More and more discreet and more and more present in our ears. Since the beginning of the year and until last August, 2.315 million wireless pairs have been sold, according to data from the GfK institute. Sales of “true wireless” have thus increased by 6% this year. Their average price fluctuates around 90 euros with models that start around 30 euros and go up to 400 euros for premium brands like Bowers & Wilkins or Bang & Olufsen. For a total turnover close to 210 million euros. All this in a delicate context of shrinking sales of other high-tech products and reduced purchasing power.
In a position of strength in this market that appeared 6 years ago, Apple and its iconic AirPods claim 53% market share but are losing ground a little compared to 2021 (57%) and especially to 2020 when the Californian brand was untouchable. (66%).
In the wake of the Apple brand, few brands benefit from it apart from JBL and its mid-range models which take 10% of sales. Apple’s real competitor peaks at 14% and consists of… 190 references with unknown brands and sometimes more or less well-made copies of AirPods, the latest iteration of which was unveiled during the back-to-school keynote.
Samsung reaches 7% with its Galaxy Buds “but they are often sold in a box with a smartphone, which distorts the figures”, mocks the representative of a competitor. In the rest of the French Top 10, Sony takes 5% while Jabra climbs to 3.6%. The American manufacturer Bose (2.9%) is neck and neck with Beats (2.5%). Finally, the two Chinese brands Huawei (1%) and Xiaomi (0.8%) bring up the rear. The various end-of-year offers during commercial events such as Black Friday or the end-of-year celebrations should marginally modify this stable situation.