Measures to prevent the spread of COVID-19 have had a marked negative impact on imaging devices. The leisure industry has faced a complete halt, with people initially prohibited from leaving their homes and subsequent limitations on possible visits to holiday venues and second homes.
Competition from smartphones has driven demand for digital cameras upmarket, with consumers looking for online deals to keep costs down. In fact, video cameras are amongst the best-selling products during Black Friday.
Canon Italia retained the lead in imaging devices in 2020. Having changed its organisational structure in imaging to combine its consumer and professional businesses, Canon works hard to continuously launch new products and maintain high consumer interest.
Competition from smartphones is set to become increasingly intense as the camera functions of smartphones, as well as adjacent functionalities such as sharing and editing, become more sophisticated. Consequently, it will become increasingly difficult for imaging devices to communicate a distinctive and compelling image to consumers.
The challenging economic aftermath of measures to limit the spread of COVID-19 is set to further dampen mass-market demand for imaging devices during the forecast period, as budget-conscious consumers increasingly prove satisfied with the camera functions of their smartphones. As a result, imaging devices is expected to see volumes register double-digit year-on-year decline throughout the forecast period.
Quite unexpectedly, Italian consumers have rediscovered an interest in instant cameras. Due to major manufacturers such as Polaroid and Fujifilm pushing such products, instant photography witnessed the return of passionate consumers.
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Understand the latest market trends and future growth opportunities for the Imaging Devices industry in Italy 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 Italy, 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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