Consumer Electronics in Denmark

Consumer Electronics in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on consumer electronics

COVID-19 country impact

Company response

Retailing shift

What next for consumer electronics?

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2015-2020
Table 2 Sales of Consumer Electronics by Category: Value 2015-2020
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2015-2020
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2016-2020
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2017-2020
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2015-2020
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2020-2025
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sales of monitors pick up thanks to Danes working from home during lockdown

NPD targets easier user experience, while Apple continues to lead sales

Danes alleviate the boredom of lockdown with video games

RECOVERY AND OPPORTUNITIES

Decline to continue owing to market saturation

Apple’s loyal and wealthier customer base offer it insulation from economic fallout

Gaming trend and education sector present opportunities

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2015-2020
Table 13 Sales of Computers and Peripherals by Category: Value 2015-2020
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2015-2020
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2015-2020
Table 16 Sales of Computers by Category: Business Volume 2015-2020
Table 17 Sales of Computers by Category: Business Value MSP 2015-2020
Table 18 Sales of Computers by Category: Busines Volume Growth 2015-2020
Table 19 Sales of Computers by Category: Business Value MSP Growth 2015-2020
Table 20 Sales of Laptops by Form Factor 2018-2020
Table 21 Sales of Tablets by Operating System 2015-2020
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2016-2020
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2017-2020
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2015-2020
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2020-2025
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Computers by Category: Business Volume 2020-2025
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2020-2025
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2020-2025
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 33 Forecast Sales of Laptops by Form Factor 2020-2025
Table 34 Forecast Sales of Tablets by Operating System 2020-2021

In-Car Entertainment in Denmark

KEY DATA FINDINGS

2020 IMPACT

Home seclusion sees in-car entertainment plummet further

Garmin dominates directions, while Pioneer makes itself heard

As Denmark radio prepares to go digital, in-dash media players may benefit

RECOVERY AND OPPORTUNITIES

Temporary decline in new car ownership unlikely to prevent further sales losses

In-car navigation looks a lost cause

Stabler outlook for in-car speakers and in-dash media players though new challenges await

CATEGORY DATA

Table 35 Sales of In-Car Entertainment by Category: Volume 2015-2020
Table 36 Sales of In-Car Entertainment by Category: Value 2015-2020
Table 37 Sales of In-Car Entertainment by Category: % Volume Growth 2015-2020
Table 38 Sales of In-Car Entertainment by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of In-Car Entertainment: % Volume 2016-2020
Table 40 LBN Brand Shares of In-Car Entertainment: % Volume 2017-2020
Table 41 Distribution of In-Car Entertainment by Channel: % Volume 2015-2020
Table 42 Forecast Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 43 Forecast Sales of In-Car Entertainment by Category: Value 2020-2025
Table 44 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 45 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2020-2025

Home Audio and Cinema in Denmark

KEY DATA FINDINGS

2020 IMPACT

Non-essential purchases deferred as pandemic hits consumer confidence

Global giant Samsung stays resilient at sales summit

Consumers opt for wireless speakers and smartphones, but soundbars have potential

RECOVERY AND OPPORTUNITIES

Protective health measures and economic downturn to add to category woes

Samsung to strengthen thanks to the soundbar wave

Strong USP needed to turn around category’s fortunes

CATEGORY DATA

Table 46 Sales of Home Audio and Cinema by Category: Volume 2015-2020
Table 47 Sales of Home Audio and Cinema by Category: Value 2015-2020
Table 48 Sales of Home Audio and Cinema by Category: % Volume Growth 2015-2020
Table 49 Sales of Home Audio and Cinema by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Home Audio and Cinema: % Volume 2016-2020
Table 51 LBN Brand Shares of Home Audio and Cinema: % Volume 2017-2020
Table 52 Distribution of Home Audio and Cinema by Channel: % Volume 2015-2020
Table 53 Forecast Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 54 Forecast Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025

Home Video in Denmark

KEY DATA FINDINGS

2020 IMPACT

Increased streaming, store closures and fall in purchasing power keep sales down

Value for money increasingly key as the economy contracts

LG helps make OLED TVs more affordable

RECOVERY AND OPPORTUNITIES

Frugality set to linger, while potential for volume growth is limited over long term

OLED TVs to gain further ground

Video players to exit the market, with Denmark now a streaming nation

CATEGORY DATA

Table 57 Sales of Home Video by Category: Volume 2015-2020
Table 58 Sales of Home Video by Category: Value 2015-2020
Table 59 Sales of Home Video by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Video by Category: % Value Growth 2015-2020
Table 61 Sales of LCD TVs by Network Connectivity: % Retail Volume 2015-2020
Table 62 Sales of OLED TVs by Network Connectivity: % Retail Volume 2015-2020
Table 63 NBO Company Shares of Home Video: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Video: % Volume 2017-2020
Table 65 Distribution of Home Video by Channel: % Volume 2015-2020
Table 66 Forecast Sales of Home Video by Category: Volume 2020-2025
Table 67 Forecast Sales of Home Video by Category: Value 2020-2025
Table 68 Forecast Sales of Home Video by Category: % Volume Growth 2020-2025
Table 69 Forecast Sales of Home Video by Category: % Value Growth 2020-2025
Table 70 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 71 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2020-2025

Imaging Devices in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sales hit further by lack of outdoor time, store closures and economic downturn

Imaging devices remain marginalised by ever-more sophisticated smartphones

New sales leader expected in 2020 thanks to GoPro

RECOVERY AND OPPORTUNITIES

Camcorders still finding some appeal, but overall outlook is negative for imaging devices

Survival of the fittest as retailers limit image device brands

Camera brands led by Canon will tap into the more professional demand

CATEGORY DATA

Table 72 Sales of Imaging Devices by Category: Volume 2015-2020
Table 73 Sales of Imaging Devices by Category: Value 2015-2020
Table 74 Sales of Imaging Devices by Category: % Volume Growth 2015-2020
Table 75 Sales of Imaging Devices by Category: % Value Growth 2015-2020
Table 76 Sales of Digital Cameras by Type: % Retail Volume 2015-2020
Table 77 NBO Company Shares of Imaging Devices: % Volume 2016-2020
Table 78 LBN Brand Shares of Imaging Devices: % Volume 2017-2020
Table 79 Distribution of Imaging Devices by Channel: % Volume 2015-2020
Table 80 Forecast Sales of Imaging Devices by Category: Volume 2020-2025
Table 81 Forecast Sales of Imaging Devices by Category: Value 2020-2025
Table 82 Forecast Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Digital Cameras by Type: % Retail Volume 2020-2025

Portable Players in Denmark

KEY DATA FINDINGS

2020 IMPACT

Extended home time cannot prevent wireless speaker sales muting

Google Home still heads sales, but sales suffer more than most in 2020

Wireless speakers down but not out

RECOVERY AND OPPORTUNITIES

Challenging outlook for wireless speakers as economic downturn takes hold

A smart approach is called for

Smartphone multi-usage leaves no room for e-readers and portable media players

CATEGORY DATA

Table 85 Sales of Portable Players by Category: Volume 2015-2020
Table 86 Sales of Portable Players by Category: Value 2015-2020
Table 87 Sales of Portable Players by Category: % Volume Growth 2015-2020
Table 88 Sales of Portable Players by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Portable Players: % Volume 2016-2020
Table 90 LBN Brand Shares of Portable Players: % Volume 2017-2020
Table 91 Distribution of Portable Players by Channel: % Volume 2015-2020
Table 92 Forecast Sales of Portable Players by Category: Volume 2020-2025
Table 93 Forecast Sales of Portable Players by Category: Value 2020-2025
Table 94 Forecast Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 95 Forecast Sales of Portable Players by Category: % Value Growth 2020-2025

Mobile Phones in Denmark

KEY DATA FINDINGS

2020 IMPACT

Store closures and lack of new model launches impede sales

Prices climb well above inflation, while Huawei contends with loss of Google Play

Value for money increasingly relevant now, but consumers still seek premium smartphone experience

RECOVERY AND OPPORTUNITIES

Some bounceback predicted in 2021, but market saturation will cause further decline

Senior population could be tapped into

Greater internet use on smartphones to increase average screen size rapidly

CATEGORY DATA

Table 96 Sales of Mobile Phones by Category: Volume 2015-2020
Table 97 Sales of Mobile Phones by Category: Value 2015-2020
Table 98 Sales of Mobile Phones by Category: % Volume Growth 2015-2020
Table 99 Sales of Mobile Phones by Category: % Value Growth 2015-2020
Table 100 Sales of Smartphones by Screen Size: % Retail Volume 2018-2020
Table 101 NBO Company Shares of Mobile Phones: % Volume 2016-2020
Table 102 LBN Brand Shares of Mobile Phones: % Volume 2017-2020
Table 103 Distribution of Mobile Phones by Channel: % Volume 2015-2020
Table 104 Forecast Sales of Mobile Phones by Category: Volume 2020-2025
Table 105 Forecast Sales of Mobile Phones by Category: Value 2020-2025
Table 106 Forecast Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 107 Forecast Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 108 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2020-2025

Wearable Electronics in Denmark

KEY DATA FINDINGS

2020 IMPACT

General decline occurs as sales outlets close and consumers cut back on non-essentials

Market turmoil in 2020 does not stop Fitbit from innovating

Quarantine period limits activity bands usage further

RECOVERY AND OPPORTUNITIES

Slow growth predicted as COVID-19 has increased health-awareness

Apple Watch leading smart wearables to the sales summit

Traditional-looking wearables blend the best of both worlds for consumers

CATEGORY DATA

Table 109 Sales of Wearable Electronics by Category: Volume 2015-2020
Table 110 Sales of Wearable Electronics by Category: Value 2015-2020
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2015-2020
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2015-2020
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2016-2020
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2017-2020
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2020
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2020-2025
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2020-2025
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2020-2025

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