Small Cooking Appliances in Thailand

PROSPECTS

Thais’ penchant for a homely cup of fresh coffee boosts coffee machines

Even though there is an expanding number of coffee shops in Thailand, many consumers believe that brewing and drinking coffee at home is calm and relaxing. Moreover, it can be cost-effective to purchase coffee pods or beans in bulk.

Homeshopping has demonstrative advantage, while a free gift can make a difference

In 2019, the homeshopping sales channel is contributing in a small but steady way to sales of small cooking appliances. Homeshopping programmes on TV demonstrate how to cook with these products.

Convenience trend heats up demand for kettles

The need for electric kettles has risen along with the consumption of instant and semi-instant food and drinks in Thailand, such as instant noodles, instant rice porridge and frozen food. This is in line with the greater number of convenience stores and frozen food shops, such as 7-Eleven, FamilyMart and CP Freshmart, enabling office workers and urban people to prepare meals quickly.

COMPETITIVE LANDSCAPE

Sharp continues to steam ahead in rice cookers

Rice is served with every meal since it is a staple food for Thais. On most occasions, Thai people have fried rice with other dishes.

Promotions proliferate as brands vie for share

During the half year of 2019, Philips, which ranks second in small cooking appliances behind Sharp, launched four new rice cookers. The brand also continually ran promotions such as offering special prices, to appeal to customers in reputable department stores as well as those who frequent general consumer electronics and appliance specialist retailers.

Deep fat fryers fail to sizzle

Demand for deep fat fryers in Thailand is slowing down as the deep-frying cooking method is uncommon among Thai consumers. Basic Thai cooking techniques include normal stir-frying with a little oil, boiling, grilling and roasting.

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