Market Overview – Electronics segment expected to close the year witha 5% increase in sales compared to 2024

Portable devices, white goods, and IT categories stood out in the first quarter of 2025

by Leda Cavalcanti

The first quarter of 2025 had a positive result for the electronics segment, considering the global context, says Mateus Rabelo, senior customer success manager for electronics and durables at NielsenIQ. “2024 was a very strong year — the sector grew 10% in sales volume, a high benchmark.Even with factors such as the trade war and high interest rates, the first quarter of 2025 recorded a 5% increase in sales.”

During the period, portable appliances stood out, growing 6% in sales, white goods were above 5%, driven by the performance of the air conditioner category, and IT products such as tablets, monitors, and headsets reached over 9% in sales. Half of those who bought tablets did so for the first time. “There is renewed interest in tablets, more manufacturers, and the product is multifunctional — used for both work and leisure,” explains Mateus.

Efficient communication should show that products in the electronics segment bring more comfort to the consumer.

Refrigerators, stoves, and washing machines recorded 5% growth in sales in the first quarter of 2025. “There is the product replacement phenomenon, which occurs every six or seven years — it’s cyclical,” the executive explains.
In the white goods category, cooktops also stood out, with an 18% sales increase. “It’s a national trend, related to compact housing,” he adds.

Outlook

Estimates indicate that the electronics segment should close 2025 with an increase in sales volume compared to 2024. “It’s important to pay attention to the global and local context, as well as keep an eye on indicators. The last quarter of the year is decisive for the final balance. Our outlook is for the market to expand by 5% overall,” says Mateus.

There are categories that continue to show growth trends. Such is the case with fans, expected to grow by more than 9% in the first quarter of 2025; food preparation appliances, blenders, and food processors, which saw a 9% increase in the first quarter of 2025; and also humidifiers, mini ovens, shavers, trimmers, and hair dryers.

The electronics segment competes with a variety of categories, such as tourism, for example — which is why it’s very important for companies to have efficient communication, showing that their products solve everyday household problems. “This brings more comfort to the consumer, who is adjusting their budget to the economy,” Mateus explains.

Source: Eletrolar News Ed. 167