2026: European and MEA Demand Reshapes Consumer Tech Growth

## Global Tech and Durable Goods Market Set for Flat Growth in 2026 Amid Shifting Consumer Priorities

The global market for consumer technology and durable goods is projected to see a slight contraction of 0.4% in 2026, a significant slowdown from the anticipated 3% growth in 2025. This stabilization follows a robust performance that is expected to bring the sector’s sales to approximately $1.3 trillion by the end of this year. The deceleration signals a more discerning consumer base, increasingly focused on value, performance, and long-term utility.

While the overall market picture may appear flat, underlying regional and category dynamics reveal a more nuanced landscape. According to insights from NielsenIQ (NIQ) in collaboration with the Consumer Technology Association (CTA), brands and retailers that effectively align their product innovation, pricing strategies, and consumer experiences with localized demand are poised to capture greater market share.

“While global Consumer Tech & Durable goods purchases saw solid growth in 2025, we anticipate a more measured pace in 2026,” noted Julian Baldwin, President of Tech & Durables at NIQ. “Most regions are expected to remain stable or experience modest gains. However, China, influenced by the tailwinds of recent trade-in policies, might see a dip due to elevated prior-year sales figures.” Baldwin further emphasized that future growth will hinge less on broad market recovery and more on the strategic tailoring of innovation and features to meet specific consumer expectations in diverse markets.

**Key Market and Sector Trends for 2026:**

* **Global Sales Trajectory:** After reaching an estimated $1.3 trillion in 2025, the global Consumer Tech & Durable Goods market is forecast to experience a minor year-over-year decline of 0.4% in 2026. Regional performance will vary, with Eastern Europe (+5%), Western Europe (+3%), MEA (+3%), and Latin America (+2%) leading growth. North America is expected to remain steady, while the Asia-Pacific region, largely driven by China’s projected -5% performance, is anticipated to contract by 3%.
* **Sectoral Performance:** Small Domestic Appliances (SDA) are predicted to be a growth engine, with IT & Office products showing modest gains. Major Domestic Appliances are expected to hold steady, while the Telecom and Consumer Electronics segments are projected to see slight declines.
* **Consumer and Product Dynamics:** The emphasis on “value for money” will continue to be a paramount consumer consideration. This means product benefits must offer tangible relevance and clear visibility to shoppers. Extended replacement cycles for personal computers and smartphones, coupled with a persistent premiumization trend, will drive demand. Innovations such as AI-native PCs, advanced display technologies like Mini LED and OLED in televisions, integrated smart home appliances, and energy-efficient built-in appliances are key growth drivers. The 2026 World Cup is also expected to provide a boost to TV sales. Furthermore, open-ear headsets are anticipated to maintain their momentum, and AI-enabled features with demonstrable use cases offer significant potential for product differentiation and premium pricing.
* **Strategic Imperatives:** Companies are advised to focus their growth strategies on markets with high potential in terms of both volume and value. Careful monitoring of policy shifts and trade dynamics is crucial. This includes navigating evolving U.S. tariffs, understanding the impact of China’s trade-in programs, and adapting to the increasing competitiveness of Chinese brands expanding into new international markets. The global adoption of AI, in particular, is being significantly influenced by factors of affordability and accessibility.

Steve Koenig, Vice President of Research at the Consumer Technology Association, highlighted ongoing challenges and opportunities. “Despite easing inflation and resilient demand in many regions, risks associated with tariffs and supply chain disruptions persist,” Koenig stated. “Consumers, while value-driven, are willing to invest in products that offer compelling features. Artificial intelligence, with its inherent ability to differentiate products, presents a significant opportunity, but its widespread adoption will ultimately depend on the clarity of its use cases and the demonstrable return on investment it provides to consumers.”

NIQ leaders, including Julie Kenar (SVP Automotive Business) and Sherry Frey (VP Total Wellness), are scheduled to present further insights at CES 2026 in Las Vegas.

**About NIQ:**
NIQ is a global leader in consumer intelligence, providing comprehensive insights into consumer purchasing behavior and identifying new avenues for growth. Operating in over 90 countries and covering approximately 85% of the global population, NIQ analyzes over $7.2 trillion in global consumer spend. Through its integrated retail intelligence and advanced analytics platforms, NIQ delivers what it terms “The Full View™”.

**About the Consumer Technology Association (CTA):**
As North America’s largest technology trade association, the CTA represents the technology sector’s leading innovators. Its membership comprises companies, from startups to global enterprises, supporting over 18 million American jobs. The CTA is the owner and producer of CES, recognized as the world’s most influential technology event.