Consumer technology growth expected to reset in 2026 with demand shifting towards Europe and the Middle East and Africa.

NielsenIQ has recently released its 2026 Consumer Tech & Durable Goods (T&D) market outlook, showing that the global market is expected to maintain stability with a projected -0.4% year-over-year growth in 2026. The report highlights the importance of Small Domestic Appliances and Information Technology as key drivers of growth, while sectors like Telecom and Consumer Electronics are experiencing softer demand.

While the overall global market appears to be flattening, regional and sector-specific performances reveal variations in consumer behavior. Consumers are adopting a cautious approach to spending, emphasizing the value for money and seeking products that offer enhanced performance, energy efficiency, convenience, and durability. Brands that can align their pricing, innovation, and customer experience with regional and category-specific demands are likely to secure a larger share of the market.

Julian Baldwin, President of Tech & Durables at NielsenIQ, stated that while global Consumer Tech & Durable goods purchases grew by 3% in 2025, the growth is expected to slow down in 2026. He emphasized the importance of tailoring innovation, pricing, and features to meet the unique expectations of local consumers for sustained growth.

Key insights and emerging trends for 2026 in the market include projections of Consumer Tech & Durable Goods sales reaching $1.3 trillion in 2025 with a modest decline to -0.4% year-over-year in 2026. Growth is anticipated in regions like Eastern Europe, Western Europe, the Middle East, Africa, and Latin America, with North America remaining stable and Asia-Pacific experiencing a decline driven by China.

Sector-specific trends indicate that Small Domestic Appliances are expected to grow, while IT & Office will see modest gains. Major Domestic Appliances are projected to remain stable, whereas Telecom and Consumer Electronics may experience slight declines in demand.

Consumer priorities continue to focus on value for money, driving demand for products with visible and relevant benefits. Growth in categories like PCs and smartphones is expected due to replacement cycles and premiumization trends in AI-native PCs, Mini LED/OLED TVs, built-in appliances, and smart home appliances.

Strategic considerations for businesses in this market include a focus on high-potential markets by volume and value, monitoring policy and trade factors such as U.S. tariffs and China’s trade-in programs, and addressing competition from Chinese brands entering new markets.

Despite risks from tariffs and supply chain disruptions, consumer demand remains resilient, driven by a value-driven approach with an emphasis on compelling product features. The adoption of Artificial Intelligence as a product differentiator presents opportunities for growth, provided there are clear use cases to showcase direct benefits and return on investment.

The release of the 2026 Consumer Tech & Durable Goods market outlook comes ahead of the Consumer Electronics Show in Las Vegas, where industry leaders will gather to exchange insights and trends shaping the market. For more detailed information on the 2026 market estimate for Consumer Tech & Durable Goods, visit NielsenIQ’s website.