NIQ report highlights key 2025 trends in technology and consumer durables spending

NielsenIQ (NIQ), the leader in consumer intelligence, released its State of Tech & Durables (T&D) report, which examines the key trends that will accelerate industry growth. As brands brace for a year of shifting consumer preferences, the report identified affordability, convenience, sustainability and AI-powered interactions as critical factors in meeting consumer expectations.

The most important highlights of the report

67% of consumers are willing to try a new product if it is affordable.
70% are responsible for purchasing open, sustainable and energy efficient products when the price is appropriate.
55% increase in sales of vacuum cleaner robots with dual wet and dry functions in 2024 shows the demand for multifunctional products.
40% of consumers accept AI-powered recommendations for everyday shopping.
The 33% increase in sales of high-capacity smartphones reflects demand for powerful, connected devices.
Online sales now account for 36% of global sales of technology and consumer goods, particularly in China, Europe and Latin America.

The top trends for 2025

Affordability and Value-Driven Purchases:

More than ever, consumers are concerned about affordability: 67% are willing to try new products if they are affordable. 70% of consumers would also buy sustainable and energy-efficient products at a reasonable price. This trend creates a significant opportunity for brands that offer affordable and At the same time, offering long-lasting options.
Convenience and multifunctionality are in demand:

Time-saving, multifunctional products drive growth in technology and consumer goods. This shows the 55% increase in sales of robot vacuum cleaners with dual wet and dry functions. Technology and consumer goods brands should offer products that combine comfort with performance and appeal to consumers seeking practical solutions for everyday life.
Health and wellness technology on the rise:

Health-oriented technology is becoming mainstream: Sales of wearables are increasing by 3% compared to the previous year. As more consumers incorporate health, wellness and hygiene products into their daily routine, brands that can provide these features will remain relevant. Smart products for the home such as air purifiers, thermostats and connected fitness devices are at the forefront.
AI and intelligent connectivity in consumer purchases:

The report confirms the growing role of AI in consumer decision making. With 40% of customers adopting automated purchase recommendations, there is significant potential for technology and consumer goods brands to use AI to deliver personalized product experiences. Connectivity is also an important factor. This is illustrated by the 33% growth in high-capacity smartphones, reflecting consumer preference for powerful, connected devices.”
Sustainability in focus:

The issue of sustainability is a deciding factor for many consumers: more than half are willing to pay a higher price for environmentally friendly products. Durability, energy efficiency and sustainable materials are top priorities, and brands that prioritize these aspects have a clear advantage.
The Importance of Omnichannel Experiences:

Online retail now accounts for 36% of global sales of technology and consumer goods, led by markets such as China, Europe and Latin America. As more consumers use a combination of digital and physical sales channels, technology and consumer goods brands must develop seamless omnichannel experiences to meet this demand. Interactive functions such as augmented reality (AR) are particularly popular among millennials and Generation Z: more than a third of them are interested in AR-supported shopping.

“For technology and consumer goods brands in 2025, it will be about creating value through meaningful innovations,” reports Julian Baldwin, President, Tech & Durables at NIQ. “Consumers are leaning towards caution, but are signaling their willingness to pay for products that meet their expectations for comfort, sustainability and health. By prioritizing these product features, companies can consolidate their market position and promote growth.”

Why these trends are crucial for 2025

Consumer preferences provide key paths for brands looking to capture market share in 2025. With a focus on affordability, sustainability and convenience, technology and consumer goods providers can respond to the ongoing shift in consumer expectations and accelerate their growth. AI and intelligent features will further improve the shopping experience and give brands more options to reach tech-savvy consumers.

To learn more, download the “Innovate to elevate: Driving Tech & Durable Spending in 2025” report here.

About NIQ:

NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering a comprehensive understanding of consumer buying behavior and identifying new paths to growth. NIQ merged with GfK in 2023, uniting the two industry leaders with unparalleled global reach. Today NIQ operates in more than 95 countries and covers 97% of GDP. With a holistic view of retail and the most comprehensive consumer insights, delivered with advanced analytics across cutting-edge platforms, NIQ delivers the Full View™.

For more information please visit www.niq.com

About the State of T&D Report:

The annual NIQ report on the technology and consumer durables segment, Innovate to elevate: Driving Tech & Durables spending in 2025, is based on the latest analyzes and forecasts from NIQ’s leading experts in technology and consumer durables, innovation, consumer behavior, omnichannel and market measurement. This report provides readers with the full view^TM^{on purchasing behavior and future demand.}

The source language in which the original text is published is the official and authorized version. Translations are included for better understanding. Only the language version that was originally published is legally valid. Therefore, compare translations with the original language version of the publication.

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