Consumer electronics in 2025: The big picture
Volume sales of consumer electronics remain in a slight negative slump in Hungary in 2025, albeit at an improved rate than seen in the recent review period. This ongoing suppressed performance is attributed to high inflation in the first part of the year, with inflation levels raised again compared to 2024. This means consumers have been spending less on non-essential products, including consumer electronics. Rather, budget-conscious consumers have postponed the replacement purchases of such products, especially those in the higher price bracket, such as smartphones, televisions, or computers.
2025 key trends
Manufacturers of some consumer electronics have started to integrate the use of Artificial Intelligence (AI) in their products. The key aim is to enhance the consumer experience and user convenience with this technology. For example, AI is able to automatically adjust device settings based on consumers’ preferences, with personalised and specific profiles to create optimum experiences. This can mostly be seen in smartphones and laptops, although AI is also gradually being integrated into other devices.
Competitive landscape
Samsung Electronics Magyar Zrt is the leading player in consumer electronics in Hungary, thanks to its extensive portfolio which covers various categories. The company’s namesake Samsung brand is also the leading brand in consumer electronics overall. Samsung has a strong focus on innovation, with new technologies and AI being seen in smartphones, for example, alongside a focus on offering attractive designs which appeal to modern consumers. The player also invests in significant promotions, including those via social media.
Channel developments
Retail e-commerce is the leading channel in consumer electronics, having seen strong growth over the past years. Retail e-commerce is also seeing the strongest distribution growth in 2025, where other channels are losing share, albeit at a lower growth rate than seen previously. E-commerce benefits from offering convenience to consumers, enabling time-savings, efficient product comparisons, and a wide range of special offers and discounts. Moreover, consumers enjoy reading product reviews, which helps them to find the right product/s for their needs, with fast delivery options also adding to the appeal. Retail e-commerce is also being supported by the fact that most companies offer their own online shops and/or offer their products through large online marketplaces.
What next for consumer electronics?
Consumer electronics is set for improving volume and value sales over the forecast period, thanks to increasing consumer purchasing power aligned with the expected improvements in the economic conditions in the country. This will also be supported by a renewed interest in premium quality products, alongside the ongoing focus on an enhanced consumer experience.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Hungary 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 Hungary, 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 Hungary 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 Hungary?
- Which are the leading brands in Hungary?
- How are products distributed in Hungary?
- 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 Hungary
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Hungary
KEY DATA FINDINGS
Volume sales remain in a slump due to economic uncertainty
HP maintains lead, while MSI benefits from gaming trend
Retail e-commerce continues to grow as the leading distribution channel
Improving sales over the forecast period linked to the return of consumer spending power
Ongoing innovations expected in AI for computers
A stronger focus on more sustainable options for printing expected
In-Car Entertainment in Hungary
KEY DATA FINDINGS
Sales remain in slump due to strong competition from other multi-use devices
Blaupunkt and Pioneer brands remain head-to-head, as JVC Kenwood benefits from its strong reputation in audio equipment
Retail e-commerce continues to grow as the leading distribution channel
Ongoing slump expected due to cannibalisation from other devices, while in-car speakers will fare better
In-car speakers set for ongoing innovation
Integration of modern technologies could revive niche consumer interest
Home Audio and Cinema in Hungary
KEY DATA FINDINGS
Sales of home audio and cinema remain in a negative slump due to a lower need for additional devices
Samsung maintains lead thanks to support from its overall consumer electronics portfolio
Appliances and electronics specialists maintain channel lead, despite growth of retail e-commerce
Home audio and video will remain in a slump, due to overall failing interest in the category
Limited innovations expected due to lack of demand
Simplification and modern technologies to offer some relief
Home Video in Hungary
KEY DATA FINDINGS
Home video sees marginally positive volume growth and healthy value growth, thanks to consumer interest in OLED TVs
LG maintains lead, while Samsung benefits from developments in OLED TVs
Retail e-commerce continues to grow its distribution channel lead
Sales expected to pick up in line with consumers’ recovering purchasing power
Modern technologies will help to inspire innovation in televisions
The strongest focus will be on OLED TVs
Wireless Headphones in Hungary
KEY DATA FINDINGS
TWS earbuds perform well, particularly mass options
Apple maintains lead thanks to strong brand reputation and ongoing innovations
Retail e-commerce continues to grow as the leading channel
Positive sales ahead led by TWS earbuds
Innovations expected in sound and monitoring activities to rival options from smart wearables
Apple set to lead the charge in new product developments, from personalisation to the use of AI
Imaging Devices in Hungary
KEY DATA FINDINGS
Sales of imaging devices remain in a slump, due to strong competition from multi-functional smartphones
Canon maintains its marginal lead on Sony thanks to focus on innovation and strong promotions
Retail e-commerce takes over from appliances and electronics specialist to become the leading distribution channel
Sales set to remain in a slump due to ongoing cannibalisation from smartphones
Innovation will focus on enhancing comfort and convenience for consumers
Could ultra-compact and simplified cameras be the next big thing?
Mobile Phones in Hungary
KEY DATA FINDINGS
Sluggish sales due to market saturation and the rise of refurbished models
Samsung maintains strong lead thanks to ongoing innovation and strong brand trust
Retail e-commerce takes over from appliances and electronics specialist to become the leading distribution channel
Flat-positive volume sales expected, suppressed by the popularity of refurbished smartphones and declining interest in feature phones
Innovations will focus on enhancing convenience for consumers
Samsung and Apple prepare to replace physical SIM cards with a digital version
Portable Players in Hungary
KEY DATA FINDINGS
Positive volume sales thanks to the popularity of wireless speakers
Harman maintains its lead thanks to success of its JBL brand in wireless speakers
Retail e-commerce particularly well suited to sales of wireless speakers
Robust sales for portable players, driven by wireless speakers
Innovations in wireless speakers to offer enhanced convenience to consumers
Audio enhancements also expected — even in small and compact devices
Wearable Electronics in Hungary
KEY DATA FINDINGS
Small volume sales for wearable electronics, led by smart wearables
Xiaomi maintains overall lead, while Huawei leads smart wearables
Retail e-commerce holds the largest share of sales for wearable electronics
Ongoing positive sales, with smart wearables and activity watches (analogue) suiting different consumer needs
A wide variety of digital and technological advancements expected, with a focus on health-monitoring and AI
Personalisation set to appeal to consumers seeking functionality with fashion, with developments also expected in business
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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