Consumer electronics in 2025: The big picture
In 2025, consumer electronics in Germany recorded positive retail volume growth, underpinned by a combination of transitions and targeted innovation. Regulatory shifts and the discontinuation of legacy formats stimulated replacement demand for televisions and laptops. Concurrently, specific categories such as activity bands, printers, and e-readers benefited from significant technological advancements. These developments collectively drove momentum, as consumers updated hardware to align with current technology and more modern digital standards.
2025 key trends
In 2025, consumer electronics in Germany was defined by mandatory technological shifts, notably the cessation of SD broadcasting and the discontinuation of Windows 10 support. These transitions stimulated significant replacement of televisions and laptops, respectively. German consumers typically maintain legacy hardware until external factors necessitate an upgrade, reflecting a cautious approach to adoption. Consequently, manufacturers must anticipate these regulatory and software milestones to effectively capture emerging demand as established standards are systematically phased out across consumer electronics.
Competitive landscape
Apple GmbH maintained its leadership in consumer electronics in Germany in 2025, supported by its extensive product portfolio and seamless ecosystem. This high level of interconnectivity of its products encourages cross-category purchases, while strong brand advocacy continues to attract new customers. By establishing a reputation for quality and security – values paramount to German consumers – Apple has elevated its products to industry standards, consistently gaining share through consumer trust and ecosystem dependency.
Channel developments
In 2025, appliances and electronics specialists accounted for over half of sales in consumer electronics in Germany, driven by a deep-seated consumer requirement for pre-purchase validation. The preference for in-person testing and expert advice is particularly prevalent among the significant demographic aged 65+, who often prioritise physical security and quality assurance over digital convenience. Such traditional procurement methods remained essential during the transition away from SD broadcasting and Windows 10, where specialist guidance was crucial for navigating hardware upgrades.
What next for consumer electronics?
Retail volume sales of consumer electronics in Germany are projected to rise over the forecast period, supported by recovering financial stability and the resumption of delayed replacement cycles. Innovation will remain a primary sales driver, particularly through the integration of AI into handsets and wearable electronics. While AI-centric features like voice-activated "app-free" interfaces and personalised health tracking offer significant potential, German consumers typically remain cautious until technological safety and tangible utility are proven. Manufacturers are therefore expected to focus on high-value AI applications that genuinely enhance the user experience rather than pursuing superficial innovations that may not resonate with risk-averse shoppers.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- 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 Germany
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Germany
KEY DATA FINDINGS
Computers and peripherals in 2025 is characterised by the Windows 10 discontinuation and innovation in ink tanks
Players who can guarantee durability and long-term cost-saving through reputation and innovation are winning share
Retail e-commerce wins share, while appliances and electronics specialists are repurposed to showcase products
Laptops set to outperform desktops, while monitors will also benefit from this trend
Mini PCs may become the new standard for desktops
Desktop mode for smartphones has the potential to substitute desktops and laptops
In-Car Entertainment in Germany
KEY DATA FINDINGS
In-car entertainment devices are becoming obsolete due to being outperformed by other products
Competitive landscape is dominated by brands that offer additional features and better quality
In-car entertainment devices are purchased in appliances and electronics specialists, discounters, and online
Continued decline expected for in-car entertainment due to substitution
Digital product pass and “right-to-repair” developments are likely to affect in-car entertainment in the future
Bicycles could generate sales for navigation devices
Home Audio and Cinema in Germany
KEY DATA FINDINGS
Substitution by other multifunctional products leads to decline across categories, with home audio a category driven by niches
Consumers rely on established brands which understand consumers’ needs and optimise their products accordingly
Appliances and electronics specialists are indispensable for testing audio products, but sales increasingly take place online
Multifunctionality and space-saving trends set to negatively affect home audio and cinema
Sustainability will play an increasingly important role as DPP is introduced
Smart home might open up doors for home audio and cinema
Home Video in Germany
KEY DATA FINDINGS
SD shutdown of German broadcasters leads to boom in sales of televisions
Hisense benefits most from SD shutdown as it caters to consumers’ needs at an affordable price
Appliances and electronics specialists is the preferred channel for older consumers, who are most affected by the SD shutdown
Early forecast period set to see decline after the 2025 boom, with a move towards OLED TVs
RGB and Micro LED innovations in LCD TVs have the potential to compete with OLED TVs
Innovations expected to use AI to enhance the experience further in televisions
Wireless Headphones in Germany
KEY DATA FINDINGS
Steady demand for TWS earbuds keeps sales growing, while there is a shift towards mass products
Apple dominates TWS earbuds and wins share in wireless headbands
Appliances and electronics dominates, but sales via retail e-commerce rise
Forecast period expected to see a continued growth trend for TWS earbuds
Open-ear earbuds have potential, as this niche is growing in line with the health trend
Innovations using AI are still in the experimental phase but have potential for the future
Imaging Devices in Germany
KEY DATA FINDINGS
Digital cameras returns to growth as the popularity of analogue cameras is replaced by hype around compact digital cameras
Competitive landscape remains dominated by well-established brands which adapt to changing trends
Retail e-commerce grows as appliances and electronics specialists are repurposed
Global hype around fixed lens digital cameras may affect the German market in the forecast period
Digital product pass and “right-to-repair” developments likely to affect imaging devices in the future
In-car cameras are gaining traction in the German market
Mobile Phones in Germany
KEY DATA FINDINGS
Decreasing financial insecurity starts to positively impact sales of mobile phones
The competitive environment continues to be dominated by established brands
Retail e-commerce grows as appliances and electronics specialists are repurposed
Forecast period to be characterised by economic recovery, innovation, and sustainability regulations
Feature phones expected to become obsolete, while control over apps and notifications to be introduced in new smartphones to fill the gap
Emergence of AI phones may shape future interaction with smartphones
Portable Players in Germany
KEY DATA FINDINGS
Wireless speakers declines, while e-readers benefits greatly from coloured e-ink
Google is more popular in wireless speakers, but Amazon leads overall due to its strength in e-readers
Appliances and electronics specialists are favoured for testing wireless speakers and e-readers, but sales still move online
Forecast period likely to be characterised by decline, followed by growth, with the establishment of Matter
Matter is expected to greatly impact portable players in the future
Sustainability will play an increasingly important role as DPP is introduced
Wearable Electronics in Germany
KEY DATA FINDINGS
Smart rings positively impact growth in wearable electronics
Competitive landscape is characterised by the emergence of new brands, especially those offering smart rings
Appliances and electronics specialists favoured for testing wearable electronics, but sales mainly take place online
Health trend expected to have a positive impact in the forecast period
Blood pressure measurement demanded in Germany, and medical certifications will play an important role
There is a major potential for wearable electronics in collaboration with AI-assisted personal coaching and counselling
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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