Fujifilm overtakes Nikon in digital camera shipments

Fujifilm has overtaken Nikon in digital camera shipments for the first time since 2019, according to data from Nikkei’s Industry Map 2027. Fujifilm’s shipments rose approximately 170% over two years, growing from 430,000 units in 2023 to 1.16 million in 2025. This growth has secured Fujifilm an estimated 11.8% market share, placing it third behind Canon and Sony.

In contrast, Nikon’s market share fell from 11.7% to 8.9% as shipments declined from 960,000 units in 2024 to approximately 880,000 in 2025. Nikon has revised its annual sales forecast downward by 300,000 units, citing demand contraction in China and reduced sales of interchangeable lens cameras. The company is also facing challenges from rising memory costs, US tariffs, and geopolitical instability in the Middle East.

Fujifilm’s surge is attributed to the popularity of its X-series ecosystem, particularly compact and retro-inspired models like the X100VI, as well as its Instax instant print series. The Nikkei data tracks unit shipments rather than total revenue or profit, noting that high-volume sales of mid-range models can drive shipment rankings even if professional-grade manufacturers maintain higher value per unit.