Portable players is predicted to record another positive performance in 2021 in both current value and retail volume growth terms, driven by the dominant wireless speakers. The latter continues to grow in popularity amongst younger Ukrainians in particular, who appreciate the portability and therefore greater convenience in terms of usage both inside and outside of the home.
Other types of portable players including e-readers and portable multimedia players are set to continue to experience notable declines in demand in 2021. This is continuation of a trend already emerging pre-pandemic and is set to continue over the forecast period, due to the further substitution from smartphones, particularly larger screen models which are gaining in popularity in Ukraine, making them easier to consume readable content, and tablets.
Harman International Industries Inc is predicted to strengthen its overall leadership of portable players in 2021 due to the strong performance of its brand JBL within the dynamic wireless speakers. JBL is extremely popular because of its high quality, availability, and brand recognition.
Wireless speakers will continue to drive overall demand for portable players over the forecast period, although the rate of retail volume growth will gradually slow in line with increasing maturity. Nevertheless, demand will continue to be driven by the increasing popularity of outdoor activities once the threat of the pandemic wanes and restrictions are eased.
In line with further substitution by multifunctional larger screen smartphones, demand for e-readers and portable multimedia players will continue to suffer from declining demand over the forecast period with the latter likely to become almost obsolete by 2026 as players continue to focus on more dynamic areas of the market. This will not only significantly reduce investment by players in terms of new launches, but also availability through retailers due to lack of demand.
Despite the wide variety of affordable models of wireless speakers which have emerged in Ukraine, demand for greater functionality in terms of built-in illumination or higher quality sound as the products are used on a more regular basis will push the category towards the mid-price segment. This is predicted to further drive up the average unit price and result in more dynamic value growth (at constant 2021 prices) compared to volume over the forecast period.
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Understand the latest market trends and future growth opportunities for the Portable Players industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Consist of E-Readers and Portable Media Players.See All of Our Definitions
This report originates from Passport, our Portable Players research and analysis database.
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