Finnish market: major appliances increase and small appliances decrease


Sales of major domestic appliances increased by 6.9% in the third quarter 2015 compared to the same period of 2015. Small appliances registered a different trend, with a decrease in sales of 8.8%. According to the data published by GfK Temax, the slight decline of the second quarter in the Finnish technical consumer goods market lingered into the third quarter of 2015. A challenging economic and political situation continued to affect the quarterly figures and the retail market. However, once again there were increasingly positive signs in the IT sector. Also, the telecommunications and the office equipment and consumables sector improved again for the third straight quarter.

Major domestic appliances
After two negative quarters, the MDA sector reported growth in both value and volume terms, compared to the third quarter of 2014. The main reason for these increases came from the dishwashers, washing machines, tumble dryers, and cooking products segments. In addition, freezers contributed significantly, although mainly in volume.

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Small domestic appliances
As in the second quarter 2015, the third quarter also registered a negative trend in the small domestic appliances sector. Value and volume rises were only evident in the dental care products segment. Declines occurred in the same product groups as in the previous quarter: hot beverage makers, food preparation equipment and vacuum cleaners.

During Q3 2015, the smartphones, wearables and headsets segments continued to grow. Smartphones once again grew by double digits: up by around 12% in value, compared to Q3 2014. While smartphones volumes were stable, the increases in value were attributed to higher average prices. Within the core wearables segment, all wearable products improved. Both health and fitness trackers and smartwatches more than doubled in volume and in value, compared to the same period of 2014. Wrist sport computers also grew, albeit at a more modest pace. The increases in the headsets segment were driven by mobile stereo headsets. In addition, gaming and PC headsets grew, in particular in value terms.

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Office equipment and consumables
The third quarter of 2015 was also a good quarter for the OE sector which grew by nearly 5% in value terms, compared to Q3 2014, largely due to increased prices. However, the volume in this sector declined by almost 3.5% compared to Q3 2014. All categories within the sector registered value growth, except laser cartridges.

Information technology
The third quarter 2015 was a very good one for the computers segment. Desktop computers were the major contributor with an increase of almost 30% in value, and over 10% in volume, compared to Q3 2014. Mobile computers also grew in value and volume with 3.5% and almost 6%, respectively. Unfortunately these increases did not make up for the decline in sales of mediatablets, which exceeded 30% in both value and volume. Overall, the sector fell by over 5% in value and over 10% in volume, compared to Q3 2014.

Consumer electronics
Sales of audio products continued to grow in Q3 2015. Growth in the audio segment was driven by soundbars and front/stereo speakers, as well as by multi-room and connected audio products. In addition, the docking/minispeakers segment also rose. Soundbars were the main contributors with an increase of over 60% in value due mainly to higher prices. Front/stereo speakers increased by 57% in value and by over 60% in volume, compared to Q3 2014. Furthermore, the action cameras segment continued to rise, although at a slower pace than in previous quarters. As forecast, the TVs market continued to decline, compared to the same period of 2014 which was fueled by sporting events on TV. Sales in Q3 2015 fell by around 20% in value, and by almost 25% in volume, compared with Q3 2014. In addition, prices have also increased by 5%, probably because of later (than usual) launches of new products and sales of larger screen TVs.

In Q3 2015, sales of digital cameras followed the trend of Q2. The decline in value and in volume exceeded 20% and 28%, respectively, although these are lower numbers than in the previous quarter.

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