NielsenIQ (NIQ), the Global Tech leader in consumer intelligence, has unveiled its 2025 Global Tech & Durables Outlook, a comprehensive report developed in collaboration with the Consumer Technology Association (CTA). This outlook signals a crucial turning point for the tech and durables sector after navigating several challenging years. With Global Tech sales forecast to reach nearly $1.29 billion, marking a modest growth of 0.9% over 2024, 2025 represents the first year of recovery since the pandemic-era surge in sales. The findings reflect stabilizing consumer behavior as inflationary pressures ease, allowing a shift from cautious saving to more intentional spending. Nevertheless, consumer confidence remains fragile, requiring businesses to adapt to a landscape shaped by localized demand, value-driven purchasing, and evolving priorities.
Julian Baldwin, Global President of Global Tech & Durables at NIQ, stated, “The global tech and durables sector is entering a pivotal year. While global inflation has eased, consumer confidence has 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, noting, “The Global Tech TCG sector is more dynamic than ever. These NIQ and CTA insights underscore the need for businesses to stay agile and responsive to both economic conditions and consumer expectations.”
Key Insights for 2025
Cautious Recovery: The global tech and durables sector is poised for a cautious recovery in 2025. Although recession fears linger, consumer spending is becoming more intentional, with growth in localized markets outpacing USD revenues. Several categories will drive this growth, particularly IT (including Office), Small Domestic Appliances (SDA), and the Telecom sectors.
Category Highlights:
- Major and Small Domestic Appliances (MDA & SDA): These categories are stabilizing, fueled by consumer demand for convenience-focused products such as dishwashers, vacuum cleaners, and dental care devices. Major Domestic Appliances are expected to grow moderately, with a forecasted increase of 0.2%.
- IT (Including Office): The IT sector is projected to grow by 2% in 2025. This growth is driven by the replacement cycle for mobile PCs purchased during the 2020 lockdowns. Additionally, the integration of Artificial Intelligence (AI) into PCs offers significant opportunities for manufacturers and retailers. AI-enabled PCs can simplify and speed up tasks, offering enhanced personalization, making them a compelling choice for consumers.
- Telecom: The Telecom sector is estimated to grow by 1% in 2025. North America is expected to play a significant role in this growth, driven by robust overall consumption and strong demand.
Technology Trends:
- Gaming PCs and accessories are leading growth in the IT and Office (ITO) market. These products are increasingly popular among consumers, reflecting the continued expansion of the gaming industry.
- TVs, a dominant segment within Consumer Electronics, face ongoing challenges, including market saturation and price erosion. Businesses in this segment will need to innovate and explore new strategies to maintain relevance.
2025 Global Tech & Durables Outlook Strategic Recovery and Intentional Spendin
Regional Insights and Predictions
North America: North America is projected to experience steady growth in both the Consumer Electronics and Domestic Appliances sectors. These trends will contribute to an overall forecast of 3% growth in total Global Tech and durables sales value. The region’s robust economic environment and consistent consumer demand will play key roles in this recovery.
Middle East: The Middle East remains a bright spot for consumer demand, bolstered by strong economic sentiment and government investments in diversified industries. Emerging production hubs such as Egypt are also contributing to growth. While growth rates may moderate due to high baselines set in 2024, the region’s outlook remains optimistic.
Latin America: Emerging markets in Latin America are expected to lead growth in 2025. Brazil’s strong currency and economic stimuli are driving positive trends in the region. This Global Tech growth underscores the importance of tapping into emerging markets to capture new opportunities.
Western Europe: Recovery in Western Europe is anticipated as premium segments rebound. The region is benefiting from better performance in the built-in appliances market and easing interest rates, which are stimulating the construction sector. These Global Tech factors are expected to support a steady improvement in consumer confidence and spending.
Asia Pacific: In the Asia Pacific region, growth in developed markets is expected to remain subdued due to economic slowdowns and debt-related issues. However, India stands out as a promising market, with its expanding middle class and rapidly growing economy. Businesses that align their strategies with India’s unique market dynamics are likely to find significant opportunities.
Opportunities for Businesses
The 2025 outlook emphasizes the need for businesses to remain agile and responsive to changing economic conditions and consumer expectations. Companies must focus on delivering value-driven solutions and tailoring their strategies to meet the needs of localized markets. As consumer behavior continues to evolve, businesses that prioritize innovation and flexibility will be better positioned to navigate the challenges and opportunities ahead.
- Embrace AI-Driven Innovation: The integration of AI into consumer products, particularly PCs, represents a significant growth opportunity. By promoting AI-enabled devices, businesses can address consumer demand for products that enhance productivity and personalization.
- Focus on Gaming and Entertainment: The gaming sector continues to expand, offering substantial opportunities for growth. Companies that invest in gaming PCs, accessories, and related technologies can capitalize on this trend.
- Localize Offerings: Understanding and addressing the unique needs of localized markets will be critical for success. Businesses should adapt their product offerings and marketing strategies to align with regional preferences and priorities.
- Value-Driven Strategies: In an era of cautious consumer spending, offering value-driven solutions will be key. This includes providing products that balance quality, affordability, and functionality.
- Sustainability and Convenience: Consumer interest in sustainability and convenience is shaping purchasing decisions. Businesses that prioritize eco-friendly products and convenience-focused solutions will be better positioned to capture market share.
