Headphones in India is set to maintain double-digit retail volume growth in 2024. India’s 382 million Gen Z consumers (as of 2024) represent a significant market for affordable, stylish, and high-quality headphones. Increased smartphone penetration and the widespread consumption of media on these devices are key drivers of growth for headphones. This demographic frequently engages with content formats such as podcasts and audio series, and shows a strong preference for True Wireless Stereo (TWS)

Headphones in Brazil continued its dynamic growth trajectory in 2023, and this trend is set to be maintained in 2024, largely fuelled by the increasing popularity of True Wireless Stereo (TWS) earbuds. These products, known for their seamless audio experience and lack of wires, have captured a significant share of consumer demand in recent years, and this category is expected to maintain its strong performance in 2024. Their lightweight, portable design appeals to a wide range of consumers, part

Overall headphones is set to see retail volume growth in Germany in 2024. However, this positive performance is expected to be driven solely by TWS earbuds, which will account for more than 80% of sales, with the premium segment set to see higher growth than the mass segment.

Retail volume sales of headphones in Taiwan continued to decline in 2024, despite the increasingly important role they play in local consumers’ lives. In addition to providing a high-quality audio experience for music and other forms of entertainment, they can also be used for communication, such as when making phone calls or participating in video conferences. With more people working and studying from home post-pandemic, there is a greater need for high-quality, comfortable headphones that pro

While overall retail volume growth of headphones is set to be negligible in Japan in 2024, this is not expected to be the case for all categories. Wireless headbands saw significant sales growth in 2023, and growth is set to continue, although at a slower rate, in 2024, especially for premium products. One reason is the expanding trend of headphones as a fashion statement. K-pop idols often appear on social media wearing wireless headbands as a fashion accessory, prompting young people to emulat

Demand for headphones in Hong Kong continues to rise, mainly driven by the ongoing popularity of TWS earbuds, with the latter format dominating sales. Local consumers can choose from a wide range of TWS earbuds with different prices to suit their preferences and budget. For example, a general consumer may opt for an established brand such as Apple’s AirPods, while someone who demands higher-quality audio may choose a more luxurious and expensive product such as Bowers & Wilkins P17, a brand know

Headphones is set to see volume sales rise in Israel in 2024. The headphones category, particularly TWS buds, has appeared to be immune from consumer price sensitivity over 2024 as prices have not decreased and neither have price promotions been much in evidence during the year. This demonstrates that most consumers are still willing to pay for a high-quality product to ensure that they do not damage their ears.

High inflation has significantly impacted consumers' purchasing power, prompting a notable shift towards more affordable mass headphone brands in Nigeria in 2024. This shift has driven the growth of headphones, particularly the TWS earbuds and wireless headband sub-categories. Consumers' dwindling purchasing power has led to increased demand for mass affordable headphones that offer good quality. Meanwhile, wireless earphones have seen a decline in popularity due to strong competition from TWS e

The popularity of wireless and true wireless headphones continues to grow in 2024, driven by the convenience of wireless connectivity and Bluetooth technology. Many people find true wireless headphones to be more stylish and visually appealing compared to traditional wireless headphones. The compact design of true wireless earbuds makes them easy to wear and carry around. Young generations in particular have shown a growing interest in true wireless stereo earbuds and wireless headphones, contri

The market for headphones in South Korea will see positive growth in retail volume terms in 2024, in contrast to the declines of the previous two years. TWS earbuds will be the key performance driver, with noise-cancelling features and superior sound quality driving their popularity. By contrast, wireless headphones, even premium devices, are losing traction. This comes despite the efforts of well-known brands like Bose and Sony, which have released new models with enhanced noise-cancelling capa

Headphones represent the most dynamic segment of the consumer electronics market in Spain in retail volume terms. Growth is being primarily driven by True Wireless Stereo (TWS) earbuds, particularly the mass market segment. This surge is attributable to the influx of smaller, budget-friendly brands that provide reliable sound quality, stable connectivity, and, in some cases, warranty provisions. The rapid adoption of TWS earbuds has resulted in a significant shift away from traditional wireless

TWS earbuds were the primary driver of volume growth in headphones in Portugal in 2024. The increase in outdoor activities and the return to offices post-pandemic have boosted the use of these devices for listening to music and podcasts, making calls or participating in meetings while on the move or outside of the home. Continuous investment from players and promotional activities are supporting this performance. Additionally, Google has entered the category with the launch of Google Pixel TWS e

Sales of headphones achieve small positive growth in Italy in 2024, as consumers are increasingly incorporating the use of headphones into their daily lives, at home, at work, and while on-the-go. This enables people to listen to music, consume media content, or simply block out surrounding noise with noise cancellation functions, creating their own personal “audiosphere”. Wireless headphones are therefore preferred to wired counterparts as they allow more flexibility, and this benefit fuels sal

Headphones in Morocco is expected to register positive volume growth. This growth is expected to be driven by TWS earbuds, which is still an immature segment, with relatively low penetration. Consumers see TWS earbuds as providing a high quality sound, reliable signal and also being very compact. As such, manufacturers are focusing their efforts and marketing activity on TWS earbuds. On the other hand, volume sales are expected to fall for wireless headbands and wireless earphones.

Headphones in Thailand will see positive growth in volume terms in 2024, continuing the trend of the previous year. These audio devices are rapidly becoming an integral part of daily life in the country, which is known for its thriving musical landscape, while the popularity of online gaming and streaming services has also increased demand for headphones in recent years. In urban areas meanwhile, commuters use headphones to make their journeys more enjoyable, while the growing number of individu

Headphones are set to record stronger growth in volume sales in the Czech Republic in 2024, compared to sluggish results in 2023. The market for smartphones has bottomed out and is starting to show signs of recovery, which is intricately connected with sales of headphones. Wireless earphones have continued to record strong declines in sales as consumers have switched to TWS earbuds. The shift has been facilitated by manufacturers who are focusing on TWS earbuds and less on wireless headbands and

Headphones are popular among consumers in Hungary due to high levels of innovation in this product area, with brands delivering convenience. Consumers continued to prefer TWS earbuds to wireless earphones in 2024 as innovation has ensured they offer easy connectivity, good sound quality and a long battery life. They have also benefited from manufacturers slowly refraining from focusing on wireless earphones. There is also much more model variety within TWS earbuds from various brands at differen

In Indonesia, the demand for headphones has seen a notable increase, driven in large part by the popularity of True Wireless Stereo (TWS) earbuds. Headphones have evolved from being a mere accessory to an integral part of a person’s lifestyle, particularly among the young generations in Indonesia. These products have contributed significantly to the overall increase in volume sales over 2024. The primary catalyst behind this surge is the rising popularity of music and video streaming services ac

There is expected to be an overall volume decline in headphones sales in 2024, with wireless earphones in particular performing badly, with volume sales expected to halve. It is also expected to be negative for TWS earbuds, with a fall in volume sales, as maturity drags down performance. The one bright spot is wireless headbands, which is expected to see an increase in volume sales.

In 2024, headphones in Malaysia is projected to see moderate retail volume growth, mainly due to TWS earbuds, but also wireless headbands, as wireless earphones sees a further steep decline. Importantly, the overall growth performance represents an improvement on 2022 and 2023. TWS earbuds are popular among young consumers, who are drawn to their improved features, such as active noise cancellation, good sound/audio quality, lightweight, portability, wireless, space-saving and easy storage. The

In 2024, retail volume sales of headphones in Sweden experienced a slight decrease. This decline follows the significant spikes in demand seen during the height of the COVID-19 pandemic. Despite the overall decrease, the demand for headphones remains stable, largely supported by a continuing shift from wired to wireless models. Consumers increasingly prefer the convenience and clutter-free design offered by wireless headphones; a trend further accelerated by the removal of headphone jacks from m

Volume growth is expected to be healthy for headphones in Poland in 2024, largely driven by significant volume sales of TWS earbuds. That being said, consumers continue to be price sensitive, after several years of inflation, though inflation eases in 2024. As such, more affordable mass brands perform particularly well. Wireless headphones are also expected to register marginal volume growth, while there is expected to be significant volume decline for wireless earphones.

Volume growth is expected to be healthy for headphones in 224, largely driven by significant volume sales of TWS earbuds. That being said, consumer continue to be price sensitive, after several years of inflation, though inflation eases in 2024. As such, more affordable mass brands perform particularly well. Mid-range options offer features such as good sound quality, while more premium offerings also include features such as noise cancellation and also AI-capability, including voice assistants

In 2023 and 2024, while all macro categories in consumer electronics in Argentina witnessed declines, the headphones macro-category managed to grow, driven primarily by the success of TWS (True Wireless Stereo) earbuds. TWS earbuds, with their appealing design, innovative technology, and portability, were among the significant winners in consumer electronics over the past five years. Despite the decline in the wireless headbands and wireless earphones areas, the robust growth of TWS earbuds sale