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Consumer Electronics in Sweden
August 2022
Consumer electronics in 2022: The big picture
Consumer electronics in Sweden recorded negative retail volume growth and modest retail value growth in current terms in 2022 after downwards sales trend were registered in 2021. Whilst many consumers retained home-centric lifestyles in 2021 due to the lingering effects of the COVID-19 pandemic, which partially sustained demand for consumer electronics for home entertainment purposes, consumer spending declined because of supply chain issues, substitution trends and a stronger shift towards premiumisation.
2022 key trends
As the influence of the COVID-19 pandemic receded over the course of 2022, consumers resumed their on-the-go lifestyles. This meant that they had more options for out-of-home entertainment and travelling, which in turn negates the need for consumers electronics, especially devices that are designed to be used only in the home environment.
Competitive landscape
Samsung Electronics Nordic AB and Apple AB remained by far the leading players in consumer electronics during 2022, accounting for over 50% of retail volume shares between them. These companies contribute to leading positions to strong brand recognition and unmatched levels of consumer loyalty.
Retailing developments
The easing of COVID-19 control measures during 2022 led many people to resume their previous on-the-go lifestyles as consumers return to their pre-pandemic norms, which included visiting physical stores more often. Although e-commerce has continued to grow in importance as a distribution channel for consumer electronics, growth is coming at a much slower pace than in 2021 or 2020.
What next for consumer electronics?
Over the forecast period, sales declines can be expected to be seen in Sweden’s consumer electronics market. As many consumers upgraded their electronics and in-home entertainment environment during the COVID-19 pandemic, there will inevitably be less of a need to spend money on such items during the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
Which are the leading brands in Sweden?
How are products distributed in Sweden?
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 Sweden
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pandemic-induced growth in sales of laptops and desktops sales slows down
Supply chain issues and inflation exert pressures on computers and peripherals market
As the impact of the pandemic fades, e-commerce surge will become less persistent
PROSPECTS AND OPPORTUNITIES
Decreasing demand will drag down sales of computers and peripherals
Supply chain issues to persist throughout the early stages of the forecast period
Gaming to remain popular in Sweden, even after the influence of the pandemic wanes
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Plummeting new car sales expected to drag down in-car entertainment sales
Smartphones and pre-installed devices cannibalise sales of in-car entertainment equipment
Garmin, Pioneer and Alpine remain the leaders in in-car entertainment
PROSPECTS AND OPPORTUNITIES
Continued sales declines ahead for in-car navigation due to proliferation of alternatives
Pre-existing challenges set to remain due to lower levels of consumer confidence
Environmental concerns and reduced car dependence to contribute to sales declines
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Gloomy economic outlook and presence of substitutes weigh heavily on demand
Smaller homes contain less space for home audio and cinema equipment
Samsung, Philips and Sony remain leaders in home audio and cinema
PROSPECTS AND OPPORTUNITIES
Economic fragility and substitution trend to continue to put the squeeze on demand
Supply chain constraints, inflation and premiumisation to accelerate unit price growth
Slimmer TVs set to provide growth opportunities for soundbars
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued shift towards bigger, premium quality TVs in 2022
The popularity of OLED TVs supports home video sales
E-commerce retains its enhanced relevance while continuing to gain sales share
PROSPECTS AND OPPORTUNITIES
Economic uncertainty and return to pre-pandemic norms to further dampen volume sales
TV OS consolidation is moving closer towards becoming a reality
Video players expected to become increasingly obsolete
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for headphones slows down in 2022 due to maturity and economic uncertainty
Lifestyle changes continue to have an influence on consumer purchasing decisions
TWS earbuds serves as the main driver of growth in headphones during 2022
PROSPECTS AND OPPORTUNITIES
TWS earbuds set to remain particularly popular among consumers
E-commerce set to continue playing an important role in the distribution of headphones
Consumers likely to be more open to new brands as category players proliferate
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Prices on the rise amid supply chain constraints, inflation and the shift towards premium products
Imaging devices remains a niche category for professionals and advanced hobbyists
Competition from smartphones continues to represent a major challenge in 2022
PROSPECTS AND OPPORTUNITIES
Sales declines ahead as economic uncertainty and rising prices discourage replacement purchases
Ongoing decline in demand for digital cameras as smartphone cameras improve
Increased travel to provide some support to demand for 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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Temporary rebound in demand for smartphones
Cost-competitive Chinese brands continue to gain ground over more expensive rivals
Interest in Huawei mobile phones nosedives due to security and humanitarian concerns
PROSPECTS AND OPPORTUNITIES
Saturation and higher prices will undermine growth potential in smartphones
Chinese brands set to pose a significant threat to the current category leaders
Feature phones to record sharp volume declines as spending on secondary phones falls
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Portable players continues its downward spiral as sales continue to fall
Wireless speakers registers modest growth as consumers value practicality
Sales of e-readers continue to decline due to the increasing presence of substitutes
PROSPECTS AND OPPORTUNITIES
Higher price sensitivity and competition from smartphones to exert pressure on sales
E-readers to continue declining due to competition from more advanced alternatives
Wireless speakers is set to remain the one bright spot in portable players
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 Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued consumer interest in health monitoring functions of wearable electronics
Increased functionality and aesthetic appeal remain major drivers of sales growth
Value growth of smart wearables sustained by premiumisation and higher prices
PROSPECTS AND OPPORTUNITIES
Wearable electronics to continue growing due to increasingly sophisticated functions
Smartphone manufacturers set to continue expanding into wearable electronics
E-commerce to remain the preferred distribution channel for wearable electronics
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.