Market Insights

Studies & Analyses: 28. January 2025

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Tech & Durables 2024

A Year of Recovery and Growth

According to GfK, 2024 was, economically speaking, a rollercoaster ride for the Tech & Durables sector (T&D). As the new year begins, we look back at the key factors that influenced the market over the past year.

From January to November, the T&D sector experienced a positive turnaround, ending with an increase of +1.0% in USD and +0.7% in unit sales (excluding the USA/Russia). This was a significant improvement compared with 2023, when both revenue in USD and unit sales declined by -3%. The post-COVID recovery has therefore continued, and the market has regained its footing.

Infografik zum Wachstum des Tech & Durables Markts
Infographic as PDF

Quarter 1

Strong start, challenges in the IT sector

The year began on a stable note, reaching the level of 2023. Demand for smartphones remained high. However, the IT sector (laptops, tablets, etc.) struggled due to ongoing market saturation after COVID.

Quarter 2

Slowdown, new market trends

This quarter was the weakest, falling short of 2023. But momentum began to shift as smartphone demand eased, IT sales picked up, and the Euro Cup boosted TV sales in terms of volume—though not revenue.

Quarter 3

Positive growth across all areas

The first truly positive quarter, with an increase of +0.8% in USD. Inflation improved, and interest rates were lowered further in many countries. The IT sector recorded growth again for the first time, presumably due to the start of the replacement cycle four and a half years after the COVID pandemic. All areas moved into positive territory, with the exception of Office and Consumer Electronics.

October and November 2024

Rising revenues due to subsidies

During these two months, a Chinese subsidy program for replacing major domestic appliances, consumer electronics, and IT products drove exceptional revenue growth of +5.4%. October stood out in particular, with value growth of +13%—an effect attributable both to government support measures in China and to the earlier celebration of Diwali in India, which took place in October in 2024.

October also saw the highest price increase in USD (+6%), which was due to the subsidies in China. Overall, prices from January to November were relatively stable at +0.3% in USD, but recorded a significant increase of +4% in local currency due to persistent inflation.

Outlook for 2025

We look ahead to 2025 with cautious optimism. A drastic increase in market momentum is not expected—instead, moderate, steady growth of around 1% in USD (including the USA) is emerging, which could correspond to growth of 2–3% in local currencies.

Rising demand is forecast for the IT sector, driven by the end of Windows 10 support and the natural replacement cycle following the COVID pandemic. The moderate growth trend in the home appliances segment is likely to continue, while Consumer Electronics must expect weaker demand due to the absence of major sporting events. Smartphones, on the other hand, could experience another successful year—depending on possible subsidy programs in China.

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