Worldwide, household electronic appliances represent a very dynamic market segment, accounting for a significant share of household energy demand. In Switzerland, household electronic appliances consumed 5.3 PJ (1.5 TWh) or 8.2% of the residential sector's electricity demand. According to historical trends, improved energy efficiency has been counteracting increased size, enhanced functionality and growing numbers of consumer electronics. A stock model is developed to describe the evolution of the appliances in use and the corresponding energy use. Apart from analysing past trends, we develop scenarios for the future based on simplified assumptions for energy efficiency improvement and penetration rates. We find that the competing aforementioned trends may keep the total energy demand of this product category at today's level until 2035. Our energy efficiency cost curves show that the current energy saving potential is close to 1 PJ or 18% but that the related measures are not cost-effective when taking today's perspective of a consumer who is faced with the choice among energy-efficient products currently offered on the market. Based on our findings for today's commercially available portfolio of products, it therefore currently does not seem reasonable to recommend proactive, consumer-oriented policies for household electronic appliances (such as rebates). Instead, the findings indicate that producer-oriented policy measures should be pursued, ensuring continuous R&D and implementation of energy efficiency technologies including standby loss minimization related to connected appliances and wireless charging.