In Germany, the digital camera is already a niche product, with mass-market consumers now generally using the increasingly sophisticated camera features on their smartphone for daily life photos. Digital cameras are therefore increasingly aimed at more specialised photography or enthusiasts who feel that the smartphone camera will not do a good enough job for a specific situation.
Over half of imaging devices sales in Germany continue to be made through specialists, with no discernible significant downward trend visible in this channel’s share over the forecast period, although the COVID-19 pandemic has resulted in a bigger dent in 2020 than in previous years with regard to a shift towards e-commerce sales, with consumers spending a lot more time at home than usual during the first half of the year. The importance of specialists is due to the consumer base of imaging devices already becoming more niche, with the photography enthusiast placing a lot of value on the variety of products and service offers in the specialist camera shops.
Canon Deutschland continues to be the clear leader in a shrinking imaging devices landscape in Germany, protecting its leadership with high levels of investment in advertising and a perceived solid price-performance ratio for its products. Canon is followed by Panasonic, Sony, Fujifilm and Nikon.
The extremely high penetration rates of smartphones in Germany combined with the ever-increasing quality of smartphone cameras are continually reducing the reasons why consumers might buy digital cameras. However, although smartphone cameras are improving, they still cannot compete with digital cameras quality-wise.
Digital camcorder sales are also suffering due to the improving quality of video-capturing features on smartphones that are sufficient for taking small videos. Purchases of digital camcorders are therefore being geared more towards either more professional videos or for occasional important events.
The imaging devices specialists Canon, Fujifilm and Nikon keep following the strategy of improving their products through incremental innovation instead of shifting their company skills and capabilities into new spaces. All of the aforementioned companies have therefore improved their cameras significantly when it comes to sensor resolution as well as the general shift towards compact system cameras, while, at the same time, reducing the mirrors per camera.
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Understand the latest market trends and future growth opportunities for the Imaging Devices industry in Germany 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 Germany, 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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