Activity wearables saw once of the best performances within consumer electronics in 2019. Despite their low purchasing power, Portuguese consumers are well-known for their appetite for new and innovative gadgets, and a considerable increase in the availability of brands and models in different distribution channels, together with significant media attention for new launches, resulted in rising awareness of these products.
After high expectations regarding the launch of smartwatches in the country, towards the end of the review period growth slowed. This was due not only to the high average unit prices of these products, but also because consumers could not see the value in them, given their high prices.
Consumers who started by using activity bands are now increasingly interested in the possibilities offered by activity watches. These are more sophisticated, and the average unit price is declining, especially of digital activity watches, and more options are being offered in terms of models, design and functionalities.
As more brands reinforced their positions in activity wearables in Portugal, such as Huawei and Xiaomi, which now have physical stores in the country, the leading brand in 2018, Fitbit, declined to fourth place in 2019. The launch of Fitbit charge3 at the end of 2018, with a more premium and elegant design and with more than 15 exercise types, hopes to turn around this decline.
Huawei saw a strong increase in its retail volume sales and share in smart wearables in 2019, seeing higher growth than most of the other leading competitors. It continued to strongly invest in communication and promotional activity at the end of the review period.
Wearable electronics accounted for one of the highest shares of online sales in Portugal in 2019. Brands which have traditionally seen strong online sales include Huawei and Xiaomi, due to the initial absence of physical stores in the country, and they benefited from online sales growth.
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This industry report originates from Passport, our Consumer Electronics market research database.