Omida has reported the smartphone market analysis of Europe for Q1 2026, where Honor has appeared as one of the fastest-growing brands in the specific segment. The company’s overall sales have increased by 60% in the first quarter of this year.
As per the report, the European smartphone market in Q1 2026 has grown by 2% with 33.0 million units. The market showed stability despite the growing supply-side costs and increasing risks of the memory availability challenges.
Samsung has topped the market with 12.6 million units in the first quarter this year. It has scored 38% share with 3% increment in the annual growth. Apple has ranked second with 8.8 million sales and 26% of the market share + 9% YoY progress.
Xiaomi has secured third position in the European smartphone market listing with 4.5 million shipments and 14% share. Though it is seeing a fall of 15% year-over-year.
Motorola is in fourth spot, while OPPO has ranked fifth. Even though Honor has secured the sixth position in the smartphone market of Europe, it is said to see the highest shipment growth in Q1 2026.
(Image Credits: Omida)
Omida says:
“HONOR, ranking sixth, was the fastest-growing vendor among the largest players, with shipments increasing more than 60% compared to 1Q25. Honor’s growth is underpinned by its portfolio being expanded further down the price tiers.”
The report adds that the demand is quite healthy in the European smartphone market as shipments were boosted by the ongoing replacement wave alongside channel partners expanding their inventories.
As a result, the first quarter of this year delivered beyond expectations, but the outlook remains bearish as the rapidly escalating memory challenges are getting worse. Runar Bjorhovde – Principal Analyst at Omida said:
“Omdia forecasts shipments into Europe to decline 12% in 2026, but the majority of this will come in the second half of the year. We expect inventory levels to remain above normal as long as the trajectory points to future steep price increases.”
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