Consumer Appliances in Malaysia

Consumer Appliances in Malaysia

EXECUTIVE SUMMARY

COVID-19 impact on consumer appliances

COVID-19 country impact

Company response

Retailing shift

What next for consumer appliances?

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Refrigeration Appliances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Consumers reduce discretionary spending in face of decreasing disposable incomes due to pandemic and MCO, negatively impacting demand for refrigeration appliances

Greater home consumption due to MCO results in need for adequate or additional storage space for groceries

Declines for leading players in line with category’s performance in 2020 but major brands continue to innovate

RECOVERY AND OPPORTUNITIES

Subdued demand for refrigeration appliances heading into 2021 due to ongoing price sensitivity amongst local consumers

Some upgrading to more energy-efficient models may occur as consumers regain their purchasing confidence over the forecast period

Built-in refrigeration appliances to remain a niche in Malaysia

CATEGORY DATA

Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025

Home Laundry Appliances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Weak consumer sentiment in 2020 negatively impacts sales of home laundry appliances although demand for washing machines supported by heightened awareness of need for stricter hygiene

Despite initial switch towards e-commerce during MCO most Malays prefer to wait to visit specialist retailers for major purchases

Major brands continue to invest in innovative features, focusing on eliminating bacteria

RECOVERY AND OPPORTUNITIES

Ongoing price sensitivity heading into forecast period will ensure higher volume growth compared to value

Solid demand predicted for convenient automatic washer dryers

Players likely to continue to develop innovative appliances to appeal to more affluent consumers in attempt to add value to category

CATEGORY DATA

Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025

Dishwashers in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Expensive niche deemed to be non-essential by price-sensitive consumers during pandemic, resulting in declining demand

Lag in construction and property market exacerbates decline, particularly for built-in models

Premium brands dominate dishwashers, driving high prices for the category

RECOVERY AND OPPORTUNITIES

Ongoing economic uncertainty will continue to negatively impact demand for dishwashers over forecast period

Gloomy prospects for property market means strong declines for built-in format

Domestic help for wealthy consumers could offer further competition to dishwashers over forecast period

CATEGORY DATA

Table 73 Sales of Dishwashers by Category: Volume 2015-2020
Table 74 Sales of Dishwashers by Category: Value 2015-2020
Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 77 Sales of Dishwashers by Format: % Volume 2015-2020
Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 82 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 85 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025

Large Cooking Appliances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Rising price sensitivity as a result of the pandemic encourages consumers to search for more affordable appliances for the kitchen

Slowdown in construction and property market in 2020 exacerbates declining trend

Consolidated competitive landscape, with declining sales in 2020 forcing major brands to offer attractive deals in attempt to stimulate demand

RECOVERY AND OPPORTUNITIES

Lingering price sensitivity to impact demand in 2021 before recovery emerges from 2022

Strongest performance set for freestanding cooker hoods allowing consumers to display individuality

Built-in large cooking appliances slower to recover due to bleak prospects for property market heading into 2021

CATEGORY DATA

Table 86 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 89 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 90 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 91 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 92 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 93 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 94 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 95 NBO Company Shares of Ovens: % Volume 2016-2020
Table 96 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 99 NBO Company Shares of Cookers: % Volume 2016-2020
Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 101 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025

Microwaves in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Microwaves bucks declining trend within major appliances, offering practical and affordable solution to different households

Built-in microwaves remains expensive niche, with decline driven by slowdown in construction and renovation projects in 2020

Highly consolidated competitive landscape with leading brands continuing to invest in innovation

RECOVERY AND OPPORTUNITIES

Positive outlook for microwaves but lingering price sensitivity in 2021 will drive demand for affordable and competitive price ranges

Players likely to continue to invest in innovation to stand out from competition

Festive season offers further opportunities for growth as threat of virus wanes

CATEGORY DATA

Table 106 Sales of Microwaves by Category: Volume 2015-2020
Table 107 Sales of Microwaves by Category: Value 2015-2020
Table 108 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 109 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 110 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 111 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 112 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 113 Distribution of Microwaves by Format: % Volume 2015-2020
Table 114 Production of Microwaves: Total Volume 2015-2020
Table 115 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 116 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025

Food Preparation Appliances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Home-cooking culture strengthens during MCO, supporting ongoing demand for food preparation appliances

Switch to more affordable centrifugal juicers due to increasing price sensitivity amongst consumers results in decline for slow juicers

Consolidated competitive landscape with major brands benefiting from strong consumer trust

RECOVERY AND OPPORTUNITIES

Solid performance predicted for food preparation appliances due to strong home-cooking culture

Multifunctionality perceived as offering specific value likely to attract busy consumers returning to their daily routines

Festive season offers further potential for growth moving forward

CATEGORY DATA

Table 119 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 120 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 121 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 122 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 123 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 124 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 125 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 126 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 127 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 128 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 129 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025

Small Cooking Appliances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Greater time spent in the home during the MCO supports strong demand for a number of small cooking appliances

Upturn in demand for rice cookers and breadmakers as consumers turned to baking and preparing meals at home

Fairly fragmented competitive landscape with leaders Panasonic and Pensonic enjoying strong consumer trust

RECOVERY AND OPPORTUNITIES

Ongoing price sensitivity and reluctance to eat out heading into forecast period will support solid demand for small cooking appliances

Health trends to further compound decline of deep fat fryers while freestanding hobs will continue to enjoy growing demand as affordable alternative to built-in format

Despite lingering price-sensitivity, value growth set to outperform volume due to some upgrading amongst more affluent consumers

CATEGORY DATA

Table 130 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 131 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 134 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025

Vacuum Cleaners in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend during lockdown allows consumers to dedicate greater time to household chores, supporting stronger demand for vacuum cleaners

Heightened awareness of virus drives demand for more complex models which claim to efficiently eliminate bacteria and allergens in the home

Consolidated competitive landscape with multinational brands dominating due to strong consumer trust and loyalty

RECOVERY AND OPPORTUNITIES

Fairly stable demand for vacuum cleaners over the forecast period with ongoing focus on maintaining clean and hygienic living environment

Slower performance predicted for robotic vacuum cleaners with price limiting its wider reach

Despite lingering price sensitivity, demand for more complex models will support higher value growth compared to volume

CATEGORY DATA

Table 142 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 143 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 146 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025

Personal Care Appliances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Ongoing growth for personal care appliances with Malays continuing to take care of their appearance even during MCO

Dominant hair care appliances records strongest performance, supported by closure of barbers and hairdressers during MCO

Highly consolidated competitive landscape dominated by multinationals

RECOVERY AND OPPORTUNITIES

Solid demand predicted for personal care appliances over forecast period with younger generations increasingly interested in appearance, driven by social media

High price of electric facial cleansers places them out of reach for most Malays

Further opportunities for e-commerce within personal care appliances

CATEGORY DATA

Table 154 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 155 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 158 Sales of Body Shavers by Format: % Volume 2015-2020
Table 159 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 160 NBO Company Shares of Personal Care Appliances 2016-2020
Table 161 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 162 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025

Air Treatment Products in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Prioritising of expenditure due to consumers’ rising price sensitivity during pandemic reduces demand for new cooling products in 2020

Air purifiers experiences further demand, fuelled by pandemic and rising health concerns linked to air pollution in the country

Consolidated competitive landscape for air treatment products in 2020 with a number of players performing strongly in air purifiers

RECOVERY AND OPPORTUNITIES

Cooling products unlikely to see recovery before 2022 due to linger price sensitivity

Air purifiers to continue with strong growth momentum

Demand for greater affordability could help drive further growth for e-commerce

CATEGORY DATA

Table 167 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 168 Sales of Air Treatment Products by Category: Value 2015-2020
Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 170 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 171 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 172 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 174 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 175 Production of Air Conditioners: Total Volume 2015-2020
Table 176 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 177 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 178 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 179 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025

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