EU small security system market offers significant growth potential

Gothenburg, Sweden

The North American market for home and small business security systems is almost twice the size of the European market, according to the latest report, the 13th edition, on the subject from research company, Berg Insight.

The analysts find there were an estimated 34.8 million active monitored alarm systems in the US and Canada at the end of 2022. The overall penetration rate among the around 150 million households and small businesses in North America was 22.5 percent. Growing at a CAGR of 3.4 percent, the number of monitored alarms in North America is estimated to reach 41.2 million in 2027.

Significant growth opportunities in Europe

In the EU27+3, the figures were just over half that amount, at about 18.2 million active monitored alarm systems at the end of 2022. This corresponds to an overall penetration rate of 7.4 percent among the around 245 million households and small businesses in Europe. The market data thus indicate a significant growth potential for alarm systems in Europe, especially in the residential segment where the current penetration is only 6.1 percent.

However, growth on the European market is forecasted to vary considerably from country to country in the next few years. Countries with an already established home security industry and with relatively high penetration rates, including countries such as Spain, Portugal, Norway, France and Sweden, are anticipated to continue to grow faster than the European average.

Analysts suggest that other markets in Europe will show less growth due to high market fragmentation and fewer specialist alarm service companies that actively market solutions. The number of monitored home and small business alarms in Europe is estimated to grow at a CAGR of 4.4 percent, to reach 22.6 million alarm systems in 2027. In both Europe and North America, interactive security services and smart home products are key growth drivers in the home security market.

The main players

The traditional home and small business security systems market in Europe and North America is served by specialist home security companies such as ADT, Verisure, Brinks Home (Monitronics) and Sector Alarm; security service companies such as Prosegur, Securitas and G4S; telecommunications and cable television companies such as Comcast, Telus, Cox Communications and Bell Canada; as well as utilities, banks and insurance companies such as EPS (Crédit Mutuel), Crédit Agricole and Groupama. Traditional home security systems include professional alarm monitoring. DIY security systems rely on self-monitoring but some DIY system vendors offer professional alarm monitoring services as an optional extra feature. Providers of DIY home security systems include Simplisafe, Frontpoint, Ring (Amazon), Yale (Assa Abloy), Arlo Technologies, Somfy, Scout Security, Canary, Netatmo, Minut, Signify and Wyze Labs.

ADT leads the US...

ADT is the leading provider of professionally monitored alarm systems in North America with 6.4 million home and small business customers at the end of 2022. In North America, ADT is followed by Vivint, Comcast, Simplisafe, Telus and Brinks Home (Monitronics), all with between 800,000 and 1.9 million monitored alarm system customers at the end of 2022. In the US and Canada, only a few market players offer services nationwide. Instead, there are several smaller home security providers with a strong local presence.

...And Verisure is a clear leader in Europe

In Europe, Verisure is the clear market leader with over 4.7 million home and small business customers at the end of 2022. The company is active in 13 European countries and four countries in South America. Verisure has a particularly strong position in Spain, France and the Nordic countries. Other leading players in Europe are Prosegur, EPS Télésurveillance, a subsidiary of Crédit Mutuel, and Sector Alarm, all with more than 600,000 monitored alarm systems at the end of 2022.


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