Consumers are becoming more demanding when buying technology and home appliances, increasingly evaluating whether the product justifies the investment in the medium and long term. According to NIQ's "Consumer Tech Trends 2027 , " 63% of technology and durable goods consumers are highly price-sensitive.

At the same time, 60% consider a good quality-price ratio a priority characteristic in a brand. But "being cheap" only comes in eighth place when consumers explain what they really associate with value.

Durability and quality are gaining importance.

Among the most important factors are durability, high quality, ability to make life easier, and brand trust. In other words, consumers remain attentive to price, but are willing to pay more when they identify a concrete advantage.

This trend is evident in the growth of several premium and more functional segments. Sales of robot vacuum cleaners grew by 37%, while wet & dry models advanced by 33%. In coffee machines, the market grew by 3%, but premium espresso machines increased by 20%. As for washing machines, overall growth was 6%, while models with steam functions advanced by 21%.

The same pattern emerges in other categories. Televisions grew by 4%, but models with 75 inches or more increased by 13%. In smartphones , the market grew by 11%, while devices with more than 256 gigabytes of storage advanced by 29%.

NIQ's analysis is clear: consumers are willing to trade up when they perceive a concrete benefit, whether it's greater convenience, better performance, longer lifespan, or a clearly superior experience.

56% have already postponed a purchase because of the price.

Nevertheless, despite this openness to premium products , price continues to strongly influence the decision. 56% of consumers say they have already postponed the purchase of technology or home appliances because they considered the product too expensive or because they were waiting for promotions.

Meanwhile, another 39% postponed a purchase due to doubts about quality or reliability. This shows that the postponement is not solely due to budget. Uncertainty about product quality also hinders the decision.

Guarantees, return policies, and brand reputation do indeed play a central role. Around 71% of consumers say that guarantees and return policies strongly influence their purchase, while 70% value brand reputation and 65% value reviews and opinions from other users.

In a market with increasingly longer replacement cycles, these factors become even more relevant. Consumers want to reduce the risk of regret and ensure that the equipment purchased will fulfill its expected function for a longer period.

Promotions account for 35% of annual sales.

The study also indicates that large promotional campaigns continue to have a significant impact on the sector. According to NIQ, the seven main promotional events account for 35% of the annual value of global sales of technology and durable goods. Black Friday, Prime Day, and other similar campaigns have become essential moments for higher-value categories. But discounts aren't just about buying cheaper.

During large promotional campaigns, a significant portion of consumers end up spending more than they had initially planned. Among washing machine buyers, 51% spent above their initial budget. In mobile computing, the percentage was 46%, while for televisions it reached 44%. This suggests that promotions often function as an opportunity to upgrade, rather than simply reducing expenses.

Smart glasses are growing by more than 300% in Europe.

Among emerging categories, wearables are showing some of the most significant growth. Sales of smart rings increased by 87% in value, while smart glasses grew by more than 300% in the five main European markets.

NIQ attributes this performance to the combination of technology, design , and practical benefits, such as hands-free photography, open-ear audio , real-time translation, and contextual assistance supported by artificial intelligence.

The rise in the average price of these devices also shows that consumers are willing to pay more when they perceive useful innovation.

Western Europe is expected to grow by 7%.

NIQ estimates that the technology and durable goods market in Western Europe will reach $277 billion in 2026, approximately €248 billion, representing a growth of 7%.

Eastern Europe is expected to grow by 11%, to around $50 billion, or approximately €44,7 billion.

North America is expected to grow by 3%, China by 2%, emerging Asia by 11%, and Latin America by 10%.

For the year 2026, NIQ estimates that the global technology and durable goods market will reach $1,4 trillion, approximately €1,25 trillion, representing a growth of 5,1%. Telecommunications are expected to lead growth at 8%, followed by small household appliances at 7%. Large household appliances are projected to grow by 3%, while consumer electronics and IT are expected to advance by 2%.

Consumers want fewer useless features.

Another relevant sign is that one in five consumers has already postponed a purchase because they felt the available products didn't offer sufficient reasons to replace their current equipment. Furthermore, 75% say that clear information about features and performance strongly influences their final decision.

For manufacturers and retailers, this means that innovation needs to be easily understandable. Adding more features does not, in itself, guarantee a greater intention to buy.

NIQ describes this shift through the concept of "justified consumption." Consumers no longer just ask "can I afford it?", but also "is it really worth it?".

The report is based on an online survey of 17 adult consumers in 17 markets, supplemented with sales data from NIQ's Tech & Durables division. Portugal is not included in the survey sample.