Portable Players in Norway

2021 DEVELOPMENTS

Sales fall during the pandemic, as staying indoors leaves consumers with little need for portable goods

The ongoing impact of COVID-19 in Norway is predicted to result in a double-digit decline for portable players in 2021. This decline will be the result of increased price sensitivity throughout the country, with increasing financial insecurity encouraging consumers to focus on purchases of essential goods.

Alphabet retains its lead in wireless speakers in Norway thanks to the success of Google Home

High volume sales of wireless speakers in the latter years of the review period were driven by novelty purchases of, for example, voice-controlled wireless speakers. Alphabet Inc is set to extend its lead in portable players in 2021, following the launch Google Home and Google Home Mini in smart wireless speakers.

E-readers continues to see decline and remains dominated by Amazon's Kindle

Low volume sales and a year-on-year decline for e-readers is discouraging entry to the category and furthering consolidation. Kindle (Amazon) is set to remain dominant in e-readers in 2021, thanks to consumer familiarity with the brand and incremental upgrades, such as Kindle Paperwhite 4.

PROSPECTS AND OPPORTUNITIES

Volume growth will remain in decline as price sensitivity and competition from smartphones intensifies

Despite COVID-19 restrictions loosening in Norway and consumers expected to return to pre-pandemic shopping levels across the forecast period, portable players is set to continue to record volume decline in the coming years as ongoing economic fragility fuels price sensitivity among the local population. Moreover, smartphones will continue to develop in terms of audio and video functionality, thereby rendering portable media players increasingly obsolete.

E-readers will see volume decline over the forecast period, challenged by the competition from smartphones, as well as physical and audiobooks

E-readers will continue to record a volume decline across the full forecast period. This will be the consequence of increased price sensitivity and substitution with devices such as smartphones and tablets.

Wireless speakers have the best opportunity to drive innovation across the forecast period

Wireless speakers is expected to remain the best performing subcategory within portable players across the forecast period, and the only area to record growth. Volume growth will be aided by a return to in-store shopping habits as the pandemic recedes.