HTiBs With Blu-ray, Wireless Gain Shelf Share: IFR Survey

By Joseph Palenchar On Dec 21 2009 - 8:00am

Home theater in a box (HTiB) systems with Blu-ray players and wireless surround speakers gained placement in retailers' stores during the first nine months of 2009 as did systems offered by Samsung and RCA, IFR Monitoring found.

At surveyed retailers' stores, the number of HTiBs with Blu-ray players rose to account for 13.3 percent of all HTiBs displayed in stores during the January-September 2009 period, up from only 2.7 percent during the year-ago period. HTiBs displayed with wireless speakers rose in number to account for 12.2 percent of all displayed HTiBs, compared with the year-ago 8.4 percent.

IFR also found that Sony remained the top brand by number of HTiBs displayed at retail, but Samsung and RCA gained the most shelf share of any brand, followed by Bose, GPX, Klipsch and Polk. Sony HTiBs accounted for 22.3 percent of all HTiBs displayed, down by 1.1 percentage points from the year-ago period, while Samsung gained 6.1 percentage points to account for 18.7 percent of all models displayed. The RCA brand gained 4.4 percentage points to account for 7.8 percent of all models displayed. Brands whose shelf share slipped, however slightly, included Sony, Philips, LG, Yamaha, Onkyo, Denon, Magnavox and Insignia.

The top five HTiB brands by shelf share in the nine-month period were, in order, Sony with 22.3 percent share, Samsung with 18.7 percent, Panasonic with 13.5 percent, Bose with 11 percent and Philips with 8.6 percent. Altogether, the five brands accounted for 74 percent of all HTiBs displayed in the surveyed stores. The next five in shelf share were RCA, LG, Yamaha, Onkyo and Denon.

The 10 SKUs with the most shelf share during the Jan.-Sept. 2009 period carried the Bose, Sony, Panasonic, Philips, Samsung and RCA brands. All brands but Bose and RCA had two models in the top 10, with RCA and Bose having one.

The model with top shelf share was Sony's DAVHDX-275, which accounted for 2.7 percent of all HTiBs displayed and retailed for an average $275.14. The Bose 321GSIII was next, accounting for 2.5 percent of all HTiBs displayed and retailed at an average $874.96. In a tie for third with 2.4 percent share each were the Samsung HTZ-320T at an average $296.07, the Sony DAVHDX-285 at an average $228.41, and the Philips HTS-3565D-37 at an average $477.55. Next at 2.3 percent came Panasonic's SCPT-660 at an average $292.31, followed at 2 percent by the Philips HTS-810037, then at 1.9 percent by the RCA RT-2770 at an average $347.91. Next at 1.8 percent came the Samsung HTZ-510T at an average $262.17 and Panasonic SCBT-100 at an average $781.09.

The top 10 models during the nine-month period accounted for 23.9 percent of all HTiBs displayed during that time, and the top 25 accounted for 36.9 percent.

During the third quarter of 2009, the top 10 models accounted for 22.5 percent of all HTiBs displayed, and the top 25 models accounted for 46.4 percent of all HTiBs displayed, IFR's statistics show.

IFR Monitoring's Shelf Tracking Service currently monitors the price, promotion and placement of products in the stores of more than 30 retailers in key U.S. cities. IFR surveys a representative sample of stores, projecting them to represent nationwide shelf share.

Top 25 HTiB Brands By Shelf Share
(Jan-sept 2009)

Jan-Sept 2008 Jan-Sept 2009 Difference
Source: IFR Monitoring
© TWICE 2009

1 Sony 23.3% 22.3% -1.1
2 Samsung 12.6% 18.7% 6.1
3 Panasonic 12.8% 13.5% 0.7
4 Bose 10.3% 11.0% 0.7
5 Philips 9.3% 8.6% -0.6
6 RCA 3.4% 7.8% 4.4
7 LG 4.8% 3.3% -1.5
8 Yamaha 4.3% 3.7% -0.6
9 Onkyo 3.1% 1.3% -1.9
10 Denon 2.2% 0.8% -1.4
11 JVC 1.9% 1.2% -0.8
12 Durabrand 1.5% 1.3% -0.2
13 Magnavox 2.5% 0.0% -2.5
14 Coby 1.2% 1.2% 0.0
15 Insignia 1.5% 0.7% -0.8
16 Trytech 1.2% 0.7% -0.5
17 Pioneer 1.1% 0.6% -0.6
18 Polk Audio 0.3% 0.9% 0.6
19 Zenith 0.8% 0.2% -0.6
20 Klipsch 0.3% 0.9% 0.6
21 Harman Kardon 0.5% 0.3% -0.2
22 Curtis 0.7% 0.0% -0.7
23 GPX 0.0% 0.7% 0.7
24 Proton 0.2% 0.0% -0.2
25 Norcent 0.1% 0.0% -0.1

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