The small domestic appliances (SDA) sector in five key Southeast Asia markets garnered almost USD 383 million in revenue through sales of over 14.5 million units of food preparation equipment, irons, rice cookers and vacuum cleaners in the first six months of 2012. According to GfK Asia, the sector in Singapore, Malaysia, Indonesia, Thailand and Vietnam managed a sustained overall performance from last years results during the same period.
Findings by the leading global market research company reported Malaysia and Indonesia as the two key growth markets in the region, registering heightened consumer spending in their respective SDA sector. Value and volume growth reached seven and six percent in Malaysia, spurred by healthy performance in the food preparation and rice cooker segments, while Indonesias robust double-digit showings of the rice cooker and vacuum cleaner segments contributed to the sectors first half year improved results by four and three percent in value and volume.
Latest GfK insights indicate an escalating demand especially for vacuum cleaners in the region, noted Ms. Jasmine Lim, Account Director for GfK Asia. This segment reported the highest volume expansion of over five percent when compared with the others which hovered in the range of negative 3 to 2 percent growth.
The largest and smallest vacuum cleaner markets in Southeast Asia Thailand and Indonesia were the two major growth engines for this appliance. In Thailand, over 245,000 vacuum cleaners worth over USD 18 million were sold in the first six months of the year, reflecting a 14 and 11 percent volume and value growth. Significant developments were seen in the stick and handheld segments which reported twofold increase in their respective take up rate.
Meanwhile, Indonesias nearly USD4 million vacuum cleaner market grew by 12 percent in earnings over last year; boosted by 18 percent rise in the appliances volume sales. Except for the wet and dry segment, a general uptrend was seen across the board.
An interesting observation from our study shows a shift towards stick and robotic vacuum cleaners, evident from the increasingly widening range of new models launched in the market to cater to rising consumer demands, highlighted Ms. Lim. Particularly in the more developed markets such as Singapore and Malaysia where consumers seek more space and convenience, we can expect to witness a continued leaning towards these sophisticated type of vacuum cleaners which not only cater to their household cleaning needs but also provide a better fit with their lifestyle.
The GfK Group
GfK is one of the worlds largest research companies, with more than 11,500 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the most intelligent methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfKs sales amounted to EUR 1.37 billion.To find out more, visit www.gfk.com or or www.gfkrt.com/asia. Follow GfK on Twitter: www.twitter.com/gfk_group
