CEA Forecast: Batteries Lead Charge Into New Century
By Jeff Malester -- TWICE, 1/29/2001
ARLINGTON, VA. -A charged-up battery brigade, led by the redoubtable rechargeables, boosted battery factory dollar sales in 2000 to $4.6 billion. This is a $1 billion jump from the $3.6 billion in battery sales recorded in 1999, a 27 percent increase, according to annual statistics released by the Consumer Electronics Association in its Accessories Sales Outlook for 1999-2001.
CEA predicts the burgeoning battery segment-by far the largest in factory dollar sales last year in the overall magnetic media and accessories category, with a 66 percent sales share-will tack on an additional $447 million in sales in 2001, climbing another 11 percent to reach $5.1 billion.
In its recently released outlook for 2000, CES said total factory sales for the magnetic media and accessories category-which includes blank cassettes, batteries, accessories and computer disks-reached $7 billion, a 17 percent surge from the $6 billion recorded in 1999. Behind batteries, other segment totals include accessories at about $1.5 billion, blank audio and videocassettes at $654 million, and computer disks at just under $200 million.
In the electronic accessories category, CEA, based here, includes video, audio and telephone accessories, as well as accessories for video cameras/camcorders and wireless products. Battery sales include primary cells used by consumers.
The CEA outlook shows accessories sales continued their steady growth in 1999, reaching $1.4 billion, a healthy 16 percent increase over the $1.2 billion recorded in 1998. In 2000, the association expects the accessories segment to hit $1.5 billion, up about another 7 percent. By 2001, the accessories segment is expected to jump about another $140 million to $1.65 billion.
In blank media, sales figures continue their steady trend downward. Total factory sales in 1999 were $800 million, off about 15 percent from the $920 million recorded in 1998. CEA estimates for 2000 further reduce sales expectations by about 22 percent to $654 million. In 2001, the forecast reduces the total about 10 percent to $593 million.
Audio cassettes, the smaller of the two blank-cassette segments, did $208 million in sales in 1999, down about 20 percent from the $250 million reported in 1998. In 2000, audiocassette sales are estimated at $162 million, a 28 percent decline. By 2001, CEA forecasts this number will drop to $138 million, or about 25 percent.
Videocassette percentage drops were not as steep. The $670 million figure registered in 1998 dipped about 13 percent to $590 million in 1999. This is estimated to drop another 20 percent to $492 million in 2000, and in 2001, another 8 percent, to $455 million.
However, percentage declines in unit sales of blank cassettes were considerably less than drops in dollar-sales percentages, indicating ongoing price erosion in the segment.
Unit sales of audiocassettes hit 335,000 in 1999, off about 6 percent from the 355,000 in 1998, while 289,000 units in 2000 was a 19 percent decline from 1999. In 2001, the unit figure is forecast to drop to 263,000, a 9 percent dip.
Unit sales of videocassettes reached 431,000 in 1999, off more than 6 percent from the 403,000 units registered in 1998. The 2000 figure is estimated to come in at about 404,000 units, less than a 4 percent decrease. In 2001, CES forecast sales of 383,000 videocassette units, another 5 percent decrease.
Computer-disk dollar factory sales also have been slipping, down from the $232 million recorded in 1998. In 1999, the figure reached $200 million, off 14 percent. The drop should reach $195 million in 2000, about a 5 percent dip, and $184 million in 2001, an 11 percent decrease.
Home security-viewed in tandem with the magnetic media and accessories category but not included in sales totals-accounted for an estimated $1.8 billion in factory sales in 2000, up about 5 percent from the nearly $1.7 billion reported in 1999 and up 10 percent from the $1.5 billion in 1998. In 2001, CEA forecast home security would account for over $1.8 billion in sales, about a 3 percent rise.
CEA 1999-2001 Accessories Sales Outlook / Units and $ value in millions|
1999 Actual Unit Sales |
1999 Actual Factory $ Value |
1999 Actual Average $ Price |
2000 Estimate Unit Sales |
2000 Estimate Factory $ Value |
2000 Estimate Average $ Price |
2001 Forecast Unit Sales |
2001 Forecast Factory $ Value |
2001 Forecast Average $ Price |
|
|---|---|---|---|---|---|---|---|---|---|
|
Home security |
-- |
1,660 |
-- |
-- |
1,750 |
-- |
-- |
1,820 |
-- |
|
Total accessories |
-- |
1,398 |
-- |
-- |
1,515 |
-- |
-- |
1,652 |
-- |
|
Batteries (1) |
-- |
3,620 |
-- |
-- |
4,640 |
-- |
-- |
5,087 |
-- |
|
Blank cassettes (²) |
766,000 |
798 |
-- |
693,000 |
654 |
-- |
646,000 |
593 |
-- |
|
Audio |
335,000 |
208 |
-- |
289,000 |
162 |
-- |
263,000 |
138 |
-- |
|
Video |
431,000 |
590 |
-- |
404,000 |
492 |
-- |
383,000 |
455 |
-- |
|
Computer disks (²) |
530,000 |
200 |
-- |
526,000 |
195 |
-- |
506,000 |
184 |
-- |
(1) Primary cells for consumer use.
(²) Sales through consumer channels.
Source: CEAcTWICE 2001
CEA 1999-2001 Accessories % Change / Units and $ value in millions|
% Change 2000/1999 Unit Sales |
% Change 2000/1999 Factory $ Value |
% Change 2000/1999 Average $ Price |
% Change 2001/2000 Unit Sales |
% Change 2001/2000 Factory $ Value |
% Change 2001/2000 Average $ Price |
|
|---|---|---|---|---|---|---|
|
Home security |
-- |
5.4 |
-- |
-- |
4.0 |
-- |
|
Total accessories |
-- |
8.4 |
-- |
-- |
9.0 |
-- |
|
Batteries (1) |
-- |
28.2 |
-- |
-- |
9.6 |
-- |
|
Blank cassettes (2) |
-9.5 |
-18.0 |
-- |
-6.8 |
-9.3 |
-- |
|
Audio |
-13.7 |
-22.1 |
-- |
-9.0 |
-14.8 |
-- |
|
Video |
-6.3 |
-16.6 |
-- |
-5.2 |
-7.5 |
-- |
|
Computer disks (2) |
-0.8 |
-2.5 |
-- |
-3.8 |
-5.6 |
-- |
(1) Primary cells for consumer use.
(2) Sales through consumer channels.
Source: CEAcTWICE 2001
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