Domestic Electrical Appliances in Singapore
Euromonitor International's Domestic Electrical Appliances in Singapore market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 183 | Publication date: Aug 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Higher disposable incomes drive consumer upgrade
After a strong performance in 2006, the Singaporean economy continued to do well in 2007, expanding better than expected at 7.5%, although the fourth quarter saw slower growth. This strong growth has benefited everyone - a record 172,000 jobs were created between January and September 2007 and the unemployment rate was down to 1.7%, the lowest in almost a decade. Coupled with a rise in basic wages, economic growth was widespread, even among everyday workers. Increasing disposable incomes as a result of rising salaries, generous bonus payouts and the easy availability of cheap credit encouraged consumers to opt for bigger, better domestic electrical appliances as manufacturers, facing increased competition, packed more punch with limited or no price increases. Inflation, however, has picked up in recent months and this has caused concern to Singaporeans, particularly those living in the heartlands.
New construction spurs premium products
Sales of premium products rose much faster in 2007, supported by heavy construction activity, particularly of new, premium condominiums. An increasing number of consumers opted for built-in appliances to minimise space constraints and improve interior aesthetics. Sales rose for premium fridge freezers, washer dryers, premium hobs and hoods, built-in microwaves, ironing systems, split air conditioners etc. Consumers were seen to be more demanding, willing to pay a little extra for the right quality and service. Manufacturers, too, launched several new products to take advantage of this growing demand. Very often, manufacturers teamed up with construction companies and interior designers to capture the market at the time of construction of these premium condominiums. Retailers also offered credit facilities with easy repayment options to increase sales prospects.
Personal care appliances and wine coolers surge ahead
Sales of personal care appliances accelerated as impulse purchases of oral hygiene products and hair care products rose sharply. Driven by new product launches at lower unit outlay, reduction in unit prices, increased distribution and better design/features, consumers lapped up these products. In spite of increased competition driving down unit prices, higher-priced products were seen to be gradually moving off the shelves, although they remained a small niche. Manufacturers of wine coolers also benefited from increased consumer knowledge about wine in general and proper wine storage in particular. With increasing awareness, distribution and consumption of wine in 2007, manufacturers launched several new products with innovative features and increased retail distribution and visibility of their products in leading retail outlets. Electric wine coolers grew the fastest in large electrical appliances in 2007. Sales growth for both these products was supported by rampant year-round promotions offered by manufacturers.
Coloured goods
Manufacturers attempted to mesmerise young couples with a choice of designs and colours on these hitherto plain-looking appliances. The retail shelves had a festive look this season, with appliances available in fashionable colours, such as metallic red or deep blue. While small appliances such as juicers and blenders were offered in colours like pink, red, green, yellow and even orange, highly penetrated categories like rice cookers were seen in stylish black. Large appliance manufacturers, too, were not to be left behind. LG launched a premium side-by-side deep red coloured refrigerator with a floral design encrusted with world-renowned Swarovski crystals. Shavers, depilators, hair dryers and stylers, and even vacuum cleaners, were offered in many more colour choices this year.
New launches boost Philips’ share
Philips strengthened its lead in the market with a value share increase, boosted by the introduction of a number of innovative and exciting new products. Besides two new shaving systems, the company entered the electric toothbrush segment and increased its product line-up of coffee makers. With a strong consumer understanding, a leading market position, competitive prices, efficient distribution and a strong brand image, Philips continued to be the most trusted brand among Singaporeans.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SINGAPORE : MARKET INSIGHT
EXECUTIVE SUMMARY
Higher disposable incomes drive consumer upgrade
New construction spurs premium products
Personal care appliances and wine coolers surge ahead
Coloured goods
New launches boost Philips’ share
KEY TRENDS AND DEVELOPMENTS
Money talks
Lifestyle needs drive premium housing market while mass migration of consumers gives a boost to premium products
Lifestyle products surge
Multiples multiply
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SINGAPORE
LG ELECTRONICS SINGAPORE PTE LTD - DOMESTIC ELECTRICAL APPLIANCES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 LG Electronics Singapore Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 LG Electronics Singapore Pte Ltd: Competitive Position 2007
PANASONIC ASIA PACIFIC PTE LTD - DOMESTIC ELECTRICAL APPLIANCES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Panasonic Asia Pacific Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Panasonic Asia Pacific Pte Ltd: Competitive Position 2007
PHILIPS ELECTRONICS SINGAPORE PTE LTD - DOMESTIC ELECTRICAL APPLIANCES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Philips Electronics Singapore Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Philips Electronics Singapore Pte Ltd: Competitive Position 2007
SAMSUNG ASIA PTE LTD - DOMESTIC ELECTRICAL APPLIANCES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Samsung Asia Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Samsung Asia Pte Ltd: Competitive Position 2007
SINGAPORE RADIO & INDUSTRY PTE LTD - DOMESTIC ELECTRICAL APPLIANCES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Singapore Radio & Industry Pte Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Singapore Radio & Industry Pte Ltd: Competitive Position 2007
REFRIGERATION APPLIANCES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 33 Sales of Fridges by Format: % Breakdown 2003-2007
Table 34 Sales of Freezers by Format: % Breakdown 2003-2007
Table 35 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 36 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 37 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007
Table 38 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007
Table 39 Company Shares of Refrigeration Appliances 2003-2007
Table 40 Brand Shares of Refrigeration Appliances 2004-2007
Table 41 Company Shares of Built-in Fridge Freezers 2003-2007
Table 42 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 43 Company Shares of Freestanding Fridges 2003-2007
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 45 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 46 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 47 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 49 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 50 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 51 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 52 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 54 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 55 Company Shares of Home Laundry Appliances 2003-2007
Table 56 Brand Shares of Home Laundry Appliances 2004-2007
Table 57 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 58 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 59 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 60 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 62 Sales of Dishwashers by Subsector: Value 2002-2007
Table 63 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 64 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 65 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 66 Company Shares of Dishwashers 2003-2007
Table 67 Brand Shares of Dishwashers 2004-2007
Table 68 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 69 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 70 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 71 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 73 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 74 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 75 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 76 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 77 Sales of Range Cookers by Format: % Breakdown 2002-2007
Table 78 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 79 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 80 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 81 Company Shares of Large Cooking Appliances 2003-2007
Table 82 Brand Shares of Large Cooking Appliances 2004-2007
Table 83 Company Shares of Cookers 2003-2007
Table 84 Company Shares of Ovens 2003-2007
Table 85 Company Shares of Hobs 2003-2007
Table 86 Company Shares of Built-in Hobs 2003-2007
Table 87 Company Shares of Freestanding Hobs 2003-2007
Table 88 Company Shares of Cooker Hoods 2003-2007
Table 89 Company Shares of Built-in Cooker Hoods 2003-2007
Table 90 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 91 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 92 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 93 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 94 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Retail Sales of Ready Made Meals 2002-2012
Table 96 Sales of Microwaves by Subsector: Volume 2002-2007
Table 97 Sales of Microwaves by Subsector: Value 2002-2007
Table 98 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 99 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Microwaves 2003-2007
Table 101 Brand Shares of Microwaves 2004-2007
Table 102 Microwaves by Distribution Format: % Analysis 2002-2007
Table 103 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 104 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 105 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 108 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 109 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 110 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 111 Company Shares of Food Preparation Appliances 2003-2007
Table 112 Brand Shares of Food Preparation Appliances 2004-2007
Table 113 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 114 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 115 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Retail Sales of Coffee 2002-2012
Table 118 Share of Coffee Pods % Breakdown 2004-2007
Table 119 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 120 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 121 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 122 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 123 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 124 Company Shares of Small Cooking Appliances 2003-2007
Table 125 Brand Shares of Small Cooking Appliances 2004-2007
Table 126 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 127 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 128 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 129 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 131 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 132 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 134 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 135 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 136 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 137 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 138 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 140 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 141 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 142 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 143 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 144 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 145 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 146 Company Shares of Vacuum Cleaners 2003-2007
Table 147 Brand Shares of Vacuum Cleaners 2004-2007
Table 148 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 149 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 150 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 151 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 152 Sales of Irons: 2002-2007
Table 153 Sales of Irons: % Growth 2002-2007
Table 154 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 155 Company Shares of Irons 2003-2007
Table 156 Brand Shares of Irons 2004-2007
Table 157 Forecast Sales of Irons: 2007-2012
Table 158 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Sales of Personal Care Appliances: 2002-2007
Table 160 Sales of Personal Care Appliances: % Growth 2002-2007
Table 161 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 162 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 163 Company Shares of Personal Care Appliances 2003-2007
Table 164 Brand Shares of Personal Care Appliances 2004-2007
Table 165 Forecast Sales of Personal Care Appliances: 2007-2012
Table 166 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN SINGAPORE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 167 Sales of Air Treatment Products: 2002-2007
Table 168 Sales of Air Treatment Products: % Growth 2002-2007
Table 169 Company Shares of Air Treatment Products 2003-2007
Table 170 Brand Shares of Air Treatment Products 2004-2007
Table 171 Forecast Sales of Air Treatment Products: 2007-2012
Table 172 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN SINGAPORE
OVERVIEW