The demand for wearable electronics in the UK has seen a positive performance in 2025, as the category grows in both volume and value terms. Activity bands and digital activity watches continue to experience a decline in retail volume sales. However, the small growth in analogue activity watches and the continued growth in smart wearables has led the overall category to enjoy positive growth.

In 2025, wearable electronics in the US is seeing a decline in terms of volume sales, with further contraction expected into 2026. This softness is linked to a maturing market, extended replacement cycles and increasingly selective consumer spending amid economic uncertainty.

Volume sales of wearable electronics increased in South Africa in 2025, driven by sustained consumer interest in health and wellness. The national trend toward healthier lifestyles remains strong, with more individuals engaging in regular physical activity such as gym workouts, running, and walking. This ongoing health consciousness has supported the expansion of wearable electronics, particularly in the sub-categories of activity watches and smart wearables. Smart wearables and activity watches

In 2025, retail volume sales of wearable electronics in the Philippines recorded 11% growth, reaching 814,000 units, primarily driven by the growth of digital activity watches and smart wearables. Notably, the latter emerged as the most dynamic performer, with a 14% rise in retail volume sales to total 408,000 units. The resurgence of running as a mainstream fitness activity, dubbed the “running era” in the Philippines, significantly fuelled demand for fitness trackers and smartwatches. This sur

Sales of wearable electronics are seeing strong volume growth in Turkey in 2025, driven by demand for all-but-one categories within wearable electronics, which are all seeing similar growth, with smart wearables showing the most dynamic performance. Only activity bands is in a small volume decline.

Volume sales of wearable electronics in Canada are expected to see a slight increase in 2025, following a decline in 2024. Activity wearables is projected to record a volume recovery, with low single-digit growth anticipated.

In 2025, retail volume sales of wearable electronics in Saudi Arabia rose by 10% to reach 2.8 million units, driven by shifting consumer priorities, rapid digital adoption, and a supportive regulatory environment. The surge in demand was particularly fuelled by next-generation smartwatches and fitness trackers, aligning with the country’s growing health awareness and digital lifestyle. Younger demographics, comprising over 60% of the population, showed a strong preference for health-focused wear

Volume sales of wearable electronics increased in 2025. Despite the challenging economic climate, wearable electronics maintained robust growth in 2025. The pandemic years sparked a deeper interest in health and wellness, and many Romanians have continued to focus on maintaining active lifestyles. Running, cycling, football, hiking, swimming, and gym workouts are now widely embraced, fuelling demand for devices that can track performance and monitor health parameters. The category also benefited

In 2025, volume sales of wearable electronics are climbing at a double-digit pace in Ukraine. A defining feature of the local wearables landscape is the widespread appeal of low-cost smartwatches that imitate the Apple Watch design. Priced between USD30 and USD100, these devices attract younger buyers and cost-conscious consumers who want a premium look without the associated expense. Although they lack the sophisticated hardware and seamless software integration of true smartwatches, they still

Volume sales of wearable electronics are set to increase in Sweden in 2025. Ongoing health and fitness trends, coupled with heightened health awareness, are encouraging households to lead more active lifestyles. This shift is fostering new interests and perceived needs, such as the ability to measure and monitor exercise performance and overall well-being. Wearable electronics meet these needs, supporting volume growth in 2025.

In 2025, retail volume sales of wearable electronics in China increased by 20%, reaching 69 million units. This significant growth can be attributed to several key drivers. Heightened public health awareness and the explosion of post-pandemic health anxiety led consumers to prioritise chronic disease prevention and daily health management. Basic health monitoring features such as heart rate and blood oxygen tracking became considered essential, making wearable electronics a staple in daily life.

In 2025, retail volume sales of wearable electronics in Mexico grew by 8%, reaching 469,000 units. This growth was primarily driven by a sustained trend towards more active and healthier lifestyles, significantly intensified by the pandemic, which increased consumer awareness of the importance of health and fitness to overall wellbeing and resistance to viruses and illness. This led more consumers in Mexico to seek out smartwatches and activity wearables, which provide daily recorded monitoring

Volume sales of wearable electronics are expected to increase in 2025. This positive trend is supported by the launch of Samsung’s Galaxy Ring, which has attracted significant attention from fitness-conscious Israelis. Due to the high level of interest in exercise and health monitoring among Israelis, the Galaxy Ring is well positioned in this market, albeit at the premium end. The product launch has helped stimulate interest, despite the challenging economic and political climate, where most co

Wearable electronics in Portugal maintained positive volume growth in 2025, driven by rising penetration as new consumers entered the category, attracted by expanding health-monitoring capabilities and greater affordability. Replacement purchases also contributed to performance, with AI-enhanced features, longer battery life, and increasingly diverse product ranges encouraging upgrades. Strong promotional activity helped brands capture attention, while innovation in health and sports tracking co

Volume sales of wearable electronics in Poland are expected to increase slightly in 2025. Growth remains modest, reflecting a market transitioning towards maturity. Polish consumers continue to value wearable devices for health tracking, notifications, and fitness motivation; however, many have already purchased basic models in previous years. As improvements in functionality slow, replacement cycles are lengthening, with many users satisfied with their current devices.

Wearable electronics is seeing robust volume growth in Nigeria in 2025. This trend is being driven by rising consumer awareness about such products, communication capabilities, and fashion trends. Furthermore, the health and wellbeing tracking functions of wearable electronics add to this appeal, as health and fitness are key areas of consumer focus for both younger and older consumers alike.

In 2025, retail volume sales of wearable electronics in France grew marginally to reach 2.9 million units, reflecting a category showing signs of maturity. After several years of rapid expansion, growth rates eased due to fewer breakthrough innovations, particularly in smart wearables beyond the Apple Watch range, and high price points that limited broader adoption. Activity bands posted the sharpest decline overall, heavily impacted by intra-category cannibalisation as consumers favoured more f

In 2025, retail volume sales of wearable electronics in Italy rose by 1% to reach 2.4 million units. While the overall category performance remained stable, this growth was the result of shifting market dynamics. Incumbent brands such as Apple Watch continued to hold strong appeal among Italian consumers, but the local market also witnessed the rise of lower-priced products from brands such as Huawei and Xiaomi. The year was marked by stagnant innovation in wearable technology, encouraging Itali

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