GfK Press Release

30.03.2006 - In their 25th year of working within, and supporting the Photographic industry, GfK in conjunction with the Photo Imaging Council announce another year of continued growth within the Imaging markets. For the past three years GfK Marketing Services have worked closely with the Photo Imaging Council to formulate complete market sales figures for Imaging products within Great Britain. Once again for 2005 the two companies are pleased to publish their findings.

By collaborating on this project PIC and GfK have been able to jointly use each other’s market figures to agree total market size in volume (Millions). The Imaging market grew by 2.6% in value in 2005, which is an extremely strong performance compared to other durable markets. The continued growth of the Imaging market is driven on through strong sales of Digital Cameras and Memory Cards. The figures below clearly demonstrate the positive effect the “Digital Age” is having on the Imaging markets, however as we move further into 2006 the continued growth of this sector looks to be challenging. As price erosion continues, manufacturers and retailers will be faced with more challenges over product assortment and pricing. The growth of Digital SLR products has seen a notable difference in 2005. GfK recorded sales of these products growing by over 118%, giving an annual volume of nearly 190,000 units.

Single Use Cameras continue to achieve positive volume growth in 2005, however it’s clear that with higher ownership of digital cameras and increased pixel resolution and quality of many mobile phones that this market will go into decline in 2006. The other analogue markets continue to follow a pattern of decline with analogue cameras being dropped by a number of large retailers in 2006. The knock on effect is now being felt within the analogue film market where sales have dropped over 30% in 2005.

Due to the changing shape of the Photo Finishing market GfK will begin tracking the performance of this sector in 2006, answering questions about consumers printing patterns and the effect the internet is having on this category.

GfK Photo Retail Audit Panel operates by collecting transactional sales data direct from Consumer Electronic Multiples, Photographic Specialists, Chemists, Mass Merchandisers, Internet and Grocery Retailers. The information collected from these retailers is used to provide market size, share trend data and pricing information. Through working with PIC they have been able to develop key facts and figures for the Imaging sector.

PIC collects and collates data as agreed by participants and distributes the results on a monthly basis. The data provided to PIC is based on manufacturer’s sell-in figures. GfK Marketing Services tracks the sell-out through retailers. Working together the two organisations have achieved a unique and valid overview of the entire market.

Full year sales for 2005 (GfK & PIC Combined market Estimate for 2005)

Volume (millions)Growth Versus 2004

Analogue Camera Sales - 0.60 -54%

Digital Still Camera Sales - 6.17 +13%

Single Use Camera Sales - 24.86 +1%

Still Film Excl SUC - 42.47 -31%

GfK tracks all Imaging and IT markets including Memory Cards, Inkjet paper, Small Photo Printers and USB Memory.