Top Trends Shaping Tech and Durables Spending in 2025

NielsenIQ released its State of Tech & Durables (T&D) Report, spotlighting critical trends set to drive growth in the sector. As brands prepare for a year of evolving consumer preferences, the report identifies affordability, convenience, sustainability, and AI-driven engagement as central to meeting consumer expectations.

According to the report, 67% of consumers are likely to try a new product if it is affordable while 70% are open to purchasing sustainable, energy-efficient products when priced reasonably. The market saw a 55% increase in sales for robot vacuums with dual wet-and-dry capabilities in 2024, showing a demand for multifunctional products.

The report also highlighted that users are getting more open to artificial intelligence solutions. 40% of consumers are now willing to use AI-driven recommendations for everyday shopping. The market also saw a 33% increase in sales of high-storage smartphones, reflecting the demand for high-performance, connected devices.

NIQ says that six trends reveal key pathways for brands aiming to capture market share in 2025:

1. Affordability and Value-Driven Purchases

Consumers are more focused on affordability than ever, with 67% indicating they’re willing to try new products if they’re affordable. Furthermore, 70% of consumers would buy sustainable and energy-efficient products at a reasonable price. This trend represents a major opportunity for brands that can deliver budget-friendly, yet durable options. 

2. Convenience and Multi-functionality in Demand

Time-saving, multifunctional products are driving T&D growth, as seen in a 55% sales increase for robot vacuums with dual wet-and-dry capabilities. T&D brands should look to offer products that combine convenience with performance, catering to consumers who seek practical solutions in their daily routines.

3. Health & Wellness Technology on the Rise

Health-oriented tech is becoming mainstream, with sales of wearable devices rising by 3% year-over-year. As consumers integrate health, wellness, and hygiene-focused products into their lives, brands that can embed these features will stay relevant. Smart home products like air purifiers, thermostats, and connected fitness devices are leading this charge.

4. AI and Smart Connectivity in Consumer Purchases

The report highlights the growing role of AI in consumer decision-making. With 40% of shoppers open to automated recommendations, there’s significant potential for T&D brands to use AI to deliver personalized product experiences. Connectivity is also key, as evidenced by a 33% increase in smartphones with high storage capacities, showing consumer preference for high-performance, connected devices.

5. Sustainability Takes Center Stage

Sustainability is a deciding factor for many consumers, with over half willing to pay a premium for eco-friendly products. Durability, energy efficiency, and sustainable materials are top considerations, indicating that brands prioritizing these aspects will have a clear advantage.

6. The Importance of Omnichannel Experiences

Online sales now represent 36% of global T&D revenue, driven by markets like China, Europe, and Latin America. As more consumers use a mix of digital and in-store channels, T&D companies must deliver seamless omnichannel experiences to capture this demand. Interactive features, such as AR, resonate particularly well with Millennials and Gen Z, with over one-third interested in AR-assisted shopping.

“For T&D brands, 2025 will be about delivering value through meaningful innovation,” said Julian Baldwin, President of Tech & Durables at NIQ. “Consumers are cautious, yet willing to spend on products that cater to their needs for convenience, sustainability, and health. By prioritizing these attributes, companies can strengthen their market position and drive growth.”