Executive Summary

Aug 2019
PROSPECTS
Health, fashion and tracking trends boost demand for analogue activity watches

Activity watches (analogue) posted strong double-digit volume growth within wearable electronics in 2019 as this category is relatively new and offers strong growth opportunities for manufacturers. In addition, such products are also in line with the health and wellness trend and consequent rise in the number of consumers looking to track activity, exercise and calorie intake.

Cheaper activity bands gaining share at expense of more expensive rivals

Cheaper activity bands are growing in popularity as consumers find it easier to justify making these purchases. This further price pressure is resulting in a decline in average unit prices, with expensive activity bands losing sales due to growing competition from cheaper versions which are more appealing among the growing number of Danes concerned with health and wellness.

Continued scope for activity bands to grow

Activity bands are most popular among 25-44 year-olds in Denmark. Consequently, there are strong growth opportunities among other demographic groups.

COMPETITIVE LANDSCAPE
Apple remains in pole position but facing growing low cost competition

Apple Watch remains by far the leading player within smart wearables in Denmark, benefiting from a strong brand image and aspirational positioning, with a focus on innovation and technology. However, the brand lost volume share over the review period due to increasing competition from alternative brands such as Huawei and Fitbit, which recently launched smartwatch Fitbit Versa.

Garmin shifting from in-car navigation to wearable electronics

Garmin continues to lead sales within activity wearables, followed by Fitbit. Garmin is widely associated with in-car navigation systems and GPS and needs to expand its portfolio in wearable electronics as in-car navigation sales have been declining.

Traditional watch players and fashion houses set to gain volume share

The Fossil Group, which includes leading brand names such as Fossil, Michael Kors, DKNY, Armani, Skagen and Diesel, launched a large range of hybrid watches during the review period, with this trend expected to continue over the coming years. In addition, Fossil Group will also look to offer wider and deeper distribution.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Wearable Electronics in Denmark

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Wearable Electronics 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 Wearable Electronics industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wearable Electronics 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 Wearable Electronics in Denmark?
  • What are the major brands in Denmark?
  • What is the growth rate for Wearable Electronics in Denmark?

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.

Wearable Electronics in Denmark - Category analysis

HEADLINES

PROSPECTS

Health, fashion and tracking trends boost demand for analogue activity watches
Cheaper activity bands gaining share at expense of more expensive rivals
Continued scope for activity bands to grow

COMPETITIVE LANDSCAPE

Apple remains in pole position but facing growing low cost competition
Garmin shifting from in-car navigation to wearable electronics
Traditional watch players and fashion houses set to gain volume share

CATEGORY DATA

Table 1 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 2 Sales of Wearable Electronics by Category: Value 2014-2019
Table 3 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 7 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 8 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Wearable Electronics by Category: % Value Growth 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 12 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 13 Sales of Consumer Electronics by Category: Value 2014-2019
Table 14 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 15 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 17 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 18 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 19 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 20 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 21 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources