Positive trend in the Austrian TCG market during the first quarter 2016


The data published by GfK Temax show that the technical consumer goods market in Austria registered a positive start of the year. Five of the seven sectors improved, compared to Q1 2015, and two declined. The best performing sector, telecommunications, rose by 10 percent. Overall, the TCG market increases by 4.1 percent.

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Major domestic appliances
In the cooling products segment, there was growth in the free-standing category – particularly those models with two doors and freezers below. With regard to cooking equipment, products with pyrolytic features drove the market to an increase of 3.1 percent, compared to Q1 2015. In Q1 2016, freezers declined by 4.5 percent, particularly the largest product group in the segment – free-standing upright models. Following growth during 2015, the tumble dryers segment declined. However, sales of those with heat pumps still grew.

Small domestic appliances
The SDA sector grew by 9.6 percent in Q1 2016, compared to Q1 2015. There were excellent performances in the handstick vacuum cleaners segment, and the food preparation equipment segment, where liquidizers were the best sellers. In the hot beverage makers category, healthy sales of fully automatic models drove the market.

Sales of smartphones increased in Q1 2016 – up by 10.5 percent, compared to Q1 2015. The market share for premium models rose. Mobile enhancements, including mobile phone headsets, and screen protectors, also helped to drive the market. Core wearables (particularly smart watches) contributed to growth in the TC sector, rising by 90.3 percent, compared to Q1 2015.

Information technology
Mobile computing products, including notebooks and computing tablets helped the IT sector to an increase of 8.6 percent in Q1 2016, compared to Q1 2015. Sales of monitors, especially those with larger screens and high resolution, also rose by 17.8 percent, compared to the same quarter in 2015. Solid state drive (SSD) storage devices also propelled the market.

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Office equipment and consumables
Overall, the OE sector grew in Q1 2016, rising by 5.9 percent over the same period in 2015. The laser cartridges segment did well in Q1 2016. This was due to a rise in sales of laser multifunctional devices (MFDs). Sales of ink cartridges rose due to the increased turnover in multicolor systems.

Consumer electronics
The CE market in Austria continued to experience difficulties. In Q1 2016, the sector declined by 5.7 percent, compared to Q1 2015. Sales of Panel TVs fell – down by 7.2 percent. However, it is apparent that ultra-high definition (UHD) models have been growing in popularity. There were positive trends in some audio products categories. The loudspeakers segment grew by 15.8 percent, mainly due to higher prices and volume sales of soundbars. The connected audio systems segment also grew.

In Q1 2016, the negative tendency continued in the photography sector. The market declined by 13.4 percent, compared to last year’s first quarter. Only the compact system cameras (CSC) segment grew (up by 2.8 percent), in terms of turnover. This result was due to increased prices. The market for single-lens reflex (SLR) cameras continued to fall.