Electronics and appliance retailers continued to see positive growth in 2021. In 2020, the category saw high growth as many consumers chose to spend the money they would have otherwise spent on travel and dining out on buying new items to use at home, such as entertainment products or items that can be used for working or studying at home during the pandemic.
The growth in e-commerce sales of electronics and appliances remained high in 2021, especially during the first part of the year. Although most electronics and appliance retailers remained open, apart from those located in shopping centres, many consumer chose to purchase online.
Elgiganten AS continued to lead electronics and appliance specialist retailers in 2021, with its Elgiganten brand benefiting from high levels of consumer recognition in Denmark. Elgiganten is supported by significant investment in marketing across media channels and a prominent online presence.
After two years of solid growth in 2020 and 2021, value sales are expected to decline slightly over the forecast period in constant terms. Part of the reason for this decline is that many consumers have made the big appliance or electronics purchase they wanted and will be waiting for a period of time before the next purchase, plus as travel and dining out etc again become possible, consumers will shift some spending to experiences instead of purchasing goods.
E-commerce sales of electronics and appliances are expected to continue to increase over the forecast period, although the growth will be more moderate than that seen during the pandemic when more consumers used e-commerce platforms in this channel. As the share of online sales continues to increase, players will also further focus on improving and developing their e-commerce offerings over the forecast period.
As competition increases both in retail stores and online in electronics and appliances, it is expected that the total number of electronics and appliance outlets will decline over the forecast period. With strong retail players like Power continuing to grow and take up premium locations, some smaller independent stores are likely to go out of business in the face of strong competition both from the big chains and online players.
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Understand the latest market trends and future growth opportunities for the Appliances and Electronics Specialists industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Appliances and electronics specialists are chained or independent retail outlets with a primary focus on selling one or more of the following categories: domestic electrical appliances, consumer electronics (including mobile phones), and/or computers and peripherals. Appliances and electronics specialists value sales excludes revenues derived from telecoms service plans and top-up cards. Example brands include Apple, Best Buy, and Gome.See All of Our Definitions
This report originates from Passport, our Appliances and Electronics Specialists research and analysis database.
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