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Consumer Electronics in Taiwan
August 2021
Consumer electronics in 2021: The big picture
Overall, consumer electronics is expected to see a faster decline in retail volume sales over 2021, compared with both 2019 and 2020. This performance is informed by weaker consumer confidence, out-of-stock issues caused by the Coronavirus (COVID-19) pandemic, market saturation and, most importantly, the major outbreak of COVID-19 from mid-May 2021.
2021 key trends
Market saturation has prompted key players to keep launching innovative models to appeal to Taiwanese consumers, many of whom constantly look for novelties in products and daily life. For instance, local industry giants in computers AsusTek Computer and Acer have continuously launched innovative models for gamers and designers, in an attempt to grow their potential consumer bases and boost company/brand sales and shares in a tough operating climate.
Competitive landscape
In 2021, Apple Asia LLC Taiwan Branch is expected to consolidate the leading position it gained from Samsung Electronics Taiwan in 2019. Apple is leveraging its strength and performances in smartphones, smart wearables, computers, wireless speakers and headphones, which are set to see positive retail volume growth or remain high-selling products in 2021.
Retailing developments
E-commerce continues to gain traction in Taiwan, boosted by the impact of COVID-19. As many consumers have been unwilling to visit stores in person, they have shifted to e-commerce, which is projected to see strong retail volume share growth across consumer electronics over 2021.
What next for consumer electronics?
Overall, consumer electronics in Taiwan is projected to see a modest drop in retail volume sales, with a small upturn projected at the end of the forecast period. The negative retail volume CAGR is expected to be slower than the CAGR recorded over the review period.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
Which are the leading brands in Taiwan?
How are products distributed in Taiwan?
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 Taiwan
EXECUTIVE SUMMARY
Consumer electronics in 2021: The big picture
2021 key trends
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Computers hit by out-of-stock issues and difficult retailing situation in 2021
Innovative models aim to stimulate consumer attention
Spread of convenience stores limits household need for printers
PROSPECTS AND OPPORTUNITIES
Acer and Asus seek growth opportunities in gaming and innovative series for designers
Players look to e-commerce to gain a competitive edge in an uncertain retail landscape
Computex Taipei moves online in 2021 to enable players to showcase their portfolios
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Ready equipped new cars and substitution with smartphones hinder growth potential
Added-value services underpin popularity of car workshops
Legislation aims to reduce the potential for accidents due to the use of in-car devices
PROSPECTS AND OPPORTUNITIES
Garmin leverages consumer trust and high retail visibility to remain the dominant player in in-car navigation
Manufacturers diversify in-car entertainment in response to the shrinking market size
New incentives aimed at stimulating new car purchases expected to hurt in-car entertainment sales
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Technology advancements and perception of home audio and cinema as non-essential hinder sales development
Rapid growth of soundbars limits volume sales decline in home cinema and speaker systems
Consumer preference for seeing and testing products before purchasing favours specialist retailers
PROSPECTS AND OPPORTUNITIES
Panasonic continues to introduce products that meet the needs of consumers
Wide distribution reach remains a key competitive advantage
Local players try to widen awareness to compete with global brands
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Saturation weakens performance of LCD TVs, although extended subsidies offer some respite
Players look to pricing strategies and new products to drive OLED TVs
Changing viewing habits hurt video players
PROSPECTS AND OPPORTUNITIES
Push to place televisions at the heart of the home environment offers growth opportunities
Players set to continue to adapt to ensure visibility for the latest releases
Major online promotions challenge the traditional preference for physical specialist retailers
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smartphones lure consumers, although internet expansion creates demand for higher-quality imaging devices
Video sharing trend and ban on travel exert push-pull dynamic in digital camcorders
Players adapt their strategies to find the best means and locations for marketing and sales
PROSPECTS AND OPPORTUNITIES
Advanced smartphones and faster internet connections present gloomy outlook for digital cameras
GoPro invests in marketing and innovation to push the appeal of digital camcorders
Players try outlet and experiential strategies to bond with consumers
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Penetration of strong brands, lower prices and compatibility boost wireless speakers
Wireless speakers seen as a convenient and easy-to-use substitute for home audio and cinema products
Read Moo invests in novelties to stimulate interest in e-readers
PROSPECTS AND OPPORTUNITIES
Investments and cooperation offer growth opportunities for wireless speakers
Big brand names expected to set the agenda in portable multimedia players
Read Moo’s investment may pave the way for new entries in e-readers
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Long replacement cycles and mass mobile data plans limit sales development
Feature phones sees ever decreasing demand as older consumers increase their use of the internet
Telco providers introduce attractive packages to combat shift to e-commerce
PROSPECTS AND OPPORTUNITIES
High brand adherence and compatibility benefits underpin Apple’s ascent in smartphones
Chinese and local players look to innovation and new product development to make gains
Smartphone use and sales set to improve through digital payment services
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Greater functionality and health and fitness needs boost the demand for wearable electronics
Smart wearables leverages health tracking and payment services to widen interest
The leading players continue to grow volume sales and shares in 2021
PROSPECTS AND OPPORTUNITIES
Omnichannel strategies offset consumer concerns over visiting physical outlets
The range of models for children is set to rise as parents focus on health and personal safety
Connections with active consumers offer growth opportunities
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 Taiwan
KEY DATA FINDINGS
2021 DEVELOPMENTS
Coronavirus (COVID-19) increases use of headphones as offices move to remote working
Airpods Max’s entry consolidates Apple’s leadership of headphones
Pandemic accelerates dominance of e-commerce in headphones
PROSPECTS AND OPPORTUNITIES
Premium TWS earbuds set to benefit from stable quality offer at higher prices
Players set to improve in-store experience to lure shoppers
New entries likely to use crowdfunding platforms to gain momentum before launches
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
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This report originates from Passport, our Consumer Electronics research and analysis database.
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