REVIEW Sound advice 8
Consumer trends, training and sustainability were hot topics at this year’s Clarity Conference. Will McGill reports.
At the recent Clarity Conference, hosted by the stressed the role of data, collaboration, and electronics and retail. Edward Jackson, Audio Manager at GfK, provided an in-depth overview of the UK audio market, emphasising that “detailed retail sales data from across the globe helps brands and retailers make smarter decisions during uncertain economic times.” He explained that GfK’s analysis includes “store-level data from retailers and manufacturer websites,” offering “real-time insights into market size and product trends,” which are vital for navigating today’s volatile environment. Despite macroeconomic challenges, such as trade tensions and market volatility, Mr Jackson pointed out that “the UK has demonstrated resilience,” with “Q1 2024, the UK economy grew by 0.7 per cent, outperforming other G7 nations.” However, consumer confidence remains cautious, around -20, with “people feeling more positive about their Mr Jackson noted that “consumer electronics sales categories are bucking the trend. “We’re seeing growth in laptops, cameras, and DIY tools,” he said, driven by consumers seeking productivity and hobbies during uncertain times.
Opportunities
Meanwhile, “TV sales, which dipped earlier, are now rebounding,” partly fueled by sporting events like the upcoming World Cup in 2026, presenting bundling opportunities. Mr Jackson’s insights into the headphones market
revealed that “about 9.7 million pairs of headphones were sold in the UK in 2024, a slight decline from last year’s peak,” but the market’s value increased to over £740 million due to “higher average prices, now around £76, up from £64 in 2020.” True wireless earbuds, especially Apple’s AirPods, dominate with “around 44 per cent of units sold.” Consumers now prioritise core features: “most focus “noise cancellation isn’t among the top priorities,” Mr Jackson pointed out. However interestingly, “younger consumers are
more willing to spend extra on features like active noise cancellation and health monitoring,” creating upselling opportunities for brands. In the soundbar segment, Mr Jackson reported a market worth roughly £134 million. “Growth is driven by models with extra features, subwoofers and rear speakers, particularly around sporting events,” he said. Despite increasing satisfaction with TV’s built-in sound, “high-end soundbars with Dolby Atmos and DTS:X are doing well,” and prices for these premium features are falling, making them more accessible.
He emphasised that “bundling soundbars and TVs remains an effective sales approach,” leveraging the natural connection between the two categories. In the broader smart home audio space, Mr Jackson pointed out that “smart speakers dominate, accounting for roughly 70 per cent of sales,” but the overall market has declined since its peak. Nevertheless, “categories like turntables and high- still growing, with brands struggling to keep up with Jackson stressed that “features like longer battery life—up to 60 hours—improved noise cancellation, and health monitoring will be key,” as the market evolves. “AI features, while only a small part, about 3 per cent of consumers cite AI as important, are expected to become more relevant,” he said. “Consumers will likely embrace AI-driven personalisation, voice control, and health insights,” opening new avenues for product differentiation. He concluded that “categories like turntables are gaining strength because consumers seek high- the importance of aligning product development and marketing with these trends.
Practical benefits
Alongside these market insights, Paul Laville, T21 emphasised the vital role of industry collaboration and continuous learning.
He explained that “understanding the real value of a Clarity membership is essential. Membership offers practical benefits such as
reduced logistics costs through carriage offers,” which can be “a lifeline for small businesses facing rising expenses.” He added that “reliable shipping, tracking, and online visibility free businesses to focus on sales,” and that “insurance packages for demonstration Mr Laville also stressed the importance of “market intelligence,” stating that “having access to accurate, early data is priceless,” as it enables retailers to “understand product trends and how customer expectations are evolving.” He noted that “many retailers don’t fully tap into this potential,” and emphasised that “good intelligence allows you to tailor messaging to attract younger demographics interested in smart speakers and turntables.”
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