NIQ’s “Consumer Tech Trends 2027” report shows that consumer behavior, when buying Tech & Durables, is changing according to the logic of “justified consumption”. This shift appears to be a consequence of an economic environment characterized by volatility, uncertainty and complexity for several years now. It is visible across geographies, income levels, and product categories.
Demand hasn’t disappeared, but expectations are evolving, with spending directed toward products where value is clear. Besides, consumers are becoming more selective about “when” and “why” they purchase or upgrade devices.
“The implication for manufacturers and retailers – explains Perry James, Global Head of Tech & Durables, NIQ – is a critical one: growth is no longer driven by the breadth of innovation or scale of distribution alone. It’s driven by justification. Tolerance for redundant features, unclear benefits, or post-purchase regret is rapidly declining. In its place, consumers are building cohesive ecosystems of tech products that deliver meaningful utility, efficiency, and enhancement to their daily living”.
Justified consumption, a psychological shift
The insights in “Consumer Tech Trends 2027” report are rooted in a March 2026 online survey of 17,000 adult consumers (age 18 and up) in 17 global markets. What the trends show is that consumers continue to engage with technology, but with an increasingly intentional approach.
As highlighted by NIQ, the trends reflect a psychological shift: buying is no longer about “wanting the latest” but about “wanting a solution”. Affordability absolutely matters, but consumers’ calculation of “value” is increasingly multi-dimensional and centered around longevity, quality, and utility—not price alone.
Global T&D sales in the first quarter 2026
The first quarter of 2026 saw the continuation of a trend in consumer spending that was already emerging in 2025: globally, purchases of Tech & Durables are rising in value but falling in volume, compared with the same period the year before.
NIQ points out that much of the growth in the first quarter is due to a weakening of the US dollar during that period, especially against a strong euro. In US dollars, global sales of T&D products grew 9% in Q1 versus the same period last year. But viewed in local currency terms, it grew just 3%.
“Ongoing price increases – NIQ says – are also playing a role in the current technology industry trend of sales value growth outperforming volume growth. Manufacturers continue to face rising input costs due to the soaring price of energy, fuel, and component parts (memory chips in particular), which has led to an increase in product prices above the rate of inflation. This means current growth in T&D sales value is not wholly the result of consumers choosing more premium products”.
Premiumization in the SDA category
However, there are key product categories where sales value in the first quarter 2026 is driven by premiumization. In these cases, the product value is clearly communicated and relevant to consumers’ desired outcomes. The trends indicate that consumers are ready to pay more when product innovation delivers practical benefits that directly improve everyday life.
For example, the Small Domestic Appliances (SDA) category continues to see an uplift in consumers choosing affordable premium products, with a high rate of innovation across the category (especially in vacuum cleaners) supporting higher prices.
Growth in emerging economies
Consumers’ economic confidence in developing regions has shown a four-year trend of gradual improvement (2022-2025). However, in developed regions, confidence declined again last year after a short-lived boost in 2024, signaling stronger consumer caution in developed markets. This confidence gap is reflected in T&D sales. Emerging and developing economies continue to drive value growth in 2026. Advanced economies return to growth but heavily influenced by currency effects.
