Executive Summary

Aug 2019
Signs of stabilisation as consumer electronics recovers from economic crisis

Sales of consumer electronics remain under pressure in Greece, with ongoing financial hardship forcing consumers to remain budget-conscious. Nevertheless, smartphones remain a top priority among consumers, thus negatively impacting demand for computers among basic users, driving sales growth for wireless speakers and connected home audio and cinema devices, and also affecting the performance of other product types.

Smartphones remain essential but sales stagnating due to high maturity

Consumer electronics sales have remained somewhat stable in recent years following heavy declines earlier in the review period as a result of the economic crisis. This can partly be attributed to trends such as the shift towards larger screen LCD TVs, which is fuelling value sales in home video and overall consumer electronics.

International brands dominate but facing growing domestic competition

International players continue to dominate consumer electronics, with brands like Samsung, up-and-coming Huawei and LG occupying the top positions. Nokia and Alcatel (present in declining feature phones), Apple (clear leader in smart wearables), Xiaomi and Sony are also leading players.

Traditional stores lead distribution, despite shift towards internet retailing

Years of recession-led declines have caused numerous independent and chained retailers to shut down, with the closure of Electroniki Athinon during the review period being the most important example of this trend. This has led to a significant degree of concentration in consumer electronics retailing.

Smartphone connectivity trend key to growth over forecast period

The all-in-one trend, whereby the dominance of smartphones renders numerous types of consumer electronics redundant (such as in-car navigation, portable media players, fixed lens cameras) is set to intensify. Meanwhile, the key connectivity trend is expected to continue reshaping various other types of consumer electronics, such as home audio and cinema, home video and in-car entertainment, while generating sales growth in other areas like wireless speakers.

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Consumer Electronics in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Greece for free:

The Consumer Electronics in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in Greece?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • 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

This industry report originates from Passport, our Consumer Electronics market research database.

Consumer Electronics in Greece

EXECUTIVE SUMMARY

Signs of stabilisation as consumer electronics recovers from economic crisis
Smartphones remain essential but sales stagnating due to high maturity
International brands dominate but facing growing domestic competition
Traditional stores lead distribution, despite shift towards internet retailing
Smartphone connectivity trend key to growth over forecast period

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 2 Sales of Consumer Electronics by Category: Value 2014-2019
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Greece

HEADLINES

PROSPECTS

Sales hit by price sensitivity and intense competition from smartphones
Laptops continue to gain business sales share at expense of desktops
Strengthening no-print trend, while gamers help limits losses in monitors

COMPETITIVE LANDSCAPE

High price sensitivity continues to impact competitive landscape
Leading brands facing strong competition from low price operators
Strong brand name and distribution key to Hewlett-Packard’s success in peripherals

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 13 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 16 Sales of Computers by Category: Business Volume 2014-2019
Table 17 Sales of Computers by Category: Business Value MSP 2014-2019
Table 18 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 19 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 20 Sales of Laptops by Form Factor 2018-2019
Table 21 Sales of Tablets by Operating System 2014-2019
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 33 Forecast Sales of Laptops by Form Factor 2019-2024
Table 34 Forecast Sales of Tablets by Operating System 2019-2024

Home Audio and Cinema in Greece

HEADLINES

PROSPECTS

Shift towards connected devices continues
Connectivity trend helps to limit declining demand within speakers
Boom in demand for soundbars off-sets falling interest in traditional speakers

COMPETITIVE LANDSCAPE

Economy strategy helps LG attract price sensitive Greek consumers
Leading South Korean brands face growing competition from low cost players
Offering of connected audio home systems key to success

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 36 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in Greece

HEADLINES

PROSPECTS

World Cup hangover limits demand for TVs after boost in 2018
Shift to new premium internet-smart, 4K and OLED TVs fuelling value growth
No end in sight for plummeting video players sales

COMPETITIVE LANDSCAPE

LG consolidates lead in LCD TVs by targeting price sensitive consumers
New innovative launches fuelling development within OLED TVs
Chinese OEM players gaining share of dwindling video players sales

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2014-2019
Table 47 Sales of Home Video by Category: Value 2014-2019
Table 48 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 49 Sales of Home Video by Category: % Value Growth 2014-2019
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 51 Sales of OLED TVs by Network Connectivity: % Retail Volume 2014-2019
Table 52 NBO Company Shares of Home Video: % Volume 2015-2019
Table 53 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 54 Distribution of Home Video by Channel: % Volume 2014-2019
Table 55 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 56 Forecast Sales of Home Video by Category: Value 2019-2024
Table 57 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 60 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in Greece

HEADLINES

PROSPECTS

Producers focus on premium segment in response to proliferation of smartphones
SLR and compact system cameras gain ground on fixed lens cameras
Widening product range and attractive prices fuel demand for action cameras

COMPETITIVE LANDSCAPE

Strong positioning in growing niche areas key to future success
Panasonic and Sony well-positioned within compact system cameras
Leading brands losing sales share to action camera players

CATEGORY DATA

Table 61 Sales of Imaging Devices by Category: Volume 2014-2019
Table 62 Sales of Imaging Devices by Category: Value 2014-2019
Table 63 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 64 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 65 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 66 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 67 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 68 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 69 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 70 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 71 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 72 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 73 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Greece

HEADLINES

PROSPECTS

Rising automobile sales fail to boost demand for in-car entertainment
Shift towards economy video screens with smartphone connectivity
In-car navigation players offering higher quality due to smartphone competition

COMPETITIVE LANDSCAPE

Leading players lowering prices in response to growing competition
Growing availability of cheaper Chinese brands fuelling polarisation
Specialist stores continue to enjoy strong consumer trust

CATEGORY DATA

Table 74 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 75 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 76 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 77 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 78 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 79 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 80 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 81 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 82 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 83 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 84 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Greece

HEADLINES

PROSPECTS

Smartphones continue to dominate, but increasing maturity slowing demand
Shift towards bigger and more advanced smartphones fuels value sales
Demand for feature phones increasingly restricted to niche groups

COMPETITIVE LANDSCAPE

Samsung continues to lead smartphones but facing growing low price competition
Rise of Xiaomi highlights growing competition from low price players
Nokia remains in pole position within dwindling feature phones

CATEGORY DATA

Table 85 Sales of Mobile Phones by Category: Volume 2014-2019
Table 86 Sales of Mobile Phones by Category: Value 2014-2019
Table 87 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 88 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 89 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 90 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 91 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 92 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 93 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 94 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 95 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 96 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 97 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Greece

HEADLINES

PROSPECTS

Wireless speakers remains key to growth in portable players
Bleak prospects for e-readers due to lack of Greek content and intense competition
Portable media players increasingly outdated in smartphone era

COMPETITIVE LANDSCAPE

Intense price competition fuels fragmentation within wireless speakers
Kindle dominates dwindling e-readers sales
Leading brands facing strong competition from economy positioned OEM products

CATEGORY DATA

Table 98 Sales of Portable Players by Category: Volume 2014-2019
Table 99 Sales of Portable Players by Category: Value 2014-2019
Table 100 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 101 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 102 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 103 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 104 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 105 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 106 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 107 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 108 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Greece

HEADLINES

PROSPECTS

Rapid growth, but tight budgets continue to limit overall penetration
Activity wearables leads sales, despite rapid growth within smart wearables
Fitness and features trends fuel strong growth within activity wearables

COMPETITIVE LANDSCAPE

Leading brands looking to smart wearables in response to price competition
New innovative launches consolidates Apple Watch’s lead in smart wearables
Turbo-X gains foothold in wearable electronics

CATEGORY DATA

Table 109 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 110 Sales of Wearable Electronics by Category: Value 2014-2019
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024