The COVID-19 pandemic had a very negative impact on sales of large cooking appliance during 2020 as the category experienced huge sales declines throughout the year. One of the main factors suppressing growth in the category during the year was the negative economic outlook that has emerged from the COVID-19 situation, which led to a substantial erosion of consumer confidence due to falling income levels and a spike in employment.
One of the major factors that presented strong challenges to the leading manufacturers of large cooking appliances during 2020 was the limitations that the COVID-19 pandemic placed on the ability of consumers to shop for their products in stores. The quarantine lockdown which placed restrictions on the movements of the Indonesian population for several weeks at the peak of the COVID-19 pandemic included the government-mandated closure of all stores in the most important retail channels for the distribution of large cooking appliances.
Recent years have seen the leading manufacturers of large cooking appliances faced with the reality that many of their products are too expensive to enter the mainstream, with demand thus limited to high-income consumers. In response, key category players have been working on reducing their unit prices to make their products more affordable for those among Indonesia’s growing urban middle class.
The early stages of the forecast period are expected to see large cooking appliances recover from the negative sales growth seen during 2020 due to the COVID-19 pandemic. Built-in hobs and cooker hoods are the key categories of large cooking appliances in Indonesia and sales in each of these categories are set to recover strongly over the course of 2021 and 2022 as consumers become more willing to spend money as the adverse and uncertain economic environment that has unfolded over the course of 2020 recedes and gives way to positive economic growth and buoyant consumer confidence.
One of the most interesting trends in large cooking appliances towards the end of the review period was the emergence of more sophisticated products at higher prices. Many of these more sophisticated products are very much in line with the increasing importance of aesthetic design in Indonesian homes.
While built-in hobs and cooker hoods are set to continue generating strong sales growth during the forecast period due to the installation of these appliances in the majority of new dwellings being constructed in the country, ovens and cookers are set to remain peripheral categories of large cooking appliances. In addition to the high unit prices charged for these products, few people consider either ovens or cookers to be essential large cooking appliances.
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Understand the latest market trends and future growth opportunities for the Large Cooking Appliances industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Large Cooking Appliances research and analysis database.
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