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Consumer Electronics in Portugal
August 2022
Consumer electronics in 2022: The big picture
There is a visible difference in terms of value performance versus volume in consumer electronics in Portugal in 2022. Following positive sales seen across many categories in 2021, as periods of home seclusion and restrictions still lingered from the pandemic and consumers were thus investing more in their in-home entertainment, most categories are seeing a slump in volume sales in 2022.
2022 key trends
Connected to the boost in e-commerce seen during the time of the pandemic, the omnichannel model is gaining ground. Whilst online platforms offer convenience of browsing many different products, many consumers still like to visit physical stores where they can seek advice from specialist assistants and test devices for themselves.
Competitive landscape
Xiaomi is the big name to watch in 2022, now in second overall place in consumer electronics following Samsung (Samsung-Electrónica Portuguesa SA). The Chinese player has risen in the ranks over the last couple of years, in some cases filling the void left by Huawei (Huawei Tech Portugal - Tecnologias Informação, Unip, Lda) after the player lost significant volume shares after the US government prohibited it from installing Google’s Android operating system on its smartphones on the grounds of national security, making the brand less attractive to Portuguese consumers.
Retailing developments
Online channels saw a boost during the time of the pandemic and this trend continues, after the development of digital channels was accelerated in the country. E-commerce is expected to gain further ground over the forecast period, as the offerings from physical retailers become more limited and niche items are replaced by additional value and more popular products.
What next for consumer electronics?
Volume sales are expected to stabilise over the forecast period, following the fluctuations seen during the time of the pandemic and in the period of time straight after. That said, ongoing price and inflation hikes will continue to have an impact on consumer spending power, as will ongoing production issues, such as a lack of raw materials (steel, components, etc.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
Which are the leading brands in Portugal?
How are products distributed in Portugal?
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 Portugal
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail sales include “non-domestic” purchases as small businesses utilise retail channels to buy their computers and peripherals
Tablets decline in a post-pandemic era, with monitors supported to extent by gaming and hybrid working styles
Increased unit prices help value growth, whilst Lenovo creeps closer to HP due to greater availability during a time of logistics challenges
PROSPECTS AND OPPORTUNITIES
Overall declines expected, but laptops will see ongoing boosts from changes in lifestyles
New warranty laws mean devices will last for longer, prices will go up, and fewer replacements will be needed
Post-sales service grows in relevance for both businesses and individual consumers
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
In-car entertainment continues to be cannibalised by free-to-use and convenient apps
Consumers, assemblers, and manufacturers all lose interest in a sluggish category
No changes to brand status quo, due to limited innovations and marketing
PROSPECTS AND OPPORTUNITIES
Sluggish category expected to continue to decline
Average prices will continue to rise, with niche purchases somewhat supporting value but not volume
E-commerce will help to support ongoing niche sales, as store owners limit their unpopular stock
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Traditional devices continue to be replaced by multifunctional alternatives and streaming services
Sound bars continue to benefit from 2021 new releases, but to a lesser degree
Sony maintains its lead and value shows small growth, whereas volume remains in decline
PROSPECTS AND OPPORTUNITIES
Declining trend expected over the forecast period, with value faring better than volume due to niche premium sales
Wireless sound bars and multi-room systems see opportunities for growth
E-commerce expected to gain further ground, with retailers embracing an omnichannel model
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Streaming services continue to boom, but upwards sales trend in televisions has started to fall
Average unit price growth helps to support value performance as the leading brands launch high-end models targeting gamers
LG maintains overall and sub-category leads, with OLED TVs continuing to grow in relevance
PROSPECTS AND OPPORTUNITIES
Negative volume forecast performance expected, as many consumers already updated their in-home entertainment devices
Players will continue to invest in innovation and premiumisation, with OLED TVs gaining further shares over LCD TVs
Chinese brands aggressively promote lower-priced big-screen options, appealing to price-sensitive consumers
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Headphones remains a dynamic category, thanks to ongoing developments meeting consumer demands
Sony maintains brand lead in the fragmented category of TWS earbuds, while “others” hold the majority of shares
Manufacturers increasingly view headphones as part of a wider ecosystem of connected products
PROSPECTS AND OPPORTUNITIES
Ongoing hybrid working and exercising trends will continue to support sales of headphones
Average unit prices will be pushed down by Chinese brands offering excellent price-to-quality ratios on innovative models
E-commerce set to become increasingly relevant, thanks to wide offer of models and price points
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
The return of tourism helps to boost sales of digital cameras, although competition from smartphones remains high
Premiumisation trend in digital cameras helps to support value performance, but this remains a niche for professionals and dedicated hobbyists
Digital camcorders continue to present a declining trend, with only niche audience appeal
PROSPECTS AND OPPORTUNITIES
Lower-end models will continue to be cannibalised by smartphones, whilst players appeal to dedicated photography interests with premium models
“Vintage photography” trend boosts niche for analogue cameras such as the iconic Polaroid brand
Omnichannel model continues to gain relevance in imaging devices
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mobile phone sales slump due to uncertain economic climate, whilst premium models remain supported by higher-income consumers
Samsung maintains its lead thanks to cutting-edge developments, although affordable price points remain important to ensure sales
Second-placed Xiaomi tipped as one to watch as it gains good ground in the country
PROSPECTS AND OPPORTUNITIES
Sluggish performance expected, with reconditioned smartphones expected to become increasingly popular
Affordable Chinese brands set to grow, but whether they will be able to challenge Samsung remains to be seen
Ongoing developments of in-home smart technology will make smartphones increasingly relevant
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Wireless speakers grow in awareness and availability, whereas smart speakers remain challenged by language limitations
Portable media players remains in steep declines, due to ongoing and rising cannibalisation from smartphones and streaming services
Ongoing opportunities for e-readers, but challenges and competition remain
PROSPECTS AND OPPORTUNITIES
Wireless speakers set to see positive growth, supported by technology developments and a younger, trend-seeking consumer audience
Printing companies struggle to access paper, as book companies look to digital products instead
E-commerce set to gain further relevance
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 Portugal
KEY DATA FINDINGS
2022 DEVELOPMENTS
Smart watches and activity watches drive sales, supported by demand from health-conscious consumers
Activity watches continue to gain ground over more basic activity bands
Samsung maintains its lead in smart wearables, with Chinese Xiaomi leading wearables overall
PROSPECTS AND OPPORTUNITIES
Scope for growth in terms of penetration, but lowering prices will hamper overall value growth
Health-conscious consumers drive ongoing demand for activity watches
Smart watches become the current “must have” aspirational items
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.