Global consumer tech growth is set to cool in 2026. However, momentum is shifting toward Europe and MEA. Premium, AI-enabled, and value-focused products are driving the next wave of demand. Brands that adapt pricing, innovation, and features to local realities will be best positioned to win share in a flat market.
Global market reset in 2026
The global Consumer Tech and Durable Goods market is expected to finish 2025 at about $1.3 trillion, up 3% from 2024. Overall sales value in 2026 is projected to be essentially flat at around -0.4% year over year. This signals a reset after the post-pandemic rebound.
Consumers in 2026 are expected to stay cautious. They will focus on products that deliver visible performance, convenience, durability, and energy savings at the right price. Brands that align promotions and assortments to these “value-for-money” expectations rather than blanket discounting will be better placed to defend margins.
Regional winners and laggards
Growth in 2026 is forecast to be led by Eastern Europe at 5% and Western Europe at 3%. MEA is also projected at 3%, and Latin America at 2%.
North America is expected to remain broadly stable. Asia-Pacific is projected to decline by 3%, dragged down by China, which is forecast at -5% due to tough comparisons after 2025 trade-in incentives.
This swing toward Europe and MEA creates an opening for brands. They can localize assortments, marketing, and financing options for mid-price and premium tiers. In contrast, the slowdown in China means players must prioritize differentiation and profitability over volume-chasing in Asia-Pacific.
Category hotspots and cool-downs
Within tech and durables, Small Domestic Appliances are expected to keep growing. IT & Office should see modest gains as PC replacement cycles kick in. Major Domestic Appliances are projected to remain stable, while Telecom and Consumer Electronics are likely to face slight declines in 2026.
Product types benefiting from premiumization include AI-native PCs, Mini LED/OLED TVs, built-in kitchen suites, and connected smart home appliances. The 2026 World Cup is expected to give a boost to TV demand. Moreover, open-ear headsets and clearly explained AI features support higher price points.
Retailers can lean into small appliances, IT, and premiumized home solutions as traffic drivers. Even as they do this, they can rationalize exposure to slower telecom and commodity electronics. Bundling services like installation, protection, and energy-efficiency guidance can help elevate these higher-value categories.
Strategy playbook for brands and retailers
Julian Baldwin, President of Tech & Durables at NIQ, said, “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.”
Steve Koenig, Vice President of Research at the Consumer Technology Association, said, Consumers remain value-driven but are prepared to spend where they see compelling product features. Built-in Artificial Intelligence continues to present strong opportunity as a product differentiator, but adoption will depend on clear use cases that illustrate direct benefits and ROI”.
Strategically, brands are urged to focus on high-potential markets by both volume and value and to monitor policy shifts such as U.S. tariffs and evolving China trade-in programs. Competition from Chinese brands entering new regions, often with more affordable AI-capable devices, will keep pressure on pricing while expanding access for mainstream shoppers.
CES 2026 and the road ahead
NIQ leaders, including Julie Kenar, SVP Automotive Business, and Sherry Frey, VP Total Wellness, will share deeper tech and durables insights at CES 2026 in Las Vegas from January 6–9, 2026. For brands and retailers, this timing makes CES 2026 a key moment to refine 2026–2027 innovation roadmaps and retail partnerships around AI, energy efficiency, and wellness-focused tech.
With NIQ’s T&D outlook modeling assuming some continued but reduced China market support in 2026, the biggest upside will come from how quickly companies can match localized demand with the right mix of features, price points, and channels. Those who treat 2026 as a reset year, not a pause, can build a stronger base ahead of the next global upcycle.
