Consumer Appliances in Asia Pacific

September 2024

In addition to the problems caused by the pandemic in 2020-2022, some countries in the region (eg Japan) have also been impacted by inflation in recent years. Nevertheless, after three years of decline, positive, if extremely modest, growth was seen in 2023, with the Indian market a primary driver of these long-awaited signs of recovery. The dynamic Indian market will be responsible for 38% of new sales regionally over 2023-2028, with China, despite more modest growth, adding a further 23%.

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Key findings

China still seeing declining sales in 2023

The post-pandemic reopening of the country has not completely offset the negative impact of decreasing consumer confidence in China. The country continued to face economic uncertainties, causing a rise in consumer uncertainty about future income. This resulted in another year of declining demand for consumer appliances in China in 2023.

Localisation benefiting consumer appliances in India

Localisation is positively impacting Indian consumer appliances as players increasingly invest in building new manufacturing facilities or expanded existing ones within the country. This translates into better demand planning for players as well as easier customisation of offerings to suit local preferences, while consumers also benefit from lower prices and fewer stockouts.

Panasonic extends its product development cycle

Panasonic has made the product development cycle longer for its products. Previously, it was usually one year, which has now been extended to two or three years. This means that the development team can focus more on new features that will benefit consumers in the longer term. Ideally, it will therefore generate more meaningful product enhancements for consumers.

Energy efficiency expected to be to the fore in Indonesia

Reducing energy consumption will likely remain a key concern for Indonesian consumers when selecting which products to buy, given the high cost of electricity and with most local households having a power capacity of only 2,200 watts. Manufacturers will likely therefore be launching more energy-efficient consumer appliances to meet this growing demand, particularly important for products in regular use, such as refrigerators or air conditioners.

Scope
Key findings
Asia Pacific accounts for almost half of global sales
Personal care appliances becomes Asia Pacific’s biggest category over 2018-2023
Consumer appliances beginning to recover from pandemic and inflation
Vacuum cleaners and hair care appliances performing strongly in Indonesia
Dishwashers the most dynamic category over 2018-2023
Personal care appliances add the most new unit volume sales over 2018-2023
Another year of declining sales for China in 2023
Healthy products such as slow juicers and air fryers performing strongly in Indonesia
Appliances and electronics specialists still the main distribution channel for major appliances
E-commerce the leading channel in small appliances
Relatively high levels of concentration in consumer appliances
Panasonic adapts its sales strategy for its key products
China the main market for majority of the top 10 regional players
Midea, Haier and Panasonic remain the top three brands
Dynamic Indian market will add more than a third of regional new sales over 2023-2028
Modest growth expected in the Chinese consumer appliances market
Stagnating sales expected for Japan in the later part of the forecast period
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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