Although the strict approach taken to social distancing and home seclusion in Indonesia at the peak of the COVID-19 pandemic might have been expected to support rising sales of food preparation appliances during 2020, volume sales in the category declined over the course of the year as low consumer confidence put significant pressure on discretionary spending. Thus, despite most consumers staying at home and having more time to cook during the period of restrictions on the movement of the Indonesian population during the early stage of the COVID-19 pandemic, food preparation appliances failed to gain traction.
Sales of blenders and juice extractors benefited slightly from the sharper focus on health and wellness during 2020 as the COVID-19 pandemic encouraged many Indonesians to pay more attention to their general health and the strength of their immune systems in particular. With many people seeking to improve their diets and increase their intake of essential nutrients, fresh juice came to the fore as many consumers are already aware of the very strong nutritional profile of fresh fruit and vegetables and the freshly squeezed juice made from them.
Local manufacturers account for a huge share of sales in food preparation appliances in Indonesia and this is due not least to their very wide distribution. Despite the government-mandated closure of retail stores throughout the country during the quarantine lockdown at the peak of the COVID-19 pandemic 2020, many of the distributors of local small appliances brands remained in constant contact with consumers, enabling them to purchase products over the telephone or via messaging apps such as WhatsApp.
Food preparation appliances can be expected to recover rapidly and robustly during the forecast period, with sales expected to return to pre-COVID-19 levels by the end of 2021. While the adverse economic impact of the COVID-19 crisis is expected to remain a negative influence on category sales for much of the forecast period, demand is expected to rebound strongly as the new focus on spending leisure time at home and in particular preparing meals from scratch at home is set to make a variety of food preparation appliances more appealing.
With the economy of Indonesia set to stabilise as the negative influence of the COVID-19 pandemic wanes over the forecast period, blenders and juicers are two categories of food preparation appliances with strong potential for positive growth. The two main influences on the situation are expected to be rising health awareness and the increasing need for affluent consumers to reduce the amount of time they spend preparing food and drinks due to the increasingly busy schedules of urban professionals.
Although innovation in food preparation appliances during the forecast period is likely to focus mainly on advanced features, added value and new functionalities, manufacturers will still need to cater to the needs of Indonesia’s very many price-sensitive consumers. Thus, focusing on affordability will be a key aspect of efforts to improve the currently low household penetration of food preparation appliances.
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This report originates from Passport, our Food Preparation Appliances research and analysis database.
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