Technology and Durables Market Shows Resilience in 1H25

NielsenIQ announced the latest sales trends and data for the global Consumer Tech and Durables (T&D) market at IFA Berlin, 2025. From January to June 2025, the market generated $403 billion in revenue, reflecting a 4.6% increase compared to the same period last year.

NIQ anticipates this upward trend to hold, projecting stable performance, with revenue expected to grow by 2% for the full year. While 2025 has been a resilient year for the consumer technology and durables market so far, inflation, tariffs, and trade dynamics continue to test this resilience. Consumers are shopping smarter, spending more, and driving steady momentum in a market that’s learning to thrive under pressure.

Consumer behavior across the global Tech and Durables market continues to reflect the influence of local purchasing power and price sensitivity. In the first half of 2025, Western Europe returned to positive growth, with Developed Asia still in decline. In contrast, China surged by 11.5%, the Middle East grew by 5%, and Emerging Asia and Latin America returned to growth. China’s strong performance was largely fueled by its government trade-in policy. However, consumers are impacted by global uncertainty, with 70% of global respondents stating they shopped more carefully for everyday necessities.

“Consumers are becoming more deliberate in how and when they spend,” commented Michael McLaughlin, SVP for Tech & Durables Retail at NIQ. “NIQ’s gfknewron Consumer data shows a clear trend: shoppers are timing their purchases strategically—often waiting for promotions—but when they do buy, they tend to spend more than originally planned. This behavior underscores the power of perceived value and the continued relevance of promotional events in driving sales.”

Omnichannel retailing continues to gain traction, with 37% of global Tech and Durables sales occurring online in the first half of 2025, a 9% increase compared to the same period last year. As consumers navigate a dynamic market environment, value remains a top priority: 60% of global respondents say the most important thing about a brand is that it offers good value for money.

In the first half of 2025, the IT sector is driving growth in the global Tech & Durables market, while several other categories are showing early signs of stabilization. IT equipment (Mobile PCs, monitors, etc.) grew by 11%, telecom devices (Smartphones, etc.) gained 4%, small domestic appliances (Fryers, mixers, etc.) went up by 5%, major domestic appliances (Washing machines fridges, ovens, etc.) grew 5%, as consumer electronics (TVs, soundbars, etc.) recorded a small drop by 0.8% 

The growth in the IT sector is largely driven by the ongoing device replacement cycle and the end of Windows 10 support. Laptop sales grew 13% globally, with gaming laptops up 23% and high-refresh-rate monitors (240Hz+) surging by 280%. AI is not a key purchase driver for most end consumers despite accounting for 39% of the laptop market. This highlights a gap between innovation and consumer perception. AI laptop sales via B2B channels in Europe rose by 195%.

Global TV sales continued to decline by 2%, but China’s subsidy programs provided a significant boost. Simultaneously, demand for larger screens (70”+) grew by a strong 14% and advanced display technologies beyond pure LCD saw a robust growth by 26%. Smartphone sales grew 4% in the first half of 2025, strongly influenced by subsidy schemes in China. Premium models priced above $600 grew by 7%, while growth in sub-$600 models was stagnant. This reflects a dual trend: consumers are holding onto devices longer, opting for higher-end replacements, while entry-level buyers are increasingly turning to refurbished options. Refurbished smartphones are on the rise. In France, it accounts for 41% of sales in the sub-600-euro segment.

Innovation is driving momentum in portable audio, with Open-Ear Headphones growing at 32% year-to-date. This is the only subsegment showing growth across all tracked regions, fueled by new use-cases and tech upgrades. Growth in the home appliances sector is driven by three key consumer preferences: sustainability, simplification, and AI-powered intelligence. A-labelled energy-efficient major domestic appliances product sales in Europe rose from 19% in 2023 to 31% in 2025, signaling a continued relevance of sustainability criteria during the purchase journey. However, volume growth outpaced value growth , suggesting a continued focus on value-centric purchases and affordability.

Air fryers declined by 1% indicating early saturation in some markets. Despite this, it is growing with the rise of multi-basket (high-capacity air fryers), which grew by 18%. Vacuum cleaners grew by 13%, with robots growing 34% and wet-dry models also experiencing strong double-digit increases, driven by demand for convenience and automation. As the global Tech & Durables market moves into the second half of 2025, signs point to cautious optimism. With innovation, affordability, and regional resilience driving momentum, the industry is poised to navigate uncertainty with measured confidence.