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Minor tidbit: Lumix full frame share has grown a lot last year in Europe, currently holding 10 % of the market

H

HarisO

Active Member
Joined
May 17, 2024
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Panasonic seems to have established a firm foothold in Europe, where they went from 3 % market share in 2020 to currently 10 %. They also make up 17 % of all full frame kit sales. There was a massive jump from 2024 (7 %) to 2025 (10 %), most likely fuelled by the S1II, S1RII and S1IIe.

Source is the usual rumour site from a presentation Panasonic held recently: https://www.l-rumors.com/panasonic-now-holds-a-10-share-of-the-european-full-frame-market/
 
That's really good if true. Also, do you know what "kit sale" means?
 
"The share of kit sales, meaning cameras sold as a set with a lens, is even higher at 17 percent. This suggests that Panasonic is particularly successful with newcomers and those switching systems. Those choosing a new system often opt for a camera-lens set".

www.photografix-magazin.de

Europa: Jede zehnte Vollformatkamera ist von Panasonic

Panasonic gewinnt in Europa Marktanteile bei spiegellosen Vollformatkameras. Global bleibt die Lage aber eine andere.
www.photografix-magazin.de www.photografix-magazin.de
 
It feels about the right share.
For weddings and events, now they have the FF look, good AF on the eye, quick turnaround with LUTs and top stabilization- If I was doing weddings and corporate events, no doubt I would choose the system.
For wildlife there are better options.
For pro or semipro sports, there are better options.
For studio, honestly anything goes, Lumix has great inexpensive options.
For personal use (like mine), if you feel that you need absolute top AF, you go somewhere else. If you want top stabilization or best video features, or best value, you go Lumix.
 
HarisO said:
Panasonic seems to have established a firm foothold in Europe, where they went from 3 % market share in 2020 to currently 10 %. They also make up 17 % of all full frame kit sales.
Click to expand...

The normal price for the Panasonic Lumix S5D Kit 18-40/4.5-6.3 S kit is 1599 euros, but the special offer price is 799 euros. So the discount is 50%. The price of the 18-40mm lens is 529 euros, so you pay 270 euros for the Lumix S5D. The special price is during the winter sale, spring sale, summer sale and autumn sale. Last year I bought such a kit for 899 euros.

Does this mean that the normal price is far too high?

see:

www.idealo.de

Panasonic Lumix DC-S5D Kit 18-40 mm ab 788,49 € (März 2026 Preise) | Preisvergleich bei idealo.de

Bereits ab 788,49 € ✓ Große Shopvielfalt ✓ Testberichte & Meinungen ✓ | Jetzt Panasonic Lumix DC-S5D Kit 18-40 mm günstig kaufen bei idealo.de
www.idealo.de www.idealo.de
 
It's been this price for a while now. At least on Amazon. I bought it in December for the same price.
 
Hythloday said:
The normal price for the Panasonic Lumix S5D Kit 18-40/4.5-6.3 S kit is 1599 euros, but the special offer price is 799 euros. So the discount is 50%. The price of the 18-40mm lens is 529 euros, so you pay 270 euros for the Lumix S5D. The special price is during the winter sale, spring sale, summer sale and autumn sale. Last year I bought such a kit for 899 euros.

Does this mean that the normal price is far too high?

see:

www.idealo.de

Panasonic Lumix DC-S5D Kit 18-40 mm ab 788,49 € (März 2026 Preise) | Preisvergleich bei idealo.de

Bereits ab 788,49 € ✓ Große Shopvielfalt ✓ Testberichte & Meinungen ✓ | Jetzt Panasonic Lumix DC-S5D Kit 18-40 mm günstig kaufen bei idealo.de
www.idealo.de www.idealo.de
Click to expand...
I think "normal" price of 1599 € isn't the "normal" price. It's the official recommended retail price by Panasonic. In your Idealo link, you can see a graph for the pricing of the kit since release. The highest sales price was 1299 euro, only for a few days. Most of the time it was at 999 euro or lower.

Market price for the 18-40 lens is in the range of 329 to 399 euro. 549 € is also only the recommended retail price by Panasonic.

That's said, the S5D is a pretty good deal and one of the cheapest ways to get into mirrorless full frame. But the recommended retail price doesn't mean much.
 
Quentinquirelino said:
the S5D is a pretty good deal .
Click to expand...
Of course, the Lumix S5D 18-40mm combo is a very good deal. This brand new combo for 799 euros is far cheaper than a second hand combo bought at MPB where you pay about 1000 euros.
Personally it find it ridiculous that second hand gear is more expensive than the same new gear.

If this brand new combo deal is very profitable for Panasonic, why do photographers have to pay so much more for other Panasonic cameras and lenses?
 
Hythloday said:
If this brand new combo deal is very profitable for Panasonic, why do photographers have to pay so much more for other Panasonic cameras and lenses?
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I always thought of the S5D 18-40mm combo as a loss leader offering; something to get people into Panasonic cameras. A loss leader is generally not very profitable, and can even be sold at a loss.
 
I think it's quite widely known that Lumix kit zooms are good and the kits are aggressively priced, sometimes with kits cheaper than body-only prices. Even if you don't want the kit lenses it often makes better economic sense to buy a kit and sell the lens(es) and the body will work out significantly cheaper than if bought alone.
 
Jonathan-Mac said:
I think it's quite widely known that Lumix kit zooms are good and the kits are aggressively priced, sometimes with kits cheaper than body-only prices. Even if you don't want the kit lenses it often makes better economic sense to buy a kit and sell the lens(es) and the body will work out significantly cheaper than if bought alone.
Click to expand...
That is the ridiculous thing about it: body-only is more expensive than a body plus kitlens. I don't think the body will be significantly cheaper when you sell the kitlens. MPB has 31 Lumix 18-40mm lenses in stock. You won't get much for your brand new kitlens, I think. Panasonic has many new customers, for their market share has risen to 10%, but I doubt whether these new customers will buy many lenses and pay the full price for them. The gap in price between the loss leader offering and the other lenses is too big.
 
I can't help but see the correlation between Panasonic's growing market share in Europe and these sweetheart deals. They seem to be investing heavily in the European market. By contrast I seldom if ever see these kinds of deals in the U.S. market. Not that there isn't a good Lumix deal now and then, but nothing like is reported in Europe. It really is good times for European camera buyers. A loss leader sales strategy can be a slippery slope; once you start it how do you back off to regain profits without alienating customers? What will the future years look like?
 
CharlesH said:
A loss leader sales strategy can be a slippery slope; once you start it how do you back off to regain profits without alienating customers? What will the future years look like?
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Yup, that’s something I always worry about when I see a company whose products I like cutting prices to chase market share. Sooner or later, you’ve got to pay the piper.
 
CharlesH said:
I can't help but see the correlation between Panasonic's growing market share in Europe and these sweetheart deals. ...
Click to expand...
Don't exaggerate. The cameras always on sale are the S9 and the S5D. Also the S5II and S5IIx has gotten much cheaper, but only in a expected way regarding the the time on the market.

The new S1 Generation wasn't much on sale, it stained at about initial market price for months, the S1II basically until the end of the year.

And regarding a market share chat from last year, it was the release of the S1RII and later, the S1II, what gave Panasonic it's biggest push in market share.

However, I don't say the sales of highly discounted S9 and S5D did nothing. But it's only half of the reasons for the rise in market share.

Hythloday said:
...Panasonic has many new customers, for their market share has risen to 10%, but I doubt whether these new customers will buy many lenses and pay the full price for them. The gap in price between the loss leader offering and the other lenses is too big.
Click to expand...

It depends. As I mentioned above, the "loss leader offerings" are only a part of the reasons behind the higher market share.

The market for cheap cameras was always a space for entering and testing a system and the photo/video hobby as a whole. If only 10 % buy more than the kit, it's probably a success. Panasonic has some good offerings for the first lens after the kit. Especially the 50mm f1.8 is a good candidate as such.

For lens Panasonic lens sales, I see a bigger problem with customers how went for Panasonic with the more expensive offerings, the S1II or S1RII. Those two were bought extensively as a kit with the new 24-60 f2.8, Panasonic introduced alongside those cameras. But I think many decided for Panasonic because of the Sigma lenses that you can't get for Nikon and Canon cameras. For demanding customers, Sigma has probably a better lens offering compared to Panasonic.
 
The S5D with 18-40mm is regularly for sale at €800 here in Spain and "used" 18-40s go for about €200-€250, which would bring the price of an S5D down to just €550-€600. No other camera maker comes close to providing that kind of deal.
 
Quentinquirelino said:
Don't exaggerate. The cameras always on sale are the S9 and the S5D. Also the S5II and S5IIx has gotten much cheaper, but only in a expected way regarding the the time on the market.

The new S1 Generation wasn't much on sale, it stained at about initial market price for months, the S1II basically until the end of the year.

And regarding a market share chat from last year, it was the release of the S1RII and later, the S1II, what gave Panasonic it's biggest push in market share.

However, I don't say the sales of highly discounted S9 and S5D did nothing. But it's only half of the reasons for the rise in market share.



It depends. As I mentioned above, the "loss leader offerings" are only a part of the reasons behind the higher market share.

The market for cheap cameras was always a space for entering and testing a system and the photo/video hobby as a whole. If only 10 % buy more than the kit, it's probably a success. Panasonic has some good offerings for the first lens after the kit. Especially the 50mm f1.8 is a good candidate as such.

For lens Panasonic lens sales, I see a bigger problem with customers how went for Panasonic with the more expensive offerings, the S1II or S1RII. Those two were bought extensively as a kit with the new 24-60 f2.8, Panasonic introduced alongside those cameras. But I think many decided for Panasonic because of the Sigma lenses that you can't get for Nikon and Canon cameras. For demanding customers, Sigma has probably a better lens offering compared to Panasonic.
Click to expand...
Yeah I share that sentiment. Panasonic has some good deals for their entry level offerings but I think they have protected their two big guns pretty well in terms of price. A lot of deals you can get are also not direct discounts but more like you get an upgrade key for free or some other thing is thrown into the package. I think it makes sense to capture more of the lower end of the market and hope people will upgrade naturally, but I don't think that Lumix is driving themselves into a corner here. Some depreciation on bodies is normal, I think the Z8 was regularly available with doscunts worth 500 - 1000 EUR a year or so after launch, it's pretty normal in the camera space.
But Panasonic aren't selling their flagships for nothing and I guess if you'd ask a bean counter at Pana if they want to sell a S5D at cost with the potential for this person to get other lenses eventually or upgrade to a more pro body... or sell the S5D with a bit more profit but less units, they'd probably do the math and say that getting that door opener out there is more important than marginal profits in the entry level segment
 
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