Overall, the market looked stable in July compared to the same period last year, with an increase of only +5% in Sales Units. A growth of 7% in the TELCO sector and +14% in the IT sector helped boost July market figures. On the other hand, Smart Watches declined this month to -7% in Sales Units.
Noting that July is the first month of the second half of the year, the Sales Units and Value numbers are expected to be higher than last year, but they are not expected to surpass the first half.
High temperatures impacted sales in the MDA sector in July compared to last year, particularly for Refrigerators. Cookers saw the biggest increase in Sales Units (+24%), followed by Microwaves at +22% and refrigerators at 21%. Product categories like Washing Machines, Dish Washers, Ovens plateaued and did not grow more than 10% and Tumble Dryers ended the month down 7%.
Compared to Sales Values, Cookers saw the biggest growth at +42%, Built-In Hobs at +32% and Refrigerators at +27%. Categories that struggled in Sales Units also failed to grow in sales value: Tumble Dryers -7% and Freezers -14%.
The SDA sector did not change drastically from last year, whether the stability continues will be seen in the August and September results. Sales Units in the SDA sector grew by 12% compared to last year. The largest growth in Sales Units was seen in the Vacuum Cleaners (+27%) and Dental (+20%) product groups. After a long trend in Hot Beverage Makers, there was finally a 2% decline in July. Irons and Shavers showed marginal growth.
Sales value shows that the market grew by 36% and no product group had a negative result. Vacuum Cleaners had the largest increase at +50%, Dental products +32%, Hot Beverage Makers +21%, Irons +20% and Shavers with 16%.
Summer sporting events positively impacted the TV sector. July growth increased 11% year-on-year in units and +37% in value. Although the increase was more impressive in previous months, the trend of larger displays shows continued strength.
Although the TELCO sector, including Wearables, grew +7% year-over-year in July, the SMP sector was down 7% in units sold and -1% in sales value. These results are believed to be the result of inventory shortages. The coming months will show whether the market will grow as a function of stock shortages.
The IT sector performed better in July than in June with a growth of 14% at Sales Units. Large growth was driven by the Tablet product group, which grew by 31% compared to -1% in June. Monitors also did very well with +11% growth compared to +8% in June. On the other hand, Notebooks fell short of expectations with +12% growth, as did Printers, which continued to decline with -32%.
Comparing online and traditional sales channels, the online sector continues to shrink. While in June, 25% of the market was sold online, in July it was only 23%. The online share is expected to grow in August due to the IT product group, ending the year with a slightly larger share than last year.