The key trend during the latter part of the review period was the emergence of mass TWS earbuds. The number of brands of mass TWS wireless earbuds has increased rapidly, and the competitive landscape is becoming more fragmented.
Wireless headbands also saw strong growth in retail volume sales during the latter part of the review period, with the fact that a growing number of local consumers were either working or studying from home the main driver of this. These groups tend to favour wireless headbands because they are better at blocking out external distractions.
Wired headphones continue to account for the lion’s share of retail volume sales of headphones in Greece, and although there is migration to wireless, wired headphones are considerably cheaper, making them the first choice of most local consumers. The growing ubiquity of smartphones is boosting demand for all types of headphones in Greece.
Having surged during 2021, both retail current value and volume sales of headphones are set to decline during 2022. As the threat posed by the pandemic begins to fade and daily life normalises, many people will return to their places of work or study, depressing demand for headphones.
Mass TWS earbuds will remain the main driver of growth in retail current value sales of headphones during the forecast period, as these will remain the entry-level wireless headphones of choice for most consumers migrating from wired headphones due to their competitive pricing. Strong growth in retail current value sales of premium TWS earbuds will be driven by a growing number of consumers upgrading from mass TWS earbuds.
Demand for wired earphones is set to remain much higher than demand for wireless offerings throughout the forecast period, due to the relatively low cost of the former. The relatively poor quality of many offerings in mass TWS earbuds be a factor in this.
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Understand the latest market trends and future growth opportunities for the Headphones industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Headphones research and analysis database.
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