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Consumer Electronics in Singapore
August 2021
Consumer electronics in 2021: The big picture
The rate of growth in retail current value sales of consumer electronics will decelerate marginally during 2021, with increased demand for in-home consumer electronics and portable consumer electronics the main growth drivers. The latter will exhibit the highest rate of retail current volume sales growth, having significantly underperformed during 2020, as consumers spent much more time at home and moved around less due to COVID-19 restrictions.
2021trends
Within portable consumer electronics, demand for smartphones will be particularly strong during 2021. Although close to 90% of local households now have at least one smartphone, these are replaced every 18 months on average.
Competitive landscape
Apple South Asia Pte Ltd and Samsung Asia Pte Ltd will remain the clear leaders in consumer electronics during 2021, accounting for close to half of retail current value sales between them. Apple remains top mind for most Singaporean consumers when it comes to laptops and particularly smartphones and tablets.
Retailing developments
E-commerce gained significant retail value share in consumer electronics during 2020 due to restrictions on movement, which led more local consumers to shop online. Lockdown restrictions also led retail chains to pay more attention to e-commerce.
What next for consumer electronics?
Premiumisation will be the main driver of growth in consumer electronics during the forecast period. For such products as smartphones, laptops and LCD TVs, the household penetration rates are already very high and there is not much room from growth except from replacement sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
Which are the leading brands in Singapore?
How are products distributed in Singapore?
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 Singapore
EXECUTIVE SUMMARY
Consumer electronics in 2021: The big picture
2021trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2016-2021Table 2 Sales of Consumer Electronics by Category: Value 2016-2021Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2016-2021Table 4 Sales of Consumer Electronics by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Consumer Electronics: % Volume 2017-2021Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2018-2021Table 7 Distribution of Consumer Electronics by Channel: % Volume 2016-2021Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2021-2026Table 9 Forecast Sales of Consumer Electronics by Category: Value 2021-2026Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2021-2026Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for computers and peripherals will remain relatively strong, as impact of COVID-19 lingers
Boosted by home working, desktops will remain the top performer
Leader Apple proves resilient in the face of the economic shock of the pandemic
PROSPECTS AND OPPORTUNITIES
Gaming will help drive demand growth for laptops and desktops
Tablets will increasingly be squeezed between laptops and smartphones
5G could provide a boost to laptop demand
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2016-2021Table 13 Sales of Computers and Peripherals by Category: Value 2016-2021Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2016-2021Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2016-2021Table 16 Sales of Computers by Category: Business Volume 2016-2021Table 17 Sales of Computers by Category: Business Value MSP 2016-2021Table 18 Sales of Computers by Category: Busines Volume Growth 2016-2021Table 19 Sales of Computers by Category: Business Value MSP Growth 2016-2021Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2017-2021Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2018-2021Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2016-2021Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2021-2026Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2021-2026Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2021-2026Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2021-2026Table 27 Forecast Sales of Computers by Category: Business Volume 2021-2026Table 28 Forecast Sales of Computers by Category: Business Value MSP 2021-2026Table 29 Forecast Sales of Computers by Category: Busines Volume Growth 2021-2026Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2021-2026
In-Car Entertainment in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Declining car ownership continues to weigh heavily on demand for in-car entertainment
In-car speakers are increasingly a niche for audiophiles
Pioneer remains the first choice for many seeking to upgrade their in-dash media player
PROSPECTS AND OPPORTUNITIES
In-car navigation will continue to struggle, as car ownership is very unlikely to rebound
The advent of 5G will make smartphones an even more attractive alternative to in-car navigation
In-dash media players and in-car entertainment expected to outperform navigation systems
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2016-2021Table 32 Sales of In-Car Entertainment by Category: Value 2016-2021Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2016-2021Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2016-2021Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2017-2021Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2018-2021Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2016-2021Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2021-2026Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2021-2026Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2021-2026Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2021-2026
Home Audio and Cinema in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growing popularity of wireless speakers weighs on demand for home audio and cinema
Demand for home cinema and speaker systems increasingly limited to a hard core of cinephiles and audiophiles
Leader Samsung seeks to leverage strong position in LCD TVs to boost demand for its sound bars
PROSPECTS AND OPPORTUNITIES
Shrinking home size will continue to boost demand for soundbars at the expense of bulkier alternatives
Home cinema and speaker systems will retain a niche appeal
While specialist retailers will remain dominant, e-commerce will continue to grow in importance
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2016-2021Table 43 Sales of Home Audio and Cinema by Category: Value 2016-2021Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2016-2021Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2016-2021Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2017-2021Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2018-2021Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2017-2021Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2021-2026Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2021-2026Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2021-2026Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2021-2026
Home Video in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Higher resolution screens and internet connectivity underpin acceleration in retail current value sales growth
LG dominates OLED, while Samsung sticks with LED
With local consumers embracing streaming, video players are now little more than a niche for cinephiles
PROSPECTS AND OPPORTUNITIES
Premiumization will continue to drive value growth
Connectivity will become essential, particularly for younger consumers
Specialists will continue to dominate distribution
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2016-2021Table 54 Sales of Home Video by Category: Value 2016-2021Table 55 Sales of Home Video by Category: % Volume Growth 2016-2021Table 56 Sales of Home Video by Category: % Value Growth 2016-2021Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2016-2021Table 58 NBO Company Shares of Home Video: % Volume 2017-2021Table 59 LBN Brand Shares of Home Video: % Volume 2018-2021Table 60 Distribution of Home Video by Channel: % Volume 2016-2021Table 61 Forecast Sales of Home Video by Category: Volume 2021-2026Table 62 Forecast Sales of Home Video by Category: Value 2021-2026Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2021-2026Table 64 Forecast Sales of Home Video by Category: % Value Growth 2021-2026Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2021-2026
Imaging Devices in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smartphones have replaced digital cameras and camcorders for most local consumers
With a technical edge over its rivals, Sony extends its lead in digital cameras
Electronics and appliances specialist retailers will shrug off the impact of the pandemic
PROSPECTS AND OPPORTUNITIES
Incremental improvements to smartphone cameras will continue to undermine demand for imaging devices
As demand dwindles, some manufacturers may lose interest
Cheaper, lighter and more compact and flexible, mirrorless cameras will continue to grow in popularity at the expense of SLR models
CATEGORY DATA
Table 66 Sales of Imaging Devices by Category: Volume 2016-2021Table 67 Sales of Imaging Devices by Category: Value 2016-2021Table 68 Sales of Imaging Devices by Category: % Volume Growth 2016-2021Table 69 Sales of Imaging Devices by Category: % Value Growth 2016-2021Table 70 NBO Company Shares of Imaging Devices: % Volume 2017-2021Table 71 LBN Brand Shares of Imaging Devices: % Volume 2018-2021Table 72 Distribution of Imaging Devices by Channel: % Volume 2016-2021Table 73 Forecast Sales of Imaging Devices by Category: Volume 2021-2026Table 74 Forecast Sales of Imaging Devices by Category: Value 2021-2026Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2021-2026Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2021-2026
Portable Players in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wireless speaker drives growth in 2021
Google and Xiaomi drive growth in smart speakers
Aggressive discounting helps Harman reinforce its leadership position
PROSPECTS AND OPPORTUNITIES
Manufacturers want to help consumers recapture the live music experience that COVID-19 has taken away from them
More smartphone makers will launch wireless speakers
Younger consumers will drive e-commerce growth
CATEGORY DATA
Table 77 Sales of Portable Players by Category: Volume 2016-2021Table 78 Sales of Portable Players by Category: Value 2016-2021Table 79 Sales of Portable Players by Category: % Volume Growth 2016-2021Table 80 Sales of Portable Players by Category: % Value Growth 2016-2021Table 81 NBO Company Shares of Portable Players: % Volume 2017-2021Table 82 LBN Brand Shares of Portable Players: % Volume 2017-2021Table 83 Distribution of Portable Players by Channel: % Volume 2016-2021Table 84 Forecast Sales of Portable Players by Category: Volume 2021-2026Table 85 Forecast Sales of Portable Players by Category: Value 2021-2026Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2021-2026Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2021-2026
Mobile Phones in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
A post-pandemic economic rebound will lead to more replacement purchases
The roll out of 5G will boost demand
Cheaper iPhone SE helps Apple to extend its lead over Samsung
PROSPECTS AND OPPORTUNITIES
5G and improved consumer confidence will lead more local consumers to upgrade their smartphones
Chinese manufacturers represent a growing threat to Samsung among Android smartphones
Gaming will grow in importance as a growth driver
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2016-2021Table 89 Sales of Mobile Phones by Category: Value 2016-2021Table 90 Sales of Mobile Phones by Category: % Volume Growth 2016-2021Table 91 Sales of Mobile Phones by Category: % Value Growth 2016-2021Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2018-2021Table 93 NBO Company Shares of Mobile Phones: % Volume 2017-2021Table 94 LBN Brand Shares of Mobile Phones: % Volume 2018-2021Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2021Table 96 Forecast Sales of Mobile Phones by Category: Volume 2021-2026Table 97 Forecast Sales of Mobile Phones by Category: Value 2021-2026Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2021-2026Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2021-2026Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2021-2026
Wearable Electronics in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened consumer interest in health and wellness drives strong demand growth
Analogue activity watches are growing in popularity with those who prefer a more traditional look
Dominant in smart wearables, Apple partners with Singapore’s Health Promotion Board
PROSPECTS AND OPPORTUNITIES
Low penetration rate leaves significant room for further growth
Activity watches will appeal to those who want to monitor health and fitness metrics but who do not want to be connected 24-7
Smartphone manufacturers look to wearables electronics to extend their brands
CATEGORY DATA
Table 101 Sales of Wearable Electronics by Category: Volume 2016-2021Table 102 Sales of Wearable Electronics by Category: Value 2016-2021Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2016-2021Table 104 Sales of Wearable Electronics by Category: % Value Growth 2016-2021Table 105 NBO Company Shares of Wearable Electronics: % Volume 2017-2021Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2018-2021Table 107 Distribution of Wearable Electronics by Channel: % Volume 2016-2021Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2021-2026Table 109 Forecast Sales of Wearable Electronics by Category: Value 2021-2026Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2021-2026Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2021-2026
Headphones in Singapore
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong pandemic-driven demand during 2020 will lead to fewer replacement sales in 2021
Wireless earphones continue to lose ground to TWS earbuds
Apple leverages its strong position in smartphones and laptops to drive demand for its headphones
PROSPECTS AND OPPORTUNITIES
Noise cancellation and AI will help to drive growth in retail current value sales
Led by Apple’s AirPods, premium brands will continue to dominant TWS earbuds
Jabra, Sony, and JBL to continue expanding aggressively through e-commerce
CATEGORY DATA
Table 112 Sales of Headphones by Category: Volume 2016-2021Table 113 Sales of Headphones by Category: Value 2016-2021Table 114 Sales of Headphones by Category: % Volume Growth 2016-2021Table 115 Sales of Headphones by Category: % Value Growth 2016-2021Table 116 NBO Company Shares of Headphones: % Volume 2017-2021Table 117 LBN Brand Shares of Headphones: % Volume 2018-2021Table 118 Distribution of Headphones by Channel: % Volume 2016-2021Table 119 Forecast Sales of Headphones by Category: Volume 2021-2026Table 120 Forecast Sales of Headphones by Category: Value 2021-2026Table 121 Forecast Sales of Headphones by Category: % Volume Growth 2021-2026Table 122 Forecast Sales of Headphones by Category: % Value Growth 2021-2026
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.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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