GfK participated in the Consumer Electronics Show (CES) 2022 to provide the main insights for retail and the industry.

In the technology market, the durable goods segment is very likely to record higher revenue growth, as are the health and sustainability segments that are trending upward. The offer of Premium category items must also remain on the horizon of the industry and distribution, to adapt their product portfolios in the medium and long term and satisfy consumers.

Main trends for retail trade.

“CES 2022 has already made great strides towards the Metaverse, the most discussed topic throughout the event,” said Jan Lorbach, Global Strategic Insights at GfK. “With the combination of Augmented Reality, Mirror Worlds, Virtual Worlds and real life, the companies that participated in this year's edition brought to their physical and remote stands not only functions and concepts, but also practical experience.”

Sustainability is already part of all brand presentations and launches and something ingrained in the business as a whole. There was progress in the creation of new concepts and less in products, such as investments in circular economy, carbon reduction or neutralization, reverse logistics and the use of new resources, such as the QR code for virtual access to stands.

Electronics are intended to improve performance rather than to introduce unique novelties, driving new gadgets like portable projectors, robotics and pet technology. Televisions prioritize image quality - including 8K - and size; Gamers gain strength with exclusive monitors, laptops and platforms.

Smart homes are gaining options and are on people's radar. Security products such as door and window locks; lamps and lighting accessories and faucets acquire super premium options, with remote and voice connection, motion and temperature sensors. Vacuum robots achieve functions such as ultraviolet light, automatic dirt extraction, mopping and even vacuuming.

In health and beauty, the industry shows that there is a lot of room to innovate and improve the market, with products such as air purifiers, women's health care, baby monitors, strollers and products to improve sleep quality and skin.

CES 2022 and the Metaverse

CES 2022 had to undergo adaptations. After two years it was again in person but with the increase in Covid-19 cases and the Omicron variant, many companies opted for virtual participation, with presentations and stands that were accessed by QR code, with virtual reality and 3D technology. A strong indication that The Metaverse could be a big step in bringing many more people to events, with less costs and providing a complete experience, even from thousands of miles away.

With the Metaverse, everything that is possible in real life will be possible in virtual life, such as gathering friends virtually and playing chess on a physical board.

Opportunities for industry and commerce range from merchandising to building stores and even selling virtual items. Customers can purchase real items as they do today in an online store, but with the opportunity to experience the functionality of the product without physically entering the store. Physical retailers could have the opportunity to transfer an item to a purpose-built environment and virtual private rooms.