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Consumer Electronics in Chile
July 2022
Consumer electronics in 2022: The big picture
Consumer electronics experienced significant growth in 2021 compared to the previous year, despite Chile continuing to struggle with the fallout from the pandemic, as the global industry managed to address supply chain issues to address demand. The growth of consumer electronics in 2021 was largely supported by demand for computers and peripherals, smartphones and televisions, which were driven by two factors: the first being a partial rebound effect from previous closure of the dominant general merchandise stores and various restrictions in 2020.
2022 key trends
Chileans are becoming increasingly well-informed and are searching for products with more advanced technology that allows them better access to information with faster speeds. This is the case for smartphones where elements such as connectivity, faster refresh rate, larger screens and incorporating 5G technology have become important purchase drivers.
Competitive landscape
Major names Samsung Electronics Chile Ltda, Lenovo Chile and Xiaomi Chile are set to retain their convincing overall lead of consumer electronics in 2022. These players benefit from a solid financial structure that has allowed them to continue operating during challenging times, adopting strategies linked to e-commerce and the quest to generate greater loyalty and security by forming closer relationships with consumers via social media networks.
Retailing developments
General merchandise stores remains the dominant distribution channel for consumer electronics in Chile. Local consumers often visit these stores to evaluate products and prices and benefit from the expertise of sales staff.
What next for consumer electronics?
Chileans increasingly appreciate that consumer electronics are becoming a major part of their lives, and are attracted to premium options when finances allow, such as upgrading to larger and better quality televisions to enhance at-home entertainment, superior features offered by smartphones, or gaming laptops.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Computers and Peripherals
In-Car Entertainment
Home Audio and Cinema
Home Video
Imaging Devices
Mobile Phones
Portable Players
Wearable Electronics
If you're in the Consumer Electronics industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Chile report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Consumer Electronics in Chile?
Which are the leading brands in Chile?
How are products distributed in Chile?
How is the rise of e-commerce changing the retail landscape?
How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
How are considerations such as urban development and the rise in single-person households driving sales growth?
Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
Where is future growth expected to be most dynamic?
Consumer Electronics in Chile
EXECUTIVE SUMMARY
Consumer electronics in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2017-2022Table 2 Sales of Consumer Electronics by Category: Value 2017-2022Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2017-2022Table 4 Sales of Consumer Electronics by Category: % Value Growth 2017-2022Table 5 NBO Company Shares of Consumer Electronics: % Volume 2018-2022Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2019-2022Table 7 Distribution of Consumer Electronics by Channel: % Volume 2017-2022Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2022-2027Table 9 Forecast Sales of Consumer Electronics by Category: Value 2022-2027Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2022-2027Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Category suffers contraction in 2022, due to lower disposable incomes and return to in-person activities
Hewlett-Packard retains leadership, supported by e-commerce and advantageous position in general merchandise stores
Retail specialisation and omnichannel strategy the path to follow
PROSPECTS AND OPPORTUNITIES
Return to (new) normal
E-commerce to consolidate its importance as a distribution channel
Innovation and pricing strategies will be key in the coming years to drive sales
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2017-2022Table 13 Sales of Computers and Peripherals by Category: Value 2017-2022Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2017-2022Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2017-2022Table 16 Sales of Computers by Category: Business Volume 2017-2022Table 17 Sales of Computers by Category: Business Value MSP 2017-2022Table 18 Sales of Computers by Category: Business Volume Growth 2017-2022Table 19 Sales of Computers by Category: Business Value MSP Growth 2017-2022Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2018-2022Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2019-2022Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2017-2022Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2022-2027Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2022-2027Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2022-2027Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2022-2027Table 27 Forecast Sales of Computers by Category: Business Volume 2022-2027Table 28 Forecast Sales of Computers by Category: Business Value MSP 2022-2027Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2022-2027Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2022-2027
In-Car Entertainment in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Elevated sales for in-dash media players and in-car speakers despite overall declines in 2022
Pioneer leads in-car entertainment, followed by Aiwa and Sony
New law GPS influences drop in demand for in-car navigation
PROSPECTS AND OPPORTUNITIES
Despite technological limitations, innovation can add excitement to category
Alternative brands continue to place pressure on major players
Embedded devices threaten category development, but not in used vehicles
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2017-2022Table 32 Sales of In-Car Entertainment by Category: Value 2017-2022Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2017-2022Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2017-2022Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2018-2022Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2019-2022Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2017-2022Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2022-2027Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2022-2027Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2022-2027Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2022-2027
Home Audio and Cinema in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continuation of decline for home audio and cinema in 2022
Lowest drop for home cinema and speaker systems
Sony and LG retain lead, whilst Bose continues to gain share in 2022
PROSPECTS AND OPPORTUNITIES
Players adapt e-commerce strategies to leverage demand through this channel
Consumers moving towards wireless and smart systems
Retail specialisation and omnichannel strategy the path to follow
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2017-2022Table 43 Sales of Home Audio and Cinema by Category: Value 2017-2022Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2017-2022Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2017-2022Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2018-2022Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2019-2022Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2018-2022Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2022-2027Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2022-2027Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2022-2027
Home Video in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Following 2021’s impressive growth, home video suffers significant contraction in 2022
Samsung launches MICRO LED, Neo QLED and Lifestyle televisions in 2022
OLED TVs doubles in volume in 2022 in line with greater transition towards larger models in Chile
LG continues to lead, closely followed by Samsung in 2022
PROSPECTS AND OPPORTUNITIES
Innovation, sustainability and promotions key growth elements for home video
E-commerce consolidates position as key channel in sales structure of home video players
Higher costs could remain challenge for greater uptake of OLED TVs
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2017-2022Table 54 Sales of Home Video by Category: Value 2017-2022Table 55 Sales of Home Video by Category: % Volume Growth 2017-2022Table 56 Sales of Home Video by Category: % Value Growth 2017-2022Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2017-2022Table 58 NBO Company Shares of Home Video: % Volume 2018-2022Table 59 LBN Brand Shares of Home Video: % Volume 2019-2022Table 60 Distribution of Home Video by Channel: % Volume 2017-2022Table 61 Forecast Sales of Home Video by Category: Volume 2022-2027Table 62 Forecast Sales of Home Video by Category: Value 2022-2027Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2022-2027Table 64 Forecast Sales of Home Video by Category: % Value Growth 2022-2027Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2022-2027
Headphones in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for headphones marginally declines in 2022
TWS earphones continues to gain share from other formats
Philco and AirPods lead headphones, closely followed by Xiaomi
PROSPECTS AND OPPORTUNITIES
Wireless devices continue to gain ground in Chile
E-commerce consolidates position as fundamental channel in sales structure of players
Wired headphones considered in some cases more practical than wireless options
CATEGORY DATA
Table 66 Sales of Headphones by Category: Volume 2017-2022Table 67 Sales of Headphones by Category: Value 2017-2022Table 68 Sales of Headphones by Category: % Volume Growth 2017-2022Table 69 Sales of Headphones by Category: % Value Growth 2017-2022Table 70 NBO Company Shares of Headphones: % Volume 2018-2022Table 71 LBN Brand Shares of Headphones: % Volume 2019-2022Table 72 Distribution of Headphones by Channel: % Volume 2017-2022Table 73 Forecast Sales of Headphones by Category: Volume 2022-2027Table 74 Forecast Sales of Headphones by Category: Value 2022-2027Table 75 Forecast Sales of Headphones by Category: % Volume Growth 2022-2027Table 76 Forecast Sales of Headphones by Category: % Value Growth 2022-2027
Imaging Devices in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premiumisation of digital cameras to offset fall in demand
Sales of digital camcorders decline for fourth consecutive year in 2022
Canon retains lead of imaging devices, closely followed by GoPro, Sony and Microlab
PROSPECTS AND OPPORTUNITIES
Innovative products the future of imaging devices
Promotional strategies to be utilised by players to gain advantageous positioning
E-commerce growth proves to be useful tool to attract consumers
CATEGORY DATA
Table 77 Sales of Imaging Devices by Category: Volume 2017-2022Table 78 Sales of Imaging Devices by Category: Value 2017-2022Table 79 Sales of Imaging Devices by Category: % Volume Growth 2017-2022Table 80 Sales of Imaging Devices by Category: % Value Growth 2017-2022Table 81 NBO Company Shares of Imaging Devices: % Volume 2018-2022Table 82 LBN Brand Shares of Imaging Devices: % Volume 2019-2022Table 83 Distribution of Imaging Devices by Channel: % Volume 2017-2022Table 84 Forecast Sales of Imaging Devices by Category: Volume 2022-2027Table 85 Forecast Sales of Imaging Devices by Category: Value 2022-2027Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2022-2027Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2022-2027
Mobile Phones in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Following upturn in demand during pandemic, smartphones experiences decline in 2022
Improving functionality, capacity and access to information are key elements in smartphones
Samsung comfortably leads smartphones, followed by Xiaomi and Motorola
Feature phones continues its decline in 2022
PROSPECTS AND OPPORTUNITIES
E-commerce is becoming crucial to sales structure of smartphone players
Ultra-fast charging indicates new trend, influencing consumers’ purchasing decisions
Pricing strategy could be used by emerging brands to gain volume share
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2017-2022Table 89 Sales of Mobile Phones by Category: Value 2017-2022Table 90 Sales of Mobile Phones by Category: % Volume Growth 2017-2022Table 91 Sales of Mobile Phones by Category: % Value Growth 2017-2022Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2019-2022Table 93 NBO Company Shares of Mobile Phones: % Volume 2018-2022Table 94 LBN Brand Shares of Mobile Phones: % Volume 2019-2022Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2022Table 96 Forecast Sales of Mobile Phones by Category: Volume 2022-2027Table 97 Forecast Sales of Mobile Phones by Category: Value 2022-2027Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2022-2027Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2022-2027Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2022-2027
Portable Players in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Portable players maintains growth in 2022 underpinned by wireless speakers
High fragmentation of brands in portable players
Wireless products gain further momentum
PROSPECTS AND OPPORTUNITIES
Emergence of e-commerce presents opportunity to massify products
Hypermarkets effective channel to distribute portable players
Portable media players to continue on downward trajectory
CATEGORY DATA
Table 101 Sales of Portable Players by Category: Volume 2017-2022Table 102 Sales of Portable Players by Category: Value 2017-2022Table 103 Sales of Portable Players by Category: % Volume Growth 2017-2022Table 104 Sales of Portable Players by Category: % Value Growth 2017-2022Table 105 NBO Company Shares of Portable Players: % Volume 2018-2022Table 106 LBN Brand Shares of Portable Players: % Volume 2019-2022Table 107 Distribution of Portable Players by Channel: % Volume 2017-2022Table 108 Forecast Sales of Portable Players by Category: Volume 2022-2027Table 109 Forecast Sales of Portable Players by Category: Value 2022-2027Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2022-2027Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2022-2027
Wearable Electronics in Chile
KEY DATA FINDINGS
2022 DEVELOPMENTS
Wearable electronics continues to grow in 2022, driven by digital activity watches and smart wearables
Huawei retains convincing leadership in 2022
Large companies enter smart wearables
PROSPECTS AND OPPORTUNITIES
Technological developments continue to impact activity bands
E-commerce provides useful tool to attract local consumers
Players to continue with innovative proposals to leverage trends
CATEGORY DATA
Table 112 Sales of Wearable Electronics by Category: Volume 2017-2022Table 113 Sales of Wearable Electronics by Category: Value 2017-2022Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2017-2022Table 115 Sales of Wearable Electronics by Category: % Value Growth 2017-2022Table 116 NBO Company Shares of Wearable Electronics: % Volume 2018-2022Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2019-2022Table 118 Distribution of Wearable Electronics by Channel: % Volume 2017-2022Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2022-2027Table 120 Forecast Sales of Wearable Electronics by Category: Value 2022-2027Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2022-2027Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Consumer Electronics
Desktops
Laptops
Tablets
Monitors
Printers
In-Car Navigation
In-Car Speakers
In-Dash Media Players
Audio Separates
Digital Media Player Docks
Hi-Fi Systems
Home Cinema and Speaker Systems
Speakers
Other Home Audio and Cinema
Analogue TVs
LCD TVs
OLED TVs
Plasma TVs
Other TVs
TV Combis
BD Players
DVD Players
Video Recorders
Mass Wireless Headbands
Premium Wireless Headbands
Mass Wireless Earphones
Premium Wireless Earphones
Mass TWS Earbuds
Premium TWS Earbuds
Digital Cameras
Digital Camcorders
Feature Phones
Smartphones
E-Readers
Portable Multimedia Players
Other Portable Media Players
Wireless Speakers
Activity Bands
Activity Watch (Analogue)
Activity Watch (Digital)
Smart Wearables
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.