Food Preparation Appliances in Taiwan

PROSPECTS

Food preparation appliances remains stable due to reduced health consciousness after many rounds of food safety scandals

Over the review period, many rounds of food safety scandals occurred, causing consumers to become insensitive to such news and less willing to purchase food preparation appliances to use at home. Instead of concentrating on personal health, more consumers are inclined to turn their attention to innovative products with dazzling appearance or design.

Consumption polarisation becomes clearer in food preparation appliances

Polarised behaviour consolidated over the review period, with consumers paying equal attention to premium brands and entry-level products. Older consumers with higher nutrition requirements and stronger purchasing power prefer to purchase higher-priced products, and parents with newborns or small children would rather invest more in premium products.

Food processors continues to record high volume growth

Thanks to the continuous sales increases of Thermomix, food processors achieved the fastest retail volume growth over the review period. Being in a niche category with few brands, Thermomix, a premium brand, can hardly be overlooked with its unique direct selling channel.

COMPETITIVE LANDSCAPE

Philips continues to lead food preparation appliances with Panasonic close behind

Philips led sales of food preparation appliances in 2018 due to its active marketing and complete product line. The brand aims to transform into a health management giant with a major focus on health technology and health appliances.

Local and international brands differentiate themselves from each other via different pricing and marketing strategies

Local brands such as Sampo, Tatung, Ladyship and Kolin strive to combat the innovative brands and interesting models from overseas. They utilise price strategies to target entry-level consumers.

Smaller brands endeavour to increase their presence in multiple channels

Considering the intense competition within food preparation appliances, new players or models which aim to achieve higher profits in a short time have been trying hard to penetrate Taiwan via multiple retailing channels. Brands that produce baby food processors, such as baby brezza or Beaba Babycook, are fond of partnering with internet celebrities with children at home, and utilise Google group buying to successfully initiate a round of group buying activity.

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