NIQ and CTA Reveal 2025 Tech & Durables Outlook: Recovery and Intentional Spending

Global Tech & Durables Sector Poised for Recovery in 2025, According to NIQ and CTA Report

NielsenIQ (NIQ), the global leader in consumer intelligence, in partnership with the Consumer Technology Association (CTA), has released its highly anticipated 2025 Global Tech & Durables Outlook. The report highlights a year of cautious recovery for the sector, with global sales projected to reach nearly $1.29 billion—a modest 0.9% increase from 2024. This marks a turning point after several years of challenges following the pandemic-driven sales surge.

Recovery and Intentional Spending

The easing of global inflation has paved the way for stabilizing consumer behavior. Consumers are shifting from cautious saving to more deliberate spending, but confidence remains fragile. Businesses must adapt to evolving consumer preferences by delivering localized solutions and emphasizing value-driven strategies.

“The global tech and durables sector is entering a pivotal year,” said Julian Baldwin, Global President of Tech & Durables at NIQ. “While global inflation has eased, consumer confidence is yet to fully recover. To succeed, businesses must deliver value and tailor strategies to meet localized and highly intentional consumer demands.”

Rick Kowalski, Senior Director of Business Intelligence at CTA, echoed this sentiment, emphasizing the importance of agility in navigating this dynamic landscape. “These NIQ and CTA insights underscore the need for businesses to stay responsive to both economic conditions and consumer expectations,” he said.

Key Insights for 2025

  1. Cautious Recovery
    Although lingering fears of recession persist, consumers are becoming more intentional in their spending. Localized markets are showing stronger growth than USD-based revenues. The Information Technology (IT), Small Domestic Appliances (SDA), and Telecom sectors are expected to drive industry growth.
  2. Category Highlights
    • Small Domestic Appliances (SDA): Demand for convenience-focused products like dishwashers, vacuum cleaners, and dental care devices is stabilizing this category.
    • IT (Including Office): A 2% growth is anticipated as consumers begin replacing mobile PCs purchased during the pandemic lockdowns. PCs with integrated Artificial Intelligence (AI) capabilities are expected to attract significant consumer interest. These devices offer features such as task simplification, speed optimization, and improved personalization, making them a focal point for manufacturers and retailers.
    • Telecom: With a forecasted 1% growth, the Telecom sector will see North America driving demand through robust consumption patterns.
    • Major Domestic Appliances (MDA): This category will experience moderate growth of just 0.2%, reflecting the sector’s stabilization.
  3. Technology Trends
    Gaming PCs and accessories are leading growth in the Information Technology and Office (ITO) market, while TVs—dominant in Consumer Electronics—continue to face challenges from market saturation and declining prices.

Regional Insights and Predictions

  1. North America:
    The region is expected to see steady growth across Consumer Electronics and Domestic Appliances, with an overall forecast of 3% growth in total tech and durables sales.
  2. Middle East:
    Strong economic sentiment, fueled by government investments in diversified industries and emerging production hubs like Egypt, will drive growth. While growth rates may moderate compared to high 2024 baselines, the region remains a beacon of consumer demand.
  3. Latin America:
    Emerging markets, particularly Brazil, are set to lead growth. A strengthening currency and economic stimuli will support consumer spending.
  4. Western Europe:
    Recovery is on the horizon as premium segments rebound. Improved performance in built-in appliances and easing interest rates that bolster the construction sector are key contributors.
  5. Asia Pacific:
    Growth in developed Asia will be subdued due to economic slowdowns and debt concerns. However, India’s expanding middle class and growing economy will draw significant attention as a major driver of demand.

Outlook for 2025

NIQ’s data indicates a year defined by cautious optimism and intentional consumer spending. Businesses that focus on delivering localized value, aligning with consumer priorities, and responding to economic conditions will be better positioned to succeed.

For detailed insights and further analysis, access NIQ’s full 2025 Global Tech & Durables Outlook report. Learn more about NIQ’s presence at CES 2025 by visiting their website.

About NielsenIQ (NIQ)

NielsenIQ (NIQ) is a global leader in consumer intelligence, providing a comprehensive understanding of consumer behavior to uncover new growth opportunities. Following its 2023 merger with GfK, NIQ has become an unparalleled force in the industry, operating in over 95 countries and covering 97% of global GDP. NIQ delivers holistic retail insights and cutting-edge analytics through advanced platforms, offering a Full View™ of the consumer landscape.

About the Consumer Technology Association (CTA)

As North America’s largest technology trade association, the CTA represents the innovation leaders of the tech sector, from startups to global brands, supporting over 18 million American jobs. The CTA is also the owner and producer of CES®, the world’s most influential technology event.

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