Executive Summary

Aug 2019
PROSPECTS
Sluggish demand for replacements limits sales

Rapid growth earlier in the review period continues to limit demand for new TVs in Denmark. This can be attributed to the shift from the analogue system, which encouraged consumers to increase expenditure on TVs up to 2016, when the change took place.

Falling prices fuelling demand for OLED TVs

OLED TVs are projected to continue to show strong volume growth over the forecast period. Consumers often wait until sales campaigns such as Black Friday to purchase OLED TVs at a much cheaper price as these products are comparatively more expensive.

BD and DVD players sales continue to dwindle towards obsolescence

With Danes increasingly streaming TV shows and films through websites such as Netflix, HBO Nordic, Viaplay, HBO and national TV services, they are less inclined to purchase DVDs and Blue Ray discs. Consequently, BD and DVD players are set to see a further decline in sales and be phased out from the marketplace in the near future as there is little incentive for consumers to purchase these goods due to the substitution effect.

COMPETITIVE LANDSCAPE
Samsung repositions offering in line with interior design trend

Samsung remains the leading player within home video in Denmark. The company’s success can mainly be attributed to its strengths in LCD TVs and recent focus on high-end QLED TVs, which are competing with new OLED technology.

LG focuses on innovation in response to growing competition within OLED TVs

New players are projected to further challenge LG’s dominant position in OLED TVs, with companies such as Panasonic, Sony and Philips recently releasing a large range of models in this category. However, the overall leader in TVs, Samsung, is still restricted by a patent prohibition and has therefore yet to release its own OLED TV range.

Bang & Olufsen left flying the flag for Denmark within home video

Bang & Olufsen remains the only Danish player with a significant retail volume share within home video. The brand has premium high-quality positioning, offering a sleek minimalistic design that benefits from strong consumer awareness and a reputation for quality in Denmark.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Video industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Video industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Denmark for free:

The Home Video in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Video in Denmark?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Home Video in Denmark - Category analysis

HEADLINES

PROSPECTS

Sluggish demand for replacements limits sales
Falling prices fuelling demand for OLED TVs
BD and DVD players sales continue to dwindle towards obsolescence

COMPETITIVE LANDSCAPE

Samsung repositions offering in line with interior design trend
LG focuses on innovation in response to growing competition within OLED TVs
Bang & Olufsen left flying the flag for Denmark within home video

CATEGORY DATA

Table 1 Sales of Home Video by Category: Volume 2014-2019
Table 2 Sales of Home Video by Category: Value 2014-2019
Table 3 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 4 Sales of Home Video by Category: % Value Growth 2014-2019
Table 5 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 6 Sales of OLED TVs by Network Connectivity: % Retail Volume 2014-2019
Table 7 NBO Company Shares of Home Video: % Volume 2015-2019
Table 8 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 9 Distribution of Home Video by Channel: % Volume 2014-2019
Table 10 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 11 Forecast Sales of Home Video by Category: Value 2019-2024
Table 12 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 13 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 14 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 15 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2019-2024

Consumer Electronics in Denmark - Industry Overview

EXECUTIVE SUMMARY

Demand continues to fall, despite interest in convenient and innovative products
Rising demand for new innovative products helps limit overall decline
Multinationals dominate despite growing competition from Chinese brands
Traditional stores continue to lead sales, but internet retailing growing rapidly
Outlook remains negative, but growing interest in convenience and connectivity

MARKET DATA

Table 16 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 17 Sales of Consumer Electronics by Category: Value 2014-2019
Table 18 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 19 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 21 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 22 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 23 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 25 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources