Digital camera category first-ever decline
Toronto, ON, February 22, 2010 — For the first time ever, Canadian consumers bought fewer digital cameras than they had the previous year. The expected decline was due to a confluence of negative factors affecting the market this past year.
Digital Cameras
Almost 3.3 million digital cameras of all types were shipped to Canadian retailers in 2009, a decrease of 16 percent compared to 2008.
The digital single lens reflex (DSLR) camera market was stable at 323,000 units representing a 3 percent growth compared to 2008 while the lens & shutter market decreased almost 18 percent to 2,969,000 units.
For 2010 CITA is projecting a further decline for digital cameras of 6 percent as consumers practice restraint with their household spending. Lens & shutter shipments are expected to decline 7.4 percent to 2,750,000 units while DSLR shipments are expected to increase 6.7 percent to 345,000 units over previous year shipments.
A Decade of Digital
The following is a look back at the steady and successful rise of the digital camera category over the past decade, including 2010’s forecasted decline (totals rounded off):
2000 –
200,000
2001 –
400,000
2002 –
900,000
2003 –
1,500,000
2004 –
2,300,000
2005 –
2,500,000
2006 –
3,000,000
2007 –
3,800,000
2008 –
3,900,000
2009 –
3,300,000
2010 –
3,100,000
Consumer Film
Consumer film sales closed out 2009 at a total of 2.2 million rolls. That’s a decline 50 percent compared to 2008, showing the continuing adverse effect digital camera sales have had on this category. There is little doubt the decline will continue, although CITA is estimating a slower rate of 36 percent in total film sales – to 1.4 million rolls – in 2010.
Single-Use Cameras
Unit shipments of single-use cameras in 2009, reported by CITA members, were approximately 1.5 million, representing a 24 percent decline compared to 2008. A continued and increased decline is projected in 2010 with total single-use camera sales expected to be 985 thousand. This will be a decline of 36 percent as reported by CITA members.
Professional Film
Professional film sales continued to buck the trend of increasing rates of decline in both colour negative (print) and colour reversal (slide) film. Many in the industry believe professional photographers are coming back to film for certain applications.
Of particular note was Professional colour reversal film which in 2009 posted it’s first increase in five years with 47,888 units sold, an increase of 4.3 percent compared to a decline of almost 38 percent in 2008. Professional colour negative film sales declined to 97,000 units to 12 percent in 2009 versus almost 35 percent in 2008.
This period of stabilization isn’t expected to continue in 2010 with reversal film forecast to decline almost 52 percent to 23,200 rolls and negative film sales forecast to decline 27 percent to 70,700 rolls.
Colour Roll Paper
Since starting its double-digit decline in 2005, photographic colour-roll paper has declined steadily as other output, media and display options have became more prevalent.
Colour roll paper sales in widths of 6 inches or less declined at a rate of 20 percent to 16,217,000 square meters, while paper rolls 8 inches or wider declined 15 percent to 2,165,000 square meters. Overall, Colour negative paper was down 19 percent to 18,381,000 square meters. The rate of decline in 2010 is expected to continue with overall Colour paper sales forecasted to decline 18.5 percent overall to 14,984,000 square meters.
Binoculars
Once again, demand for binoculars declined in 2009. An estimated 163,000 were shipped last year, a decline of 12 percent. A contributing factor was that there was less promotional activity versus 2008. Despite this trend, full-size binocular shipments increased for the second year in a row.
Similarly spotting scopes also declined an estimated 25 percent to approximately 6700 units.
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About CITA
CITA was formed in 1955 as a non-profit organization representing the manufacturers, distributors and importers of photo and imaging products. A forum for members to meet, discuss and liaise with each other, CITA encourages peer-based collaboration to drive and support industry growth. www.citacanada.ca
Contact:
Dori Gospodaric, General Manager
Canadian Imaging Trade Association
P.O. Box 71058, 570 Mulock Drive
Newmarket, ON, L3X 1Y8
(416) 226-2750
Email: cita2@rogers.com
Web: www.citacanada.ca