By Patrick Avenell at IFA in Berlin
German native and sales expert GfK today provided an update on major trends affecting the various consumer electronics and appliance categories.
Home appliances were a stand-out performer, GfK said, due to manufacturers marketing premium products that have attracted consumers to higher price points.
“Growth is stronger in value terms, which can be explained amongst things by the continuing trend towards high-value appliances worldwide,” GfK reported, before highlighting another major trend:
“Consumers are increasingly concerned with protecting scarce resources in energy and water concerns.”
The short-to-mid-term outlook for home appliance is good, GfK said, due to strong technology innovations, while the industry should expect more sales to flow through the omnichannel.
“The global major appliance market looks set to perform well in 2013 as a whole. Energy efficiency, trading up and user-friendliness are driving the market.
“Products are also increasingly being purchased online.”
That online sales trend will also be prevalent in small appliances, which is now “booming”, GfK said.
“Products that proved particularly popular were coffee and espresso fully automatic machines, as well as rechargeable handstick vacuum cleaners. Buying online is becoming increasingly attractive.”
Other trends GfK has noticed include a move towards electrical oral care appliances and slight declines in ironing categories.
In consumer electronics, GfK said “portable loudspeakers are conquering the market”, as Bluetooth and Airplay audio solutions for mobile devices continue to be released at price points ranging from entry level right up to premium.
“The emphasis is on the wireless and portable sound experience. Other features, such as hands-free function, make these products an ideal accessory to smartphones and tablets.”
GfK also reserved special praise for the digital camera market. Although the fixed lens category has been considered a dying industry due to the incursion of smartphone, GfK said there had been a stark turnaround, particularly at the premium end.
“More advanced fixed-lens cameras are…doing well. These cameras with larger image sensors, which registered a sales increase of around 7 per cent.”
The decline, however, is being felt at the entry level, although GfK said this has benefits for the camera industry on a macro level.
“Smartphones may be causing decline on the low end of the camera market, but they are also introducing more people to photography than ever before. This presents a unique opportunity for inspiring interest in as many consumers as possible for this field, which may ultimately motivate them to buy increasingly high-end cameras.”