Executive Summary

Aug 2019
Slower retail volume growth for consumer electronics in 2019

After strong retail volume growth in 2018, supported by increasing sales of televisions as Romanians upgraded their sets in order to watch the 2018 FIFA World Cup on larger, HD screens, retail volume growth subsided in 2019. Even so, increasing disposable incomes and the constant diversification of retailers’ product portfolios resulted in another year of growth in consumer electronics.

More sophisticated consumers seek integrated systems for their increasingly technological lives

Romanians are becoming increasingly knowledgeable and connected and have greater technological literacy, in a country with one of the fastest internet speeds in the world. Given their increasingly dynamic lifestyles, Romanians focus on portability and integrated solutions.

International brands characterise sales

Strong international brands reign supreme in consumer electronics, capitalising on their strong images in the eyes of consumers, their aggressive marketing and extensive distribution, whilst also being the main innovators. Brands such as Samsung, Huawei, Nokia and LG lead consumer electronics.

Chained specialist retailers are the most successful outlets

Store-based retailing accounted for the majority of sales of consumer electronics in 2019, mainly chained specialist stores and hypermarkets, although internet retailing continued to gain ground, as consumers become more comfortable with online payments and as internet penetration increased. The online retailer, E-mag, is highly popular as one of the largest internet retailers in south east Europe.

Bright future for consumer electronics in Romania

Premium consumer electronics, with ergonomic designs and a multitude of features, will likely prove successful over the forecast period, as the average Romanian consumer becomes increasingly sophisticated and tech-hungry. Consumers are expected to favour connected devices and will be permanently online.

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Consumer Electronics in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Romania 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 Romania, 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 Romania for free:

The Consumer Electronics in Romania 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 Romania?
  • 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 Romania

EXECUTIVE SUMMARY

Slower retail volume growth for consumer electronics in 2019
More sophisticated consumers seek integrated systems for their increasingly technological lives
International brands characterise sales
Chained specialist retailers are the most successful outlets
Bright future for consumer electronics in Romania

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 Romania

HEADLINES

PROSPECTS

Premium laptops and desktops enjoy growing demand as disposable incomes increase
Gaming is increasingly popular as the industry develops in Romania
Tablets continue to be cannibalised by smartphones, becoming more niche

COMPETITIVE LANDSCAPE

International brands remain popular, with high levels of innovation
Strong presence of domestic players in tablets
Printer players continue to offer improved performances

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 Romania

HEADLINES

PROSPECTS

Romanians increasingly choose high-quality audio and cinema products and seek portability and connectivity
Digital media player docks replace older systems due to their quality and versatility
Speakers a popular upgrade to many home audio and cinema systems

COMPETITIVE LANDSCAPE

Romanians prefer well-known international brands
Sony and Panasonic launch new Ultra HD 4k Blu-ray players
Low presence of domestic players and private label

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 Romania

HEADLINES

PROSPECTS

Televisions continue to grow after the strong performance of 2018
Ongoing demand for internet smart TVs due to availability of high speed internet and on-demand services
OLED TVs make an impact among wealthier cinema enthusiasts, while DVDs are on track for obsolescence

COMPETITIVE LANDSCAPE

LG remains the most popular home video brand
Samsung remains a close second
Chained specialists attract the highest number of buyers

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

Imaging Devices in Romania

HEADLINES

PROSPECTS

Another year of decline for imaging devices in Romania
More demanding users seek professional-level devices
Live action cameras are more popular due to a wider range of brands at affordable prices

COMPETITIVE LANDSCAPE

Canon remains the leading brand
GoPro increases its lead in digital camcorders due to its strength in action cameras
Sony strengthens its lead with innovation

CATEGORY DATA

Table 59 Sales of Imaging Devices by Category: Volume 2014-2019
Table 60 Sales of Imaging Devices by Category: Value 2014-2019
Table 61 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 62 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 63 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 64 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 65 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 66 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 67 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 68 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 69 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 70 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 71 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Romania

HEADLINES

PROSPECTS

Sales of used cars decline as increasing incomes allow Romanians to purchase high-spec new vehicles
In-car speakers the favoured car upgrade, with consumers increasingly choosing high-quality brands
Potential for in-dash media players as consumers demand increasing connectivity

COMPETITIVE LANDSCAPE

In-car entertainment is highly fragmented, but brand names are increasingly important
Domestic players struggle to compete with well-known international brands in most categories
Mio and Pioneer the leading brands

CATEGORY DATA

Table 72 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 73 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 74 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 75 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 77 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 78 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 79 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 80 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 81 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 82 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Romania

HEADLINES

PROSPECTS

Smartphones more popular for a growing number of applications
Larger screens in demand for media consumption
Innovation to continue to make smartphones an indispensable necessity

COMPETITIVE LANDSCAPE

International brands continue to lead
Allview fights back in smartphones
Avenir Telecom launches Energizer with long battery life

CATEGORY DATA

Table 83 Sales of Mobile Phones by Category: Volume 2014-2019
Table 84 Sales of Mobile Phones by Category: Value 2014-2019
Table 85 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 86 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 87 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 88 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 89 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 90 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 91 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 92 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 93 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 94 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 95 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Romania

HEADLINES

PROSPECTS

Portable media players continues to record steep declines, cannibalised by smartphones
E-readers set to hold its own as players continue to offer more features
Soaring demand for wireless speakers

COMPETITIVE LANDSCAPE

Sony retains the crown
Strong innovation in wireless speakers
Durable wireless speakers launched for outdoor use

CATEGORY DATA

Table 96 Sales of Portable Players by Category: Volume 2014-2019
Table 97 Sales of Portable Players by Category: Value 2014-2019
Table 98 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 99 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 100 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 101 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 102 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 103 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 104 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 105 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 106 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Romania

HEADLINES

PROSPECTS

Intensifying demand for wearable electronics
Activity watch (digital) records the strongest retail volume growth
Chained specialists and internet retailing the main channels for wearable electronics

COMPETITIVE LANDSCAPE

Garmin leads wearable electronics
Players focus on educating consumers on the benefits of wearable electronics
Allview addresses a niche

CATEGORY DATA

Table 107 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 108 Sales of Wearable Electronics by Category: Value 2014-2019
Table 109 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 110 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 111 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 112 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 113 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 114 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 115 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 116 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 117 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024