Table of Content

Consumer Electronics in Egypt
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer electronics
COVID-19 country impact
Company response
Retailing shift
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2015-2020
Table 2 Sales of Consumer Electronics by Category: Value 2015-2020
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2015-2020
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2016-2020
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2017-2020
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2015-2020
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2020-2025
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Work and study from home measures during lockdown result in higher demand for portable computers
Strong declines for Chinese brands due to production and supply chain issues in Q2, benefiting likes of HP and Dell
E-commerce records notable volume share and strong sales in Q2 with closure of non-essential electronics and appliance specialist retailers
RECOVERY AND OPPORTUNITIES
Dominant laptops to influence category’s overall performance over forecast period
Push for digital society set to result in ongoing decline for peripherals
Government agreement with Samsung to provide tablets to academic institutions could support subdued demand for tablets
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2015-2020
Table 13 Sales of Computers and Peripherals by Category: Value 2015-2020
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2015-2020
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2015-2020
Table 16 Sales of Computers by Category: Business Volume 2015-2020
Table 17 Sales of Computers by Category: Business Value MSP 2015-2020
Table 18 Sales of Computers by Category: Busines Volume Growth 2015-2020
Table 19 Sales of Computers by Category: Business Value MSP Growth 2015-2020
Table 20 Sales of Laptops by Form Factor 2018-2020
Table 21 Sales of Tablets by Operating System 2015-2020
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2016-2020
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2017-2020
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2015-2020
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2020-2025
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Computers by Category: Business Volume 2020-2025
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2020-2025
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2020-2025
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 33 Forecast Sales of Laptops by Form Factor 2020-2025
Table 34 Forecast Sales of Tablets by Operating System 2020-2021
KEY DATA FINDINGS
2020 IMPACT
In-dash media players is only positive performer going into Q3 and is likely to support category’s overall performance for 2020
Pioneer regains overall leadership in intensifying competitive landscape which sees smaller more affordable brands gaining ground
E-commerce gains notable share gain in 2020 driven by convenience and opportunity to find smaller, affordable brands
RECOVERY AND OPPORTUNITIES
Demand for in-car entertainment will continue to be supported by in-dash media players
In-car speakers set to experience further decline with music streaming apps through smartphones and wireless speakers offering strong competition
In-car navigation set to remain declining niche, increasingly replaced by free smartphone navigational apps
CATEGORY DATA
Table 35 Sales of In-Car Entertainment by Category: Volume 2015-2020
Table 36 Sales of In-Car Entertainment by Category: Value 2015-2020
Table 37 Sales of In-Car Entertainment by Category: % Volume Growth 2015-2020
Table 38 Sales of In-Car Entertainment by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of In-Car Entertainment: % Volume 2016-2020
Table 40 LBN Brand Shares of In-Car Entertainment: % Volume 2017-2020
Table 41 Distribution of In-Car Entertainment by Channel: % Volume 2015-2020
Table 42 Forecast Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 43 Forecast Sales of In-Car Entertainment by Category: Value 2020-2025
Table 44 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 45 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Affluent consumers invest in home cinema and speaker systems to enhance their entertainment experience during lockdown
Consolidated competitive landscape led by three major players but premium brand Bose offers affluent consumers a range of home cinema systems with surround sound and wireless technology
Whilst physical specialists will continue to dominate distribution of home audio and cinema, e-commerce’s share gain during lockdown could continue to attract consumers in terms of competitive pricing
RECOVERY AND OPPORTUNITIES
Home cinema and speaker systems to continue to attract consumers looking to enhance home entertainment experience, further driven by declining unit prices
Ongoing demand for wireless speakers likely to exacerbate declining demand for many niche products
Moving out of crowded cities in light of pandemic could continue to support upgrading of home entertainment systems amongst the wealthy
CATEGORY DATA
Table 46 Sales of Home Audio and Cinema by Category: Volume 2015-2020
Table 47 Sales of Home Audio and Cinema by Category: Value 2015-2020
Table 48 Sales of Home Audio and Cinema by Category: % Volume Growth 2015-2020
Table 49 Sales of Home Audio and Cinema by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Home Audio and Cinema: % Volume 2016-2020
Table 51 LBN Brand Shares of Home Audio and Cinema: % Volume 2017-2020
Table 52 Distribution of Home Audio and Cinema by Channel: % Volume 2015-2020
Table 53 Forecast Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 54 Forecast Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Television as home entertainment during lockdown supports ongoing demand, with trend for streaming digital content supported by greater uptake in internet-smart TVs
Leader Samsung continues to lose ground to dynamic local player El Araby Group and LG Electronics
E-commerce gains share from both specialist retailers and the notable hypermarkets for distribution of home video during lockdown
RECOVERY AND OPPORTUNITIES
Prioritising of expenditure in 2021 likely to reduce overall demand for home video, but televisions will retain importance as form of home entertainment
Ongoing price declines of LCD TVs likely to support stable demand from 2022
Despite falling unit prices, stronger uptake for OLED TVs is not expected over the forecast period
CATEGORY DATA
Table 57 Sales of Home Video by Category: Volume 2015-2020
Table 58 Sales of Home Video by Category: Value 2015-2020
Table 59 Sales of Home Video by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Video by Category: % Value Growth 2015-2020
Table 61 Sales of LCD TVs by Network Connectivity: % Retail Volume 2015-2020
Table 62 Sales of OLED TVs by Network Connectivity: % Retail Volume 2015-2020
Table 63 NBO Company Shares of Home Video: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Video: % Volume 2017-2020
Table 65 Distribution of Home Video by Channel: % Volume 2015-2020
Table 66 Forecast Sales of Home Video by Category: Volume 2020-2025
Table 67 Forecast Sales of Home Video by Category: Value 2020-2025
Table 68 Forecast Sales of Home Video by Category: % Volume Growth 2020-2025
Table 69 Forecast Sales of Home Video by Category: % Value Growth 2020-2025
Table 70 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 71 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Wireless speakers continues to drive demand for portable players during lockdown as consumers turn to devices which enhance their home entertainment experience
JBL strengthens overall leadership of portable players due to reputation within wireless speakers
E-commerce continues to regain lost share during lockdown as channel is suited to shipping small wireless speakers
RECOVERY AND OPPORTUNITIES
Wireless speakers set to continue to drive category forward, further expanding its consumer base
Younger generations to return to using wireless speakers outside of the home depending on further lockdown measures
Increasing use of smartphones in connection with wireless speakers to stream music likely to result in further declines for portable media players, while e-readers will remain negligible
CATEGORY DATA
Table 72 Sales of Portable Players by Category: Volume 2015-2020
Table 73 Sales of Portable Players by Category: Value 2015-2020
Table 74 Sales of Portable Players by Category: % Volume Growth 2015-2020
Table 75 Sales of Portable Players by Category: % Value Growth 2015-2020
Table 76 NBO Company Shares of Portable Players: % Volume 2016-2020
Table 77 LBN Brand Shares of Portable Players: % Volume 2017-2020
Table 78 Distribution of Portable Players by Channel: % Volume 2015-2020
Table 79 Forecast Sales of Portable Players by Category: Volume 2020-2025
Table 80 Forecast Sales of Portable Players by Category: Value 2020-2025
Table 81 Forecast Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 82 Forecast Sales of Portable Players by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Some slowdown in demand for mobile phones during lockdown due to prioritising of spending but smartphones remain important devices for many Egyptians, particularly driving increasing access to the internet
Oppo gains leadership of mobile phones in 2020 due to increasing demand for more affordable options, a factor which also drives success of Xiaomi
E-commerce makes strong gains in distribution during lockdown as consumers head online to find competitive deals
RECOVERY AND OPPORTUNITIES
5% development fee applied to mobile phones in 2020 could result in further slowdown in demand for the year
Chinese brands likely to continue to benefit from price sensitivity by offering competitive pricing
Telecom Egypt and Vodafone Egypt apply for new frequencies as the country looks ahead to 5G
CATEGORY DATA
Table 83 Sales of Mobile Phones by Category: Volume 2015-2020
Table 84 Sales of Mobile Phones by Category: Value 2015-2020
Table 85 Sales of Mobile Phones by Category: % Volume Growth 2015-2020
Table 86 Sales of Mobile Phones by Category: % Value Growth 2015-2020
Table 87 Sales of Smartphones by Screen Size: % Retail Volume 2018-2020
Table 88 NBO Company Shares of Mobile Phones: % Volume 2016-2020
Table 89 LBN Brand Shares of Mobile Phones: % Volume 2017-2020
Table 90 Distribution of Mobile Phones by Channel: % Volume 2015-2020
Table 91 Forecast Sales of Mobile Phones by Category: Volume 2020-2025
Table 92 Forecast Sales of Mobile Phones by Category: Value 2020-2025
Table 93 Forecast Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 94 Forecast Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 95 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown brings into sharp focus increasing demand for electronic devices which support health and wellness trend
Highly fragmented competitive environment but overall leader Samsung sees improving sales in line with performance of smart wearables during lockdown
E-commerce strengthens dominance of wearable electronics in terms of distribution during lockdown
RECOVERY AND OPPORTUNITIES
Ongoing strong performance predicted for wearable electronics in early part of forecast period as consumers continue to focus on their health and wellness
Connectivity likely to remain strong feature in attracting consumers of smart wearables
Predicted maturity for smart wearables towards end of the forecast period
CATEGORY DATA
Table 96 Sales of Wearable Electronics by Category: Volume 2015-2020
Table 97 Sales of Wearable Electronics by Category: Value 2015-2020
Table 98 Sales of Wearable Electronics by Category: % Volume Growth 2016-2020
Table 99 Sales of Wearable Electronics by Category: % Value Growth 2016-2020
Table 100 NBO Company Shares of Wearable Electronics: % Volume 2016-2020
Table 101 LBN Brand Shares of Wearable Electronics: % Volume 2017-2020
Table 102 Distribution of Wearable Electronics by Channel: % Volume 2015-2020
Table 103 Forecast Sales of Wearable Electronics by Category: Volume 2020-2025
Table 104 Forecast Sales of Wearable Electronics by Category: Value 2020-2025
Table 105 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 106 Forecast Sales of Wearable Electronics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Ongoing decline for imaging devices due to increasing preference for using smartphone cameras results in further misery for digital cameras during lockdown
Canon strengthens overall leadership due to consumer trust in quality but smaller brands offer competition in digital camcorders
E-commerce makes strong share gain during lockdown, supported by significant price promotions
RECOVERY AND OPPORTUNITIES
Imaging devices set to continue on its declining path due to further predicted penetration of smartphones in Egypt
Rate of decline to slow for digital camcorders as category could still capture demand for action models
Digital cameras set to record weaker performance over forecast period, although SLRs will continue to find favour with professionals
CATEGORY DATA
Table 107 Sales of Imaging Devices by Category: Volume 2015-2020
Table 108 Sales of Imaging Devices by Category: Value 2015-2020
Table 109 Sales of Imaging Devices by Category: % Volume Growth 2015-2020
Table 110 Sales of Imaging Devices by Category: % Value Growth 2015-2020
Table 111 Sales of Digital Cameras by Type: % Retail Volume 2015-2020
Table 112 NBO Company Shares of Imaging Devices: % Volume 2016-2020
Table 113 LBN Brand Shares of Imaging Devices: % Volume 2017-2020
Table 114 Distribution of Imaging Devices by Channel: % Volume 2015-2020
Table 115 Forecast Sales of Imaging Devices by Category: Volume 2020-2025
Table 116 Forecast Sales of Imaging Devices by Category: Value 2020-2025
Table 117 Forecast Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 118 Forecast Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 119 Forecast Sales of Digital Cameras by Type: % Retail Volume 2020-2025