NIQ’s Tech & Durables experts have newly partnered with the
Consumer Technology Association (CTA) to develop a comprehensive Tech & Durables global market estimate for 2025. This analysis, based on historical and current trend data, provides a full-year 2025 outlook by region and sector.
Global Tech & Durables set for growth in 2025
Consumers’ willingness to spend is improving but is still at low levels. Stabilizing inflation in several regions has helped many consumers move from cautious to intentional spending. However, it has not yet resulted in fully restored confidence. Right now, consumers are ready to increase their Tech & Durables spending in key areas, but with a focus on affordability.
Last year posted a welcome return to growth for consumer
electronics. Driven in part by China’s consumer tech subsidy program, value growth for Consumer Tech & Durables hit 1.4% in 2024.
Global sales this year are projected to reach 1.29 trillion USD—the equivalent of 2% growth. While the global market shows improvement, regional differences in product performance can
be stark.
Sectors leading the 2025 growth in Tech & Durables
Read our 2025 outlooks for key sectors in our our latest report:
Consumer Tech Industry Trends 2025
Regional forecasts for 2025 value growth
Tech & Durables sales value growth (in US dollars) in 2025 will be driven by emerging markets. Other regions should be stable, with only Developed Asia and Latin America expected to decline versus full-year 2024.
China +5%
The outlook for consumer tech sales in China has change-d dramatically with the introduction of its trade-in and subsidies program. TVs, mobile PCs, and products in the higher price bands are expected to benefit the most from the subsidies offered for these categories, while lower-priced devices will benefit the most from the subsidies offered
for smartphones.
Emerging Asia (excluding China) +4%
Asia’s emerging markets of India, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam benefit from relative political stability. As urbanization grows, there’s a rising demand for new housing, which in turn fuels the need for products such as domestic appliances and home entertainment devices.
Developed Asia -4%
Growth in developed Asia is expected to remain subdued, with economic slowdowns and debt issues constraining demand. However, a closer look at the data reveals stable growth in the premium and higher-priced segments. The spotlight will be on India, with its growing middle class and expanding economy.
North America +2%
Consumer tech products expected to perform well include smartphones, smart kitchen appliances, and wearable tech. Growth opportunity is focused on the fast-growing affordable premium product segment. However, the uncertainty around tariffs between the US and China, Canada, and Mexico continues to rattle markets and trigger fears of economic turbulence, which could dampen consumer spending.
Latin America (LATAM) -1%
Emerging markets will lead growth in LATAM in 2025, driven by Brazil’s strong currency and other economic stimuli. Volume demand for consumer tech is increasing across the region. However, currency devaluation is impacting value growth when reported in US dollars, leading to the -1% forecast for 2025.
Western Europe +1%
Conditions are improving in Western Europe, driven by stronger demand in Italy, Spain, and the UK. Replacement cycles for laptops and smartphones are expected to kick in beginning this year, and there’s opportunity for premiumization from AI-enabled products. Even with low consumer awareness around the real benefits of AI-enabled devices, the AI-PC market is gaining momentum in Western Europe, with strong demand in France, Germany, Italy, Switzerland, and the UK.
Eastern Europe +1%
The consumer tech markets in Eastern Europe aren’t fully saturated, but they are moving that way. This means market growth is increasingly reliant on replacement cycles and upgrades, rather than first-time purchases. Poland and Romania will continue to lead the region’s growth in spending on Consumer Tech & Durables goods.
Middle East & Africa +2%
Strong economic sentiment in specific countries such as Saudi Arabia and the United Arab Emirates will continue to drive the region’s demand for consumer tech. However, brands must answer the dual challenge of a fragmented consumer profile within
countries and a congested retailer landscape. Creating true brand differentiation—together with a tailored product range that meets the varying sweet spots within each country for pricing and functionality—will be core to growth.
Key takeaways for 2025
- Slow and steady consumer recovery, but risks remain around geopolitical volatility and some key economies.
- Value growth hinges on innovative features driving premiumization as replacement cycles kick in.
- Developing impact of US tariffs and China subsidies influencing global dynamics for the consumer tech market.
- Importance of maximizing promotional events as many consumers continue to wait for the big promotional events of the year to secure the best possible value for consumer tech purchases.
- Emerging regions driving growth—a deep focus on regional outlooks is critical.
