Large Cooking Appliances in Singapore

PROSPECTS

Innovative solutions offered by dominant format of built-in hobs

Large cooking appliances recorded stable demand in 2019, supported by the dominant built-in hobs, which also recorded the highest retail volume growth, followed by built-in cooker hoods. These appliances often retail as bundles from a single brand, making the purchase more affordable to consumers compared to buying them separately.

Stronger growth predicted for smaller category of ovens with advances in technology

Ovens remains a small category in overall large cooking appliances which continued to record positive but undynamic growth, due to the preference for cooking Chinese dishes on a hob. However, ovens is predicted to experience stronger demand over the forecast period due to further innovation, offering consumers greater multi-functionality in the kitchen.

Smart appliances gain ground with triple-digit volume growth for connected ovens

Although holding low retail volume share in 2019 within overall large cooking appliances, smart products continued to gain ground, with connected ovens recording triple-digit volume growth. Candy’s built-in oven for instance, offers a full touchscreen door which combines up-to-date technology and a high definition video camera, which allows the user to monitor the cooking process.

COMPETITIVE LANDSCAPE

BSH Home Appliances strengthens leadership due to wide ranging portfolio of Bosch

BSH Home Appliances strengthened its leadership of large cooking appliances in 2019 with its brand Bosch offering a wide ranging portfolio, in which it led a number of categories including built-in cooker hoods. The brand is known for providing high-quality appliances ranging from connected capabilities to improved functionality as it continues to invest in innovative technology.

Young Singaporeans opt for status linked to European brands

Young Singaporean householders are extremely brand conscious and prefer to purchase European brands such as Electrolux and Bosch, which they have been exposed to on various media platforms and believe add some level of status to their kitchens. As a result, long-standing brands such as Ariston (Whirlpool Southeast Asia Pte) and Elba (Haier Group) have not actively targeted this demographic in their marketing and have been slowly losing retail volume share to competitors.

Smaller players rely on competitive prices and attractive designs

With some level of maturity within large cooking appliances in Singapore, less innovative manufacturers tend to seek share gain by offering competitive prices or launching new designs to attract more style-conscious consumers. With changing lifestyles and busy schedules, large cooking appliances such as cookers and ovens play less of a crucial and relevant role in consumers’ daily lives, although the latter witnessed some interesting new launches towards the end of the review period.

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