USB Wall Charger Demand Consolidates among European Individual Buyers, EU’s Standardization Emphasis to Impact Future Trajectory

USB wall charger

Mr. Nandini Roy, Senior Consultant – Retails & Consumer Goods at Fact.MR discusses latest trends shaping Europe’s USB wall charger marketplace


Significant reliance on mobile phones and consumer electronics that utilize USB wall chargers for their battery operations continue to present a lucrative landscape for USB wall charger market. However, the market remains highly fragmented owing to the presence of several small and mid-sized players as well as the introduction of various types of USB wall chargers.

Europe remains the second highest consumer of USB wall chargers with a large pool of smartphone subscribers and consumers of electronic devices. However, the market is expected to witness the impact of EU’s ‘one mobile phone charger for all campaign’ in the coming years.

What is the ‘one mobile phone charger for all campaign’ proposed by the European Commission?

According to the EU data, changes in the compatibility of chargers have led to piling of old chargers at EU consumers’ houses generating an electric waste of almost 51 thousand tons every year. To respond to the situation, the European Commission had facilitated an agreement regarding the adoption of a common charger for data-enabled mobile phones in the EU. While the memorandum has witnessed significant ebbs and flows in the adoption of adoption of universal charger concept since its introduction, European Commission continues to emphasize on the introduction of standardized phone chargers, thereby creating a state of limbo for small manufacturers as well as industry titans such as Apple.

What changes are expected in the future in the landscape of USB wall charging devices in Europe?

While European Commission has been emphasizing on the adoption of standard charging devices, after a long hiatus since 2009 when only a handful of manufacturers signed the memorandum of understanding towards harmonization of their charging devices. After the memorandum’s expiry in 2012, apart from Apple, all the new smartphone manufacturers had introduced USB wall chargers. Recently, EU has again mentioned the need for action on common mobile phone chargers in the wake of unsatisfactory progress in the area of voluntary adoption of standard charging devices taken by companies that signed the memorandum in the past. The European Commission is expected to introduce a study of impact assessment related to the evaluation of costs and benefits of different types of charging device type options.

Where does the demand for USB wall chargers remain concentrated in the region?

EU4, the big fours of Europe present highest demand for USB wall chargers. Economically as well as infrastructure-wise, the countries including the United Kingdom, Germany, France and Italy portrays significant growth which in turn accounts for consumer pool with purchase capacity to buy smartphones and other electronic devices that require USB wall chargers.

Which type of USB wall chargers have higher adoption rate in Europe?

Majorly the consumer pool of USB wall chargers in Europe is dominated by individual buyers who prefer to carry a personal charger or portable charging devices. As the number of individual smartphone owners continues to rise in the region, demand for chargers with 1 USB port remains higher as compared to other types such as dual or multiport USB wall chargers.

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