One of the most common traps we see is treating the entire audio market as a single entity. It’s not. In reality, it’s split into two categories. The first is the hypervolatile world of personal audio. Here, trends in wireless earbuds and portable speakers move like fast fashion; a feature like AI-powered noise cancellation or spatial audio can go from a differentiator to a baseline expectation in a single generation of product releases.
The second is the considered purchase, high-investment world of hi-fi. This is a marathon, not a sprint. The customer journey is longer, driven by a deep appreciation for craftsmanship, acoustic heritage, and demonstrable performance. Here, trust is the primary currency. A retailer’s authority is built over years, not months, and a single misguided product choice can damage a carefully curated reputation. Trying to apply the same strategy to both is a recipe for failure — you’ll either exhaust your hi-fi customers with fleeting trends or appear ancient to the earbud crowd.
First up is the Headphone (1), Nothing’s first-ever pair of over-ear headphones. It’s a significant move for the brand, taking them into the premium audio space to compete with established giants. True to their style, the headphones feature a distinctive transparent design but also add practical, tactile controls
(a roller and paddle) instead of relying only on touch. To ensure high-quality sound. Nothing entered into a major Partnership with KEF, the highly respected British brand, co-engineering the acoustics for the Headphone (1).
Amp up
Next up, the resurgence of vinyl. It is no longer just a trend; it’s a significant, mainstream
movement backed by hard numbers. In the UK, vinyl sales have now seen an incredible 17 consecutive years of growth, with music fans purchasing 6.7 million LPs in 2024 alone (BPI/Official Charts Company).
But here’s the modern dilemma: the very people driving this revival have built their home lives around the convenience of wireless, multiroom speaker systems. So, how do you bridge that gap?
That’s precisely the problem the Victrola Stream Onyx was built to solve. The Victrola Stream Onyx taps directly into this by offering a simple, elegant solution. In non-technical terms it’s a high-quality record player officially certified to work wirelessly with any Sonos speaker in your home.
Meanwhile, the hi-fi audio category continues to hold its ground and even grow, despite the fast shifts in other areas of personal audio. In 2025, the global hi-fi market is projected to grow from £12.4 billion to over £13.1 billion, with long-term forecasts estimating a rise to more than £22.2 billion by 2033 (DataHorizzon Research, 2025; The Business Research Company, 2025). Wired systems, prized for their clarity and fidelity, still account for roughly 68% of global revenue (GlobeNewswire, April 2025), but wireless hi-fi is gaining ground fast, particularly in residential and automotive segments.
Tune in
The UK’s own hi-fi market is expected to hit £1.1 billion by the end of the decade (Future Market Insights, 2025). This growth isn’t just being driven by longtime audiophiles; there’s a new wave of listeners who value audio quality but also want the simplicity of smart home integration, wireless setups, and even AI-enhanced tuning. Beyond the established worlds of headphones, earbuds, and even high-end hi-fi, a new form factor for portable music is quietly emerging: smart audio glasses.
The leading example of this trend are Meta’s range AI glasses. While they are known for their hands-free camera, a core feature is their ability to play music and take calls. This is achieved through discreet “open ear” speakers built into the arms of the glasses.
This isn’t about replacing headphones; it’s about creating a new category of use. The customer for audio glasses is someone who prioritises convenience and safety over critical listening. They are buying into a lifestyle where music and information are seamlessly layered onto their daily activities.
Understanding your customer’s intent is everything. Personal audio, home audio, and hi-fi are no longer just product categories; they’re expressions of identity, taste, and lifestyle. Treat them that way, and the strategy will follow. Ignore the nuance, and you’ll miss the mark entirely.
To read the published article by Rupert Cook, Marketing Director, please visit ERT
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