Consumer electronics in 2025: The big picture
Volume sales of overall consumer electronics in Japan are rising slightly in 2025. The local market remains deeply influenced by complex economic factors such as the post-pandemic rebound, depreciation of the yen and rising inflation. These elements are significantly shaping consumer purchasing patterns, highlighting notable sensitivity to price increases in the mid- to low-price range products. As a result, there is a marked trend towards prioritising cost-performance among Japanese consumers, who are increasingly looking for value in their purchases.
2025 key trends
In computers, smartphones, and TWS earphones, the integration of AI features is progressing rapidly. Particularly in computers, the focus is on local AI processing facilitated by Neural Processing Units (NPU), which are garnering significant attention. In smartphones, the adoption of generative AI like Apple Intelligence and Gemini is enhancing user experiences, pushing the boundaries of what these devices can do in terms of personalisation and functionality.
Competitive landscape
In 2025, Apple continues to maintain a strong presence as the leading company overall, dominating smartphones and leading wearable electronics and wireless headphones. The iPhone holds over 50% of the domestic share in smartphones, and peripherals like the Apple Watch and AirPods benefit from the player’s robust ecosystem, securing stable demand. The interoperability between Apple products and high brand loyalty are key differentiators that help the company maintain support despite price increases. Looking forward, Apple is expected to sustain its advantage in the premium segment through advancements in AI features and enhanced health management functionalities.
Channel developments
Appliances and electronics specialists is the leading distribution channel within consumer electronics overall in 2025, with the channel’s volume share falling slightly during the year. Retail e-commerce is rising fastest and is responsible for the loss of share for appliances and electronics specialists.
What next for consumer electronics?
Volume sales of overall consumer electronics are set to see marginal but persistent falls throughout the forecast period. As AI functionalities in computers, smartphones, and TWS earphones evolve, the gap between consumer understanding and needs presents a significant challenge. Moving forward, the key will be to demonstrate use cases that directly contribute to enhancing the quality of life. This approach will help bridge the gap and make the value of AI features more tangible and relevant to consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Japan 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 Japan, 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 Japan 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 Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- 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 Japan
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Japan
KEY DATA FINDINGS
Overall volume sales show signs of recovery in 2025
Boosting demand: Windows 10 EOL
Windows EOL spurs growth in business computers
Consumer perceptions the dawn of AI PCs
The impact of GIGA school concept
Continued declines for home printers amid changing traditions
In-Car Entertainment in Japan
KEY DATA FINDINGS
In-car entertainment faces persistent challenges
In-car navigation faces steepest decline
Shifts in landscape as major players exit aftermarket
Pioneer’s lead set to continue
Yupiteru may have exited in-car navigation
The value of aftermarket in-car entertainment: a future challenge
Home Audio and Cinema in Japan
KEY DATA FINDINGS
Volume sales fall as music consumption evolves in the digital age
Sony Corp maintains lead despite deep declines, while D&M sees some success
Retail e-commerce sees slowest falls
Navigating the decline in home audio and cinema
Reinventing home audio and cinema in Japan
Analogue trend offers some opportunities
Home Video in Japan
KEY DATA FINDINGS
LCDs rise as OLEDs decline in 2025
TVS Regza emerges as overall leader in home video
The decline and fall of Funai Electric
DVD and Blu-ray players set to disappear as physical media fade
The enduring appeal of televisions in the digital era
Shifts and troubles for terrestrial broadcasting in Japan
Wireless Headphones in Japan
KEY DATA FINDINGS
Rising popularity of mass TWS earbuds
Soundcore's ascent in the competitive landscape
Expansion of open wearable stereo devices
Diverse TWS earbuds and economic challenges
Finding and generating new needs
AI integration in TWS earbuds
Imaging Devices in Japan
KEY DATA FINDINGS
Digital cameras see further slight growth post-pandemic
The rise of fixed lens cameras
Embracing imperfection through nostalgic appeal
Digital cameras faces falls for forecast period
Fujifilm leverages its rich experience in analogue cameras
Transformation in digital camcorders
Mobile Phones in Japan
KEY DATA FINDINGS
Smartphone sales in recovery in Japan in 2025
Xiaomi's Rise in the Japanese Smartphone Market
Japan home to a thriving second-hand smartphone market
End of an era: Japan phases out 3G and eyes future innovations
AI as the new core feature in smartphones
FCNT's revival under Lenovo Group
Portable Players in Japan
KEY DATA FINDINGS
Decline for portable players in 2025
Challenges and saturation in wireless speakers
E-readers remains resilient in Japan
Slow adoption of smart homes hinders progress for portable players in Japan
Advancements in smart speakers with GenAI
Only minimal decline anticipated for e-readers in Japan
Wearable Electronics in Japan
KEY DATA FINDINGS
Wearable electronics sees a shift in market dynamics
Huawei's strategic shift boosts momentum in smart wearables
The rise of smart rings in wearable electronics
Wearable electronics: a staple in health management
Apple's assured leadership
The gradual rise of smart glasses
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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