Consumer
Consumer Electronics

Consumer Electronics in Spain

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
Cost: 
GBP650.00

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

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