The cost-of-living disaster is main shoppers to buy extra cautiously. Amid a broad-based drop in shopper spending, gross sales throughout product segments and key markets are declining, with solely restricted indicators of a lipstick impact providing hope. However whereas the difficult financial surroundings is anticipated to proceed, there are extra optimistic indicators within the know-how and durables (T&D) sector, the place high-performance merchandise are persevering with to outperform their classes. To offset stagnant gross sales in different classes, how can companies leverage high-performance merchandise to drive development and the place ought to they focus innovation sooner or later?
Premiumization slows
Premiumization has been a very long time pattern and has been a serious driver of development for the T&D sector as shoppers sought out bigger, quicker or better-equipped units when making new purchases. However with the cost-of-living disaster forcing shoppers to overview their purchasing habits, the worth of premium model’s product gross sales in 2022 has fallen – down from development of 32% in 2021 to a contraction of 8% in 2022.
Throughout nearly all segments within the T&D sector, premiumization has slowed. Whereas telecom has fared comparatively higher, premium manufacturers have recorded important contractions in different segments, notably shopper electronics and picture sector, and main home home equipment (MDA). In shopper electronics and picture sectors, premium gross sales contracted 18% in 2022, with entry-level manufacturers falling solely 7%. Within the SDA sector, premium gross sales in 2022 dropped 11% whereas each customary and entry manufacturers noticed gross sales lower 10%.
With much less disposable earnings, many shoppers are turning away from bigger purchases and opting to buy manufacturers with a lower cost positioning. The share of tech and durables purchases by low and medium-low-income patrons has fallen from 39% in Q3 2021 to 36% in Q3 2022. In the meantime, high-income patrons have been chargeable for 27% of purchases in Q3 2022, up from 24% in Q3 2021. This has led to cost polarization, with demand for lower-priced merchandise pushed by budgeteering shoppers whereas higher-income patrons are offering assist for premium merchandise. And with high-income patrons now accountable for a bigger proportion of spending, it’s much more vital to know what they’re searching for and the right way to have interaction with this market.
Excessive-performance merchandise are boosting gross sales
Our analysis reveals that the shoppers persevering with to buy tech and sturdy merchandise are selecting to buy high-performance merchandise that offer an improve or ship a richer expertise. These high-performance merchandise are outpacing their classes, highlighting pockets of alternative for future tech trade development.
This impact might be seen within the pocket book PC phase, the place merchandise comparable to 16 GB RAM and 512 GB storage units have carried out very strongly towards the 12 months earlier than, now occupying a share of 56% and 76% respectively in 2022. Equally, higher-capacity family items, comparable to cooking units, washing machines and fridge-freezers, have additionally grown in market share significantly.
Along with increased capability merchandise, high-performance options, sensible connectivity and extra sustainable choices are more and more common with shoppers. Rising demand for self-cleaning washing machines and hobs with built-in options demonstrates that customers with larger budgets are ready to pay extra for comfort in addition to capability. In the meantime, related units, comparable to those who incorporate voice management or fridges with sensible cooling options have additionally considerably outperformed their classes. There was a 14% improve within the gross sales worth of sensible voice management home equipment within the first three months of 2023, when in comparison with the earlier 12 months. Shoppers even have a wider vary of sustainability-related options to decide on between, together with lowered water consumption and sensible options for extra environment friendly power utilization. The sturdy efficiency of those merchandise gives extra proof that customers’ growing eco-consciousness is translating into buying selections.
Understanding the options shoppers can pay extra for
By understanding these traits, manufacturers can regulate messaging and promotions to assist drive demand for his or her merchandise. Emphasizing the life-style or comfort advantages of multi-functional or sensible units will enchantment to the high-income shoppers who’re insulated from the quick impacts of cost-of-living pressures.
Whereas many shoppers are purchasing extra cautiously, high-performance merchandise are nonetheless in excessive demand, offering some much-needed optimism for the T&D sector. Companies seeking to increase gross sales and seize altering shopper habits ought to pay explicit consideration to merchandise that enhance efficiency, present a richer expertise or supply enhanced sustainability as potential drivers of tech trade development.
Efficiency-enhancing options are persevering with to promote strongly and should supply a useful supply of development for companies. Converse to gfkconsult at the moment to know how high-performance merchandise can drive enterprise efficiency.
