Food Preparation Appliances in Taiwan

PROSPECTS

Slower growth due to fewer health concerns, despite food safety scandals

Food preparation appliances maintained slow retail volume growth in 2019. At the beginning of the review period, several food safety scandals were seen, which led some consumers to cook at home instead of eating out, boosting sales of food preparation appliances.

Polarisation becomes clearer in food preparation appliances

Polarisation of consumer behaviour was seen to consolidate over the review period, with different consumers paying attention to premium brands and entry-level products. Older consumers with higher nutritional requirements and stronger purchasing power prefer to purchase higher-priced products, and parents with babies or small children also prefer to invest in more premium products.

Mixers registers higher volume growth than food processors

Food processors witnessed the fastest retail volume growth in most years of the review period. The leading brand Thermomix is notable, with its unique sales model through direct selling.

COMPETITIVE LANDSCAPE

Panasonic takes the lead, but Philips remains strong

Panasonic retook the lead in food preparation appliances in retail volume terms in 2019, after falling to second for two years. Its strength is thanks to its good name in both major and small appliances.

Local brands differentiate from international players through pricing

Local brands such as Sampo, Tatung, Ladyship and Kolin strive to fend off innovative brands and interesting models from overseas by using pricing strategies to target entry-level consumers. Meanwhile, international brands such as Vitamix, Electrolux and Cuisinart keep introducing new models.

Smaller brands increase brand visibility through diverse retail 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 retail channels. For instance, brands that produce baby food processors, such as Baby Brezza or Beaba Babycook, are keen to partner with internet celebrities who have babies, and utilise Google group buying to successfully initiate rounds of group buying activity.

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