Oral care appliances dominates retail volume sales of personal care appliances in Malaysia, with this category also seeing the most dynamic growth in 2021 due to heightened hygiene awareness among consumers. Following government advice, consumers carried out more thorough personal care routines with some people upgrading from manual toothbrushes due to the perception that electric and battery toothbrush units provide a deeper clean.
Hair care appliances are considered an essential product by many women in Malaysia. Hair care appliances continued to record strong and stable retail volume growth in 2021, boosted by increased demand for hair and beard trimmers, as barbers and hairdressers were forced to close again due to further waves of COVID-19.
With implementation of further lockdowns across the country in 2021 consumers found themselves stuck at home and as such demand shifted online, with consumers becoming increasingly confident shopping for personal care appliances through e-commerce. The fact that e-commerce platforms such as Lazada and Shopee run monthly promotional sales events was another key driver for the increase in online sales, with consumers keen to obtain the best prices.
Demand for personal care appliances is set to see strong and steady retail volume growth in the forecast period. Oral care appliances is likely to remain the largest and most important category with growing competition among brands translating into more competitive pricing.
One significant threat to growth is the prevailing economic uncertainty in the country, with COVID-19 having led to the closure of businesses and widespread job losses. While locals are showing a growing interest in oral care appliances and to a lesser degree electric facial cleaners, these tasks can be carried out with a manual toothbrush or by cleansing their face by hand.
E-commerce gained volume share and recorded the strongest volume growth in 2021, outperforming the dominant electronics and appliance specialist retailers channel. Popular online platforms Lazada and Shopee experienced increasing demand for personal care appliances with non-essential retailers closed during the lockdown.
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Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in Malaysia 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.
If you're in the Personal Care Appliances industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.See All of Our Definitions
This report originates from Passport, our Personal Care Appliances research and analysis database.
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