在高级耳机中获胜-全球耳机洞察 Winning in Premium Headphones Global Headphones Insights 2026

WinninginPremium

Headphones

GlobalHeadphonesInsightsJuly2026

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AImomentumoffsetsenergyshock,butinflationrisksrise

Globalmarketdynamicsbalanceeachotherouttocreatearesilientgrowthpicture,withtherealriskofthereturnofinflation

Globalmarketdynamics

Tailwinds

Trade

policy

&supply

chainrisk

Geopolitical

Tensions&

conflict

AI-driven

investment

surge

Easing

monetaryconditions

Headwinds

GlobalGDPgrowthrateremainsresilientbutsubdued

Theforecasthasbeenreviseddown-0.1ppinJulyto3.0%for2026and+0.2ppto3.4%for2027

Theworldeconomyiscontinuingtoexpandbelowpre-pandemicnormsamidongoingtrade,geopoliticalandpolicyuncertainty

IMFrevisesinflationexpectationsto4.7%,up+0.3ppsinceApril2026,drivenbyrisingenergyprices.Thisisa

disruptioninthegradualdisinflationtrajectoryfrom2022.

ConsumerconfidenceConsumerconfidencetrendshavedivergedsince2023:sentimenthasrecoveredtoaroundorabovelong-term

averagesintheUSandEurope,whileChinahasweakenedfollowingitspost-reopeningrebound.Despitethis,overallG20confidencehasremainedbroadlystablearoundneutrallevels.

Source:InternationalMonetaryFund.WorldEconomicOutlookUpdate,July2026

|OECD,June2026

|

USConsumerConfidence

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Acautiousconsumeristakinghold,shaping

moreintentionalandvalue.orientedchoices

Increasingfoodprices

Globalconflict/Escalationofcrisis/War(was#5in2024)

Economicdownturn

-3.5

+9.5

+0.6

Top3concerns

July2025

%pointchangevs.yearago

1

2

3

Consumerfinancialposition

Sentimentyear-over-year(%respondents)

39%

37%

Mid-2022Jan-2023Mid-2023Jan-2024Mid-2024Jan-2025Mid-2025

WorseoffBetteroff

34%

32%

33%32%

30%30%

25%

29%

28%

26%

30%

35%

Source:NIQMidYearConsumerOutlook2025

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Valuebeyondprice–durabilityandqualitymattermorethanthepricetag

“Howimportantarethefollowingwhenyouthink

59%agree

(+3ptsvs2023)

“Forme,themostimportantthingaboutabrandisthatitoffersgoodvalueformoney”

NIQConsumerLife2026

aboutgetting‘value’fromaproduct?“

Durability

HighQuality

Makelifeeasier

#1

#2

#3

TrustedBrand

#4

…

Inexpensive

#8

Source:NIQConsumerLifeGlobal2026,R9(global=18countries)|Question:Howimportantiseachofthefollowingwhenyouthinkaboutgetting“value”fromaproduct?Importanceofvalueofproduct/servicelastaskedin2024

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Premiumaudiobuyersarenotjustbuying

sound,theyarebuyingquality,trust,style,andease

48%

consumers

“Prefertoownfewerbuthigherqualityitems”+2ptsvs2023

ThistendencyishighestamongMillennials,followedbyGenZ

Source:NIQConsumerLife,2026

Q:J1K:Statement:Iprefertoownfewerbuthigherqualityitems(e.g.,clothes,technologyproducts):Agree–Top2boxes.Weightedcount12,827–core18countriesglobally.

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StrongUSDvaluegrowthacrosstheboardglobally,butreportedvaluegrowthlooksstrongerthanunderlyingdemandduetocurrencyeffects

Global(ex.NorthAmerica)|TotalAudio–includesPC/Office|SalesValueUSDgrowth+/.%

+4%FY2024|+4%FY2025|+12%Q12026+7%/+5%/+15%

EasternEurope

0%/+3%/+14%

.3%/.2%/+5%

WesternEurope

DevelopedAsia

+9%/+8%/+12%

b

+8%/+10%/+17%

MiddleEast&Africa

t

China

Q12026(Global)

Growthinlocalcurrencies

+5%

-1%

Q12026

GrowthinEuro

t

+17%/+0%/+4%

EmergingAsiaw/oChina

+4%/+10%/+22%

LatinAmerica

Source:GfKMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmerica,Russia)

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Audiovolumedemandisfragmenting,withgrowthconcentratedinLATAMandMEA

Global(ex.NorthAmerica)|TotalAudio–includesPC/Office|SalesUnitsgrowth+/-%

+4%FY2024|-2%FY2025|-4%Q12026+10%/-2%/-4%

EasternEurope

-3%/+0%/+0.2%

+1%/-1%/-2%

WesternEurope

DevelopedAsia

+5%/-2%/-9%

-

+10%/+1%/+7%

b

t

China

MiddleEast&Africa

+24%/-6%/-9%

EmergingAsiaw/oChina

+18%/+9%/+10%

LatinAmerica

Source:GfKMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmerica,Russia)

NQ

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Premiumizationissupportingvaluegrowthevenasdemandweakensinportableaudio

Global(ex.NA,RU)-TotalAudio|SalesValueUSDGrowth%

2024/2025Valuegrowth/Q12026Valuegrowth|Volumegrowth

-1%

-4%

-9%20242025Q12620242025Q12620242025

-1%

-4%

20242025Q126

13%

7%

4%

AudioHomeSystemsSoundbarsHeadphones+MobHeadsetsStMiniBluetoothSpeakers

17%

9%

Source:NIQMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmericaandRussia),AudioSegments–excludesofficeheadsets

NQ

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Thelast18monthshaveseenalotofpricegrowthinheadsets,butunevenlyacrossthesubsegments–wirelessheadbandsunderparticularpricepressure

Global(ex.NA,RU)Mob.StereoHeadsets|Qtrprice($USDFix)growthvsprioryear%

WiredTotal

WirelessInEar

WirelessHeadbandWirelessOpenEar<Others>

MonthlyOctober2024–March2026

90

80

70

60

50

40

30

20

10

0

-10

-20

October2024

November2024

December2024

January2025

February2025

March2025

April2025

May2025

June2025

July2025

August2025

September2025

October2025

November2025

December2025

January2026

February2026

March2026

Source:NIQMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmericaandRussia),Headphonessegments–pricedevelopmentinUSDFix

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Assegmentsmature,premiumcomesunderpressure,requiringre.invention

InWirelessHeadphones,maturesegmentsfacepriceerosion,whileinnovationisrequiredtore-establishpremium

WirelessSegments:PriceUSDFix

$120

$100

$80

$60

$40

$20

$0

2016201720182019202020212022202320242025

WirelessSegments:SalesValueMilUSD

Mature–needsinnovationtomaintainpremium

Commoditizing–price

erosionundercompetition

Emerging—innovation

tore-establishpremium

2016201720182019202020212022202320242025

12000

10000

8000

6000

4000

2000

0

oWirelessInEaroWirelessHeadbandoWirelessOpenEar

oWirelessInEaroWirelessHeadbandoWirelessOpenEar

2016

2017

2018

2019

2020

2021

2022

2023

2024

2025

W’lessinEar:Noofbrandsselling99%value

357

431

419

485

625

648

707

722

666

545

WirelessHBD:Noofbrandsselling99%value

221

206

202

218

272

283

310

306

340

362

Source:MarketIntelligenceSalesTrackingPeriod:2016-2025AudioGlobalcoverage(exNA,RU):Category:HeaphonesMobStereoHeadsets.Pricesareinfixedlocalcurrencyrates

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AsimilarpatternishappeninginWirelessIn-EarTrueWireless,the>250USDmarketis

expandingthesegment

SalesValueUSD

+10%

TotalIn-EarTW

ValueGrowth%

inQ12026

Source:GfKMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmerica).MobStereoHeadsets.

WirelessInEarTW-Global,GrandTotal

WirelessinEarTW-Global>=250

Global(ex.NorthAmerica)|WirelessIn-EarTW|ValueUSD-Growthrate+/-%

350%

300%

250%

200%

150%

100%

50%

0%

-50%

-100%

+221%

>=250USD

ValueGrowth%

inQ12026

NQ

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WirelessheadbandshasseengrowthstagnateinSeptember2025,butthesegmentisnow

clearlyexpandingintheover300USDpremiumrange–evenmoresoexcludingApple

SalesValueUSD

Global(ex.NorthAmerica)|WirelessHeadbands|ValueUSD-Growthrate+/-%

+17%

WirelessHeadbands-Global,GrandTotalWirelessHeadbands-Global>=300

WirelessHB-withoutApple

1.4%

TotalWHBValueGrowth%

inQ12026

Units:-2.7%

>=300USD

ValueGrowth

inQ12026

Units:+12%

0%

-20%

-40%

-60%

Source:GfKMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmerica)

60%

40%

20%

NQ

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OpenEar

driving

purchasesvianewusage

occasions

Differentusageoccasionswarrantdifferenttypesofheadphones

NIQ

GfkewronConsumer

InitialTriggerreasonforpurchase:GetanadditionalproductHeadphones/Headsetsbysegment:Usage:Sports/All

Jan2025–Dec2025

Usage:All

Usage:Sports

36%

23%

19%19%

17%

19%

17%

16%

OnEarwith

InEarwithCableTrueWireless*AnotherDesign

Headband

Source:gfknewronconsumer,L4QtrtoDecember2025.AnotherdesignisbeingupdatedtoOpenEarHeadphonesinthenextreleaseofnewronconsumer.

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Chinesebrandsaredrivingincrementalcategoryvalueinheadsets/headphonesviaexpansion

inOpenEarheadphones

China&USbrandshare|Headphonessegments|ValueShare%

Q12026(Jan–Mar)

Chinesebrands

havethemost

sharepenetration

inOpenEar,and

areagrowth

leaderhere

41%

3%

57%

WirelessOpenEar

$622.9m

+48%

+91%

ChinaBrandsValue%ShareUSBrandsValue%ShareOthers%

33%

66%68%

70%

OpenEar

catchingupin

sizetowireless

headbands!

53%

5%

32%

31%

26%

14%

3%0%

WirelessInEarTrueWireless

$2.41bn

+10%

-4%

WiredInEar

$198.7m

+14%

-16%

WirelessHeadband

$736.8m

+1%

+99%

WirelessInEarSemiWireless

SubsegmentsizeQ1(total)$USD

Subsegmentgrowth(total)

Chinesebrandgrowthinsubsegment

$63.8m

-22%

-8%

Source:NIQMarketIntelligencesalestrackingRegion:Globalexcl.NA,RU.RetailChannelcoverage;Period:Jan-Mar2026.ComparablePGspercountry.

PG:Headphones+Mob.HeadsetsSt.

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WiredMobileHeadsetsgrow+13%invaluedespitea5%unitdecline,highlightingcontinued

premiumization

WiredSegments

Value(Millions$USD)

WiredSegmentsUnits(Millions)

+7%

.7%

491

Growth+/-vsPY%

24

22

-5%

+13%

TotalWiredMob.StereoHS

TotalWiredPC/OfficeHS

TotalWiredGamingConsoleHS

17

16

-9%

460

239

271

+1%

201202

-10%

6

6

-18%

11

2018

Q12024Q12025

Q12024Q12025

Source:NIQMark