Wireless speakers is predicted to record a second consecutive year of volume decline in 2021. Pre-pandemic, demand for these devices was gaining momentum due to their portability, and connectivity to smartphones which allows for music streaming amongst other attributes.
E-readers and portable media players were already experiencing declining demand in Denmark prior to the pandemic, as a result of a greater switch towards smartphone and tablet usage. Smartphone ownership negates the need for portable media players, making MP3 players obsolete.
Google Home by Alphabet Inc is predicted to retain its leadership of portable players in 2021 due to its strength within wireless speakers, the largest category. However, the brand is continuing to lose volume share to its closest rivals including JBL from Samsung and Sonos, with the latter brands set to record further sales growth.
Volume sales of wireless speakers have reached a level of maturity in Denmark but will continue to find support in shifts from home audio and cinema over the first half of the forecast period. Wireless speakers are aligned with household preferences for compact, versatile and wireless audio solutions, with many Danes appreciating the connectivity of smart speakers and the ability to have all applications available on the same device.
The technology of many portable players is ageing which is predicted to result in a further negative outlook for e-readers and portable media players. Limited growth remains on a per capita basis.
Continued substitution in terms of smartphones and tablets will also reduce the need for replacement purchases of e-readers and portable media players. This trend is linked to a wider household trend away from task-specific consumer electronics to multifunctional and versatile options which offer perceived greater value for money.
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Understand the latest market trends and future growth opportunities for the Portable Players industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Portable Players research and analysis database.
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