Table of Content

Consumer Electronics in Norway
Euromonitor International
September 2020

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
Sales of monitors benefit from the outbreak of COVID-19, as the government encourages office workers to work from home
Tablets record the sharpest decline in volume growth, with the competition from smartphones harming sales during a time of increased price-sensitivity
Apple retains its lead; however, the player loses share with high-price points challenging sales during the COVID-19 lockdown
RECOVERY AND OPPORTUNITIES
The economic recession partners with industry challenges, leading to an ongoing decline in volume growth across the forecast period
Laptops drive the highest value growth and have the most positive performance; however, it still records negative volume growth across the forecast period
Desktops, printers and tablets struggle, with a rise in eco-friendly views, and competition from laptops and smartphones damaging growth
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
Limited car journeys due to COVID-19 leaves little motivation for consumers to invest in in-car entertainment
Smartphones challenge volume growth for both in-car navigation systems and in-dash media players, which both record a double-digit volume decline in 2020
AAMP Nordic AS loses share to JVC Norge, while all major players lose volume sales as consumers spend increased time at home
RECOVERY AND OPPORTUNITIES
In-car entertainment declines across the forecast period, as the economic recession partners with the growing competition from smartphones
Environmental concerns lead to reduced car ownership, further dampening volume growth for in-car entertainment
The quality of in-built features leaves only a niche audience to purchase in-car entertainment, damaging sales and volume growth over the forecast period
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
The outbreak of COVID-19 reduces spending, while the ongoing competition from smartphones and wireless speakers deepens volume decline
Despite the outbreak of COVID-19, soundbars remain popular, appealing to consumers through sleek, stylish designs that take up minimal space
Koninklijke Philips NV retains its lead; however, nearly all players suffer a double-digit volume decline in sales growth, as COVID-19 impacts sales figures
RECOVERY AND OPPORTUNITIES
The economic recession partners with the competition from wireless speakers, leading to a volume decline in home and cinema over the full forecast period
Digital media player docks set to exit the landscape, unable to boost sales as wireless speakers become increasingly popular
High-quality products inflate price-points, dampening volume growth for home and cinema audio across the forecast period
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
Decline in volume growth is recorded for OLED TVs, as staying at home results in an uplift of television use throughout the country
Secondary TVs decline and the competition from streaming services challenges growth for video players
LG records an uplift in sales from OLED TVs, benefiting from the COVID-19 lockdown as its market share increases
RECOVERY AND OPPORTUNITIES
A deeper decline in growth for 2021, as the economic recession adapts consumers spending, while video players fail to drive sales
Smartphones and tablets adapt the way consumers view TV content, stifling volume sales of television sets
OLED TVs is set to drive growth, benefiting from postponed sporting events, as LCD TVs suffer from a lack of innovation
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
Lockdown leads to a lack of photo-taking opportunities, decreasing the demand for image devices
Smartphones are increasingly challenging sales in 2020, as they offer high-quality cameras to consumers
Sony and GoPro increase their market share; however, sales decline as the COVID-19 lockdown limits consumers photo-taking opportunities
RECOVERY AND OPPORTUNITIES
Volume decline deepens across the forecast period, as the economic recession challenges imaging devices, stalling replacement cycles for digital cameras
Smartphone manufacturers increasingly focus on improving the quality of in-built cameras, further stifling growth for imaging devices over the forecast period
COVID-19 halts growth for compact system cameras and the area will continue to struggle due to increased price-sensitivity
CATEGORY DATA
Table 72 Sales of Imaging Devices by Category: Volume 2015-2020
Table 73 Sales of Imaging Devices by Category: Value 2015-2020
Table 74 Sales of Imaging Devices by Category: % Volume Growth 2015-2020
Table 75 Sales of Imaging Devices by Category: % Value Growth 2015-2020
Table 76 Sales of Digital Cameras by Type: % Retail Volume 2015-2020
Table 77 NBO Company Shares of Imaging Devices: % Volume 2016-2020
Table 78 LBN Brand Shares of Imaging Devices: % Volume 2017-2020
Table 79 Distribution of Imaging Devices by Channel: % Volume 2015-2020
Table 80 Forecast Sales of Imaging Devices by Category: Volume 2020-2025
Table 81 Forecast Sales of Imaging Devices by Category: Value 2020-2025
Table 82 Forecast Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Digital Cameras by Type: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales fall during the COVID-19 lockdown, as staying indoors leaves consumers with a reduced need for portable goods
Wireless speakers benefit from offering convenient, portable solutions; however, the outbreak of COVID-19 stifles growth in 2020
Alphabet retains its lead thanks to Google Home, as Amazon loses share to PocketBook
RECOVERY AND OPPORTUNITIES
Volume growth will remain in decline, as price-sensitivity and the competition from smartphones impacts sales of portable players
Wireless speakers have the best opportunity to drive innovation, recording the bulk of sales across the forecast period
E-readers record a continued volume decline over the forecast period, challenged by the competition from smartphones, as well as physical and audio books
CATEGORY DATA
Table 85 Sales of Portable Players by Category: Volume 2015-2020
Table 86 Sales of Portable Players by Category: Value 2015-2020
Table 87 Sales of Portable Players by Category: % Volume Growth 2015-2020
Table 88 Sales of Portable Players by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Portable Players: % Volume 2016-2020
Table 90 LBN Brand Shares of Portable Players: % Volume 2017-2020
Table 91 Distribution of Portable Players by Channel: % Volume 2015-2020
Table 92 Forecast Sales of Portable Players by Category: Volume 2020-2025
Table 93 Forecast Sales of Portable Players by Category: Value 2020-2025
Table 94 Forecast Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 95 Forecast Sales of Portable Players by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 deepens the volume decline for mobile phones, while smartphones continue to suffer from long replacement cycles
COVID-19 leads to a decline in growth for feature phones, while the decline of smartphones is the result of ongoing challenges in the industry
Samsung consolidates its lead, with Apple suffering due to high-price points, as COVID-19 increases consumers price-sensitivity
RECOVERY AND OPPORTUNITIES
Volume growth is not set to recover, as feature phones record a double-digit decline and the economic recession halts spending on secondary phones
Increasing unit-prices, saturation and lengthening replacement cycles, results in an ongoing decline in volume growth for smartphones
OnePlus plans to roll out further across the forecast period, though the economic recession may challenge growth
CATEGORY DATA
Table 96 Sales of Mobile Phones by Category: Volume 2015-2020
Table 97 Sales of Mobile Phones by Category: Value 2015-2020
Table 98 Sales of Mobile Phones by Category: % Volume Growth 2015-2020
Table 99 Sales of Mobile Phones by Category: % Value Growth 2015-2020
Table 100 Sales of Smartphones by Screen Size: % Retail Volume 2018-2020
Table 101 NBO Company Shares of Mobile Phones: % Volume 2016-2020
Table 102 LBN Brand Shares of Mobile Phones: % Volume 2017-2020
Table 103 Distribution of Mobile Phones by Channel: % Volume 2015-2020
Table 104 Forecast Sales of Mobile Phones by Category: Volume 2020-2025
Table 105 Forecast Sales of Mobile Phones by Category: Value 2020-2025
Table 106 Forecast Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 107 Forecast Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 108 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Wearable electronics will not decline in 2020, with the health and wellness trend aiding sales during the outbreak of COVID-19
Activity watches (analogue) and smart wearables drive growth, as activity bands decline due to a lack of sophistication
Fitbit retains its lead; however, Fossil Norway becomes growing competition for both the leader, and Apple AB
RECOVERY AND OPPORTUNITIES
Wearable electronics record positive growth in 2021 and 2022, boosted by sales of activity watches (analogue) and smart wearables
Smart wearables record positive volume growth, with the growing opportunity for contactless payment appealing to consumers
The health and wellness trend is bolstered by the outbreak of COVID-19 as some consumers increase their focus on overall wellbeing
CATEGORY DATA
Table 109 Sales of Wearable Electronics by Category: Volume 2015-2020
Table 110 Sales of Wearable Electronics by Category: Value 2015-2020
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2015-2020
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2015-2020
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2016-2020
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2017-2020
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2020
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2020-2025
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2020-2025
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2020-2025