Consumer Electronics in Greece

  • ID: 228430
  • Report
  • Region: Greece
  • 69 pages
  • Euromonitor International
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Sales of consumer electronics remained under pressure during 2018, as ongoing financial hardship forced Greek consumers to remain budget-conscious. The FIFA World Cup provided a boost to televisions, while formerly booming smartphones has reached maturity.

The Consumer Electronics in Greece report offers a comprehensive guide to the size and shape of the in-home, portable and in-car consumer electronics products markets at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Product coverage: Computers and Peripherals, Digital Cameras by Type, In-Car Entertainment, In-Home Consumer Electronics, Portable Consumer Electronics, Tablets by OS.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Consumer Electronics market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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CONSUMER ELECTRONICS IN GREECE

Executive Summary
Stability for Consumer Electronics
Maturity for Smartphones As the Fifa World Cup Boosts Home Video
Consumer Electronics Is Dominated by International Brands
Multinational Retail Brands Compete in Consumer Electronics
Smartphone Connectivity To Define Development in the Forecast Period

Market Data
Table 1 Sales of Consumer Electronics by Category: Volume 2013-2018
Table 2 Sales of Consumer Electronics by Category: Value 2013-2018
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2013-2018
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2014-2018
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2015-2018
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2013-2018
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2018-2023
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Retail Sales Under Pressure Amidst Smartphone Dominance and Tight Budgets
Laptops Gains on Desktops in Business
Decline for Printers Amidst No-print Trend While Gaming Limits Losses for Monitors
Competitive Landscape
Lenovo Group Heads Computers
Strong Competition in Desktops, Laptops and Tablets
Hewlett-packard Leads Peripherals

Category Data
Table 12 Sales of Computers and Peripherals by Category: Volume 2013-2018
Table 13 Sales of Computers and Peripherals by Category: Value 2013-2018
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2013-2018
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2013-2018
Table 16 Sales of Computers by Category: Business Volume 2013-2018
Table 17 Sales of Computers by Category: Business Value MSP 2013-2018
Table 18 Sales of Computers by Category: Busines Volume Growth 2013-2018
Table 19 Sales of Computers by Category: Business Value MSP Growth 2013-2018
Table 20 Sales of Laptops by Form Factor 2017-2018
Table 21 Sales of Tablets by Operating System 2013-2018
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2014-2018
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2015-2018
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2013-2018
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2018-2023
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2018-2023
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Computers by Category: Business Volume 2018-2023
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2018-2023
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2018-2023
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2018-2023
Table 33 Forecast Sales of Laptops by Form Factor 2018-2023
Table 34 Forecast Sales of Tablets by Operating System 2016-2018
Headlines
Prospects
Growth of Automobile Sales Does Not Translate Into Growth for In-car Entertainment
Consumer Trends Favour Economy Video Screens With Smartphone Connectivity
Smartphones Forces In-car Navigation Towards More Added-value Products
Competitive Landscape
Pioneer Leads In-dash Media Players
Concentration in In-car Navigation But Relative Fragmentation in In-car Speakers
Consumers Favour Specialist Shops

Category Data
Table 35 Sales of In-Car Entertainment by Category: Volume 2013-2018
Table 36 Sales of In-Car Entertainment by Category: Value 2013-2018
Table 37 Sales of In-Car Entertainment by Category: % Volume Growth 2013-2018
Table 38 Sales of In-Car Entertainment by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of In-Car Entertainment: % Volume 2014-2018
Table 40 LBN Brand Shares of In-Car Entertainment: % Volume 2015-2018
Table 41 Distribution of In-Car Entertainment by Channel: % Volume 2013-2018
Table 42 Forecast Sales of In-Car Entertainment by Category: Volume 2018-2023
Table 43 Forecast Sales of In-Car Entertainment by Category: Value 2018-2023
Table 44 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2018-2023
Table 45 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2018-2023
Headlines
Prospects
Connected Devices Take Over From Traditional Ones
Speakers Sees Dynamic Growth While Audio Separates Fights To Hold Its Ground
Soundbars Save the Day for Home Cinema and Speaker Systems
Competitive Landscape
Lg Leads Home Audio and Cinema
Home Cinema and Speaker Systems Is Driven by South Korean Brands
Lg Leads the Way Towards Connected Audio Home Systems

Category Data
Table 46 Sales of Home Audio and Cinema by Category: Volume 2013-2018
Table 47 Sales of Home Audio and Cinema by Category: Value 2013-2018
Table 48 Sales of Home Audio and Cinema by Category: % Volume Growth 2013-2018
Table 49 Sales of Home Audio and Cinema by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Home Audio and Cinema: % Volume 2014-2018
Table 51 LBN Brand Shares of Home Audio and Cinema: % Volume 2015-2018
Table 52 Distribution of Home Audio and Cinema by Channel: % Volume 2013-2018
Table 53 Forecast Sales of Home Audio and Cinema by Category: Volume 2018-2023
Table 54 Forecast Sales of Home Audio and Cinema by Category: Value 2018-2023
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2018-2023
Table 56 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2018-2023
Headlines
Prospects
2018 Fifa World Cup and Larger TVs Draw Interest
Premiumisation As Internet-smart, 4k and Oled TVs Gain Ground
Video Players in Free Fall
Competitive Landscape
Lg and Samsung Lead Lcd TVs
Lg Dominates Oled TVs
Sony Tops Video Players

Category Data
Table 57 Sales of Home Video by Category: Volume 2013-2018
Table 58 Sales of Home Video by Category: Value 2013-2018
Table 59 Sales of Home Video by Category: % Volume Growth 2013-2018
Table 60 Sales of Home Video by Category: % Value Growth 2013-2018
Table 61 Sales of LCD TVs by Network Connectivity: % Retail Volume 2013-2018
Table 62 Sales of OLED TVs by Network Connectivity: % Retail Volume 2013-2018
Table 63 Sales of Plasma TVs by Network Connectivity: % Retail Volume 2013-2016
Table 64 NBO Company Shares of Home Video: % Volume 2014-2018
Table 65 LBN Brand Shares of Home Video: % Volume 2015-2018
Table 66 Distribution of Home Video by Channel: % Volume 2013-2018
Table 67 Forecast Sales of Home Video by Category: Volume 2018-2023
Table 68 Forecast Sales of Home Video by Category: Value 2018-2023
Table 69 Forecast Sales of Home Video by Category: % Volume Growth 2018-2023
Table 70 Forecast Sales of Home Video by Category: % Value Growth 2018-2023
Table 71 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2018-2023
Table 72 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2018-2023
Headlines
Prospects
Proliferation of Smartphones Squeezes Volume Sales
Slr and Compact System Cameras Gain Ground on Fixed Lens Cameras
Action Cameras Drive Growth for Digital Camcorders
Competitive Landscape
Nikon Leads Cameras
Panasonic and Sony Pave the Way in Compact System Cameras
Sony and Gopro Head Camcorders

Category Data
Table 73 Sales of Imaging Devices by Category: Volume 2013-2018
Table 74 Sales of Imaging Devices by Category: Value 2013-2018
Table 75 Sales of Imaging Devices by Category: % Volume Growth 2013-2018
Table 76 Sales of Imaging Devices by Category: % Value Growth 2013-2018
Table 77 Sales of Digital Cameras by Type: % Retail Volume 2013-2018
Table 78 NBO Company Shares of Imaging Devices: % Volume 2014-2018
Table 79 LBN Brand Shares of Imaging Devices: % Volume 2015-2018
Table 80 Distribution of Imaging Devices by Channel: % Volume 2013-2018
Table 81 Forecast Sales of Imaging Devices by Category: Volume 2018-2023
Table 82 Forecast Sales of Imaging Devices by Category: Value 2018-2023
Table 83 Forecast Sales of Imaging Devices by Category: % Volume Growth 2018-2023
Table 84 Forecast Sales of Imaging Devices by Category: % Value Growth 2018-2023
Table 85 Forecast Sales of Digital Cameras by Type: % Retail Volume 2018-2023
Headlines
Prospects
Greek Consumers' Most Precious Gadget Hits Maturity
Greeks Opt for Bigger and Better Smartphones
Feature Phones in Constant Decline
Competitive Landscape
Samsung Leads Smartphones, Followed by Huawei and Xiaomi
Xiaomi Enters Greece
Nokia Group Dominates Feature Phones

Category Data
Table 86 Sales of Mobile Phones by Category: Volume 2013-2018
Table 87 Sales of Mobile Phones by Category: Value 2013-2018
Table 88 Sales of Mobile Phones by Category: % Volume Growth 2013-2018
Table 89 Sales of Mobile Phones by Category: % Value Growth 2013-2018
Table 90 Sales of Smartphones by Screen Size: % Retail Volume 2017-2018
Table 91 NBO Company Shares of Mobile Phones: % Volume 2014-2018
Table 92 LBN Brand Shares of Mobile Phones: % Volume 2015-2018
Table 93 Distribution of Mobile Phones by Channel: % Volume 2013-2018
Table 94 Forecast Sales of Mobile Phones by Category: Volume 2018-2023
Table 95 Forecast Sales of Mobile Phones by Category: Value 2018-2023
Table 96 Forecast Sales of Mobile Phones by Category: % Volume Growth 2018-2023
Table 97 Forecast Sales of Mobile Phones by Category: % Value Growth 2018-2023
Table 98 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2018-2023
Headlines
Prospects
Wireless Speakers Proliferate
Sales of E-readers Remain Small in Greece
Portable Media Players Increasingly Outdated in the Era of Smartphones
Competitive Landscape
Intense Competition in Wireless Speakers
Kindle Dominates E-readers
Economy Offerings Flow Into Portable Media Players

Category Data
Table 99 Sales of Portable Players by Category: Volume 2013-2018
Table 100 Sales of Portable Players by Category: Value 2013-2018
Table 101 Sales of Portable Players by Category: % Volume Growth 2013-2018
Table 102 Sales of Portable Players by Category: % Value Growth 2013-2018
Table 103 NBO Company Shares of Portable Players: % Volume 2014-2018
Table 104 LBN Brand Shares of Portable Players: % Volume 2015-2018
Table 105 Distribution of Portable Players by Channel: % Volume 2013-2018
Table 106 Forecast Sales of Portable Players by Category: Volume 2018-2023
Table 107 Forecast Sales of Portable Players by Category: Value 2018-2023
Table 108 Forecast Sales of Portable Players by Category: % Volume Growth 2018-2023
Table 109 Forecast Sales of Portable Players by Category: % Value Growth 2018-2023
Headlines
Prospects
Wearable Electronics Grows Fast, But Tight Budgets Threaten Mass Penetration
Smart Wearables Grows, But Remains Outsold by Activity Wearables
Fitness and Features Trends Fuel Strong Growth for Activity Wearables
Competitive Landscape
Xiaomi and Apple Lead Wearable Electronics
Apple Watch Wins Smart Wearables
Turbo-x Gains A Foothold in Wearable Electronics

Category Data
Table 110 Sales of Wearable Electronics by Category: Volume 2013-2018
Table 111 Sales of Wearable Electronics by Category: Value 2013-2018
Table 112 Sales of Wearable Electronics by Category: % Volume Growth 2013-2018
Table 113 Sales of Wearable Electronics by Category: % Value Growth 2013-2018
Table 114 NBO Company Shares of Wearable Electronics: % Volume 2014-2018
Table 115 LBN Brand Shares of Wearable Electronics: % Volume 2015-2018
Table 116 Distribution of Wearable Electronics by Channel: % Volume 2014-2018
Table 117 Forecast Sales of Wearable Electronics by Category: Volume 2018-2023
Table 118 Forecast Sales of Wearable Electronics by Category: Value 2018-2023
Table 119 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2018-2023
Table 120 Forecast Sales of Wearable Electronics by Category: % Value Growth 2018-2023
Note: Product cover images may vary from those shown
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Strong sales growth over the review period

In 2003 the Greek consumer electronics market was worth around EUR633 million, corresponding to about 2 million units. The review period compound annual growth rate in volume terms was nearly 7%, while current value sales increased by nearly 12% CAGR. From 2002 overall consumer electronics volume sales gained more than 6% while current value sales more than 17%. The higher increase in value terms is due to the fact that Greek prices are currently 7% lower than the European average, and alignment of prices among all European countries is expected in the medium term. In addition, consumers have been willing to pay slightly higher prices for enhancements to consumer electronics.

Market peculiarities

Digital televisions, digital cameras, and MP3 players saw the greatest volume increase during 2003 in Greece. Although MP3 players have shown a large year on year rise, this product has not performed as expected. Greeks have shown a preference for MP3 players combined with CD players, and not the hard disc and flash memory types.

In home theatre products, although there is an affluent consumer segment that purchases the best, most expensive products available, demand remains relatively low. Furthermore, it seems that Greeks still have a preference in VCRs over DVD players. This is mainly due to the fact that even today many more titles are available on video than on DVD. Another reason is that the cost of purchasing VCRs is lower, and also when buying and/or renting titles.

Sony maintains leadership

Sony remained the leading consumer electronics brand in Greece by a considerable margin, holding nearly a third of overall volume sales. As in many other countries around the world, Sony is regarded to be of exceptionally high quality among many Greek prices and thus worth its higher than average unit price. Moreover, Sony maintains a presence in nearly every aspect of the Greek consumer electronics market, which further bolsters the brand’s share.

Budget brands make a push

Even though Sony – a premium brand – further consolidated its leadership of Greek consumer electronics during 2003, several slightly more affordable brands also made share gains during 2003. These included JVC, Samsung, Thomson, and Sony Corp’s own Aiwa. These brands increasingly appealed to Greek consumers due to their competitive price positioning, offering good quality products at affordable prices. Though they were unable to stop Sony from increasing its share, they did contribute to share losses for other premium brands as Philips Pioneer between 2002 and 2003.

Specialist multiples gobble up competition

Distribution of consumer electronics is dominated by specialist multiples, which hold approximately 85% of total consumer electronics volume sales in Greece. This high percentage has been achieved after progressive mergers and acquisitions of smaller specialist independents over the course of the review period. Carrefour, the only hypermarket chain in Greece, held 14% of consumer electronics retail volume.

Future growth expected

The Greek consumer electronics market is expected to continue to demonstrate notable growth in 2004, with one particularly important factor being that during this year the Olympic Games will be held in Athens. Overall value gains should continue to outpace those of volume between 2003 and 2008 as prices continue to increase to align with the rest of the European Monetary Union.
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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