Consumer Tech Growth to Reset in 2026

In its 2026 Consumer Tech & Durable Goods (T&D) market outlook, NielsenIQ expects T&D global sales to level off in 2026 after a strong 2025. The sector is set to finish 2025 at roughly $1.3 trillion USD, up 3% from 2024, while 2026 overall sales value is projected to hold steady at an estimated -0.4% year over year.

While the global picture looks flat, the real story lies in the differences in regional and sector performance. Consumers overall remain careful with their spending and are prioritizing value for money—with a focus on products that offer enhanced performance, convenience, energy-saving, and/or durability. Brands and retailers that align pricing, innovation, and experience to region- and category-specific demand will win share of wallet.

“In 2025, global Consumer Tech & Durable goods purchases grew by a solid 3%. Growth is expected to slow in 2026, but most regions should remain stable or see modest gains. The exception is China, where elevated baselines from recent trade-in policies will weigh on performance,” said Julian Baldwin, President of Tech & Durables at NIQ. “Looking ahead, the next phase of growth will rely less on broad market recovery and more on how effectively brands tailor innovation, pricing, and features to meet local consumer expectations.”

Consumer Tech & Durable Goods sales are projected to reach $1.3 trillion in 2025 (+3% vs. 2024), before softening slightly in 2026 (-0.4% YoY). Growth will be led by Eastern Europe (+5%), Western Europe (+3%), MEA (+3%), and Latin America (+2%), while North America holds steady and Asia-Pacific declines (-3%, driven by China at -5%). Small Domestic Appliances (SDA) will grow, IT & Office will see modest gains, Major Domestic Appliances remain stable, and Telecom and Consumer Electronics experience slight declines.

Value-for-money remains a top priority, meaning that product benefits must be both highly relevant and visible to shoppers. Replacement cycles for PCs and smartphones, combined with premiumization trends—AI-native PCs, Mini LED/OLED TVs, built-in appliances, and smart home appliances—will help drive demand. TVs get a boost from the 2026 World Cup, while open-ear headsets sustain momentum, and AI-enabled features with clear use cases offer premiumization potential.

“Despite easing inflation and resilient demand in many regions, risks from tariffs and supply chain disruptions persist,” said Steve Koenig, Vice President of Research at Consumer Technology Association. “Consumers remain value-driven but are prepared to spend where they see compelling product features. Built-in Artificial Intelligence continues to present a strong opportunity as a product differentiator, but adoption will depend on clear use cases that illustrate direct benefits and ROI.”