Consumer electronics in 2025: The big picture
Following Portugal’s positive economic performance in 2024, driven by stronger private consumption supported by tax reductions, rising incomes, public and private investment under the Recovery and Resilience Plan, and a low unemployment rate, the consumer electronics industry entered 2025 in a more stable position. However, category performance varied, resulting in an overall stabilisation in volume sales. Categories that had seen a surge in 2024, such as televisions boosted by major sporting events, recorded slower growth in 2025. Conversely, segments such as laptops continued to expand, supported by technological innovation and the approaching end of Windows support in October 2025, which encouraged replacements.
2025 key trends
The smart home and Internet of Things (IoT) segment continued to gain visibility, supported by investment from companies across both consumer appliances and consumer electronics. The concept of a fully integrated smart home is increasingly resonating with Portuguese consumers, with a growing number of devices connected to enhance convenience and improve living environments. This integration now extends beyond major appliances to include consumer electronics such as wireless speakers linked to smart lighting, security systems, and climate control. According to ANACOM (National Authority for Communications), the proportion of households with connected domestic devices increased by 4.7 percentage points in 2024 compared to 2022.
Competitive landscape
Samsung remained the leading company in consumer electronics in 2025, benefiting from its broad presence across most categories, consistent innovation, frequent product launches, strong communication strategies, and a brand image associated with quality. Its portfolio strategy addresses multiple price tiers, enabling it to appeal to a wide consumer base. Nonetheless, the company continued to face strong competition from Xiaomi and Oppo in the mid to lower price segments, and from Apple in the premium tier. In 2025, Samsung introduced several new smartphone models targeting different segments, including the premium Galaxy S25 Ultra and Plus in January, both featuring Galaxy AI integration; the mid-range Galaxy A56 5G in March; and the Galaxy S25 Edge in May, a 5.8mm-thin premium device priced at EUR1,249. The company’s focus on strengthening its premium offering reflects a strategy to differentiate itself from intensifying competition in the mid and lower segments.
Channel developments
Consumer appliances specialists remained the leading distribution channel for consumer electronics in Portugal in 2025. Within this channel, Worten continued to consolidate its strong position, while Fnac gained greater prominence following its acquisition of Media Markt stores. The competition between the leading players remained intense, with both companies investing in continuous communication, targeted discount campaigns, and promotional activity to attract and retain customers.
What next for consumer electronics?
Over the forecast period, volume sales of consumer electronics in Portugal are expected to stabilise as several categories approach maturity, limiting opportunities for significant unit growth. However, the market is projected to perform more strongly in value terms, supported by rising prices and the continuation of the premiumisation trend. Faster innovation cycles, particularly with the integration of artificial intelligence, are expected to elevate performance in key categories such as smartphones, laptops, televisions, and wearables.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- 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 Portugal
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Portugal
KEY DATA FINDINGS
Innovation continues to sustain growth in computers and peripherals
Lenovo strengthens its position in the laptops segment
Retailer promotion and online channel expansion fuel category dynamism
Market growth to be driven primarily by value gains
Artificial intelligence to emerge as a replacement driver
Flexible and foldable designs to reshape product innovation
In-Car Entertainment in Portugal
KEY DATA FINDINGS
Increasingly well-equipped cars continue to suppress demand
Leading brands challenged by shrinking market
Online channel retains relative dynamism
Trend inversion not expected over the forecast period
Advanced features in luxury cars to influence mid-market innovation
Market concentration likely to intensify among leading players
Home Audio and Cinema in Portugal
KEY DATA FINDINGS
Vinyl players’ continued popularity
Category overall decline affects brands
Home audio and cinema enjoys more limited presence in retailers
Technology advancements set to continue impacting category performance
Sound quality and AI integration as a differentiator
Niche revival and collector culture to sustain specific subcategories
Home Video in Portugal
KEY DATA FINDINGS
OLED TV continues to gain ground in a maturing market
LG maintains leadership as Hisense and Xiaomi gain momentum
Specialist electronics retailers remain dominant in distribution
Category expected to face ongoing volume decline
AI integration to boost value and premium segments
Sustainability to shape future product development
Wireless Headphones in Portugal
KEY DATA FINDINGS
Wireless headphones maintain upward momentum
Xiaomi retains lead, but faces stronger competition
Specialist retailers dominate sales, online retains strong role
Technology and competitive pricing to sustain category growth
Bone conduction headphones poised for wider adoption
AI integration to deepen personalisation and ecosystem connectivity
Imaging Devices in Portugal
KEY DATA FINDINGS
Category returns to decline as smartphones replace dedicated devices
Canon maintains lead while Fujifilm records strongest growth
Electronics specialists dominate sales, supported by omnichannel strategies
Category expected to remain in long-term volume decline
AI and hybrid functionality to drive innovation
Revival trends and printing opportunities
Mobile Phones in Portugal
KEY DATA FINDINGS
Mobile phone sales growth slows despite ongoing innovation
Chinese brands consolidate share gains
Specialist retailers and online maintain strong momentum
Category expected to stabilise in volume
Innovation remains the key lever for value growth
Growth potential in second-hand and refurbished models
Portable Players in Portugal
KEY DATA FINDINGS
Wireless speakers remain the main growth driver
Leading brands strengthen their competitive edge
Electronics specialists lead while online continues to expand
AI integration to drive sales growth
Smart home adoption to stimulate demand
Innovation to focus on premium models
Wearable Electronics in Portugal
KEY DATA FINDINGS
AI-driven innovation and new launches sustain category growth
Xiaomi maintains leadership, while Apple and Samsung excel in the premium tier
Electronics specialists remain dominant as online gains relevance
Category retains strong penetration potential
Innovation to sustain value growth
Health monitoring set to drive adoption
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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