Major downturn for the technical consumer goods market

The Romanian technical consumer goods market fell in the first quarter by 33.4% down to 356 million euros compared to the same quarter of 2008. The greatest declines were recorded in office equipment and photo, with a 40% reduction, a recent GfK research found.
Major domestic appliances, consumer electronics and IT were other sectors to experience a decrease by roughly a third.

The overall market for electrical goods monitored by GfK TEMAX was 356 million euros in the first quarter of this year, the lowest value in the last two years. The overall decline of 33.4% compared to the same quarter of 2008 (534 million euros) is attributable to decreases in all market segments.

Small domestic appliances were the least affected in the first quarter but still dipped by 16%, whilst telecommunications decreased by 26.7%. Major domestic appliances, consumer electronics and IT showed comparable trends, falling by 35.9%, 34.4% and 34.3% respectively.

Photo (41.5%) and office equipment (44.9%) further darkened the overall picture, registering significant drops in sales.

Compared with other sectors, small domestic appliances experienced an improved performance in the first quarter of 2009. Despite this, very poor sales in February and March affected the quarter as whole, inducing a significant subtraction of 16%.

In the first quarter of 2009, the telecom market decreased by 26.7 % compared with the first quarter of 2008. The decline in sales of traditional mobile phones was partly compensated by the strong performance of smartphones. Thus, the telecom market stood at 64 million euros in first quarter 2009.

The second largest market within the GfK TEMAX monitored sectors - the major domestic appliances amounts to EUR 66 Million in Q1 2009.

“The sales decline dynamic is similar among other monitored product groups within the market; only the built-in segment showed any encouraging signs. This is chiefly attributable to not only a less marked decline in demand triggered by the current consumer preference towards this segment, but also to a weaker price erosion when compared with the developments on the freestanding segment”, reads the report.

TV market in decline dives 34.4%. Solid demand for notebooks

In the first quarter of 2009 the Consumer Electronics market totaled 59 million euros. This development equates to a decrease of 34.4% in the Consumer Electronics market, in comparison with the same period of the previous year.

Sales of PTV stopped generating additional value on the market and registered negative double-digit growth rates in Q1 2009. Within this segment, Plasma suffered in particular.

The IT sector in Romania decreased by 34.3% in the first quarter of 2009, compared with the same period of the previous year, down to 129 million euros, largely due to negative sales figures for product groups such as monitors and desktop computers. Mobile computers were the least influenced by the crisis due to rising demand for lower priced notebooks (notebooks with a small display and handheld format).

With total sales of 7 million euros, the photo market fell by 41.5% in Q1 2009 compared with Q1 2008. The largest part of sector sales is generated by digital compact cameras, where demand dropped and accompanied by a strong price decline resulted in sales value decreasing by almost 40% in Q1 2009.

The office equipment sector generated revenue amounting to 14 million euros in the first quarter of 2009, translated into a strong decrease of 44.9% compared to the same period of the previous year.

As GfK research found, the transition to multi-functional-devices, products with a better evolution, could not compensate the rapid decline in sales of printers.

GfK TEMAX Romania is an index developed by GfK Retail and Technology to track the technical consumer goods markets. The GfK TEMAX Report is published internationally. The findings are based on surveys carried out by the retail panel of GfK Retail and Technology.

The retail panel comprises data from over 190.000 retailer outlets worldwide.

Research company GfK Romania ended year with a turnover of 9.1 million euros in 2008.

The GfK Group is one of the leading research organization worldwide. Its activities cover the three business sectors of Custom Research, Retail and Technology and Media.

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