Small Appliances in Asia Pacific

May 2022

Small appliances was back on track with positive retail volume growth in 2021, after the decline seen in 2020 due to Coronavirus (COVID-19). Although the virus re-emerged in some countries in the region, notably India, Asia Pacific as a whole recorded healthy growth in 2021, driven in particular by a strong performance in China, the dominant national market. Positive growth is currently expected over the forecast period, with India predicted to be one of the most dynamic markets.

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Key Findings

Immediate rebound into positive growth in 2021

The COVID-19 pandemic took the momentum out of the small appliances market in Asia Pacific when it hit the region in 2020, but this proved to be a one-off occurrence, with an immediate return to positive growth in 2021. While electric toothbrush units, particularly in China, have continued to record very dynamic growth, the pandemic, and the greater hygiene consciousness it generated, boosted sales of wet and dry vacuum cleaners, which had been flatlining in 2019.

Health and cleanliness remain important

Healthy living played a pivotal role within consumer appliances throughout 2021, with consumers’ lingering hygiene concerns and health-consciousness likely to be here to stay. Targeting consumers’ rising hygiene and health awareness, new product launches have aimed at healthy eating and quality of air in consumers’ lives, eg, air conditioners with built-in self-cleaning and ventilation features.

E-commerce share gains accelerate in the pandemic

E-commerce now accounts for more than half of retail volume sales in China, but has also seen major share gains in the overall region, reaching 41% in 2021. The pandemic saw online sales overtake the share held by the former leading distribution channel, electronics and appliance specialist retailers (39%), with the latter being hit by the closure of non-essential store-based retail outlets during COVID-19 lockdowns, as well as a general fear among consumers about going out in public when the pandemic was at its height.

Positive growth expected over the forecast period

The 2020 drop in sales has, to date, proved to be a one-off, with small appliances immediately returning to positive growth rates from 2021. However, with the dominant market of China back in lockdown in 2022, it is possible that current forecasts for this year may need to be downgraded. Nevertheless, the most recent forecasts are calling for positive annual growth rates throughout 2021-2026.


Key findings

Regional overview

Almost half of global small appliance sales are in Asia Pacific
Positive growth expected throughout the forecast period
Slowdowns and declines in 2020, followed by improvements in 2021
Personal care appliances the biggest contributor to new sales
Chinese electric toothbrush units add the most new 2016-2021 growth
Swift rebound for small appliances after the decline due to COVID-19
Pandemic sees e-commerce take over as leading distribution channel…
…from electronics and appliance specialist retailers

Leading companies and brands

Small appliances remains fragmented at a regional level
Midea continues to cement its lead in small appliances
Japan’s Panasonic prevents a Chinese clean sweep
Haier moves into the top 10 brands in 2021

Forecast projections

Forecast period to see positive growth after the dip in sales in 2020…
…with light fryers and electric toothbrush units most dynamic

Country snapshots

China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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