Friday, Sep 17, 2021
All-wireless headsets (TWS) have been growing rapidly in the short time they have been on the market, and this trend is expected to continue this year as well. Counterpoint Research Institute on Tuesday, May 4, 2021 (May 14, 1400) presented a report on the market for all-wireless headsets in 2020, and also published its forecast for the market of these products in 2021. According to the report, despite the outbreak of COVID-19, the supply of all-wireless headsets in 2020 grew by 78% year-on-year to 233 million units. Counterpoint forecasts that the supply of these products will reach 310 million units in 2021 with a growth of 33%.
Due to the corona epidemic, the production of all-wireless headsets in China - especially in early 2020 - faced problems. But since then the situation has improved and now these products are produced at maximum capacity. Given that wireless headsets have a relatively larger share of online sales than other devices, the impact of Corona on consumer demand has been negligible. In addition, over the past year, more and more consumers have turned to buying electronic gadgets and accessories, including wireless headsets, to enhance their work or study experience at home.
According to Counterpoint experts, sales of all-wireless headsets in the lower and middle classes have grown faster than expected due to the recession caused by the expansion of the corona and the uncertainties associated with this period. This phenomenon has had an adverse effect on the performance of flagship brands as well as the average price of these products in the market.
Despite widespread vaccination worldwide, coronary fever is unlikely to subside in the short term. Therefore, the demand for high-end all-wireless headsets will remain the same, at least until the end of the third quarter of 2021. With that said, top brands (such as Apple) are expected to launch the next generation of their headsets as well as market aggression from the fourth quarter of 2021 onwards. Needless to say, the high growth of these headsets in the lower and middle categories will remain strong throughout 2021.
In terms of brand performance, there is no significant change in the market in 2020. Apple continues to dominate the market, although Apple's share of the market has shrunk to less than a third (31 percent) by the end of 2021, with about 72 million AirPods and AirPods Pro production. According to Counterpoint, Apple will remain in first place in 2021 with 84 million wireless headsets sold and 27% of the market. After Apple, Xiaomi and Samsung, with 9% and 7%, respectively, took second and third place in TWS headset sales in 2020, and according to Counterpoint estimates, the same percentages will be repeated in 2021.
JBL and QCY brands also accounted for 4% and 3% of this market in 2020, respectively, and ranked fourth and fifth. Counterpoint predicts that these two brands, while maintaining the same percentages in 2021, will remain in fourth and fifth place. These low percentages may not seem like a significant achievement, but here we are talking about a market in which there is a lot of hands, and therefore being among the top 5 brands in the world is by no means an easy task.
According to Liz Lee, senior Counterpoint analyst, most users in the TWS market are looking at Apple headsets to see what products from the American company will finally be available after a long time. . Not bad to know, the current generation of AirPods was first released more than two years ago, and it has been 18 months since the release of the AirPods Pro. We believe that this product will be one of the biggest drivers of TWS market growth from the fourth quarter of 2021 until next year. According to Liz Lee, due to fierce competition, Apple will inevitably lose market share, but thanks to its loyal customers, the pulse of the market will still be in the hands of the American company.
Liz Lee believes that with the start of the fourth quarter of this year, the market focus will gradually shift to mid-range to flagship devices. He attributes this to the positive effect of corona vaccination and improving the general mood of consumers. At that time, flagship brands, by adding advanced features and various capabilities to their new models, can increase the added value of these products in the long run. Meanwhile, lower and middle-class brands are trying to gain more market share by making their prices more competitive.