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IN Q2 2016, all sectors in the Saudi technical consumer goods (TCG) market declined, compared to the same quarter in 2015.
There were double-digit falls in the consumer electronics (CE), photography (PH), information technology (IT), telecommunications (TC), and office equipment and consumables (OE) sectors. The other two sectors — major, and small domestic appliances (MDA and SDA) — were down by single digits, compared to Q2 2015.
Consumer Electronics
Total sales in the CE sector stood at SR901 million in Q2 2016 – a fall of 26 percent, compared to the same period last year. All categories recorded declines in overall sales with the exceptions of the loudspeakers, and portable media players segments.
Increased demand (within falling categories) was registered in the ultra- high definition (UHD) TVs, Bluetooth docking speakers, and smart audio segments.
Photography
In Q2 2016, the PH sector registered a fall in sales of 42.5 percent, compared to Q2 2015. Total revenue stood at SR83 million. The market for both digital cameras, and interchangeable lenses declined by 43.9 percent and 29.7 percent, respectively.
All camera groups – single-lens reflex (SLR), mirrorless, and compact – saw double-digit declines. However, growth was apparent in the changeable-lens cameras (with Wi-Fi capability) segment, which grew by double-digits.
Major Domestic Appliances
During Q2 2016, SR1.4 billion was spent in the Saudi MDA market. This represented a fall of 4 percent, compared to Q2 2015. All categories recorded declines in the period, except for dishwashers (up by 7.3 percent). Sales of washing machines accounted for around 30 percent of sales in Q2 2016 and results remained stable. Average prices in the cooling products segment continued to increase.
Small Domestic Appliances
The SDA sector registered a decline in sales in Q2 2016 – down by 8.7 percent, compared to 2015’s second quarter. Total revenue for the sector stood at SAR555 million.
Sales of hot beverage makers rose and registered double-digit growth. Espresso machines, tea makers, and Turkish coffee makers were the key products in this segment. Offers during Ramadan helped to increase sales in Q2 2016.
Information Technology
There was a large fall in the IT sector in Q2 2016 – down by 25.8 percent, compared to the second quarter of 2015. The sector was worth SR1.4 billion in terms of revenue.
Double-digit declines were registered in virtually all the segments, including mobile computing products, mediatablets, and desktop computers. Mediatablets and visual cams reported falls in excess of 40 percent, compared to Q2 2015.
Telecommunications
The Saudi TC sector continued to decline in Q2 2016, falling by 21.7 percent, compared to 2015’s Q2, with revenue of SR4.5 billion. Both the smart and mobile phones, and phablets segments – the sector’s two largest – declined, while core wearables posted growth of 364.7 percent.
Office Equipment and Consumables
The OE sector faced a challenging Q2 2016. With total sales worth SR177 million, a fall of 29.7 percent was registered, compared to the same period in 2015. All segments went into reverse. Multifunctional devices (MFDs) – the sector’s largest segment – declined by 21.8 percent. Inkjet cartridges, laser cartridges, and printers also saw double-digit declines.
GfK TEMAX tracks the sales of technical consumer goods across 41 countries. The findings are based on GfK’s retail panel, comprising data from around half a million retail outlets worldwide. GfK continually works to ensure its panel data is as accurate as possible, in terms of its representation of the end market.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience.
This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
