Despite an evolution of +8% compared to 2020, the results are mixed for the evolution of the smartphone market in Europe. According to data published in the study of Counterpoint, this growth does not accurately reflect reality of the situation. Europe was faced with a new challenge: the shortage of components. The market is still below the pre-pandemic level.
A year of “partial recovery” for the European smartphone market
Between 2019 and 2022, smartphone sales in the European market collapsed by 14%. This is why this annual growth of 8% between 2020 and 2021 cannot be considered as being “exceptional”. For Jan Stryjak, Associate Director at Counterpoint Research, “It’s great to see the European smartphone market growing in 2021, but that only tells half the story. The market is still well below the levels we saw before the pandemic”.
Intel signs a record year 2021 in the midst of a shortage of semiconductors
There is a significant factor to take into account on the evolution of the European smartphone market. This is the decline of Huawei. There are no other words to qualify a 90% drop in sales between 2020 and 2021. The Chinese manufacturer only weighs 1% of market share on the European market. After having been in 4th position for a long time, the Chinese company now ranks 8th. It must be said that the year 2021 was very disputed. Smartphone market leadership changed hands four times during the year.
The race for first place between Apple, Samsung and Xiaomi
Some brands had their best year in terms of sales in Europe. Riding the wave of the launch of its first iPhone 5G, Apple started the year with a bang with a market share of 34%. In February, Samsung launched the Galaxy S21 series which, at least initially, sold very well. Enough to allow the South Korean manufacturer to steal first place from Apple. In May, Samsung has had major supply issues due to factory closures in Vietnam.
State of play of the European smartphone market at the end of 2021. Source: Counterpoint
It was at this precise moment that the Chinese Xiaomi entered the dance to become number one in Europe for the first time in its history. With particularly good growth in Russia, Spain and Italy. Apple failed to come back ahead in the fall, despite the launch of the iPhone 13, which did not have the expected success. It took until the end of the year for the apple brand to regain control of the European market. The American manufacturer had its best month of the year in December.
Evolution of the European smartphone market throughout 2021. Source: Counterpoint
Despite some difficulties in the second half of the year, Xiaomi achieved its best year in the European market in 2021. A feat shared with other manufacturers, considered as new entrants. This is the case of OPPO, realme and vivo. These three brands all have big plans for Europe in 2022. For its part, Samsung hopes that its S22 will perform better than the S21 and S20. The year that is starting promises to be once again highly contested.