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These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
A top-tier choice, especially for users within the Apple ecosystem, the AirPods Pro (2nd generation) are iconic for their seamless integration, high-quality audio, and advanced features. They offer superior active noise cancellation, which is more advanced than the previous generation, creating a deeply immersive listening experience. The inclusion of Personalized Spatial Audio with dynamic head tracking provides a three-dimensional sound experience, making music and movies more engaging. These earbuds are known for their comfortable and ergonomic design, and they come with multiple ear tip sizes for a customizable fit. The model also features improved battery life and a redesigned charging case that is compatible with the Apple Watch charger, adding to its convenience. Their status as a top-of-mind product makes them a key driver of the TWS trend.
Key Product: AirPods Pro (2nd generation)
MARKET LEADER
The Samsung Galaxy Buds FE brings premium features, like Active Noise Cancellation (ANC), to a more accessible price point, making it a highly popular choice in the Brazilian market. These earbuds are designed for a comfortable and secure fit, ensuring they stay in place during daily activities. Sonically, they deliver a well-balanced audio experience with strong bass, characteristic of Samsung's sound signature. A key aspect that pushes the TWS trend is their seamless integration with the Samsung Galaxy ecosystem, allowing for easy pairing and device switching. With a combination of effective noise cancellation, clear call quality thanks to multiple microphones, and solid battery life, the Galaxy Buds FE stands out as an iconic and trendy option for Android users.
Key Product: Galaxy Buds FE
MARKET LEADER
The JBL Wave Buds are one of the best-selling TWS earbuds in Brazil, embodying the trend by offering a reliable wireless experience and powerful sound at a great value. They are known for the "JBL Deep Bass Sound," which delivers a punchy and energetic audio profile that is very popular among consumers. The design is ergonomic and comfortable for prolonged use, and their IP54 rating provides resistance against dust and splashes, making them versatile for everyday use and light workouts. The Smart Ambient technology is a notable feature, allowing users to stay aware of their surroundings when needed. With a strong battery life totaling up to 32 hours with the charging case and a quick charge function, the JBL Wave Buds are a top-of-mind product for consumers seeking quality and convenience without a high price tag.
Key Product: Wave Buds
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend exhibits strong upward momentum in search interest and significant cultural relevance due to convenience and design. While specific sales data is unavailable, the consistent growth suggests increasing market volume.
True Wireless (TWS) earbuds show a clear upward trend in search interest, indicating growing consumer demand. The technology's convenience and accessibility continue to drive its adoption.
Google Trends (12 Months)
TikTok Posts
75 posts analyzed
JBL
Menos é Mais is a popular pagode group from Brasília. Consisting of members Duzão, Gustavo Goes, Paulinho Félix, and Ramon Alvarenga, they became one of the most-listened-to artists in Brazil. They were announced as JBL's brand ambassadors for Brazil in late December 2025.
Samsung
Juliette Freire, a lawyer and makeup artist, became a national phenomenon after winning Big Brother Brasil 21. Her influence led to her being named an official brand ambassador for Samsung in September 2021.