Consumables Bottom Out in Hungary
02 May 2014
Budapest, May 2, 2014 – Following an extended period of contraction, the Hungarian market for consumables stabilized in H2 2013. The market as a whole remained extremely price-sensitive and strong competition from compatibles and refilling services put downward pricing pressure on original vendors. This was most noticeable in the inkjet consumables space, where the average sales price (ASP) decreased by 17.1% in H2 2013.
In line with the noticeable shift towards laser devices, which is reflected in both new shipments and the local installed base, toner sales continued to gain market volume share while ink consumables' share further declined, dropping to 55.5% compared to 57.3% a year earlier.
Cheap new-build compatible products, clones in particular, were fast gaining market share and threatening original vendors as well as local remanufacturers. "The extremely low price tags clones carry, often as low as one-tenth of an OEM consumable recommended retail price (RRP), seem to outweigh the possible risks for a growing number of customers," says Laszlo Toth, research analyst at IDC Hungary. "This explains why they could already represent some one third of compatible shipments to Hungary."
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IDC's Hungary Semiannual Hardcopy Peripherals Consumables Tracker delivers data and insights that help vendors identify growth opportunities, position products and brands, arm themselves against market threats, and anticipate long-term changes in the market.
Country Covered: Hungary
Topics Covered: Consumables, Ink, Toner
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