The Power Category Is Growing Up

Power has become part of the daily routine. We need it at home, in the car, at the airport, and between meetings. A phone running out of battery interrupts everything from navigation to work to how we pay.

That gives the category a clear purpose. It also raises the standard for the products we sell.

Working in consumer electronics and helping build INIU’s North American business reinforced a simple lesson for me: a good product needs a clear reason to be on the shelf. In power, that reason has to go beyond capacity and price.

The growth opportunity is real

Grand View Research estimates that the global power bank market reached $20.9 billion in 2025. Its current forecast puts the market at $22.6 billion in 2026 and $39.5 billion by 2033, representing 8.3% compound annual growth from 2026 to 2033.^[1]

Those figures cover power banks globally. They do not measure the entire charging category or prove that every brand is growing. They are revenue estimates and forecasts, not reported U.S. retail unit sales.

My view is that the opportunity comes from several needs happening at once: everyday backup power, faster charging, a lighter travel bag, and fewer chargers to carry. A consumer can have a working charger and still have a reason to upgrade.

For retailers, the job is to make that reason obvious.

Innovation is coming from several directions

Anker and INIU are part of a much broader competitive landscape. Pisen, UGREEN, Baseus, and Belkin are also giving retailers new ways to serve customers. The useful question is what each product makes easier.

Anker: more capable charging systems. Its Prime 160W three-port GaN charger combines multiple USB-C ports, a display, and power management in a compact format.^[2] It illustrates the opportunity to replace several adapters with one charging system.

INIU: everyday portability. The SnapGo Air combines a 10,000mAh magnetic power bank, a built-in USB-C cable, up to 45W wired output, and up to 25W wireless output.^[3] Those maxima apply to separate operating conditions; simultaneous output limits differ. The retail story is a convenient backup that gives the customer more than one way to charge.

Pisen: high-power charging across multiple devices. Its BOLT Pro 140W three-port GaN charger lists up to 140W from either USB-C port when used individually, with a different allocation when several ports are in use.^[7] My read is that products like this give Pisen a relevant role in the conversation around work and travel: fewer adapters, with charging capability matched to the customer's devices.

UGREEN: a more complete desktop setup. Its Nexode 500W six-port desktop charger lists up to 500W total output and up to 240W from one port.^[8] That is a different use case from a pocket charger. It shows how power can serve workstations and customers with several demanding devices.

Baseus: cable management built into the product. The EnerGeek GR11 combines a 20,000mAh power bank with a retractable cable and up to 145W output in its specified two-port configuration.^[9] The practical benefit is easy to demonstrate: portable charging with one less loose cable to manage.

Belkin: magnetic charging with attention to heat and usability. Its UltraCharge magnetic charger supports Qi2 25W and includes passive cooling, a kickstand, and a finger loop.^[10] It illustrates how brands can improve the experience around charging as well as the charging specification itself.

These are examples of manufacturer-listed features, not a performance ranking. My read is that the category has room for several approaches to innovation. Retailers do not need every version of the same charger. They need products that solve different problems and make the price steps understandable.

Three trends deserve attention

More capability in less space. Compact multiport chargers and smaller power banks make the product easier to carry and use. GaN is part of that story in wall charging. At the shelf, the benefit needs to be practical: which devices can this charge, and how many adapters can it replace?

Magnetic charging is becoming more capable. The Wireless Power Consortium launched Qi2 25W in July 2025, advancing beyond the earlier 15W Qi2 standard.^[4] That creates another reason to upgrade, but compatibility still needs to be explained. A 25W claim does not mean every phone will charge at 25W.

Convenience is becoming a product feature. Built-in cables, readable displays, and easier-to-carry designs remove small frustrations. Built-in cables from INIU and retractable cables from Baseus are two examples.^[3][9] These features give brands something tangible to demonstrate instead of relying on another number on the box.

The strongest product story connects the feature to a situation the customer recognizes.

Retail execution will decide who benefits

A growing category can still produce an overcrowded shelf. Too many similar products make the decision harder and force price to do more of the selling.

I would build an assortment around clear missions: everyday backup, magnetic phone charging, travel, and higher-power charging for work. Each product should have a defined role, an understandable price step, and a reason to sit beside the next one.

Packaging needs to answer the questions customers actually have. Will it work with my phone? Can it charge my laptop? Is the cable included? What happens when I plug in two devices?

That last question matters. Both INIU and Pisen list different power allocations when several outputs are used.^[3][7] A headline wattage does not tell the whole story. Clear communication can prevent the wrong purchase and the return that follows.

Brands also need to model the economics after promotions, returns, freight, and channel costs. Distribution creates access. Sell-through and contribution determine whether that access becomes a business.

Trust belongs in the commercial plan

Battery products carry a responsibility that cannot be solved with better packaging alone. CPSC published recalls in 2025 covering certain Anker A1263 power banks and certain INIU BI-B41 power banks with specified serial numbers.^[5][6]

Those notices concern identified products, not every product either brand sells. They reinforce why supplier quality, traceability, support, and recall readiness belong in a buyer conversation.

Retailers need confidence in the company behind the product. Consumers need confidence that the brand will respond when something goes wrong.

Where the category goes next

I expect power to remain an attractive category for brands that can combine useful innovation with disciplined retail execution. The need is easy to understand. The challenge is giving customers a clear reason to choose one product over another.

Anker, INIU, Pisen, UGREEN, Baseus, and Belkin each have an opportunity to make everyday power more convenient. Turning that opportunity into sustained growth requires the right assortment, clear communication, reliable supply, and economics that work for everyone in the channel.

The next stage of growth will reward brands that make the customer’s decision easier—and deliver on the promise after the sale.