Executive Summary

Aug 2019
PROSPECTS
Health-conscious consumers stimulate growth in activity wearables

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.

Smart wearables sees a boost to growth from lower prices and functionality

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.

Strong growth for activity watches with launches at lower 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.

COMPETITIVE LANDSCAPE
Fitbit and Samsung aim to fight back after losing their leading positions

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.

Product launches lead to strong growth for Huawei

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.

Rising internet sales, although physical stores continue to account for most sales

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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Wearable Electronics in Portugal

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Overview

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

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

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 Portugal - Category analysis

HEADLINES

PROSPECTS

Health-conscious consumers stimulate growth in activity wearables
Smart wearables sees a boost to growth from lower prices and functionality
Strong growth for activity watches with launches at lower prices

COMPETITIVE LANDSCAPE

Fitbit and Samsung aim to fight back after losing their leading positions
Product launches lead to strong growth for Huawei
Rising internet sales, although physical stores continue to account for most sales

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 Portugal - Industry Overview

EXECUTIVE SUMMARY

Continued volume decline, but value growth due to premiumisation
Sales switch between categories as some products become outdated
Growth of Chinese brands puts pressure on Samsung
Low share but dynamic growth for internet retailing
Continued volume decline, but a better performance than in the review period

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