The tech and durables sectors continue to recover. This trend is especially apparent in the SDA categories like hair care and consumer electronic categories like digital camera and headphone product categories, which have outperformed the market as a whole. Consumers are looking for products that not only elevate personal appearance but also enhance outdoor experiences. The products referred to are therefore not limited to use at home.
Increased travel activity ensures higher demand
Travel activity has certainly recovered in recent months. This is in line with the latest United Nations World Tourism Organization data, which shows a significant increase in tourist numbers in all countries compared to the last two years, even if they are still below pre-pandemic performance.
The renaissance of travel and outdoor activities is generating demand for products that pay into a flexible lifestyle with a sense of aesthetics. For example, beauty tech categories recorded an upswing, with hair dryers growing by +2% year-on-year in 2023 as a whole and hair styling devices by +7% in value terms.
Audio products also boosted this trend: Consumers continue to value high-quality sound on the go for various activities such as phone calls, gaming, TV and streaming and, of course, listening to music. The headphones and headsets segment grew by 7% in 2023 compared to 2022. Another factor that has recently increased: Over-ear headphones in particular have been snapped up by the fashion industry and influencers as a fashion accessory. This means that not only performance but also design play a role.
Photography benefits from boom in travel
The photography sector has also benefited from the travel boom and is increasingly catering to more discerning consumer groups. The average price of digital cameras has seen an upward trend over the years as buyers opt for higher-quality products.
The category for digital cameras grew by +13% in 2023, with low sales in 2022 also contributing to this growth. This trend was seen in various segments, with action cameras and small photo printers standing out with growth of +24% and +12% respectively in 2023 compared to the previous year. The reason for this is obvious: It underscores a collective eagerness to capture and preserve quality moments, a trend that is likely to persist as travel and outdoor activities continue to regain