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Strategy Briefing

Computers and Peripherals in Western Europe

Oct 2018

US$1,325

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About This Report

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Computers and peripherals is a mature market in Western Europe, which is facing a difficult time due to intense competition from larger sized smartphones, the perception of it being obsolete and the lengthy replacement cycles of such products. Germany, France and the UK are the markets with the highest volume sales in the region.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Overall decline expected in the category across the region

All the markets in the region are expected to witness a negative volume CAGR over the period 2018-2023. The perception of products in the category as being obsolete and interchangeable has impacted category volumes. The popularity of gaming cushions the negative impact on the region. However, overall the category is expected to decline over the forecast period of 2018-2023.

Bigger smartphones pose a threat to laptops and desktops

Consumers are beginning to see laptops and tablets as interchangeable with larger smartphones. Consumers who require computers for productivity purposes are opting for business laptops or 2-in-1 tablets. On the other hand, consumers who seek to buy such products for entertainment purposes are able to fulfil their needs using a larger-sized smartphone.

Sales of peripherals largely influenced by sales of computers

Computers comprises close to 80% of total volume sales within the category, while peripherals holds a very small share of the total category. This is due to the high dependency of sales of peripherals on the sales of computers. Consumers will only purchase peripherals if they have a computer to support their printers, joysticks etc.

Germany is the largest market in the region

Germany is the largest market in Western Europe for computers and peripherals. Along with the UK and France, these three nations comprise 55% of the total market in the Western Europe. The market has been highly mature in Germany,which is one of the factors leading to negative volume growth over the forecast period of 2018-2023

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Introduction

Scope

Key findings

Regional Overview

Maturity of the category responsible for its continued decline

Market unable to recover from sharp drop witnessed in 2014-2016

Decline in volume sales witnessed across all major countries

Government initiative drives positive volume growth in Spain

Minimal growth in the region defined by monitors

Hot desking culture increases demand for portable computers

Electronics and appliance specialists remains key channel

Internet retailing gains distribution share from other channels

Leading Companies and Brands

High domination of international brands leads to high concentration

Lenovo makes name for itself within enterprises due to ThinkPad

Sales of top companies concentrated in key markets

HP becomes market leader due to its dominance in printers

Forecast Projections

Forecast growth is expected to be negative across the entire region

High competition from smartphones expected to falter growth

Country Snapshots

Germany: market context

Germany: competitive and retail landscape

UK: market context

UK: competitive and retail landscape

France: market context

France: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Austria: market context

Austria: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Norway: market context

Norway: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Computers and Peripherals in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Overall decline expected in the category across the region

Bigger smartphones pose a threat to laptops and desktops

Sales of peripherals largely influenced by sales of computers

Germany is the largest market in the region

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Maturity of the category responsible for its continued decline

Market unable to recover from sharp drop witnessed in 2014-2016

Decline in volume sales witnessed across all major countries

Government initiative drives positive volume growth in Spain

Minimal growth in the region defined by monitors

Hot desking culture increases demand for portable computers

Electronics and appliance specialists remains key channel

Internet retailing gains distribution share from other channels

Leading Companies and Brands

High domination of international brands leads to high concentration

Lenovo makes name for itself within enterprises due to ThinkPad

Sales of top companies concentrated in key markets

HP becomes market leader due to its dominance in printers

Forecast Projections

Forecast growth is expected to be negative across the entire region

High competition from smartphones expected to falter growth

Country Snapshots

Germany: market context

Germany: competitive and retail landscape

UK: market context

UK: competitive and retail landscape

France: market context

France: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Austria: market context

Austria: competitive and retail landscape

Denmark: market context

Denmark: competitive and retail landscape

Norway: market context

Norway: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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