Consumer appliances in 2024: The big picture
Inflation rates rose in May 2024 on the back of higher utility charges – the highest in eight months. Prices of food and non-alcoholic drinks were particularly hard hit by inflation in 2023, with the prices of staple foods remaining elevated in 2024.
2024 key trends
Consumer confidence dipped during 2023 due to inflation worries, a decline in employment opportunities and income concerns. Consumers saw their incomes squeezed in the latter half of 2023 which dissuaded consumers from spending on consumer appliances.
Competitive landscape
The demand for portable/hand held garment steamers continued to grow in 2024 with it encouraging new launches, such as those from Panasonic and Tefal. These game-changing handhold garment steamers include interesting features such as two-way ironing and foldable (and also non-foldable) models.
Retailing developments
Appliances and electronics specialists remained the dominant distribution channel for consumer appliances in Malaysia in 2024 with the channel also seeing healthy growth in retail volume terms. Local consumers still generally prefer to buy consumer appliances in person to avoid extra delivery charges and to examine products prior to purchase.
What next for consumer appliances?
The concept of renting and eventually owning consumer appliances is not foreign to local consumers and it is seen as something which could help drive sales of consumer appliances over the forecast period. For example, popular direct selling brands such as Cuckoo and Coway have introduced services whereby consumers pay a small rental fee each month for a duration of three to five years, which includes value-added maintenance cleaning services for products such as water purifiers and air purifiers.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- 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 Malaysia
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
Dishwashers in Malaysia
KEY DATA FINDINGS
Electricity cost, the long-term concern for consumers
Increase in SST and energy prices adds further woes for dishwashers
Young consumers’ reliance on food deliveries/take-out and food preparation habits dampening category growth
Payment plans could improve access to dishwashers in Malaysia
Bringing convenience to the home could be a key focus of marketing as players look to win over consumers
Innovation and table-top formats could be key to growth
Home Laundry Appliances in Malaysia
KEY DATA FINDINGS
Front loading automatic washing machines find favour but obstacles remain to the growth of home laundry appliances
Value-added features appealing to young working adults
Samsung extends its lead with innovative offering while new Skyworth brand hits the market in 2024
Haier’s innovative auto-dosing and smart-control washing machines bring greater convenience to laundry
BNPL and zero-interest-instalments making home laundry appliances more accessible
Rental services making ownership of home laundry appliances more affordable
Large Cooking Appliances in Malaysia
KEY DATA FINDINGS
Financial pressures push consumers to cook more meals at home while payment plans support spending on large cooking appliances
Cautiously optimistic property market brings some positivity to the category
At-home cooking culture supports sales while new innovations support Rinnai and Elba’s leading positions in the market
E-commerce continues to show potential despite the strong position held by physical retailers
BNPL and zero-interest-instalment likely to boost growth while recovery in the local housing market presents new opportunities
Reliance on food delivery services and the growth in single-person households a potential threat to category growth
Microwaves in Malaysia
KEY DATA FINDINGS
Cautiously optimistic property market provides a welcome boost to microwaves
Misconceptions hamper the growth of microwaves while purchasing decisions influenced by rising energy costs
E-commerce sales on the rise but physical stores remain dominant
Reliance on food deliveries services a persistent threat to category
Young consumers’ food preparation habits to aid category growth
Air fryers present a significant threat to microwaves
Refrigeration Appliances in Malaysia
KEY DATA FINDINGS
Value-added features attract sales from younger consumers
Cautiously optimistic property market supports category growth
SAVE 4.0 programme encourages consumers to trade up to energy efficient models while distribution remains focused on appliances and electronics specialists
Haier looking to build a stronger presence in the market through new product development and marketing
Haier launches innovative Instaswitch Upright Freezers presenting new opportunities for the market
E-commerce expected to pick up share thanks to sales events but store-based retailers will likely continue to dominate
Air Treatment Products in Malaysia
KEY DATA FINDINGS
Energy-saving inverter air conditioners increase in popularity as energy tariffs rise
Heatwaves and concerns around air quality boost demand for air treatment products in 2024
SAVE 4.0 boosts sales of energy efficient air conditioners
Air conditioners category becoming crowded as more players enter the market
Demand for value-added and aesthetically-designed cooling fans presents new opportunities for development
Rental subscription services could make air treatment products more accessible
Food Preparation Appliances in Malaysia
KEY DATA FINDINGS
Financial pressures pushing more consumers to cook and prepare meals at home
E-commerce making food processors more affordable for local consumers while demand grows among mothers and working women
Healthy eating habits boosting demand for juice extractors and blenders
Reliance on food deliveries services a persistent threat to category
E-commerce sales on the rise but appliances and electronics specialists remain dominant
Value deals and affordability likely to remain important for local consumers
Personal Care Appliances in Malaysia
KEY DATA FINDINGS
Dreame making waves in hair care appliances
Value-added hair care products the way to consumers’ pockets
Laifen Malaysia extends its brand presence with its newly launch, Laifen Wave electric toothbrush
Hygiene and beauty awareness offers growth opportunities for personal care appliances
E-commerce sales on the rise but physical stores still remain relevant
Influencers and digital content creators likely to play an influential role in the future of personal care appliances
Small Cooking Appliances in Malaysia
KEY DATA FINDINGS
New product launches and subscription services fuelling demand for pod coffee machines
Consumers switch to cooking and drinking coffee at home to save money, while air fryers benefit from focus on healthy eating
Effects of boycott on brands aided demand for coffee at home
Coffee machines still full of potential
Reliance on food deliveries services a persistent threat to category
Multi-functionality cooking appliances and local traditions set to fuel category growth
Vacuum Cleaners in Malaysia
KEY DATA FINDINGS
Hygiene concerns and an increase in pet ownership boosts demand for vacuum cleaners
E-commerce brands aids adoption of stick vacuum cleaners and robotic vacuum cleaners
E-commerce thriving with more players adopting an omnichannel sales model
Influencers and digital content creators likely to be used by brands to strengthen their market position and popularity
BNPL and zero-interest-instalment plans likely to boost growth by making vacuum cleaners more affordable
PerySmith leads the way with it launching its new wet and dry Evobot T1 robotic vacuum cleaners
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.
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This report originates from Passport, our Consumer Appliances research and analysis database.
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