Small cooking appliances recorded declining volume sales over the course of 2020 as the generally negative economic outlook that emerged from the COVID-19 pandemic led huge numbers of Indonesian consumers to minimise discretionary spending and postpone all non-essential purchases. The reality is that most of the products categorised under small cooking appliances are rarely, if ever regarded as essential products in the country, including coffee machines, electric grills and kettles.
As in other categories of small appliances, local manufacturers and brands have strong positions in small cooking appliances. Furthermore, these local players tend to have very wide distribution via independent electronics and appliance specialist retailers located in close proximity to the homes of many consumers.
During 2020, the unprecedented pressures and unique exigencies created by the COVID-19 pandemic led the leading manufacturers of small cooking appliances to turn to online channels to engage with consumers and offer alternative distribution channels as many stores remained closed. In particular, social media channels were employed to enhance the marketing of small cooking appliances, with Instagram and Facebook the most popular social media platforms among brands looking to maintain sales.
The substantial pressures that came on sales of small cooking appliances during 2020 are expected to diminish rapidly during 2021 as the impact of the COVID-19 virus recedes. Indeed, category sales are set to return to pre-COVID-19 levels before the end of 2021, although some categories are expected to take until the end of 2022 to recover fully.
Freestanding hobs is set to remain the largest category of small cooking appliances during the forecast period. The high household penetration of freestanding hobs is expected to place limits on the category’s growth potential during the forecast period, especially as more affluent consumers are steadily moving towards the use of built-in hobs.
The forecast period is expected to see coffee machines continue to struggle to generate strong sales growth in Indonesia despite the current low household penetration in the category. Generally speaking, Indonesian consumers love to drink coffee and many see it as an essential daily hot drink, especially working adults, many of whom consider their morning cup of coffee an essential part of their daily work routines.
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Understand the latest market trends and future growth opportunities for the Small Cooking Appliances industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Small Cooking Appliances research and analysis database.
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