According to the latest data published by GfK Temax Hungary, the total turnover for technical consumer goods in the country registered further growth in Q3 of 2014. Sales expanded by a total of 9%, compared to the same period of the previous year, reaching a total turnover of HUF122.2 billion. However, while the market is still growing, the growth rate has decreased. Smartphones, notebooks, and mediatablets were the main factors, although the major domestic appliances and small domestic appliances sectors also performed very well in Q3 2014.
Major domestic appliances: growth continued
In the third quarter of 2014, the major domestic appliances sector recorded growth similar to that in the previous two quarters. Growth was 23%, compared to the same period of 2013. All product groups recorded double-digit increases, but the most outstanding performances were in the washing machines, tumble dryers, and dishwashers segments. Front-loading, slim-line models continued to generate the highest growth in the washing machines segment, but washer-dryers – although it is a small part of this group – showed a significant increase as well. Within the dishwashers segment, the growth in sales of free-standing models was higher, with slim and full-size free-standing models also reporting similar increases.
Small domestic appliances: strong third quarter
While the small domestic appliances sector performed consistently well in the previous three months, the third quarter of 2014 also brought strong growth. Compared to same period in 2013, sales were 19% higher. Above average growth in the hot beverage makers, vacuum cleaners, toasters and dental care products segments contributed to the expansion of the sector. Only irons and hair clippers declined, but shavers recorded a marginal increase.
Telecommunications: dynamic upswing by smartphones
In Q3 2014, the total value of sales increased by 13%, compared to the same period of the previous year. While traditional (feature) phones steadily lost popularity – with a fall of 40% in value, compared to the previous year – sales of smartphones soared and reported sales of nearly 20% more than the same period in 2013. There was a downward trend in average prices. In the case of feature phones this fall was serious, while there was a small decline for smartphones.
Information technology: moderate growth with strong performance from tablets
The IT sector achieved moderate growth in Q3 2014 – expanding by 8% based on sales value, compared to the same period IN 2013. The long-term trend continued with the strongest performance coming from the tablets segment. In addition to tablets, monitors and mice products also showed double-digit increases based on value.
Consumer Electronics: mild decline in Q3
The CE sector recorded a 3% value drop in Q3 2014, compared with the same period in 2013. Positive trends were only seen in the LCD flat-screen TVs, video game consoles, and action cameras segments. TV sets (larger than 40 inches) enjoyed particularly high growth rates. The traditional audio and video product groups like home theater systems, DVD/Blu-ray players/recorders, and set-top boxes, experienced double-digit drops in sales.
Office equipment and consumables: a moderate fall caused by hardware products
The OE sector’s performance declined by 8% in value, compared to the same period last year. The main reason for the downturn was the hardware segment. Printers and multifunctional devices suffered double-digit decreases, while consumables (toners, cartridges) registered a mixed overall performance. Sales of toners declined in value, while the inkjet cartridges segment made a positive move in the opposite direction.
Photography: weak sales in Q3
The photography sector had been in competition with the steadily increasing quality of cameras, integrated into mobile telephones and tablets. As a result, this sector continued its expected bearish trend – down by 17% in the third quarter of 2014, compared to the same quarter of 2013. Only the compact system cameras (MILC) segment showed an increase in sales. However, that market is still too small to change the general negative trend in this market.
