KN31032

KEY NOTE Household Appliances (Brown Goods) : August 2002

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This report covers: video cassette recorders, VCR's, DVD Players, camcorders, cable and satellite systems, portable audio products, audio systems, audio separates, audio receivers, personal computers, televisions, TV's,

Companies covered include: Aiwa, Grundig, Hitachi Home Electronics (Europe),LG Electronics, Matsushita Electric UK, Pace Micro Technology,Panasonic UK, Pioneer GB, Phillips Electronics UK, Samsung, Sharp, SOny,Toshiba,

EXECUTIVE SUMMARY

In contrast to the global market, the household appliances (brown goods) market has achieved steady growth over the past 5 years in the UK. In 2001, Key Note estimates the total market was worth £3.8bn, an increase of 23.3% since 1997. Televisions, satellite systems and digital versatile disc (DVD) players were the sectors showing strongest growth. The subject of this report is 'brown goods', which is the term used to describe a range of electronic entertainment products that include televisions (TVs), video cassette recorders (VCRs), DVD players, camcorders, cable and satellite systems, portable audio products, audio systems, and audio separates. Processes of technological innovation and diffusion are beginning to blur the distinctions between brown goods and other sectors of the electronics industry. Televisions can now be communications devices, mobile phones can also be personal audio receivers and the personal computer (PC) can also be a television.

The brown goods industry is going through fundamental structural changes, as a result of the developments in digital technology. Consumer electronics, information technology (IT) and telecommunications are converging rapidly. Companies may retain hardware- and component-manufacturing capabilities, but are spreading their activities into content and service provision and the management of networks. There has also been increased rationalisation within the industry, such as mergers and acquisitions, joint partnerships and a much greater degree of co-operation. The strength of sterling in the past 3 years has been a serious cause for concern for UK-based manufacturers of brown goods. Export markets are more difficult to penetrate with sterling at such high levels, and competition in domestic markets is intensified by foreign competitors taking advantage of the relative weakness of their own currencies.

The development of digital television and radio is expected to drive growth in the brown goods sector forward over the next 5 years, as consumers upgrade televisions, radios and other receiving and recording equipment. However, it is important to recognise that around 40% of the UK population will choose not to subscribe to `Pay TV' and will have to be persuaded to change to digital television. By the year 2006, Key Note forecasts that the value of the UK brown goods market will have grown steadily to just over £4.53bn. This represents a 16.6% increase between 2002 and 2006.

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Text © 2002 Key Note

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