NielsenIQ announced the latest sales trends and data for the global Consumer Tech and Durables market. From January to June 2025, the market generated $403 billion in revenue. This reflects 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 2025. “While 2025 has been a resilient year for the consumer technology and durables market so far – NielsenIQ explains – 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 overall. 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 (NIQ Consumer Life Study 2025)”, NielsenIQ comments.
Online sales grow by 9%
According to NielsenIQ, the omnichannel retailing continues to gain traction. Data show that 37% of global Tech and Durables sales occurred online in the first half of 2025. This is 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”, NIQ adds.
The performance of domestic appliances
In the first six months of 2025, both Major Domestic Appliances and Small Domestic Appliances registered an increase of +5% compared to the same period of the previous year. Growth in the home appliances sector is being 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. This signals a continued relevance of sustainability criteria during 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, multi-basket air fryers grew by 18%. Besides, vacuum cleaners increased by 13%, with robots growing 34%. And wet-dry models also experienced 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”, NielsenIQ concludes.
