Consumer Electronics in Western Europe

Delivery

This report comes in PPT.

Key Findings

Stagnating Western European market in 2024

After two years of decline, an improvement in the Western European consumer electronics market’s performance was seen in 2024. However, consumers in some markets were still cautious in terms of making major purchases in view of the still unstable economic and geopolitical environment. Inflation may have eased, but prices are still a lot higher in most parts of the region than they were just a couple of years ago.

Apple a major player in dynamic and key categories

TWS earbuds and smart wearables are among the most dynamic products in Western European consumer electronics. The former is led by AirPods and the latter by Apple Watch, with these brands both accounting for almost a third of unit volumes sales in their respective categories, while Apple’s iPhone also continues to close the gap on Samsung in smartphones.

E-commerce continues gaining share

Although e-commerce made major gains on appliances and electronics specialists in the pandemic, the latter still remains just ahead as the leading distribution channel in Western Europe, with consumers still keen on the in-store advice on offer there as well as the possibility of examining big-ticket items like TVs. However, e-commerce will continue to make gains, favoured for its convenience, competitive prices and wide range of products.

AI an increasing focus for industry players

With AI an increasingly key focus for consumer electronics, the integration and incorporation of AI can be seen in various categories, including smartphones, smart wearables, TVs and laptops. Lenovo and Microsoft have been launching AI in their laptops and operating systems, while Samsung has been using it in its TVs and its smartphones.