Consumer electronics in 2025: The big picture
Consumer electronics in the Netherlands is set to achieved low-level positive volume growth in 2025. This outcome is being supported by upgrades in AI-capable, health-integrated, and ecosystem-connected devices. Replacement cycles have not shortened for most categories, and several traditional segments, such as in-car entertainment, imaging devices, and home audio, continue to decline. Despite this, volume growth is being sustained by strong demand in premium segments and growth categories such as smartphones, wireless headphones, and electronic wearables.
2025 key trends
AI has become the defining feature of 2025. In smartphones, laptops, and electronic wearables, both generative and on-device AI capabilities, such as real-time summarisation, translation, photo editing, and personalised health coaching, have become key upgrade drivers. Leading brands like Apple, Samsung, and Google are now competing on the quality of AI experiences rather than just hardware specifications, signalling a clear shift in consumer expectations.
Competitive landscape
Apple Computer Benelux BV is the leading company in consumer electronics in the Netherlands in 2025, holding the leading position across key categories, including computers and peripherals, wireless headphones, mobile phones, and smart wearables. Its leadership is driven by a premium pricing strategy, deep ecosystem integration, and sustained cross-category relevance. The introduction of AI-first capabilities, enabled by Apple Silicon advancements such as the A17 Pro and M4 chips, reinforces Apple’s edge in both performance and user experience. Expansion into on-device AI with privacy safeguards, coupled with innovation in health monitoring (e.g. cognitive wellbeing, blood pressure, and temperature tracking), supports Apple’s leadership in electronic wearables. The release of iOS 19 and Siri Pro introduced real-time AI assistants and productivity features, strengthening the role of AirPods and Apple Watch.
Channel developments
Retail e-commerce remains the leading and most dynamic distribution channel for consumer electronics in the Netherlands in 2025, with further share growth expected. Performance has been driven by both dominant pure-play platforms such as Bol.com and Amazon.nl, and by the expanded digital offerings of traditional appliance and electronics retailers, including MediaMarkt, Coolblue, and Expert. Dutch consumers continue to prioritise price transparency, wide product assortments, fast delivery, and access to peer reviews, benefits that are more easily accessed online than in-store.
What next for consumer electronics?
Volume sales of consumer electronics in the Netherlands are set to record low but steady growth throughout the forecast period, supported by innovation-driven replacement cycles and expansion in select categories. While the market remains mature in segments such as smartphones, televisions, and laptops, sustained growth will come from the integration of AI-enhanced functionality, advanced health monitoring, and diversification in form factors—particularly smart rings, foldable devices, and modular laptops. Although saturation limits potential for high-penetration categories like smartphones, the shift toward AI-native models and emerging form factors such as foldables is expected to revive replacement demand. Consumer awareness and product variety are increasing, particularly in electronic wearables and wireless headphones, where features such as sleep tracking, fitness monitoring, and on-the-go AI assistance are driving broader engagement. Lifestyle trends, including hybrid work, wellness, and smart home adoption, are also prompting cross-category purchasing in audio, electronic wearables, and connected displays. Over the forecast period, leading players are expected to deepen ecosystem integration and leverage on-device AI capabilities to encourage brand loyalty and device upgrades.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Netherlands?
- How are products distributed in Netherlands?
- 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 the Netherlands
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in the Netherlands
KEY DATA FINDINGS
AI capabilities, increased performance and replacement cycles drive growth
Apple Computer Benelux BV leads, while Lenovo (International) BV posts the fastest growth in 2025
Retail e-commerce remain dominants as it becomes the most dynamic channel in 2025
Laptops is set to remain the most resilient category as desktops and tablets decline
AI-ready laptops will drive the next wave of product replacements over the forecast period
Foldable form and sustainable designs are expected to shape premium computing in the Netherlands
In-Car Entertainment in the Netherlands
KEY DATA FINDINGS
OEM integration drives a sharp decline in in-car entertainment in the Netherlands
JVC Nederland BV remains the leading player while TomTom faces challenges
Retail e-commerce remains the largest and most resilient channel for in-car entertainment
In-car entertainment sales are set to decline further amid shifting trends
Innovation is expected to be integrated, driving a deeper decline for in-car entertainment
In-car entertainment is set to pivot towards classic cars as integration becomes standard
Home Audio and Cinema in the Netherlands
KEY DATA FINDINGS
Soundbars is the key driver of growth in home audio and cinema in 2025
Sony Nederland BV retains its lead with a strong cross-category presence
Retail e-commerce leads distribution, with pure and omnichannel players leading sales
Soundbar adoption is set to rise, benefiting from TV upgrades and space constraints
Virtual surround sound innovations are set to drive growth in premium soundbars
AI-powered soundbars may emerge as the audio hub of modern Dutch households
Home Video in the Netherlands
KEY DATA FINDINGS
LCD replacements and OLED upgrades fuel growth in home video during 2025
LG Electronics Benelux NV strengthens its lead while Hisense Electric Co Ltd gains ground
Omnichannel strategies drive growth and support sales through retail e-commerce
OLED TVs is expected to drive growth as mainstream adoption increases
AI-enhanced OLED TVs is set to redefine the premium mainstream standard
Affordable OLED TVs and AI-native TVs signal a new phase of innovation
Wireless Headphones in the Netherlands
KEY DATA FINDINGS
Sales grow as ecosystem integration and hybrid lifestyles expand the use of wireless headphones
Apple Computer Benelux BV leads, while Samsung Electronics Nederland BV’s growth is fuelled by improved ecosystem integration
Retail e-commerce drives wireless headphone sales, with omnichannel playing a supporting role
TWS earbuds are set to drive long-term growth in wireless headphones
AI integration is expected to be the key innovation within wireless headphones
AI integration in TWS earbuds is set to improve the user experience and increase convenience
Imaging Devices in the Netherlands
KEY DATA FINDINGS
Player in imaging devices focus on camera enthusiasts and semi professionals
Canon Nederland NV strengthens its lead with a broad portfolio and strategic focus
Retail e-commerce drives growth due to its large selection, with consumers prioritising research and convenience
Digital cameras will face ongoing competition from smartphones
AI-enhanced features are set to be the focus of innovation in digital cameras
Next-generation mirrorless cameras to target mobile creators with pro-level features
Mobile Phones in the Netherlands
KEY DATA FINDINGS
Smartphone sales drive growth in mobile phones while feature phones record a decline
Apple Computer Benelux BV continues to lead while Samsung Electronics Nederland BV drives dynamic growth in 2025
Retail e-commerce leads mobile phone sales while experiential stores enhance customer engagement
Smartphone replacement is set to support growth while refurbished models become a threat
Foldables and on-device AI are expected to influence smartphones over the forecast period
AI-native smartphones will be the focus of innovation in mobile phones
Portable Players in the Netherlands
KEY DATA FINDINGS
Wireless speakers drive growth in portable players as consumers shift toward flexible audio use
Harman International Industries improves its lead, while Google Home records the strongest growth
Retail e-commerce dominates portable players as omnichannel remains relevant for wireless speaker sales
Growth is set to be driven by wireless speakers, as these become core audio solutions for many
Wireless speakers will evolve into central smart home hubs with advanced integration capabilities
Innovations in integrated audio solutions are set to transform living spaces
Wearable Electronics in the Netherlands
KEY DATA FINDINGS
Wearable electronics stabilises following a peak in sales during 2023
Fitbit Inc retains the lead while Apple has a strong presence in smart wearables
Retail e-commerce strengths its lead, offering consumers detailed product comparisons
Positive growth is set to be driven by smart wearables, which will focus on ongoing innovation
Health tracking and AI integration is set to broaden the appeal of smart wearables
New form factors are expected to drive interest and growth 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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