Overall demand for headphones has been positively impacted by the pandemic and the home seclusion trend, with the category set to record further retail volume growth in 2021 as some restrictions remain in place. The rise in video calls made from the home by employees as they participate in meetings has increased the need for greater privacy, particularly when entire households have been present for longer periods of time.
Demand for wireless headbands is continuing to increase in popularity to the detriment of wireless earphones, as they are perceived to provide higher quality sound in comparison to both wireless earphones and TWS earbuds. The share of premium wireless headbands is also increasing because these brands are perceived to offer superior noise cancellation and greater adjustability.
Harman International Industries Inc is predicted to strengthen its overall leadership of headphones in 2021 due to further retail volume share gain for its brand JBL within all three categories of wireless headbands, wireless earphones, and TWS earbuds. Major advantages of the company’s products include their responsive tactile controls, quick charging, comfort, effective noise-cancelling, long battery life, Siri, and Google Assistant capabilities.
Headphones is predicted to gain further retail volume growth momentum over the early part of the forecast period, driven by the largest category of TWS earbuds. The latter will continue to attract consumers with its compact and convenient designs in addition to perceived greater comfort levels compared to wireless earphones.
Premium wireless headbands is predicted to demonstrate the fastest retail volume growth over the forecast period, due to the perception of offering higher quality sound than wireless earphones and TWS earbuds. Its performance will also be supported by a further decline in the average unit price as an increasing number of players are likely to be attracted to its further potential for dynamic growth.
On the other hand, wireless earphones is predicted to experience further double-digit retail volume declines over the forecast period. This is connected to the significant increase in popularity of TWS earbuds.
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Understand the latest market trends and future growth opportunities for the Headphones industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category only covers products designed for retail sale and consumer usage. Products bundled for free as part of computers or mobile sales will be excluded. It includes Wireless headbands, Other wireless earphones (generally used for exercises but demand has been severely impacted as TWS earbuds connection becomes more stable and robust), and TWS earbuds. Premium Headphones are US$100+.See All of Our Definitions
This report originates from Passport, our Headphones research and analysis database.
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