With the introduction of isolation and quarantine measures in early March 2020 in Germany to try and contain the spread of COVID-19, the German consumer needed to adapt to a “new normal” – home schooling and working from home. Germany, which is known for its relatively reluctant adoption of the digitised world, had to suddenly prepare for this from one moment to the next.
Inevitably, with a number of businesses sending their white-collar workers home to work, B2B volume sales of laptops and tablets went up in the second quarter of 2020. This immediate spike in demand in Germany was expected to be offset somewhat by the performance in the second half of the year, but growth will still be positive for the overall year in 2020.
In recent years, the German retail and B2B computer sales have been stable and consolidated, with a generally negative trajectory due to high penetration and long replacement rates. The COVID-19 pandemic in 2020 triggered a spike in demand, leading to product shortages on a global scale for computer manufacturers, which was also affecting players’ ability to meet consumer demand in Germany.
In overall computers and peripherals, HP continues to firmly sit in the leading position thanks to a good mix of computers and peripherals, while Canon will overtake Apple to take the second ranking in 2020 due to the positive performance of its printer sales during the COVID-19 pandemic, while Apple’s share weakened due to declining computer sales.
Once German consumers had updated their home office and schooling environment with printers, computers and laptops, this initial sales drive was expected to fall away again in the second half of 2020. The reason for this is that people who have already fitted out their home office or schooling environment are unlikely to make any more new purchases from computers and peripherals in the immediate future due to the general economic uncertainty.
Even prior to 2020, the mature status of computers and peripheral in Germany due to the high penetration rate of most of the devices meant that volume sales were already continuously declining. Going into the forecast period, despite the temporary spike in products such as laptops, with the shift towards more home working, and monitors maintaining its steady growth, overall retail volume sales will still continue declining in computers and peripherals.
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Understand the latest market trends and future growth opportunities for the Computers and Peripherals industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Computers and Peripherals research and analysis database.
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