Moving into 2021, imaging devices is continuing to be negatively impacted by the fallout from the pandemic, with the home seclusion trend, and movement and travel restrictions resulting in fewer opportunities for photography and filming using digital cameras and camcorders. Rising price sensitivity amongst Danes is also reducing demand for non-essential purchases, with other digital devices such as smartphones offering adequate substitution.
Demand for imaging devices was already declining in Denmark prior to the pandemic, due to the ongoing substitution by smartphones. Smartphone manufacturers are increasingly placing an emphasis on their camera and video quality when developing new models, to the extent that some smartphones can meet the imaging device needs of many households and therefore, consumers do not perceive the need to purchase a separate imaging device.
Imaging devices is a fairly consolidated competitive landscape in Denmark, led by Canon where it has a strong position in compact system cameras, with the latter accounting for a low but steadily increasing share of total digital camera volumes. It also offers a comprehensive product range across price points, thus appealing to mass and niche demands.
Imaging devices is predicted to record further volume declines over the forecast period, although the rate of decline will be marginally softer compared to the review period. Nevertheless, the category will continue to be impacted by substitution by smartphones amongst many Danes who will continue to value the latter’s versatility and convenience.
The lifting of restrictions in a post-pandemic scenario will allow for greater mobility, travel, and more frequent social gatherings. This offers some opportunity for digital camcorders in particular, which is predicted to record a lower volume decline compared to digital cameras, as households may want to document these experiences.
Demand for digital cameras and camcorders will continue to be mainly limited to professionals and photography/filming enthusiasts moving forward in line with the substitution of these devices by smartphones amongst many Danes. On the other hand, smartphones are still unable to meet the advanced requirements of consumers with a serious passion for photography.
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Understand the latest market trends and future growth opportunities for the Imaging Devices industry in Denmark 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.
If you're in the Imaging Devices industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Imaging Devices research and analysis database.
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