Refrigeration Appliances in Thailand

PROSPECTS

Durable, energy-efficient units are the most sought-after

Refrigeration appliances are necessary for Thai households since people enjoy cooking at home rather than going out to restaurants. Home cooking allows consumers to select fresh food ingredients and healthy supplements, which lead to better nutrition, while eating out may be expensive and unhealthy.

Lower energy usage is a win–win for budget and environment

Manufacturers try to develop their products in line with the concept of efficient energy use. With technological improvements, manufacturers are able to produce refrigeration appliances that facilitate similar cooling capacity while using less energy.

Thais freeze out built-in models

Despite growing demand for refrigeration appliances, few Thai consumers intend to buy built-in fridge freezers due to them being much more expensive than freestanding fridge freezers. Installation is also difficult, requiring mechanical, carpentry and plumbing skills.

COMPETITIVE LANDSCAPE

Hitachi appeals to young consumers, while Toshiba opens its fridge doors to all income brackets

Hitachi is the leading brand in the category, and uses celebrity marketing to build up brand-awareness of their fridge freezers. Hitachi has recently selected young Thai actress Bella Ranee Campen as a brand ambassador to show the innovation and technology that its new premium fridge freezers offer.

Samsung and LG each offer a fridge with a view

Samsung is focusing on the premium price segment in order to avoid a price war. In 2019, Samsung centred its activity on promoting its multi-door or side-by-side fridge freezers.

Toshiba plans for changes in shopping habits, while LG leverages word of mouth

Toshiba foresees a change in daily living activities, such as more women working. The brand believes consumers will buy more food and ingredients in bulk to save time visiting stores and will purchase at wholesale or discount prices.

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