Technical consumer goods sales hit 5-year high towards the end of 2013

Newsroom 18/02/2014 | 15:22

Technical consumer goods sales rose 11% in Romania in the fourth quarter of 2013, to EUR626 million, mainly lifted by Black Friday campaigns, being the best quarter for consumer goods sales in the last five years, with most of the segments growing, except for photo and printers, according to GfK.

In terms of percentages, sales increased by 11.6% in 2013’s last quarter and overall in 2013 the market went up 7 percent to EUR 1.735 billion.

“Overall, 2013 registered a 17 percent increase generated mostly through smartphone sales. The mobile phone market had a two-digit growth. The fourth quarter brought into the spotlight a new category in the telecom segment, phablets. These are products that incorporate GMS functionality and a display of 5.6to 6.99 inches. Phablet sales are growing rapidly, while the product is still considered a bridge for consumers who want a product between a smartphone and a tablet”, according to the GfKreport.

Small appliances came in second for the greatest growth in 2013’s last quarter: up 13 percent to EUR 39 million, an increase generated by Black Friday.

“Black Friday Sales were a major factor in the quarterly performance for this sector; November 2013 saw a 27 percent increase compared to the same period in the previous year. Most of the product categories had growth rates of two digits compared to 2012. December, the best month for small appliances, brought many people into the stores to buy personal grooming products, especially juicers and shaving equipment”, according to GfK.

Small appliances sales totaled EUR 114 million in 2013, up 9 percent compared to 2012. The most popular products proved to be vacuum cleaners, blenders, mixers, espresso machines.

The appliance segment rose 8 percent in October-December 2013, accumulating sales of EUR 119 million (a 1.6 percent increase on the year).

“More than half of these sales were registered in November, the best month of the year. Flat screen tv sales were high, while categories such as audio, video, game consoles and navigational systems were in decline. In Q4 2013, one out of three televisions that were sold carried Smart TV functionality, while 3D television sets had the least appeal”, GfK explains.

The market for large appliances continued its growth in Q4, with an 8 percent increase compared to 2012, climbing to EUR 113 million. Washing machines, driers and dish washing machines registered the best performances (growth rates of two digits). In total, the large appliance market was worth EUR 337 million in 2013, a 5 percent increase.

The IT sector went up 7.6 percent, reaching a total sales value of EUR 163 million. The demand for portable computers had a small bump, of 1 percent, while the entire IT sector recorded sales of EUR 455 million in 2013, up 4 percent compared to 2012.

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