The category is increasingly associated with fun, creativity, and accessibility, with many products positioned at affordable price points that lower the barrier to entry.
The Nordic imaging market recorded strong growth in early 2026 (Jan–Apr), with sales volume increasing by over 30% year-on-year. Value also grew, although more moderately at below 5%, reflecting a significant decline in average selling prices (~-20%).
This dynamic indicates that growth is largely volume-driven, supported by increased demand for entry-level and affordable devices. At a category level, Action Cameras, Traditional Camcorders, and Digital Still Cameras all contributed positively to value growth. However, volume expansion was primarily driven by Traditional Camcorders and Digital Still Cameras.
Action Cameras remained relatively stable in value (+0.9%), despite a slight decline in volume (-1.9%),
Traditional Camcorders experienced strong volume growth (+33%), while value remained almost flat.
This was driven by a sharp decline in average prices (~-25%).
Digital Still Cameras showed robust performance, with volume increasing by almost 60% and value by nearly 10%, despite a significant price decline (~-30%).
Compact System Cameras remained stable, with slight growth in value and over 5% growth in volume.
Digital Zoom Cameras and cameras without zoom (e.g., novelty or ultra-basic models) are becoming increasingly relevant. These devices offer very low-price points, improving accessibility.
This development reinforces a key market trend:
The growth in imaging is currently driven by low-cost, high-volume products focused on simplicity, fun, and convenience, rather than purely on technical performance.
Insights courtesy of NIQ GfK Supply Chain Management Insights team. To get the full news round up from NIQ GfK click here
*Nordics: Denmark, Finland, Norway, Sweden
Source: POS Panelmarket data - Camcorders incl. Action Cams, Digital Cameras, Drones - Nordics -
Jan-Apr 2026