Imaging devices saw a continued decline in retail volume sales across the board in 2019, due to substitution with smartphones, and to a lesser extent tablets, which meet most consumers’ photographic and video needs. Smartphone manufacturers are using the increasingly impressive imaging capabilities and functionalities of their models as sales propositions to attract consumers.
The volume share held by fixed lens cameras continues to fall in 2019. This category predominantly comprises lower-end digital cameras, which are particularly susceptible to competition from smartphones.
The challenges to digital cameras posed by smartphones may force camera manufacturers to focus on niches, and seek to maintain their appeal among more discerning photography enthusiasts who seek greater control, or units for specialist purposes. To increase separation from substitute alternatives, retail volumes are becoming niched to advanced photography/video requirements.
Canon leads the digital cameras category, and demonstrated a recovery of volume share in 2019. Canon’s share in digital cameras is growing due to continued consolidation in the digital cameras environment, with retailers favouring established brand names.
The GoPro brand from Response Nordic AS continues to dominate volume sales in digital camcorders, and consolidated its position in 2019. The brand continues to benefit from first-mover advantage, as the innovative driver of the so-called action camera niche.
Sony Nordic A/S also gained volume share in 2019. This world-famous company has an established presence in both cameras and camcorders, and is renowned for a high level of image quality.
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This industry report originates from Passport, our Consumer Electronics market research database.