As the dominant product area in both retail volume and value terms, wireless speakers will continue to drive the performance of portable players in Egypt in 2021, while demand for portable media players will continue to decline due to the rising trend for using mobile devices such as smartphones with similar functions instead of purchasing additional electronics. Wireless and Bluetooth speakers will continue to gain widespread adoption in a range of shapes and sizes offered at affordable prices, meeting different requirements inside and outside of the home as they can connect to both laptops and smartphones, a trend driven by the rise of music streaming services such as Spotify, its Middle Eastern counterpart Anghami and Deezer.
Electronics and appliance specialist retailers will remain the dominant distribution channel in 2021 as many Egyptians like to physically see and test these products for their sound quality before making a purchase. However, during lockdown, e-commerce increased its importance after a mixed performance over the review period, as consumers turned to purchasing online as bricks-and-mortar specialist retailers, deemed non-essential businesses, were forced to close in response to the pandemic.
Harman International Industries Inc will continue to strengthen its overall lead of portable players in 2021, offering leading wireless speaker brand JBL, which will gain further retail volume share due to its strong voice quality and durability. Wireless speakers is a fairly consolidated category and competition was rounded out by Creative, Skull Candy, Beats (Apple, which continued to lose ground but is still appreciated by some consumers due to its well-known quality and connectivity with many consumer electronics), and Bose, the latter of which is a high-end brand but still managed to record the most impressive performance in volume terms as more affluent consumers were drawn to its innovation and global reputation.
Portable players, driven by wireless speakers, is set to see a further upturn in demand in 2022 before returning to a greater level of normalisation in terms of purchasing behaviour amongst Egyptians as the average unit price gradually increases over the forecast period. Nevertheless, local consumers will become increasingly accustomed to smart speakers and the convenience that these devices offer in terms of connectivity and portability around the home and outside of the home environment.
Middle Eastern music streaming app Anghami is preinstalled on newly-purchased mobile phones due to partnerships with smartphone manufacturing companies and leading telecom corporations. The fees are automatically included on the user’s phone bill.
Ongoing demand for wireless speakers in Egypt will continue to contribute to the gradual demise of portable media players in the country, although its rate of volume decline over the forecast period will soften compared to the review period. Portable media players had already been shrinking since the entry of smartphones, with iPhone featuring a built-in iPod, further cannibalising sales of its own iPod Touch model within portable media players.
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Understand the latest market trends and future growth opportunities for the Portable Players industry in Egypt 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 Portable Players research and analysis database.
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