Consumer electronics in 2025: The big picture
In Brazil, retail volume and value sales of consumer electronics rose steadily in 2025, supported by a broad-based recovery in replacement demand and categories that have become closely tied to everyday routines, most notably smartphones, wireless audio and smart wearables. While consumer confidence remained cautious, the market benefited from a more stable inflationary environment compared to prior years, enabling households to resume delayed upgrades, often facilitated by instalments and promotion-heavy retail campaigns.
2025 key trends
Across Brazil’s consumer electronics market in 2025, a small number of structural, cross-category trends stood out as the main forces shaping performance. Rather than isolated category dynamics, growth and decline were increasingly driven by shared patterns: the consolidation of affordable premium strategies, the rise of ecosystem-led competition, the normalisation of health, wellness and lifestyle tech, and the strengthening role of channels as competitive weapons. Together, these trends explain why some categories accelerated while others remained constrained, and why competitive hierarchies continued to shift.
Competitive landscape
Brazil’s consumer electronics market in 2025 was shaped by the coexistence of entrenched global leaders and fast-moving challengers, creating a competitive environment that was more fluid and contested than in previous years. Well-established international players remained highly visible across key categories such as mobile phones, home video, computers, audio and wearables, supported by strong brand equity, broad portfolios and deep retail relationships. Their scale, ecosystem strength and local presence allowed them to defend relevance even as competitive pressure intensified.
Channel developments
Brazil’s consumer electronics distribution landscape continued to be anchored by appliances and electronics specialists, which remained the leading retail channel across the majority of categories. The channel’s strength was sustained by a combination of physical presence, brand trust, financing options and the ability to demonstrate products in-store, all of which remain highly relevant in a market where electronics purchases are often planned, compared and heavily influenced by instalment availability.
What next for consumer electronics?
Over the forecast period, volume sales of consumer electronics in Brazil are expected to rise modestly, supported primarily by smartphones, wireless audio, wearables and selective upgrades in TVs and computers, while more mature and legacy categories continue to contract. Growth will be uneven and increasingly polarised, reflecting a market that remains highly relevant in consumers’ daily lives but structurally constrained by maturity and purchasing power.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Brazil
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Brazil
KEY DATA FINDINGS
Economic uncertainty reshapes demand for computers and peripherals
AI-readiness and ecosystem integration shape competitiveness
Retail e-commerce gains relevance as specialist retailers reposition their role
Gradual recovery supported by selective replacement and productivity-driven demand
Sustainability and circular practices gain strategic relevance in computers and peripherals
Practical innovation targets productivity, flexibility and space efficiency
In-Car Entertainment in Brazil
KEY DATA FINDINGS
Structural decline reflects factory-fitted infotainment and smartphone substitution
Competitive landscape remains steady while niche value brands sustain aftermarket relevance
Specialist channels remain central as retail e-commerce captures incremental demand
Decline is expected to continue with some impetus from ageing vehicles
Connectivity and integration shape category relevance alongside sustainability considerations
Innovation should remain incremental, focused on usability and modular enhancements
Home Audio and Cinema in Brazil
KEY DATA FINDINGS
Selective upgrades support soundbars as legacy formats continue to fade
Global brands defend leadership while value-oriented players gain traction
Specialist retailers remain central as retail e-commerce gains share through promotions and convenience
Category maturity faces challenges with demand concentrated in premium niches
Incremental integration with TVs and smart home ecosystems supporting relevance
Innovation and sustainability will enhance perceived value in a mature category
Home Video in Brazil
KEY DATA FINDINGS
Premiumisation sustains value as replacement cycles lengthen and legacy formats fade
Global leaders compete as Chinese brands gain traction with affordable premium lines
Specialists remain central as promotion-led dynamics drive sales growth in retail e-commerce and hypermarkets
Premium upgrades and event-driven demand to drive value sales as maturity constrains volumes
Technological progress remains evolutionary with AI enhancing experiences
Cost optimisation and ‘affordable premium’ strategies drive innovation amid intense competition
Imaging Devices in Brazil
KEY DATA FINDINGS
Digital cameras provide some resilience as camcorders face ongoing declines
Established brands anchor the category alongside niche players in fragmented market
Retail e-commerce stabilises whilst promotions sustain hypermarket relevance in a mature environment
Digital cameras support modest value growth as camcorders remain in decline
Pragmatic technological advances enhance usability for creators
Niche-led innovation focuses on instant formats, creator ecosystems and sustainability cues
Mobile Phones in Brazil
KEY DATA FINDINGS
Growth stems from 5G, replacement cycles and Chinese brands
Chinese challenger brands reshape the smartphone competitive landscape
From store counters to online carts: smartphones go fully omnichannel
Expansion in a crowded battlefield guarantees growth
From buzzwords to buying reasons: AI, foldables and 5G take centre stage
Local manufacturing and affordable premium brands will shape the product development cycle
Portable Players in Brazil
KEY DATA FINDINGS
Wireless speakers drive category growth as legacy media formats continue to decline
Audio ecosystems shape the competitive landscape with global brands leading and value players expanding reach
Gifting and retail e-commerce stabilise as core channels remain dominant
Wireless speakers will continue to underpin growth as legacy formats fade further
Enhanced convenience and usability are aims of future advancements
Incremental innovation focuses on durability, sustainability cues and niche formats
Wearable Electronics in Brazil
KEY DATA FINDINGS
Smart wearables pull the category forward as fitness bands mature
Premium brands defend as Chinese players achieve scale through wearable adoption
Through try-outs and quick comparisons, retail e-commerce keeps quietly gaining ground
Growth continues as wearables evolve from gadget to habit
From step counts to health platforms: smarter sensors reshape the pitch
Affordable premium products, longer lifecycles and inclusive innovation will shape development in wearable electronics
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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