Memory scarcity enters a new phase in 2026: it’s no longer just about raising prices or prioritizing higher-margin contracts, but about actively controlling which orders respond to actual demand and which are “defensive”. In other words, separating genuine consumption from hoarding, the behavior where some buyers request more than needed to secure supply… and, in turn, pressure the market for everyone.
In this context, Samsung Electronics, SK hynix, and Micron Technology have begun to tighten commercial terms and to request more detailed explanations about volumes, inventory, and destinations of their memory chips. The logic is clear: when supply is limited and demand tied to data centers and AI absorbs capacity, any overselling distorts the balance and triggers a domino effect across entire sectors (laptops, TVs, automotive, or industrial electronics).
What’s changing: from “selling everything” to “demand auditing”
For years, the DRAM and NAND markets have experienced cycles: rises, falls, inventory adjustments, and renegotiations. The difference now is the tone. According to TrendForce’s analysis, the three major manufacturers are requesting some clients to provide more detailed data to justify orders: how much they actually consume, what inventory they hold, and in some cases, who the end customer is or how that memory is distributed along the supply chain.
This move has a strategic reading: if manufacturers can identify “inflated” orders before they snowball, they can allocate capacity more accurately, protect long-term relationships, and avoid artificial shortages driven by fear (or speculation).
The elephant in the room: AI and “priority” memory
The demand linked to Artificial Intelligence is not only increasing; it also competes for the same industrial attention. Part of the manufacturing muscle, wafer planning, and commercial prioritization is shifting toward higher-value memories and products for data centers. This leaves less room for “conventional” memory that fuels the bulk of consumption (PCs, mobile devices, TVs, and countless other electronics). In such a scenario, even serious and predictable buyers fall into the temptation of “hedging bets.”
It’s no coincidence that TrendForce describes this moment as a phase where order discipline becomes a market tool: preventing inventory pressure (real or fake) from pushing more players to buy out of panic.
Already visible effects: laptops under pressure and components that “cost more”
The impact is beginning to show in product scheduling. For example, in the laptop market, TrendForce anticipates a 14.8% quarter-over-quarter decline in worldwide shipments during Q1 2026, citing an uncomfortable cocktail: rising CPU and memory costs, inventory adjustments, and more conservative purchasing decisions.
Another prominent indicator is how the “weight” of memory in the cost of mass-market products is changing. In TVs, the consulting firm highlights that the cost of DRAM within the bill of materials (BOM) has increased: from around 2.5%-3% in typical models to about 6%-7% in certain configurations, ultimately pressuring prices and margins (in practice, both).
What this means for the market (and consumers)
For memory manufacturers, this shift offers two advantages:
- Reducing “noise” in demand signals, and
- Allowing them to defend margins without letting the market become unmanageable due to inflated orders.
For PC, mobile, and consumer electronics makers, the message is less comfortable: there will be less tolerance for “just-in-case” strategies. Those who cannot justify their orders with clear consumption data and realistic planning will have a harder time ensuring stable supply.
And for the end consumer, although memory is rarely listed on product labels, the direct effects are typically:
- More expensive devices,
- Fewer promotions, or
- Reduced configurations (less RAM or storage) to keep prices in check.
The hoarding paradox: attempts to protect oneself worsen the problem
Hoarding is self-reinforcing. If a company fears a memory shortage, it buys more. This reduces available stock, raises prices, and confirms others’ fears. The reaction then is to buy even more. What major manufacturers are trying to do is break this cycle before it becomes a market norm throughout 2026.
The underlying question is whether greater control will normalize demand or push industry toward more rigid, less flexible contracts with stricter conditions. And this is where 2026 could become a “year of choices”: not only in terms of technology and products but also regarding who holds real priority in the supply chain.
Frequently Asked Questions
What is “hoarding” in the memory market, and why does it raise device prices?
It’s inventory accumulation through orders above actual need. It reduces available supply, distorts demand, and often accelerates price increases in DRAM and NAND.
Why are Samsung Electronics, SK hynix, and Micron Technology requesting more detailed order information?
Because they aim to distinguish actual consumption from defensive ordering and to allocate capacity more efficiently in a market stressed by data centers and AI.
How might memory shortages affect laptop purchases in 2026?
Expect higher prices, fewer discounts, or base models with less RAM/SSD. Additionally, forecasts indicate supply pressures stemming from rising CPU and memory costs.
Which sectors, besides consumer electronics, are most affected when DRAM and NAND are scarce?
Automotive, industrial sectors, and any products with long production cycles and complex logistics: when a key component is cut off, the entire assembly line is delayed.