Consumer Electronics and Appliances Brand Partnerships Address Key Trends: CES 2023

March 2023

As sales in consumer appliances and electronics moderate, brands must differentiate by delivering on key trends in the highly consolidated industries. Sustainability and connectivity remain key areas of investment, and wellness has emerged as a key trend accelerated by the pandemic. Effective brand partnerships can creatively and efficiently improve sustainable practices, enhance functionality of connected devices, and support consumer wellness, driving sales through value-add differentiation.

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Key Findings

Consumers are interested in smart technology, but devices and systems must contribute real value to consumer wellbeing

In a time when technology penetrates almost every aspect of consumers’ lives and consumers report increased stress levels when engaging with technology, brands must design devices and systems supporting consumer wellness to drive demand. Product categories that support wellness, such as fitness wearables, are projected to experience strong sales growth over the forecast period as they encourage healthy behaviours, monitor health metrics and assist those with mobility limitations. Additionally, technology can support wellness through the simplification of tasks. For example, robotic vacuum cleaners that avoid and inform users of pet waste provide time savings and contribute to a more hygienic home environment.

Implementing sustainable practices at a faster pace than competitors enhances brand reputation and potential market share

In regions with developed economies, household ownership of appliances and electronics is high, and brands can differentiate their products and systems in a crowded market through improved energy efficiency and reduction of waste, pollution and emissions from the use and disposal of the device. When consumers are looking to upgrade their devices, companies that offer advanced energy monitoring connected apps and energy-efficient products may gain market share in highly consolidated industries through the first-mover advantage, bolstering the brands’ reputation by appealing to the consumer’s desire to live a sustainable lifestyle, and offering significant cost savings to competitors.

Brand partnerships allow brands to touch multiple points in consumer systems, differentiating products in highly consolidated industries

One of the potential benefits of partnering with another brand is increasing the number of points touched within consumer systems, enhancing the value of the good to the consumer, and differentiating the product from competitors that develop products from a siloed perspective. For example, the number of partnerships between smart cooking appliances and meal kit delivery services has proliferated as the partnership makes eating healthily convenient for consumers. Users choose from a selection of nutritious recipes, have the ingredients delivered to their home, prepare the meal with pre-proportioned ingredients, set cooking settings using the smart appliance, and receive auto-deliveries for future meals, reducing efforts significantly.

Following a correction in sales in 2022, moderate growth is projected in the forecast period
Manufacturers target the premium consumer to drive growth over the forecast period
Brands utilise partnerships to lead the market in sustainability, connectivity and wellness
Brands use partnerships to implement sustainable practices throughout the product lifecycle
Brands use partnerships to enhance the value of connected devices to consumers
Brands use partnerships to build products and systems that support consumer wellness
Sustainability: Panasonic partners with ERI, Redwood Materials and MRM to reduce waste
Panasonic’s partnerships enhance supply chain circularity and reputation for sustainability
Sustainability: Samsung partners with Patagonia to reduce microplastics released into oceans
Samsung secures sustainability clout with Patagonia partnership
Connectivity: TCL partners with Samba TV to bring the next generation of smart TVs
Case Study: TCL transforms TV viewing experience with Samba TV’s advanced AI features
Wellness and Connectivity: Labrador partners with Amazon to provide at-home assistive care
Labrador improves functionality of personal robot with Amazon integrated voice assistant
Wellness and Connectivity: LG Electronics and SleepWave help users get a better night’s sleep
LG enters growing sleep aid tech space with SleepWave’s advanced sleep assistive features
Key takeaways for consumer appliances and electronics brands

Consumer Electronics

Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.

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