Consumer Electronics in Spain

Consumer electronics in 2025: The big picture

Consumer electronics in Spain recorded another year of positive growth in 2025 following three years of retail volume decline between 2021 and 2023. This performance was supported by an ongoing surge in demand for televisions starting in 2024, fuelled by the country’s transition to a fully high-definition signal and upgrades in media infrastructure. The spike in sales was notably pronounced in the first quarter, an unusual trend given that television purchases typically peak in the final quarter of the year. Additionally, major sporting events such as UEFA Euro 2024 further boosted sales towards the end of the review period. The combination of technological advancements and consumer enthusiasm for high-quality viewing experiences played a crucial role in reversing the downward trend and setting the stage for sustained growth.

2025 key trends

Wearable electronics in Spain saw significant advancements in 2025, driven by innovation and a surge in consumer demand. The introduction of activity rings by Samsung, Amazfit, and Oura in late 2023 marked a shift towards more compact and discreet fitness tracking, appealing to users who favoured minimalist designs over traditional wristbands. This trend was complemented by the evolution of AI-powered smartwatches, which offered real-time health diagnostics, predictive analytics, and personalised coaching, fundamentally transforming how people monitored their wellbeing. The local market also benefited from the rise of budget-friendly brands, making wearables more accessible and attracting a broader audience beyond tech enthusiasts. This democratisation of wearable technology contributed to its widespread adoption and positive retail volume growth. Beyond health and fitness, wearable electronics expanded into entertainment and productivity. Augmented reality (AR) smart glasses gained traction in the gaming and workplace collaboration segments, providing immersive digital experiences that enhanced user engagement and efficiency. Additionally, wireless electrostimulation suits improved sports recovery and muscle activation, offering tangible benefits to athletes and fitness enthusiasts. These developments underscored Spain’s increasing focus on wellness, performance optimisation, and the integration of innovative technology into everyday life, positioning the country as a leader in the European wearable technology space.

Competitive landscape

The competitive landscape of consumer electronics in 2025 was significantly shaped by Xiaomi Corp, which continued to strengthen its leadership through a combination of strategic initiatives and product innovation. Driven by its leading role in smartphones, Xiaomi maintained its competitive edge by adhering to its "honest pricing" strategy, offering innovative technology at accessible prices. This approach not only solidified its dominance in smartphones but also allowed it to expand into other categories, such as wearable electronics, where it capitalised on the growing demand for health and fitness tracking devices. A key milestone in Xiaomi's strategy was the deepening of its strategic alliance with Leica, aimed at enhancing the photographic capabilities of its smartphones. This collaboration culminated in the launch of the flagship Xiaomi 14 Series at the Mobile World Congress (MWC) in early 2024, which received strong visibility and positioned Xiaomi firmly within the high-end premium segment. In parallel, Xiaomi also strengthened its focus on televisions, introducing a new range of large-format smart TVs under the Xiaomi TV A 2025 series, featuring competitive price points and advanced technologies such as QLED displays and Google TV integration. These efforts demonstrated Xiaomi’s broader strategy to diversify its consumer electronics portfolio and consolidate its footprint in the Spanish market, positioning it as a versatile and innovative player capable of challenging established brands across various categories.

Channel developments

The retail landscape for consumer electronics in Spain experienced a notable shift in 2025, with specialist stores losing ground to e-commerce and non-grocery retailers such as Fnac. The impact varied by product, with wearable electronics emerging as a particularly dynamic area where e-commerce strengthened its lead. This category was highly fragmented, especially in the economy tier, where most products were available exclusively through online marketplaces. Online sales of consumer electronics tend to see particularly significant growth during sales events and online-exclusive discounts in the final quarter of the year. The rapid rise of marketplaces such as Temu contributed to this trend, expanding quickly in Spain and becoming increasingly influential in low-cost electronics, including tablets, wearables, and TWS headphones.

What next for consumer electronics?

Over the forecast period, consumer electronics in Spain is set to maintain steady retail volume growth, driven by a replacement cycle in key categories such as televisions, computers, and smartphones following the surge in pandemic-era purchases. Pricing shifts are anticipated, with unit prices rising in segments experiencing rapid innovation, particularly AI-powered computing. AI chips are expected to become standard in mid-to-high-end laptops, significantly enhancing performance. Additionally, full-sized portable consumer electronics are poised to experience a revival, fuelled by growing demand for portable monitors and the launch of a portable TV by Create, the Spanish brand, catering to users seeking flexible and mobile solutions.