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Small appliances driving positive growth in the overall consumer appliances market
The consumer appliances market in Indonesia exhibited a mixed performance in 2025, with major appliances experiencing a decline in volume sales due to economic uncertainty, while small appliances continued to grow, driven by e-commerce and social media trends. Despite only a slight decrease in consumer confidence, certain consumer appliances remained in demand, driven by trends such as sustainability, energy efficiency, and health and wellness. Indonesia’s urban population reached 171 million in 2025, and is forecast to rise to 186 million by 2030, creating a larger market for consumer appliances. The median disposable income per household is also expected to increase, enabling consumers to invest in higher-quality products with advanced features.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Appliances in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Appliances in Indonesia?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Indonesia
Small appliances driving positive growth in the overall consumer appliances market
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Sluggish major appliances sales contrast with small appliances growth
Refrigeration appliances leads value sales, driven by health features
Influencers and social media drive sales of affordable appliances
Chart 3 Miyako Engages with Top Influencers to Change its Brand Image
Energy efficiency driving growth in consumer appliances
Refrigeration appliances to remain largest category in value terms
Energy efficiency, affordability and localisation shaping the future of consumer appliances
Chart 4 Growth Decomposition of Consumer Appliances 2024-2029
Miyako and Sharp lead the market with their affordable premium offerings
Merger and acquisition activity reshaping competitive dynamics
Midea’s Low-Energy-Consumption 1/2 PK Split Inverter Air Conditioner
Chart 5 Midea Launches 1/2 PK Split Inverter Air Conditioner with Low Energy Consumption
Appliances and electronics specialists lead offline sales
E-commerce gains traction as a major distribution channel
No new retail brands or concepts expected to emerge in 2026
Sustainability and energy efficiency driving innovation
Influencers and social media shape consumer behaviour
Health and wellness features gain traction
Chart 6 Sharp’s Latest Shine Series Fridge Keeps Fresh Food Longer
Chart 7 Real GDP Growth and Inflation 2020-2030
Chart 8 PEST Analysis in Indonesia 2025
Chart 9 Key Insights on Consumers in Indonesia 2025
Chart 10 Consumer Landscape in Indonesia 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Indonesia
KEY DATA FINDINGS
Energy efficiency and compact designs among the growth drivers for dishwashers
Chart 11 Key Trends 2025
Chart 12 Analyst Insight
Manufacturers drive sales through energy-efficient and compact designs
Chart 13 “Beres, Bosch” Campaign Looks to Promote Products Like the Company’s Table-Top Dishwashers
Freestanding dishwashers dominate sales due to consumer preferences
Chart 14 Hafele’s New Table-Top Dishwasher is Compact but Offers Powerful Cleaning
Sustainability and energy efficiency drive value sales growth
Chart 15 New Tecnogas Dishwasher Designed to Offer Energy Efficiency
Manufacturers will drive sales through energy efficiency and compact designs
Freestanding dishwashers to remain dominant due to consumer preferences
Awareness campaigns to shift consumer perceptions and drive growth
Electrolux and Midea drive concentration through strategic moves
Midea’s acquisition of Teka to boost competition in the dishwashers market
Appliances and electronics specialists lead distribution channels
Retail e-commerce grows in popularity among young urban consumers
Sustainability and awareness campaigns to drive future growth
Manufacturers drive sales through energy efficiency and compact designs
Localisation efforts and digital marketing drive consumer awareness
Electrolux and Midea drive concentration through strategic moves
Home Laundry Appliances in Indonesia
KEY DATA FINDINGS
Economic uncertainties see home laundry appliances sales decline in 2025
Chart 16 Key Trends 2025
Chart 17 Analyst Insight
Sluggish performance amidst economic uncertainties and shifting consumer preferences
Automatic washer dryers seeing dynamic growth as they offer practical solutions
Sustainability and energy efficiency drive consumer preferences
Chart 18 Midea’s MA200 Washing Machine Offers Efficiency and Energy Savings
Smart laundry appliances expected to drive future growth
Automatic washing machines to drive growth
Sustainability and energy efficiency to shape the industry
Sharp and Aqua lead through localisation and innovation
Chart 19 Toshiba’s New Washing Machine Can Deliver a Strong Performance Despite Weak Water Flow
Chinese brands drive growth with affordable innovations
Appliances and electronics specialists lead distribution
Retail e-commerce gains traction among young urban consumers
No new retail brands or concepts emerge in 2026
Sustainability drives innovation with energy-efficient features
Convenience and customisation drive demand for smart laundry solutions
Chart 20 Haier’s New Aqua Washing Machine Incorporates AI to Boost Convenience
Localisation influences brand shares and product development
Large Cooking Appliances in Indonesia
KEY DATA FINDINGS
Large cooking appliances growing in 2025, boosted by demand for innovative products
Chart 21 Key Trends 2025
Chart 22 Analyst Insight
Strong growth driven by kitchen upgrades
Built-in cooking leads sales
Sustainability drives innovation and sales growth
Chart 23 Modena Launches New Built-In Hobs with Energy Saving Modes
Modena and Rinnai drive premiumisation with energy efficiency
Electric hobs expected to gain traction
Sustainability and smart technology fuel future growth
Modena maintains lead with affordable premium offerings
Midea’s acquisition of Teka boosts competition in the market
Chart 24 Fotile Releases Easily Cleanable Smart Built-In Hobs with Minimalist Finishing
Rinnai’s new built-in hobs offer enhanced safety and smart controls
Chart 25 Rinnai’s New Built-In Hobs Deliver Intelligent Cooking
Builder merchants drive sales through contractor partnerships
E-commerce gains traction with convenience and discounts
No new retail concepts or collaborations emerge
Modena and Rinnai lead innovation with energy efficiency
Midea’s acquisition of Teka expected to boost competition in the overall market
Builder merchants and e-commerce drive sales
Microwaves in Indonesia
KEY DATA FINDINGS
Rising popularity of convenient meal solutions helps drive growth in sales of microwaves
Chart 26 Key Trends 2025
Chart 27 Analyst Insight
Strong growth driven by affordability and energy efficiency
Freestanding microwaves dominate sales
Chart 28 Electrolux Combination Microwave Oven Offers Multiple Cooking Solutions
Key trends shaping the industry
Chart 29 LG NeoChef Microwave Oven Offers Smart Features for Convenience
Rapid urbanisation driving microwave sales thanks to their convenience
Freestanding microwaves will remain dominant, more smart features
Energy efficiency and smart features to shape industry
Sharp and LG maintain lead with competitive pricing and innovation
Chart 30 Panasonic’s Low-Watt Microwave Popular with Apartment Owners
Emerging players and innovation to shape future competition
Appliances and electronics specialists lead microwave distribution
Retail e-commerce gaining traction with competitive pricing
No new retail brands or concepts emerge in 2026
Smart features drive innovation and sales growth
Energy efficiency and multi-functionality boost sales
Innovation fuels growth amidst economic uncertainties
Refrigeration Appliances in Indonesia
KEY DATA FINDINGS
Refrigeration appliances performance negatively impacted by economic uncertainties
Chart 31 Key Trends 2025
Chart 32 Analyst Insight
Slowing demand amidst economic uncertainties
Fridge freezers the largest category
Sustainability drives value sales growth
Chart 33 Midea Launches its Large-Capacity Refrigerator with Energy-Efficient Features
Consumers drive demand for energy-efficient and premium refrigeration appliances
Fridge freezers dominate market and will see the fastest growth over the forecast period
Sustainability and smart technology will be shaping future sales
Sharp and Polytron lead refrigeration appliances with localised offerings
No significant mergers or new product launches observed
Appliances and electronics specialists drive offline sales
Retail e-commerce gains traction among young urban consumers
No emerging retail brands or concepts in 2026
Sustainability and energy efficiency drive innovation
Chart 34 Polytron Launches 4-Door Fridge Freezer at Under USD800
Increasing capacity and localisation shape product offerings
Chart 35 Sharp’s Latest Shine Series Fridge Keeps Food Fresh Longer
Retail e-commerce gains traction among young urban consumers
Air Conditioners in Indonesia
KEY DATA FINDINGS
Competitive landscape becoming increasingly dynamic with the entry of new brands and e-commerce growth
Chart 36 Key Trends 2025
Chart 37 Analyst Insight
Slowing sales growth despite favourable trends
Split air conditioners remain dominant
Midea and Daikin drive sales with innovative features
Chart 38 Daikin’s Nusantara Prestige is its First Indonesian-made Model
Chart 39 TCL Launches an AI Inverter Air Conditioner at a Lower Price than its Competitors
Manufacturers prioritise energy efficiency and local needs
Split air conditioners maintain dominance, portable units grow
Innovation and localisation drive business growth
Daikin and Sharp lead through localisation and innovation
New entrants shake up competitive dynamics with innovation
Midea’s Low-Energy-Consumption 1/2 PK Split Inverter Air Conditioner
Chart 40 Midea Launches 1/2 PK Split Inverter Air Conditioner with Low Energy Consumption
Appliances and electronics specialists drive offline sales
Brand stores gain popularity with comprehensive customer experience
Retail e-commerce gains traction with competitive pricing and convenience
Energy efficiency and localisation drive innovation
New entrants and localised strategies boost competition
E-commerce gains traction with competitive pricing
Food Preparation Appliances in Indonesia
KEY DATA FINDINGS
Increasing health awareness is helping drive growth in food preparation appliances
Chart 41 Key Trends 2025
Chart 42 Analyst Insight
Strong sales growth driven by e-commerce and health awareness
Chart 43 Ninja Blast Portable Blender Enters Indonesian Market
Blenders dominate market share thanks to their affordability and versatility
Chart 44 Samono Partners with Popular Gen Z Mom Influencer to Build Brand Awareness
Influencers and social media drive sales and brand awareness
Affordable pricing and e-commerce drive long-term growth
Blenders will maintain their dominance thanks to their versatility and affordability
Innovation and Gen Z influence will shape future trends
Philips and emerging brands drive market competition
Emerging brands and digital marketing open up new opportunities
Appliances and electronics specialists drive sales through expertise
E-commerce emerges as fastest-growing distribution channel
Influencers and social media shape retail environment
Affordability and health trends drive innovation
Innovative products cater to health-conscious consumers
Chart 45 Ecentio Slow Juicer Offers Healthy Lifestyle at Affordable Pricing
Business impact of innovation and changing consumer preferences
Personal Care Appliances in Indonesia
KEY DATA FINDINGS
Affordable products and social media influence helping to drive growth
Chart 46 Key Trends 2025
Chart 47 Analyst Insight
Affordable brands drive double-digit growth
Hair care appliances dominate sales
Influencers and multi-functionality shaping the market
Chart 48 Enchen Releases Affordable Shavers and Hair Clippers to Rival Top Brands
Affordable brands and multi-functionality expected to fuel future growth
Influencers and social media will continue shaping consumer preferences
Multi-functionality will drive growth in key categories
Chart 49 Enchen Launches 5-in-1 Multi-Functional Shaver for the Mass Market
Philips maintains lead through broad distribution and innovation
No mergers or acquisitions, continued innovation expected
E-commerce leads personal care appliances sales thanks to its wide product range
No new retail brands or concepts emerge in 2026
Multi-functionality and affordability drive growth in key categories
Enchen drives growth with innovative and affordable products
Chart 50 Enchen Engages Top Korean Star as Brand Ambassador to Build Awareness
Influencers and social media boost product visibility
E-commerce the leading distribution channel
Small Cooking Appliances in Indonesia
KEY DATA FINDINGS
Rising disposable income and increasing urbanisation help drive growth
Chart 51 Key Trends 2025
Chart 52 Analyst Insight
Affordability and energy efficiency driving sales growth
Air fryers the most dynamic product
Key trends shaping the market
Chart 53 Ravelle’s New Rice Cooker Offers Health-Focused and Low-Wattage Features
Affordable and energy-efficient products will drive sales growth
Rice cookers will remain largest category
Sustainability and multi-functionality will be shaping future industry landscape
Rinnai and local players dominate with affordable offers
Growing demand for energy-efficient and multi-functional appliances
Philips launches low-wattage multi-functional air fryer model
Chart 54 Philips NA230/00 is a Low-Wattage Multi-Functional Air Fryer
Appliances and electronics stores lead sales through offline channels
Retail e-commerce grows rapidly with its competitive pricing
No new retail brands or concepts emerge in 2026
Energy efficiency and multi-functionality driving sales
Affordability and versatility fuel market growth
Vacuum Cleaners in Indonesia
KEY DATA FINDINGS
Strong growth for vacuum cleaners despite a challenging economic environment
Chart 55 Key Trends 2025
Chart 56 Analyst Insight
Tineco and Deerma drive sales with innovative features and marketing
Standard vacuum cleaners dominate market share
Cordless and portable solutions driving dynamic growth
Brands capitalise on convenience and smart features
Robotic vacuum cleaners will continue to see strong growth with their innovative features
Social media and e-commerce will help drive sales and awareness
Guangdong Deerma Technology and Ecovacs Robotics lead vacuum cleaners
Tineco’s innovative approach disrupts traditional market dynamics
Appliances and electronics specialists still the leading channel
Retail e-commerce grows rapidly with its competitive pricing
Tineco and Deerma lead innovation with smart features
Chart 57 Deerma’s Lightweight Vacuum Cleaner Promises Effortless Cleaning
Chart 58 Tineco’s Pure One Station 5 Offers Convenience Through Smart and Customised Features
Influencers and social media drive sales and awareness
Innovation drives business growth in a challenging economy
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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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.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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