The Small Domestic Appliances (SDA) market in Singapore, Malaysia,
Indonesia, Vietnam and Thailand in the last 12 months totalled more than
804 million USD, up nearly 6 percent in value year-on-year, according
to GfK retail audit findings.
The growth is greatly
contributed by consumers buying nearly 1.6 million more small household
appliances such as food preparation appliances, irons, rice cookers and
vacuum cleaners compared to the previous year, Tuoitrenews quoted the
market research company as saying.
All five markets
registered incremental value growth in the range of 1 and 12 percent,
with Thailand exhibiting the strongest jump, followed by Indonesia
at 8 percent.
Thailand is also the country with
the highest consumption level as consumers there spent more than 235
million USD on over 9 million units of these appliances, contributing to
nearly a third, or 30 percent, in value and volume to the combined SDA
market in the region.
“The increasing affluence of
households, on top of the rising need for convenience has brought about
an upgrading phenomenon which we are witnessing especially in developing
countries,” noted Jasmine Lim, Account Director for Home
Lifestyle in GfK Asia.
“In recent times, our findings
have shown escalating sales of higher-end appliances – indication of
consumers having greater purchasing power and are switching from buying
basic models to the more sophisticated product ranges,” said Lim.
European brands are registering rising presence in four of the five
countries with one in every three food preparation appliances, vacuum
cleaners and irons sold in the region being of continental origin. This
has made European manufacturers the dominant contributors to the total
sales value in the respective categories.
Among all the
small domestic appliances, the region’s consumers purchased the most
rice cookers. Over 13.8 million units were sold in the last 12 months,
860,000 units more than a year ago.
“The uptrend for
SDA products is likely to continue, driven especially by strong demand
in the region’s developing markets,” said Lim.-VNA