Sales of printer hardware across Western Europe down by -4% in Q4 2017

London, 6th February 2018 - Distributors across Western Europe (WE) saw the ongoing decline in sales of business inkjets soften in Q4 2017 with revenues flat, which was an improvement on previous quarters, according to data published by CONTEXT, the IT market analysis company.

The year-on-year decline in distributor sales stood at -4% for both the quarter and the year as a whole. Revenues remained constant due to a +3% price increase: ASP reached €119 due to changes in the product mix with vendors introducing more expensive business inkjets that feature advances in technology.

HP continues to lead with a market share of 56%, followed by Epson, which had a share of 31% in Q4 2017, then Brother and Canon at 7% and 4% respectively. All vendors saw quarterly sales decline, except for Canon, whose sales increased +14% year-on-year on a small base.

“Sales of business inkjets grew in most major Western European countries”, said Zivile Brazdziunaite, Imaging Market Analyst at CONTEXT. “However, in Germany, which is the largest market in the region, there was a strong decline in Q4 2017 with sales falling by -12% year-on-year.”

Distributor sales of business inkjets increased by +15% in France and returned into growth in Spain, Italy and the UK. The positive performance in these countries is mainly due to higher sales of A3 business inkjets.

Although A3 printers account for less than 20% of all business inkjets sold by WE distributors, sales continue to increase and grew by +3% year-on-year in Q4 2017. The main driver of this HP, which performed well in retail and SMB channels and saw its share of the segment increase to 38%, with distribution sales of both low-end and high-end A3 business inkjets increasing. At the high end, where Epson dominates, HP’s growth was mainly due to sales of its new PageWide models, which started selling in Q3 2017. Brother holds a share of 35% in the segment, followed by Epson with 20%.

Country split

Germany -12.2%
 Italy 3.5%
 United Kingdom 1.9%
 Spain 5.8%
 France  15.3%
 Netherlands -19.2%
 Switzerland -33.7%
 Austria -2.2%
 Belgium -22.3%
 Sweden 91.6%
 Portugal -5.9%
 Poland 7.2%



CONTEXT’s market intelligence, performance benchmarks and opportunity analysis empower clients to optimise operations and accelerate tomorrow’s revenues. With over 30 years of industry partnership and of experience reporting on large datasets, CONTEXT delivers analytics at all points in the value chain, providing clients with actionable insights rooted in concrete data and a profound understanding of customer needs. CONTEXT is headquartered in London, with over 250 staff across the world and in 2017 was 2017 recognised as one of the UK’s Best Workplaces™ by Great Place to Work®.

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