most important growing rate whereas in actual terms mobile phones saw the strongest growth in 2006. With a penetration of 95% among Spaniards, mobile phones are part of every day Spanish life. The growth of the more advanced models (including a camera, MP3, personal agendas) may mark the further development of the consumer electronics market in the coming years.
Slowing growth in the forecast period
During the forecast period, the consumer electronic market is expected to increase in volume terms by 8%, reaching 53 million units in 2011. The increasing interest in new technologies among Spaniards, good economic performance and sustained price drops will be key factors boosting growth. On the other hand, the trend towards new products offering many solutions (mobile phones with portable radio, portable MP3 player, digital camera and PDA) will be a key factor hampering further growth in portable in related subsectors. The growing maturity of some key subsectors during the review period (such as DVD players, portable MP3 players and digital cameras) will be another important negative factor for the market in volume terms.
Different leaders to different sectors
Each manufacturer has its particular focus. In Spain, brands are traditionally associated with a particular sector or subsector and manufacturers of these brands maintain their leadership positions, but it is quite difficult to open these brands to new subsectors where other brands are dominant, which means that sector and subsector leadership remains largely unchanged.
Spaniards associate a brand with a particular product in their mind. For example, Sony is a company present in several markets, but in Spain Sony is the leader in televisions with a share of around 28% but ranks only third in cameras because Olympus and Canon are more recognised camera brands. Another example is Toshiba, which ranks third in portable computers, but only sixth in TVs and projectors, because they are less known in this subsector.
Table of contents
CONSUMER ELECTRONICS IN SPAIN : MARKET INSIGHT
EXECUTIVE SUMMARY
Value growth boosted by consumers choosing more sophisticated products
Demographic and social changes
Economy drives sales up
Portable MP3 players and mobile phones rule
Slowing growth in the forecast period
Different leaders to different sectors
KEY TRENDS AND DEVELOPMENTS
Youth is a strong consumer base
Price drops boost sales
High seasonality of sales
Technology as a need
Digital techonology blurs the borders between sectors
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2001-2006
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2001-2006
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 4 Sales of Consumer Electronics by Sector: Value 2001-2006
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2001-2006
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2001-2006
Table 7 Consumer Electronics Company Shares 2002-2005
Table 8 Consumer Electronics Brand Shares 2002-2005
Table 9 Sales of Consumer Electronics by Distribution Format 2001-2006
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2006-2011
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2006-2011
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2006-2011
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2006-2011
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - SPAIN
FUJIFILM ESPAñA SA - CONSUMER ELECTRONICS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Fujifilm España SA: Key Facts
Summary 2 Fujifilm España SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Fujifilm España SA: Competitive Position 2006
PHILIPS IBéRICA SA - CONSUMER ELECTRONICS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Philips Ibércia SA: Key Facts
Summary 5 Philips Ibérica SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Philips Ibérica SA: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 7 Philips Ibérica SA: Competitive Position 2005
SONY ESPAñA SA - CONSUMER ELECTRONICS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Sony España SA: Key Facts
Summary 9 Sony España SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Sony España SA: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 11 Sony España SA: Competitive Position 2005
SUPRATECH COMPUTERS SL - CONSUMER ELECTRONICS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Supratech Computers SL: Key Facts
Summary 13 Supratech Computers SL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Supratech Supratech Computers SL: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Supratech Computers SL: Competitive Position 2006
TOSHIBA ELECTRONICS ESPAñA SA - CONSUMER ELECTRONICS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Toshiba Electronics España SA: Key Facts
Summary 17 Toshiba Electronics España SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Toshiba Electronics España SA: Competitive Position 2006
IN-HOME CONSUMER ELECTRONICS IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Sales of In-home Consumer Electronics by Sector: Volume 2001-2006
Table 17 Sales of In-home Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 18 Sales of In-home Consumer Electronics by Sector: Value 2001-2006
Table 19 Sales of In-home Consumer Electronics by Sector: % Value Growth 2001-2006
Table 20 In-home Consumer Electronics Company Shares 2002-2005
Table 21 In-home Consumer Electronics Brand Shares 2002-2005
Table 22 Sales of In-home Consumer Electronics by Distribution Format 2001-2006
Table 23 Forecast Sales of In-home Consumer Electronics by Sector: Volume 2006-2011
Table 24 Forecast Sales of In-home Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 25 Forecast Sales of In-home Consumer Electronics by Sector: Value 2006-2011
Table 26 Forecast Sales of In-home Consumer Electronics by Sector: % Value Growth 2006-2011
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of In-car Consumer Electronics by Sector: Volume 2001-2006
Table 28 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2001-2006
Table 29 Sales of In-car Consumer Electronics by Sector: Value 2001-2006
Table 30 Sales of In-car Consumer Electronics by Sector: % Value Growth 2001-2006
Table 31 In-car Consumer Electronics Company Shares 2002-2005
Table 32 In-car Consumer Electronics Brand Shares 2002-2005
Table 33 Sales of In-car Consumer Electronics by Distribution Format 2001-2006
Table 34 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2006-2011
Table 35 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2006-2011
Table 36 Forecast Sales of In-car Consumer Electronics by Sector: Value 2006-2011
Table 37 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2006-2011