Consumer Electronics in Sweden

Consumer Electronics in Sweden

EXECUTIVE SUMMARY

COVID-19 impact on consumer electronics

COVID-19 country impact

Company response

Retailing shift

What next for consumer electronics?

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2015-2020
Table 2 Sales of Consumer Electronics by Category: Value 2015-2020
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2015-2020
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2016-2020
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2017-2020
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2015-2020
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2020-2025
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Sweden

KEY DATA FINDINGS

2020 IMPACT

Sales are boosted by the requirement for some consumers to have a home office; however, overall volume growth will suffer from increased price-sensitivity

Despite the need for in-home entertainment, tablets are set to record the sharpest volume decline, as consumers focus on household essentials

Apple continues to lead, however, high-price points sees the player recording a decline in unit sales, while Lenovo and Huawei Technologies record an increase

RECOVERY AND OPPORTUNITIES

The economic recession is set to challenge the landscape across the full forecast period, as computers and peripherals continue to record volume decline

Laptops is set to have the most positive performance, despite negative volume growth for most of the forecast period

Desktops and printers record the worst performance over the forecast period, with a growing demand for sustainability and portable electronics damaging growth

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2015-2020
Table 13 Sales of Computers and Peripherals by Category: Value 2015-2020
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2015-2020
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2015-2020
Table 16 Sales of Computers by Category: Business Volume 2015-2020
Table 17 Sales of Computers by Category: Business Value MSP 2015-2020
Table 18 Sales of Computers by Category: Busines Volume Growth 2015-2020
Table 19 Sales of Computers by Category: Business Value MSP Growth 2015-2020
Table 20 Sales of Laptops by Form Factor 2018-2020
Table 21 Sales of Tablets by Operating System 2015-2020
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2016-2020
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2017-2020
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2015-2020
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2020-2025
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Computers by Category: Business Volume 2020-2025
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2020-2025
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2020-2025
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 33 Forecast Sales of Laptops by Form Factor 2020-2025
Table 34 Forecast Sales of Tablets by Operating System 2020-2021

In-Car Entertainment in Sweden

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 limits car journeys, as modern cars also dampened growth, due to the high quality of their inbuilt features

Smartphones continue to challenge volume growth for in-car entertainment, with car navigation systems predicted to see the sharpest decline in volume growth for 2020

Garmin leads, however it loses both market share and volume sales in 2020, due to the outbreak of COVID-19 and consumers increased time spent at home

RECOVERY AND OPPORTUNITIES

In-car entertainment will record a double-digit decline across the forecast period, as the economic recession partners with consumers questioning car ownership

Smartphones will remain the key challenge to volume sales across the forecast period, offering navigation systems and media players to consumers

The quality of in-built navigation systems and in-car speakers further damages sales and volume growth for in-car entertainment

CATEGORY DATA

Table 35 Sales of In-Car Entertainment by Category: Volume 2015-2020
Table 36 Sales of In-Car Entertainment by Category: Value 2015-2020
Table 37 Sales of In-Car Entertainment by Category: % Volume Growth 2015-2020
Table 38 Sales of In-Car Entertainment by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of In-Car Entertainment: % Volume 2016-2020
Table 40 LBN Brand Shares of In-Car Entertainment: % Volume 2017-2020
Table 41 Distribution of In-Car Entertainment by Channel: % Volume 2015-2020
Table 42 Forecast Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 43 Forecast Sales of In-Car Entertainment by Category: Value 2020-2025
Table 44 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 45 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2020-2025

Home Audio and Cinema in Sweden

KEY DATA FINDINGS

2020 IMPACT

COVID-19 reduces spending while home audio and cinema suffers from the competition from mobile options and wireless speakers

Soundbars are increasingly preferred for their sleek designs, aligning with the demand for modern, clean, minimalist aesthetics

Samsung retains its lead, while premium player Sonos records a decline in volume sales, due to the outbreak of COVID-19 and increased price-sensitivity

RECOVERY AND OPPORTUNITIES

With COVID-19 damaging volume growth in 2020, forecast volume growth is set to struggle as consumers demand convenient, aesthetically pleasing goods

Advanced quality leads to higher price-points and longer replacement cycles, which dampens volume growth across the forecast period

Digital media player docks set to exit the landscape, however, increased love of vinyl records creates an opportunity for future volume growth in home audio

CATEGORY DATA

Table 46 Sales of Home Audio and Cinema by Category: Volume 2015-2020
Table 47 Sales of Home Audio and Cinema by Category: Value 2015-2020
Table 48 Sales of Home Audio and Cinema by Category: % Volume Growth 2015-2020
Table 49 Sales of Home Audio and Cinema by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Home Audio and Cinema: % Volume 2016-2020
Table 51 LBN Brand Shares of Home Audio and Cinema: % Volume 2017-2020
Table 52 Distribution of Home Audio and Cinema by Channel: % Volume 2015-2020
Table 53 Forecast Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 54 Forecast Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025

Home Video in Sweden

KEY DATA FINDINGS

2020 IMPACT

Double-digit volume growth is recorded for OLED TVs, as staying at home results in an uplift of television use throughout the country

The demand for video players falls, as streaming services become increasingly popular throughout the country

Samsung leads, despite recording a decline in volume sales, as TCL Europe records the highest increase in volume growth, benefiting from affordable price points

RECOVERY AND OPPORTUNITIES

A decline in volume growth will be the result of the economic recession, partnered with video players becoming increasingly redundant

OLED TVs is set to drive growth, as LCD TVs suffer from a lack of innovation, and a reduction in television sets per household

Sales of OLED TVs will be supported by major sporting events, including those cancelled in 2020 due to the outbreak of COVID-19

CATEGORY DATA

Table 57 Sales of Home Video by Category: Volume 2015-2020
Table 58 Sales of Home Video by Category: Value 2015-2020
Table 59 Sales of Home Video by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Video by Category: % Value Growth 2015-2020
Table 61 Sales of LCD TVs by Network Connectivity: % Retail Volume 2015-2020
Table 62 Sales of OLED TVs by Network Connectivity: % Retail Volume 2015-2020
Table 63 NBO Company Shares of Home Video: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Video: % Volume 2017-2020
Table 65 Distribution of Home Video by Channel: % Volume 2015-2020
Table 66 Forecast Sales of Home Video by Category: Volume 2020-2025
Table 67 Forecast Sales of Home Video by Category: Value 2020-2025
Table 68 Forecast Sales of Home Video by Category: % Volume Growth 2020-2025
Table 69 Forecast Sales of Home Video by Category: % Value Growth 2020-2025
Table 70 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 71 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2020-2025

Imaging Devices in Sweden

KEY DATA FINDINGS

2020 IMPACT

As consumers stay at home, a decline of day trips, travel and outings decreases the demand for image devices, increasing negative sales results

Smartphones are increasingly challenging sales in 2020, as they offer high-quality cameras to consumers

The competitive landscape is concentrated, as ongoing volume decline leads to major international players taking the bulk of share

RECOVERY AND OPPORTUNITIES

Volume decline will continue, as the economic recession challenges imaging devices, with digital cameras hit the worst

Smartphones continue to challenge imaging devices, as new launches focus on innovative camera features to attract buyers

Compact system cameras records a deeper decline in the early forecast period, as the economic recession lengthens professionals replacement cycles

CATEGORY DATA

Table 72 Sales of Imaging Devices by Category: Volume 2015-2020
Table 73 Sales of Imaging Devices by Category: Value 2015-2020
Table 74 Sales of Imaging Devices by Category: % Volume Growth 2015-2020
Table 75 Sales of Imaging Devices by Category: % Value Growth 2015-2020
Table 76 Sales of Digital Cameras by Type: % Retail Volume 2015-2020
Table 77 NBO Company Shares of Imaging Devices: % Volume 2016-2020
Table 78 LBN Brand Shares of Imaging Devices: % Volume 2017-2020
Table 79 Distribution of Imaging Devices by Channel: % Volume 2015-2020
Table 80 Forecast Sales of Imaging Devices by Category: Volume 2020-2025
Table 81 Forecast Sales of Imaging Devices by Category: Value 2020-2025
Table 82 Forecast Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Digital Cameras by Type: % Retail Volume 2020-2025

Portable Players in Sweden

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 increases price-sensitivity and leads to a reduced need for portable goods, dampening volume growth for portable players

Wireless speakers benefit from offering convenient, portable solutions; however, the outbreak of COVID-19 stifles growth in 2020

Alphabet Inc declines, and Amazon loses share to Storytel, which offers affordable in-home entertainment during the COVID-19 outbreak

RECOVERY AND OPPORTUNITIES

Volume growth is not set to recover over the forecast period, as financial insecurity due to COVID-19, impacts sales of portable players

Wireless speakers record the best performance and drive sales, while other areas remain challenged by smartphone innovations

E-readers record a volume decline over the forecast period, as the competition and innovation from smartphones dampen sales

CATEGORY DATA

Table 85 Sales of Portable Players by Category: Volume 2015-2020
Table 86 Sales of Portable Players by Category: Value 2015-2020
Table 87 Sales of Portable Players by Category: % Volume Growth 2015-2020
Table 88 Sales of Portable Players by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Portable Players: % Volume 2016-2020
Table 90 LBN Brand Shares of Portable Players: % Volume 2017-2020
Table 91 Distribution of Portable Players by Channel: % Volume 2015-2020
Table 92 Forecast Sales of Portable Players by Category: Volume 2020-2025
Table 93 Forecast Sales of Portable Players by Category: Value 2020-2025
Table 94 Forecast Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 95 Forecast Sales of Portable Players by Category: % Value Growth 2020-2025

Mobile Phones in Sweden

KEY DATA FINDINGS

2020 IMPACT

COVID-19 deepens the volume decline for mobile phones, while smartphones continue to suffer from long replacement cycles

COVID-19 leads to a decline in growth for feature phones, while the decline of smartphones is the result of ongoing challenges in the industry

Samsung consolidates its lead, with Apple suffering due to high-price points, as COVID-19 increases consumers price-sensitivity

RECOVERY AND OPPORTUNITIES

Volume growth is not set to recover, as feature phones record a double-digit decline as the economic recession curbs spending on secondary phones

Lengthening replacement cycles, high price-points and market saturation lead to a decline in volume growth for smartphones

5G will roll out across the forecast period, potentially improving the performance of mobile phones

CATEGORY DATA

Table 96 Sales of Mobile Phones by Category: Volume 2015-2020
Table 97 Sales of Mobile Phones by Category: Value 2015-2020
Table 98 Sales of Mobile Phones by Category: % Volume Growth 2015-2020
Table 99 Sales of Mobile Phones by Category: % Value Growth 2015-2020
Table 100 Sales of Smartphones by Screen Size: % Retail Volume 2018-2020
Table 101 NBO Company Shares of Mobile Phones: % Volume 2016-2020
Table 102 LBN Brand Shares of Mobile Phones: % Volume 2017-2020
Table 103 Distribution of Mobile Phones by Channel: % Volume 2015-2020
Table 104 Forecast Sales of Mobile Phones by Category: Volume 2020-2025
Table 105 Forecast Sales of Mobile Phones by Category: Value 2020-2025
Table 106 Forecast Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 107 Forecast Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 108 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2020-2025

Wearable Electronics in Sweden

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to a decline in volume growth for wearable electronics, as on-the-go lifestyles are limited by the encouragement to stay at home

Appeal for activity watches (analogue) is rising, through a broader range that includes aesthetically pleasing designs

Apple continues to lose share due to high-price points, as Fossil and Xiaomi record positive growth

RECOVERY AND OPPORTUNITIES

Electronic wearables record positive growth in 2021, as the on-the-go lifestyle returns to Sweden

The health and wellness trend is bolstered by the outbreak of COVID-19 as some consumers increase their focus on overall wellbeing

Despite the economic recession, smart wearables enjoy positive growth in the early forecast period, benefiting from offering innovation and aesthetic appeal

CATEGORY DATA

Table 109 Sales of Wearable Electronics by Category: Volume 2015-2020
Table 110 Sales of Wearable Electronics by Category: Value 2015-2020
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2015-2020
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2015-2020
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2016-2020
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2017-2020
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2020
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2020-2025
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2020-2025
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2020-2025

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