Overall volume sales of mobile phones are set to continue to record declines in 2021, a trend which is mainly being driven by the ongoing drop in demand for feature phones; the latter is becoming increasingly obsolete with feature phones in Denmark now chiefly used as a second phone or by older generations or children as a first phone. On the other hand, smartphones is set to see a marginal recovery following a year of extended replacement cycles during the height of the pandemic during 2020 when consumers’ disposable incomes influenced their purchasing decisions.
The average unit price of smartphones is set to continue rising in 2021, supporting stronger current value growth rates compared to the category’s volume performance. The multifunctionality of smartphones, which offers camera, online surfing, telecommunication, and streaming of video or music content means that many Danes are willing to pay a premium for smartphones meeting these needs and desires.
The competitive landscape of smartphones is set to remain fairly consolidated amongst leading brands iPhone from Apple, and Samsung in 2021 with both predicted to gain retail volume share. While iPhone is set to regain some lost ground from the previous year as Danes show an increasing preference for well-established names within consumer electronics, while Samsung is continuing to benefit from the shift from Huawei given the lack of Google apps on the Chinese brand’s newer launches following its addition to a US blacklist, the Entity List, which prevented US companies from engaging in business with the Chinese brand.
Despite a marginal reprieve in 2021, demand for smartphones is predicted to gradually fall over the course of the forecast period in line with longer replacement cycles and a high penetration rate of Danish households. However, value growth (at constant 2021 prices) is set to marginally outperform volume over the forecast period, as smartphones are highly-prized possessions in Denmark and perceived to be an extension of one’s personality.
Feature phones is predicted to record further strong volume declines over the forecast period due to the ongoing switch amongst older generations of Danes towards smartphones, as they become increasingly familiar with, and confident in, using this technology. This trend has encouraged leading feature phone brand Doro to continue to expand its smartphone portfolio following the 2018 launch of its Doro 8035 smartphone which was designed for consumers with poor hearing and sight and offers a simpler navigation system to better fit this demographic.
A threat to retail volume sales of mobile phones is the wider movement towards sustainability and conscious consumerism in Denmark. Local consumers are actively seeking alternatives aligned with this movement.
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Understand the latest market trends and future growth opportunities for the Mobile Phones 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.
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This report originates from Passport, our Mobile Phones research and analysis database.
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