In 2025, retail volume sales of wearable electronics in Thailand grew by 9% to 1.7 million units. This growth was driven by heightened health awareness, increased disposable incomes, and the widespread adoption of digital technologies. The availability of more affordable and feature-rich devices also contributed to this upward trend. It is crucial for companies operating in this category to understand specific consumer spending patterns and local insights to capitalise on expanding opportunities

In 2025, retail volume sales of wearable electronics in Chile increased by 3% to total 737,000 units, continuing the positive trend observed in recent years. This growth was primarily fuelled by smart wearables, which saw significant mass adoption. Major brands such as Samsung, Xiaomi, and Apple introduced new products, while new entrants such as Honor also made a notable impact. Wearable electronics became increasingly popular as tools for training and wellness, with a diverse range of brands m

Volume sales of wearable electronics in Argentina are set to record a double-digit increase in 2025. In 2024, the economic downturn had a negative impact on the category. However, sales are recovering in 2025, driven by increased consumer disposable income, supported by GDP recovery and slowing inflation.

In 2025, sales of wearable electronics in Colombia are seeing significant volume growth, reflecting a consistent upward trend throughout the review period. This is attributed to the widespread adoption of smart wearables among Colombian consumers, facilitated by a diverse range of brands and price points that accommodate various budgets and preferences. As manufacturers continue to innovate and introduce new features, the accessibility and appeal of these devices have expanded, enabling a broade

Retail volume sales of wireless electronics are set to grow in Greece in 2025. Growth in volume sales is being driven by an increase in the penetration of smartwatches. However, the increase in value sales is set to be slower than volume growth. Despite the increase in smartwatches driving up value due to their higher selling price compared with activity bands, the average price of smartwatches is decreasing as all key players are introducing a wider spectrum of SKUs across different price bands

Retail volume sales of wearable electronics in Spain fell by 1% in 2025 to reach 2.1 million units. The ongoing decline was largely attributed to the contraction in activity bands, which remained dominated by a limited number of players focusing on sports-specific formats such as knee and chest bands. Activity bands experienced a sustained and steep decline over the review period, but the introduction of activity rings — a sleeker, more discreet alternative — began to reinvigorate consumer inter

Volume sales of wearable electronics are rising robustly in the UAE in 2025. Wearables are gaining traction as more local residents adopt health-focused lifestyles and fitness tracking habits. Awareness around wellness, heart monitoring and sleep quality contribute to growth in both basic activity trackers and more advanced smartwatches. Demand is also picking up among office workers and remote professionals who want to monitor movement and stay connected without checking their phones constantly

Volume sales of wearable electronics in Japan are rising in 2025, with activity bands posting by far the fastest growth. Wearable electronics have become essential health management devices. Following three consecutive years of double-digit growth in 2020, 2021 and 2022, the category faced a reactionary decline in volume in 2023 - a trend which continued into 2024. This downturn was primarily due to negative growth in two major product areas: smart wearables and activity watches (analogue). In 2

Wearable electronics has been one of the few bright spots in consumer electronics in Norway in 2025 with the category reporting strong growth in retail volume terms. Sales have been boosted by the emergence of new formats of wearable electronics, namely smart glasses and smart rings. These innovations represent the next generation of wearable electronics and have introduced a new dynamic to the market as well as boosting sales.

Volume sales of wearable electronics in the Netherlands are expected to decline in 2025, following a sharp peak in sales observed in 2023. Consequently, the decline is not indicative of weakening consumer interest, but reflects a normalisation after a surge in adoption. As many Dutch consumers purchased devices in 2023, following COVID-19 and a rise in health consciousness, they are unlikely to upgrade again, contributing to a slowdown in replacement-driven demand in 2024 and 2025. Nonetheless,

In 2025, retail volume sales of smart wearables in Singapore increased by 1% to reach 665,000 units. This modest growth was fuelled by the broad appeal of multifunctional smart wearables, which resonated with a diverse demographic, including fitness enthusiasts and professionals focused on managing their wellbeing. Despite a decline in the popularity of activity wearables, analogue activity watches retained a niche following due to their minimalist design. However, this was insufficient to count

In 2025, retail volume sales of wearable electronics in Vietnam saw an 8% increase, reaching 2.2 million units. This growth was driven by a heightened consumer focus on health and wellness, a trend that became more pronounced following the pandemic. Consumers in Vietnam demonstrated growing awareness of the importance of monitoring their fitness, heart rate, sleep quality, and overall wellbeing, leading to increased investment in smart technologies designed to track and improve their daily habit

In 2025, wearable electronics in South Korea is expected to decline modestly in volume terms, reflecting a mixed performance across the subcategories. The activity wearable segment, which includes activity bands and activity watches focused primarily on fitness tracking, faces a sharp decline in volumes. This contraction is largely due to market saturation, with many consumers already owning entry-level fitness devices and a diminishing pool of new users. Additionally, the incremental innovation

In 2025, volume sales of wearable electronics continued to rise, with smart wearables acting as the primary driver for this growth. This upward trend can be attributed to several key factors. First, the emergence of more affordable brands has made these devices accessible to a broader segment of the local population, whether through locally manufactured models such as Oraimo and CardoO, or imported generic products that now offer increasingly acceptable quality and features.

Volume sales of wearable electronics are expected to increase marginally in 2025, driven primarily by strong demand for smart wearables. While activity bands continue a downward trend, smart wearables, including smartwatches and smart rings, are the main contributors to the category’s growth in both retail volume and value.

Retail volume sales of wearable electronics increased in Denmark in 2025, driven by the launch of smart glasses and smart rings, which attracted new customer groups to the category.

Volume sales of wearable electronics have continued to see double-digit growth in 2025, with the smart watch (analogue) and smart wearables categories attracting the most interest. Interest from upper-income consumers in products such as Samsung’s range of smartwatches is strong as these products are not only seen as a status symbol but they are also attracting urban consumers who want to track their exercise and who also want to stay connected to answer messages and phone calls when away from t

Volume sales of wearable electronics are seeing small positive gains in Hungary in 2025. This performance is being led by the popularity of smart wearables, which offer easy accessibility and convenient use, enabling users to access different types of information quickly and as needed. Consumers enjoy pairing these devices with their smartphones, to access online information and monitor their health functions, such as blood pressure, heart rate, stress, sugar levels, and even sleep. Indeed, thes

Retail volume growth of wearable electronics in India slowed in 2024, albeit remaining in the double digits due to factors such as increasing affordability, the premiumisation trend, and a rising focus on health and wellness. Consumers are increasingly migrating from simple activity bands to digital activity watches and smart wearables, due to the marginal price difference, and the myriad additional benefits that these watches offer. The growing preference for premium products also means that th

Wearable electronics in Brazil continued to show resilience in retail volume terms in 2023, even amidst economic uncertainty and inflationary pressures, and solid growth is set to continue in 2024. Despite a turbulent economic landscape, the category has managed to thrive due to its strong appeal to consumers seeking health and fitness solutions. Smart wearables and activity watches have remained popular, particularly amongst those interested in monitoring physical activity, sleep patterns, and

Wearable electronics is expected to maintain negligible retail volume growth in Germany in 2024; however, different categories are set to experience different performances. While smart wearables, which account for nearly two thirds of volume sales, is set to see slower growth than in previous years, activity wearables is projected to decline at a slower rate than before, due to the increasing growth rate for analogue activity watches, especially due to growth for Garmin. Activity bands and digit

Wearable electronics continued to see a healthy performance in retail volume terms in 2024, supported by significantly increased purchases of activity wearables. Prevailing health and wellness trends and the high levels of convenience and functionality offered by these products attracted consumer interest. With activity bands having disappeared from the market in 2021, the leading players have shifted their focus towards smart wearables. However, the pace of their new product innovation slowed i

As consumers continue to embrace the health and wellness habits nurtured during the pandemic, there is increasing demand for wearable electronics in Hong Kong, with the latter further penetrating the local market. Demand is being mainly driven by smart wearables in the form of smartwatches, with players responding well to demands with a slew of new functions, including sensors to measure oxygen saturation in the blood, which has been well-received by the fitness community as this data can help t

Wearable electronics remains in a volume slump in Italy in 2024, although sales are improved compared to 2023 and expected to head back into positive figures over the coming years. Smart wearables is the best performer, with an ongoing focus on health and wellbeing functionality in such models.