Consumer electronics in 2025: The big picture
Retail volume sales of consumer electronics are expected to stagnate in Greece in 2025, following growth in the previous year. Although sales are not set to fall, economic hardship and the cost of living crisis are resulting in consumers delaying purchases. There is an increase in consumer-to-consumer sales, which is also affecting demand for new devices. Technological developments are also proving detrimental to the performance of many categories. For example, the shift to streaming is contributing to a decline in key categories’ sales. Likewise, a number of categories, such as smartphones, posted strong sales increases in 2024 due to the shift to 5G devices and this has served to hinder growth in 2025.
2025 key trends
Inflation and the cost of living crisis have continued to affect the performance of consumer electronics in Greece and shape consumption patterns in 2025. Consumers are becoming more price-conscious, delaying purchases of high-ticket items, opting for second-hand purchases and refurbished devices or repair over replacement where possible. That said, trends are more favourable to premium devices, which is affecting volume growth potential as this translates to consumers further delaying replacement purchases.
Competitive landscape
Samsung Electronics Hellas remains the market leader in consumer electronics, thanks to the company’s wide product portfolio and strong presence in leading categories such as TVs, computers and peripherals, and home audio and cinema. Samsung invests heavily in cutting-edge technology, with a strong focus on smart connectivity. Its primary focus is on its premium lines, especially within TVs where the company is investing in its OLED series. In this context, it is performing more strongly in terms of value share than volume share. The company is also shifting its focus away from less profitable categories such as home audio and cinema. Within smartphones, Samsung is also heavily focused on its premium Galaxy S & Z series to compete with Apple. At the same time, the company is expanding its Galaxy A series to compete in the lower price segment. Info Quest Technologies ranks second with a strong presence in smartphones.
Channel developments
Appliances and electronics specialists like Kotsovolos, Electronet, Public, Plaisio and Germanos continue to dominate sales of consumer electronics in Greece, though the channel is expected to see further share erosion in the category during the year. Leveraging a widespread store presence with a presence across major cities that provides consumers with easy accessibility, these retailers continue to claim the highest volume of consumer electronics sales. Their key advantages over e-commerce lie in offering flexible payment options, first-hand exposure to products prior to purchase and expert advice from staff – all of these factors contribute to making them a preferred choice for high-ticket purchases, in particular. Furthermore, Klarna was introduced in Greece in 2024.
What next for consumer electronics?
Retail volume sales of consumer electronics are set to see marginal growth over the forecast period. Technological advances are unfavourable to volume growth as the need for/relevance of many product types is waning. Over the forecast period, consumers will be purchasing fewer devices, but opting for products that offer multiple functions. For example, while it was common for people to have a selection of home audio appliances at home and for out of home use, the shift to streaming music via smartphones and pairing them with portable speakers will continue to take a toll upon home audio sales. Likewise, the shift to video streaming makes the use of video players obsolete. While most Greek households still consider a TV to be an essential appliance, even this is starting to change, with single-person households, in particular, using tablets and laptops for streaming video. Maturity will take a toll on the performances of many categories as penetration is already high and there are limited developments to drive growth in new purchases. As consumers are trading up to more premium appliances, replacement cycles are also being prolonged. That said, the economic crisis is affecting consumer spending, resulting in consumers becoming more price sensitive.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- 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 Greece
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Greece
KEY DATA FINDINGS
Portability trend undermines demand for desktops
Hewlett-Packard leads, while Lenovo grows strongly
Appliances and electronics specialists maintains notable advantages
Stagnation due to maturity
E-commerce to remain dynamic
Portability to remain key
In-Car Entertainment in Greece
KEY DATA FINDINGS
Rising car ownership supports growth
B-W International Licensing benefits from wide and strong brand portfolio
Installation a key selling point
Stabilisation expected
Entry level models to retain key role
Lack of visibility for innovation
Home Audio and Cinema in Greece
KEY DATA FINDINGS
Soundbars seeing strong performance
LG Electronics out in front, but losing share
Appliances and electronics specialists dominant, but seeing share eroded
Decline expected
Lower investment from major players
Lack of innovation and declining product variety
Home Video in Greece
KEY DATA FINDINGS
OLED TVs stands out
Leaders shifting focus
E-commerce expanding rapidly
Stagnation, though consumers are set to continue to invest in TVs
Size and digital compatibility to be key
Innovation trends
Wireless Headphones in Greece
KEY DATA FINDINGS
Maturity taking its toll
AirPods the clear leader
Wireless headbands retain niche audience
TWS earbuds to remain key
New brands entering mass segment
Innovation to focus on design
Imaging Devices in Greece
KEY DATA FINDINGS
Ongoing resumption of travel and events boosts demand for cameras
Info Quest Technologies to retain lead
Consumers seeking advice from specialists
Economic environment key
Innovation in premium segment
Ongoing competition from smartphones
Mobile Phones in Greece
KEY DATA FINDINGS
Volumes set to fall, but rising interest in premium models boosting value
Samsung to hold on to lead despite growing competition from Xiaomi
E-commerce eating into appliances and electronics specialists’ share
Modest growth anticipated for smartphones
Slowdown in technological developments expected
Samsung to focus on premium lines as it faces competition from Xiaomi
Portable Players in Greece
KEY DATA FINDINGS
Wireless speakers the only bright spot
Samsung to take lead
E-commerce set to reinforce dominance
Wireless speakers to drive growth
Little potential in e-readers
Wireless speakers to be key focus of investment
Wearable Electronics in Greece
KEY DATA FINDINGS
Smart wearables driving growth
Info Quest Technologies set to extend lead
Importance of younger consumers supports strong e-commerce presence
Smart wearables to continue to drive growth
AI integration and more advanced wellness features
Potential for development of smart rings
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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