Executive Summary

Aug 2019
PROSPECTS
Saturation and slowing replacement cycles limiting growth within smartphones

Smartphones is a very mature category in Denmark as most Danes already own such a device. Indeed, smartphones are now considered essential for a range of purposes, beyond texting and calling.

Scope for increase in penetration among seniors

Penetration of smartphones among seniors in Denmark is still significantly lower than for younger people as consumers over the age of 65 are more insecure about using new technology. However, older Danes are becoming increasingly accustomed to smartphones, with penetration now growing fastest among this age segment.

Gradual phasing out of feature phones, despite demand among children and seniors

Fewer Danes are demanding feature phones as most consumers already possess a smartphone, with volume sales consequently set to continue falling over the forecast period. Feature phones are mainly sold to children as some parents do not like them to have full access to the internet.

COMPETITIVE LANDSCAPE
New retail financing scheme to further consolidates Apple’s leading position

Apple’s iPhone continues to lead volume sales within mobile phones in Denmark, with the brand being widely considered to be technically superior and have a sleeker design than rivals. However, the brand lost some volume share in 2019 as recent releases such as iPhone X were rather expensive, resulting in some consumers opting for cheaper alternatives.

iPhone and Samsung facing growing pressure from cheaper Chinese brands

Huawei continues to post strong growth and remained the third largest smartphone brand in Denmark in 2019. The brand’s image has shifted from budget to high quality positioning due to marketing efforts in recent years.

Doro regains leading position within feature phones

Doro regained its leading position from Nokia within feature phones in 2019. The company lost volume share in 2018, while Microsoft Danmark saw a strong rise in consumer brand awareness and sales following the relaunch of its Nokia 3310 and 8110 models.

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Mobile Phones in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Phones industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Mobile Phones in Denmark?
  • What are the major brands in Denmark?
  • What is the growth rate for Mobile Phones in country?
  • How many 3G mobile phones were sold last year?
  • How will the introduction of 4G mobile phones impact the mobile phone market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Mobile Phones in Denmark - Category analysis

HEADLINES

PROSPECTS

Saturation and slowing replacement cycles limiting growth within smartphones
Scope for increase in penetration among seniors
Gradual phasing out of feature phones, despite demand among children and seniors

COMPETITIVE LANDSCAPE

New retail financing scheme to further consolidates Apple’s leading position
iPhone and Samsung facing growing pressure from cheaper Chinese brands
Doro regains leading position within feature phones

CATEGORY DATA

Table 1 Sales of Mobile Phones by Category: Volume 2014-2019
Table 2 Sales of Mobile Phones by Category: Value 2014-2019
Table 3 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 4 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 5 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 6 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 7 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 8 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 9 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 10 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 11 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 13 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Consumer Electronics in Denmark - Industry Overview

EXECUTIVE SUMMARY

Demand continues to fall, despite interest in convenient and innovative products
Rising demand for new innovative products helps limit overall decline
Multinationals dominate despite growing competition from Chinese brands
Traditional stores continue to lead sales, but internet retailing growing rapidly
Outlook remains negative, but growing interest in convenience and connectivity

MARKET DATA

Table 14 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 15 Sales of Consumer Electronics by Category: Value 2014-2019
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources