FROM RED TO BLACK NUMBERS

– In 2025, consumer electronics and electrical household appliances were sold for 37.3 billion Norwegian kroner, an increase of 1.4 percent from the previous year, says CEO Jan Røsholm of the Electronics Industry Foundation.

The industry turnover soared during the pandemic, with a growth of 18 percent and a total turnover of 42.3 billion kroner in 2020. The growth continued in 2021, with 3.1 percent to a record high of 43.6 billion kroner, before the market fell three in a row from 2022 to 2024, with 8.3 percent, 5.8 percent, and 2.6 percent.

– The figures for 2025 show that we are now back to the level before the pandemic, and that people are not as affected by uncertainty due to the low krone exchange rate, high interest rates, and the globally uncertain situation as in previous years. A slight improvement in the housing market also positively affects the sales of large electrical household appliances, says Røsholm.

White goods and small appliances 12.24 billion

The Electronics Industry Foundation's figures show the total value for consumer electronics and electrical household appliances, including sound, image and multimedia, large and small electrical appliances, mobile phones and data equipment for the consumer market.

The largest category in the statistics is electrical household appliances. Here, sales in 2025 amounted to 12.24 billion Norwegian kroner, an increase of 6.5 percent.

– This is a strong increase, after a small increase in 2024 of 0.7 percent, says Røsholm.

Small electrical products increased by 7.6 percent in value and 2.9 percent in volume, while the corresponding figures for white goods are 6.0 and 4.5 percent.

– The average price thus increases for both categories, says Røsholm.

Two-thirds white

In 2025, white goods account for two-thirds of sales, with 8.22 billion kroner, while small electrical products account for one-third, with 4.02 billion kroner.

In 2025, 1.23 million white goods were sold, and of these, washing machines constitute the largest group.

– 224,000 washing machines were sold compared to 212,000 the previous year, an increase of 5.5 percent, says Røsholm.

The small electrical appliances are increasing less than in 2024, when the volume growth was as high as 9 percent. In 2025, the personal care category performs best, with an increase of 8 percent, while kitchen products decrease by 4.5 percent. Among kitchen products, air fryers remain popular, with an increase of 67 percent, to 120,000 units.

Electric toothbrushes are the largest product group within personal care, with 277,000 products sold.

– Vacuum cleaners remain popular, and robot vacuum cleaners increase by 23 percent to 130,000 products, says Røsholm.

Mobile and tablets 10.1 billion

Mobile phones and tablets are the second largest main category, with a turnover in 2025 of just over 10.1 billion kroner. This is an increase in turnover of 1.5 percent, while the volume decreases by 50,000 to 1.15 million mobile phones.

– Norwegians often choose flagship models when buying mobile phones, which is why there is an increase in turnover despite a slight decrease in volume, says Røsholm.

At the same time, a consumer survey conducted by the Electronics Industry Foundation at the beginning of the year with Norstat shows that we keep our mobiles longer than before. The average lifespan in 2025 was around 3.5 years, which is ten months longer than in 2020.

Sound and vision 7.3 billion

TVs make up by far the largest part of the category within sound and vision products. TV sales increased for the second year in a row to 332,000 units, an increase of 4.7 percent. In addition, screen size is also increasing, and 53 percent of the TVs sold are now larger than 56 inches.

– We are buying larger screens, and more and more people are now choosing a 65-inch or larger for the living room, says Røsholm.

The larger screens are often more expensive than the smaller ones, and thus the turnover for the audio and video category also increases by 10 percent to 7.3 billion kroner.

INDUSTRY FIGURES

Behind the industry figures is the Foundation Elektronikkbransjen, with chief financial and administrative officer Hans F. Johansson and managing director Jan Røsholm, in collaboration with the subgroups for sound and image, multimedia, electrical household appliances, and mobile phones. In addition, key players in the industry are consulted.