Consumer electronics in 2025: The big picture
In 2025, consumer electronics in Italy was strongly influenced by overall uncertainty affecting various industries in Europe. Given that Italy does not have domestic production of most devices and relies heavily on foreign markets for hardware, retailers and brands were compelled to rethink their supply chains and strategies. The changing geopolitical landscape introduced significant challenges, leading to expected price and inventory instability. These factors contributed to cautious consumer sentiment and low retail volume growth, as many Italians were wary of challenging economic conditions and limited their spending on non-essential items, including consumer electronics.
2025 key trends
Several key trends emerged in Italy that significantly impacted the performance of consumer electronics. Firstly, the launch of PC Copilot+ in June 2024 raised expectations for sales in the second half of the year and into 2025, particularly in the business sector. This new technology, which integrates AI into computers, encouraged businesses to invest in compatible devices despite higher retail prices. The rationale was that these advanced functionalities would provide a competitive edge by enhancing employee productivity and enabling new forms of collaboration, thus justifying the initial cost in the medium term. This trend was important because it demonstrated a shift towards technology-driven business investments, which can potentially sustain growth even in uncertain economic conditions.
Competitive landscape
The competitive landscape of consumer electronics continued to be led by Samsung Electronics Italia SpA in 2025, followed by Yimi Srl (representing Xiaomi) and Apple Italia Srle. Samsung recorded growth in TWS earbuds, particularly with its Samsung Galaxy Buds, and maintained a strong position in smartphones, although its growth in portable computers slowed compared to the previous year. Apple also performed positively, driven by the success of its AirPods and iPhone, despite declines for AirPods Max headphones, and in wireless speakers with HomePod. However, Apple's premium price points, including for more accessible and basic models such as iPhone 16e, acted as a deterrent for some Italian consumers, many of whom waited for discounts before making a purchase. Therefore, Samsung's leadership in 2025 can be attributed to its balanced portfolio and competitive pricing, which better aligned with the cautious spending behaviour of Italian consumers during a period of economic uncertainty.
Channel developments
The retail landscape of consumer electronics in Italy continued to be driven by offline sales via appliances and electronics specialists, although the gap between the latter and e-commerce continued to narrow in 2025. Special events such as Black Friday saw a surge in sales across both offline and online channels, indicating that consumers did not view the separation between these formats as significant when making purchasing decisions. When buying consumer electronics, many Italians primarily search by brand, model, and technical specifications, with the retailer playing a less crucial role. This trend highlights the importance of brand reputation and product features in driving consumer choices, highlighting the need for retailers to focus on enhancing their product offerings and customer service to remain competitive.
What next for consumer electronics?
Over the forecast period, retail volume sales of consumer electronics in Italy are expected to further rise, driven by the continued relevance of remote/hybrid work practices in various industries. Work flexibility will remain a crucial factor, especially for parents managing childcare responsibilities, leading to sustained demand for home office equipment and smart devices. The increasing adoption of AI by companies will further fuel this growth, as employees will need to experiment with new technologies in safe environments and share results, generating exponential growth and new competitive advantages. Italy's demographic challenges, including a declining youth population due to low birth rates, will necessitate a focus on productivity to drive GDP growth. New technologies will play a pivotal role in this, enabling electronics brands to support the next generation of workers and contribute to the country's economic resilience.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- 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 Italy
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Italy
KEY DATA FINDINGS
Growth for computers and peripherals in Italy as replacement cycle resumes
Hewlett-Packard retains lead, despite increasing fragmentation
E-commerce remains the largest distribution channel with notable share gain
Laptops set to drive category sales over the forecast period
Leading players will continue to explore AI innovation
Microsoft will cease support for Windows 10 in 2025
In-Car Entertainment in Italy
KEY DATA FINDINGS
Demand for in-car entertainment continues to decline due to reliance on smartphones and move away from second-hand cars
New players avoid entering in-car entertainment due to falling demand
Specialists retain lead, while e-commerce makes further gains
In-car entertainment will continue to experience declines over the forecast period
Tariffs will force players to consider new routes for in-car entertainment
New car sales to potentially hinder aftersales market
Home Audio and Cinema in Italy
KEY DATA FINDINGS
Home audio and cinema continues to experience volume declines
Sony retains lead in consolidated competitive landscape
Store-based channels remain key for sales of home audio and cinema
Home audio and cinema set to experience further declines
Investment in research and development for home audio and cinema will remain limited
Innovation within home audio and cinema unlikely over the forecast period
Home Video in Italy
KEY DATA FINDINGS
Volume sales for home video marginally increase, driven by televisions
LG Electronics strengthens lead of consolidated competitive landscape
Appliances and electronics specialists retains dominance due to preference for in-person purchases of big-ticket items
Sales of home video are expected to rise, despite maturity and high penetration
Brands addressing household space constraints are set to perform well
Televisions will remain at the centre of innovation
Wireless Headphones in Italy
KEY DATA FINDINGS
Rising demand for wireless headphones driven by convenience and improving audio quality
Sony retains slim lead amid rising competition
Competitive prices and quick online product comparisons support e-commerce’s lead
Headbands and earbuds to drive future growth of wireless headphones
AI integration in wireless headphones set to increase
Italians are likely to continue focusing on health monitoring
Imaging Devices in Italy
KEY DATA FINDINGS
Demand for imaging devices continues to fall due to competition from smartphones
Nital retains lead with wide brand portfolio
E-commerce becomes dominant distribution channel for imaging devices
Sales of imaging devices will continue to decline across the forecast period
TikTok Shop launches in Italy in 2025, offering a unique sales platform
Innovation set to expand use of imaging devices in different settings
Mobile Phones in Italy
KEY DATA FINDINGS
Demand for mobile phones steadily recovers
Samsung Electronics retains lead of consolidated competitive landscape
Appliances and electronics specialists retains dominance despite e-commerce gain
Mobile phones set to gain further traction over the forecast period
Smartphones will continue to invest in premium imaging features
Brands will continue to strive to build smartphone ecosystems
Portable Players in Italy
KEY DATA FINDINGS
Volume sales of portable players marginally decline in 2025
Amazon.com Inc retains slim leadership
Appliances and electronics specialists retains lead despite further pressure from e-commerce
Wireless speakers set to drive future sales over forecast period
Streaming services set to further hamper sales of portable players
Further innovation in smart speakers likely
Wearable Electronics in Italy
KEY DATA FINDINGS
Wearable electronics experiences stable performance in 2025
Fitbit retains overall lead but continues to come under pressure from Apple
E-commerce retains dominance due to convenience of shipping small devices
Stable demand for wearable electronics to be driven by smart capabilities
Smart wearables will evolve to improve data tracking and sharing
Smart rings expected to gain popularity over the forecast period
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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