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Bulgaria Consumer Electronics Report Q2 2016

  • February 2016
  • -
  • Business Monitor International
  • -
  • 61 pages

Includes 3 FREE quarterly updates


BMI View:
We have left our core outlook unchanged for the Bulgarian consumer electronics market in our Q2 2016 report update. Lev depreciation against the US dollar hit consumer electronics demand in Bulgaria hard in 2015 through the erosion of household purchasing power and therefore reduce the affordability of imported hardware. We expect a recovery in 2016, albeit a limited one with growth of 1.6% forecast for the market as a whole, but with all three segments returning to growth. There will however be stronger growth over the medium term as economic conditions become more favourable, which will have a considerable impact on PC and AV sales that were hit hardest by lev depreciation. Low penetration across most device categories will allow vendors to tap into the first-time buyer and upgrade/replacement markets as incomes rise and confidence returns among households. Meanwhile, in the handset segment the growth trend will be determined to a greater extent by product adoption trends. As the smartphone market becomes more saturated, with first-time buyers accounting for a smaller share of annual sales, the overall market
growth rate will slow.


Latest Updates & Industry Developments
- Computer Sales: USD350mn in 2016 to USD431mn in 2020, a CAGR of 4.3%. After a steep decline in 2015 we expect spending to recover 2016-2020, with underlying demand growth from low penetration rate and rising incomes boosted by deferred purchases from 2015.
- AV Sales: USD171mn in 2016 to USD178mn in 2020, a CAGR of 0.9%. While the AV segment is forecast to recover 2016-2020, we expect it to be the underperforming segment as TV set price erosion and digital camera volume cannibalisation act as drags on growth.
- Handset Sales: USD400mn in 2016 to USD475mn in 2020, CAGR of 4.1%. Increased saturation of smartphone market will result in growth deceleration as compared to 2011-2014, but growth opportunities remain and potential for increase in premium device sales in the later years of the forecast period.

Table Of Contents

Bulgaria Consumer Electronics Report Q2 2016
BMI Industry View ... 7
Consumer Electronics SWOT . 9
Consumer Electronics Market .. 9
Industry Forecast .. 11
Latest Updates ... 11
Structural Trends ... 11
Table: Consumer Electronics Overview (Bulgaria 2014-2020) . 15
Industry Risk Reward Index . 16
Table: Consumer Electronics Ratings Regional Breakdown, Q216 17
Table: Europe Risk/Rewards Index - Q2 2016 18
Market Overview ... 19
Computers 19
Table: PC Sales (Bulgaria 2014-2020) . . 19
AV ... 26
Table: AV Sales (Bulgaria 2014-2020) . . 26
Mobile Devices .. 31
Table: Mobile Communications (Bulgaria 2014-2020) 31
Competitive Landscape 39
Table: Lenovo . 39
Table: Nokia . . 39
Table: Samsung Electronics . 40
Table: ZTE . 41
Industry Trends And Developments 42
Computers 45
AV ... 46
Table: Bulgaria Distributors For Leading Brands . . 47
Regulatory Development .. 48
Table: Regulatory Authorities . . 48
Demographic Forecast . 52
Demographic Outlook .. 52
Table: Population Headline Indicators (Bulgaria 1990-2025) . . 53
Table: Key Population Ratios (Bulgaria 1990-2025) . . 53
Table: Urban/Rural Population and Life Expectancy (Bulgaria 1990-2025) . 54
Table: Population By Age Group (Bulgaria 1990-2025) . . 54
Table: Population By Age Group % (Bulgaria 1990-2025) . . 55
Methodology .. 57
Industry Forecast Methodology 57
Sector-Specific Methodology 58
Sources 58
Risk/Reward Index Methodology ... 59
Sector-Specific Methodology 60
Table: Consumer Electronics Risk/Reward Index Indicators 60
Table: Weighting Of Indicators . 61

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