Canada records surprising growth in digital camera sales

Canadian consumers bought more digital cameras than expected in 2007. Instead of a forecast 10 percent growth, the member companies of the Canadian Imaging Trade Association (CITA), headquartered in Toronto, Ontario, Canada, saw digital camera sales rise by almost 26 percent.

This was the second year in a row growth had exceeded forecasts; in 2006 there had been a 20 percent increase in sales rather than an expected plateau. Both increases were the result of "a genuinely unexpected shift in consumer buying habits," said the association. Canadian consumers, it added, are upgrading to higher performance digital cameras earlier and faster.

Manufacturers shipped more than 3.8 million digital cameras to Canadian retailers in 2007, up from the approximately 3 million in 2006 and 2.5 million in 2005. DSLR shipments, at 210,000 units, increased by approximately 45 percent compared to 2006. This follows an approximately 50 percent growth spike in 2006.

CITA also reported film sales in 2007 totaled 7.9 million rolls, a decline of 39 percent compared to 2006. The association forecasts a 40 percent decline in total film sales to 4.7 million rolls in 2008. Single-use camera shipments in 2007, reported by CITA members, were approximately 3.2 million units, representing a 28 percent decline compared to 2006. While CITA members account for almost all the film sold in Canada, it is estimated non-CITA members could account for up to 30 percent of the single-use cameras sold. A further decline of 29 percent is projected in 2008, with total single-use camera sales expected to be 2.3 million, as reported by CITA members.

Professional color reversal film sales declined almost 45 percent while professional color negative film declined almost 49 percent. The decline is expected to continue in 2008 with professional color reversal film forecast to decline about 46 percent and professional color negative film forecast to decline about 45 percent.

Beginning in 2006, the rate of decline of photographic color paper began to moderate. Color roll paper volume in 2007 continued this trend. Depending on roll size, volumes of color roll paper declined at a rate of 13 percent and 4 percent. Overall, color negative paper was down 12 percent. CITA forecasts the rate of decline in 2008 will increase slightly; color paper overall is forecast to decline 14 percent this year.

Overall demand for binoculars softened in 2007 with about 210,000 units sold. This represents a decrease of slightly less than 9 percent compared to 2006. Full size zoom binoculars showed a 25 percent increase in unit sales compared to 2006. Spotting scope sales in 2007 showed significant positive growth from the previous year, with more than 10,000 units sold, representing an increase of 34 percent compared to 2006.

The Canadian Imaging Trade Association is the association of manufacturers/importers and distributors of photographic/electronic imaging equipment and sensitized materials.