Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Computers; In-car consumer electronics (aftermarket); In-home consumer
electronics; Portable consumer electronics
Executive summary
Declining unit prices maintain interest in consumer electronics
As average unit prices continue to decline rapidly thanks to the transition
from analogue to digital technology and increased competition the Swedish
consumer is purchasing increasing quantities of consumer electronics. However,
the rapid decline in average unit prices also means that the sales value of
consumer electronics is now declining, even though the sales value has
increased over the 2003-2008 period as a whole.
Analogue to digital transition increase competition
Because digital devices, compared to analogue, are based on fewer components
that are easier to mass-produce competition is increasing and the average unit
prices decreasing. Because of this increasing competition the manufacturer
must focus on the consumers' wants and demands, and provide user-friendlier
products with a stronger content. These trends maintain the consumers'
interest in a neverending stream of new consumer electronics.
Improved content and additional services drive sales
The fastest growing product categories in Sweden over the 2003-2008 period
were HDTV, portable multimedia players and navigation systems. The large
interest for HDTV is maintained through a growing offering of HD content and
additional services like pay-per-view. Portable multimedia players are proving
hugely popular in comparison to portable MP3-players thanks to their capacity
to play many different forms of media, now including TV. The fast increasing
sales of navigation systems is predominantly driven by additional navigation
services like point-to-point navigation aids.
Multi-nationals dominate the Swedish consumer electronics market
The Swedish consumer electronics market is undergoing a strong polarisation
between premium products and low priced private labels. This development is
fuelled by the successful consumer electronics chains that dominate the
market. In order to maintain high sales volume the consumer electronic chains
concentrate on well known consumer electronics brands in popular product
categories, and in particular entry and mid-range products. Thus the market is
highly concentrated to multi-national consumer electronics brands.
Strong sales volume may pull up the sales value
The average unit prices are expected to continue to decline even more rapidly
in the 2008-2013 periods, which will continue to maintain the Swedish
consumers' interest in consumer electronics. The sales volume is expected to
continue increasing, whereas the sales value is expected to continue falling.
However, it is possible that the strongly increasing sales volume will
eventually compensate the declining unit prices to such an extent that the
sales value may increase at the end of the forecast period.
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