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Consumer Electronics in Ukraine
September 2021
Consumer electronics in 2021: The big picture
Demand for consumer electronics is predicted to continue to grow overall in 2021, which is mainly connected to purchases made as a result of the home seclusion trend including remote working and studying due to further lockdown periods and various restrictions in place in areas of Ukraine which continue to be affected by rising cases of the virus. This scenario continues to positively impact demand for laptops, desktops and monitors, with the latter also benefiting from increased gaming time as a form of entertainment with some consumers investing in more advanced models to enhance their gaming experience.
2021 key trends
Despite lingering price sensitivity and decreasing purchasing power experienced by some Ukrainians as a result of the pandemic, there remains a tendency amongst local consumers to buy better quality and more up-to-date devices wherever possible, particularly with better access to credit, benefiting premium headphones or internet smart LCD TVs, for instance. This is also predicted to continue driving up the average unit price of many consumer electronics in 2021, which will also result in higher current value growth rates compared to volume for many categories.
Competitive landscape
Xiaomi Corp is predicted to strengthen its overall leadership of consumer electronics in retail volume terms in 2021. The company has a wide presence within the market including LCD TVs, TWS earbuds, digital camcorders, smartphones, activity wearables, and smart wearables.
Retailing developments
While electronics and appliance specialist retailers remains the dominant distribution channel for consumer electronics in Ukraine, particularly for big-ticket, larger items which many consumers like to initially see in person prior to making a purchasing decision, e-commerce is set to gain further retail volume share in addition to demonstrating the fastest growth in 2021. While temporary store closures of electronics and appliance specialist retailers and general caution amongst consumers with the virus still in circulation have aided this performance since the emergence of the pandemic encouraging store-based retailers to invest where possible in an omnichannel strategy, e-commerce was already starting to make notable gains prior to the pandemic.
What next for consumer electronics?
Consumer electronics is predicted to perform well over the forecast period, as the local economy begins to stabilise once the threat of the pandemic wanes, resulting in strengthening consumer sentiment and a greater confidence to spend, particularly on discretionary items which they may have postponed. Demand for higher quality will therefore continue to push up the average unit price of many categories, resulting in more impressive value growth rates (at constant 2021 prices) compared to volume.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
Which are the leading brands in Ukraine?
How are products distributed in Ukraine?
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 Ukraine
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for computers and peripherals continues to rise due to further remote working and studying measures in 2021
Demand for more specialist higher quality models contribute to rising unit prices
Leaders continue to gain share while Huawei records impressive growth following new launches
PROSPECTS AND OPPORTUNITIES
Laptops to see further demand as consumers demand greater flexibility to adapt to the “new normal”
Monitors to continue to target more specialist demand
Desktops to return to declining trend
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further declines for in-car entertainment due to competition from pre-installed equipment
Strongest declines for in-car navigation due to increasing smartphone usage
Major players retain leadership positions within in-car entertainment
PROSPECTS AND OPPORTUNITIES
Further strong declines for in-car navigation as smartphone penetration continues to gain momentum in Ukraine
Business demand for in-car navigation could dampen more severe decline
In-car speakers likely to be limited to demand from affluent consumers willing to invest in superior listening experience
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home audio and cinema continue to be negatively impacted by prioritising of expenditure and high-quality sound offered by alternative consumer electronics
Wireless speakers offer increasing competition to static models
Yamaha retains convincing leadership due to good quality/price ratio
PROSPECTS AND OPPORTUNITIES
Slower declines for category driven by home cinema and speaker systems
Strongest declines for hi-fi systems due to specialist nature
Further competition from wireless speakers in terms of attracting younger audience
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Internet smart TVs continue to penetrate televisions, driving up average unit price
Growing from low sales base, OLED TVs continues to record more dynamic growth
Consolidated competitive landscape with leader Samsung continuing to invest in innovation
PROSPECTS AND OPPORTUNITIES
Stronger growth momentum expected from 2022 onwards as Ukrainians regain their purchasing confidence
Further declines in average unit price will enable OLED TVs to expand target audience
Internet smart TVs will continue to penetrate LCD models
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increasing penetration of smartphones with more advanced camera functionality continues to negatively impact demand for imaging devices
Demand for more dynamic sports action camcorders subdued due to limited movement outside of homes
Leading players start to move away from SLR models and towards compact systems
PROSPECTS AND OPPORTUNITIES
Further declines for imaging devices as consumers continue to value multifunctionally of smartphones
Action models offer potential for digital camcorders once restrictions relax
Further price increases likely
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive performance continues to be driven by dynamic wireless speakers
Further declines for other types of portable players due to substitution by multifunctional smartphones
JBL continues to benefit from leadership of wireless speakers
PROSPECTS AND OPPORTUNITIES
Further dynamic growth predicted for wireless speakers
E-readers and portable multimedia players will continue to struggle
Demand for higher quality and greater functionality will further drive up average unit price of wireless speakers
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smartphones continues to penetrate local households in line with greater demand for multifunctionality of digital devices
Further expansion of target audience for smartphones
Leading players come under pressure from smaller competitors
PROSPECTS AND OPPORTUNITIES
Smartphones to further penetrate local households but rate of growth will slow over course of forecast period
Further price competition to gradually erode average unit price
Further notable declines for feature phones due to dwindling target audience
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further demand for wearable electronics driven by combination of health awareness and fashion and sports trends
Smart wearables remains most dynamic performer due to offering greater functionality
Apple to gain overall leadership due to strength in smart wearables
PROSPECTS AND OPPORTUNITIES
Further penetration of wearable electronics driven by health and wellness trends
Smart wearables to remain strongest performer overall
Activity bands to continue to lose ground due to limited functionality
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 Ukraine
KEY DATA FINDINGS
2021 DEVELOPMENTS
Headphones continues to benefit from home seclusion trend
Wireless headbands continues to prosper to detriment of wireless earphones
JBL strengthens overall leadership due to strong presence across category
PROSPECTS AND OPPORTUNITIES
TWS earbuds to continue driving positive demand for headphones
Fastest retail volume growth predicted for premium wireless headbands as prices continue to fall
Further declines expected for wireless earphones
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.