Retail current value sales of headphones surged during 2020. With many people working or studying from home as a result of COVID-19 restrictions, a growing number of people used headphones to block out distractions and communicate with co-workers.
Apple Computer España SA will continue to strengthen its leadership position in headphones in terms of retail volume share during 2021. Its AirPods, AirPods Pro and Air Max brands are very well known to local consumers and have a very strong reputation for quality.
During 2019, e-commerce overtook electronics and appliance specialist retailers to become the leading distribution channel for headphones, and it will continue to gain retail volume share during 2021. Younger consumers in particular are increasingly comfortable shopping for headphones online, valuing the competitive pricing of e-commerce and the wide range of products on offer.
The rate of growth in retail current value sales of headphones will accelerate during 2022 and remain robust for the remainder of the forecast period, with increased smartphone use remaining a key driver of increased retail volume sales. Moreover, the work from home trend is likely to outlive the pandemic, with a growing number of office workers working outside of the office for one or more days a week on a permanent basis.
TWS earbuds will remain the main driver of growth in headphones during the forecast period, with technical innovation supporting very modest unit price growth. Meanwhile, retail current value sales of wireless earphones will decline at an accelerated pace.
Chinese manufacturers like Xiaomi are set to continue to increase their retail volume share in headphones over the course of the review period. Not only are these brands very competitively priced, they are also becoming more familiar to local consumers.
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This report originates from Passport, our Headphones research and analysis database.
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