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Consumer electronics in 2024: The big picture
Consumer electronics in Malaysia continues to be affected by inflation at the end of the review period. Indeed, the rate of inflation in 2024 is set to be marginally higher than in 2023, but lower than in 2022.
2024 key trends
Based on quarterly business conditions and consumer sentiment studies carried out by the Malaysian Institute of Economic Research (MIER), consumer confidence remained weak in 2023, primarily due to inflation worries, job losses/insecurity and reduced income expectations. Consumer spending plans begun to slow down amid the tightening of financial conditions.
Competitive landscape
Samsung Malaysia Electronics is projected to consolidate its position as the leading manufacturer of consumer electronics, with an increase in retail volume share in 2024. The company owes most of its success in a highly competitive landscape and dynamic landscape, featuring new product developments, to its strong presence in mobile phones.
Retailing developments
Retail offline, led by appliances and electronics specialists, is expected to continue to dominate the distribution of consumer electronics in 2024. Most consumers still prefer to visit and purchase these products in physical stores, where they can see, touch and try products and consult sales staff before making a purchasing decision.
What next for consumer electronics?
Overall, consumer electronics in Malaysia is projected to see moderate-to-good growth in retail volume terms and strong increases in retail value (constant 2024 prices) terms through the forecast period. Retail volume declines within categories like computers and peripherals, in-car entertainment and imaging devices are expected to be offset by the performances of mobile phones, headphones, wireless speakers and wearable electronics.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics 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:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics 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 Electronics 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 Electronics in Malaysia?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Malaysia
Consumer electronics in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
Table 1 Sales of Consumer Electronics by Category: Volume 2019-2024
Table 2 Sales of Consumer Electronics by Category: Value 2019-2024
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2020-2024
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2021-2024
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2019-2024
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2024-2029
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2024-2029
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2024-2029
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Computers and Peripherals in Malaysia
KEY DATA FINDINGS
Sluggish demand amid economic uncertainty and replacement/upgrade delays
Local consumers tighten spending as the new sales and service tax (SST) takes effect on 1 March 2024
Gaming computers to aid category as esports turns mainstream
Cannibalisation to limit retail volume growth potential
E-commerce sales on the rise but appliances and electronics specialists retain strong appeal
“Green” and paperless initiatives to hurt the demand for new printers, laptops and monitors
Table 12 Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 13 Sales of Computers and Peripherals by Category: Value 2019-2024
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 16 Sales of Computers by Category: Business Volume 2019-2024
Table 17 Sales of Computers by Category: Business Value MSP 2019-2024
Table 18 Sales of Computers by Category: Business Volume Growth 2019-2024
Table 19 Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2020-2024
Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2021-2024
Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2019-2024
Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2024-2029
Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2024-2029
Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2024-2029
Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2024-2029
Table 27 Forecast Sales of Computers by Category: Business Volume 2024-2029
Table 28 Forecast Sales of Computers by Category: Business Value MSP 2024-2029
Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2024-2029
Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2024-2029
In-Car Entertainment in Malaysia
KEY DATA FINDINGS
New cars with built-in devices hurt aftermarket sales
Rising take up of EVs and Waze provides further blows to category sales
The landscape remains competitive in a declining category
E-commerce on the rise but physical stores dominate distribution
Local tourism tax and ride-hailing services offer bright spots but music streaming services increase redundancy fears
Smartphones and pre-installed systems to continue to see a move away from aftermarket in-car entertainment
Table 31 Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 32 Sales of In-Car Entertainment by Category: Value 2019-2024
Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2019-2024
Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2020-2024
Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2021-2024
Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2019-2024
Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2024-2029
Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2024-2029
Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2024-2029
Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2024-2029
Home Audio and Cinema in Malaysia
KEY DATA FINDINGS
Wireless speakers negatively impact home audio and cinema
Soundbars help home cinema and speaker systems buck the decline trend
Cautious optimism over the property market but economic fears persist
Retailers to look to BNPL and an omnichannel approach to lure consumers
Manufacturers and retailers need to continue to push soundbars
Rising trend for refurbished/used products to dampen growth
Table 42 Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 43 Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2020-2024
Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2021-2024
Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2020-2024
Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2024-2029
Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2024-2029
Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2024-2029
Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2024-2029
Home Video in Malaysia
KEY DATA FINDINGS
Cautiously optimistic property market offers growth potential
Streaming continues to make video players redundant
Consumers look for value for money in a tough 2024 as the new sales and service tax comes into force
Improving performance of TVs but further strong losses anticipated for video players
Rising trend for refurbished/used products to dampen growth
Streaming to continue to impact home video
Table 53 Sales of Home Video by Category: Volume 2019-2024
Table 54 Sales of Home Video by Category: Value 2019-2024
Table 55 Sales of Home Video by Category: % Volume Growth 2019-2024
Table 56 Sales of Home Video by Category: % Value Growth 2019-2024
Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 58 NBO Company Shares of Home Video: % Volume 2020-2024
Table 59 LBN Brand Shares of Home Video: % Volume 2021-2024
Table 60 Distribution of Home Video by Channel: % Volume 2019-2024
Table 61 Forecast Sales of Home Video by Category: Volume 2024-2029
Table 62 Forecast Sales of Home Video by Category: Value 2024-2029
Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2024-2029
Table 64 Forecast Sales of Home Video by Category: % Value Growth 2024-2029
Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2024-2029
Headphones in Malaysia
KEY DATA FINDINGS
TWS earbuds drive headphones
Gaming headbands to the fore as esports turns mainstream
Headphones remains a fiercely competitive environment
Young consumers’ lifestyles and commutes to contribute to fast demand
E-commerce reigns but physical stores maintain a robust presence
Rising trend for refurbished/used products is likely to dampen growth potential
Table 66 Sales of Headphones by Category: Volume 2019-2024
Table 67 Sales of Headphones by Category: Value 2019-2024
Table 68 Sales of Headphones by Category: % Volume Growth 2019-2024
Table 69 Sales of Headphones by Category: % Value Growth 2019-2024
Table 70 NBO Company Shares of Headphones: % Volume 2020-2024
Table 71 LBN Brand Shares of Headphones: % Volume 2021-2024
Table 72 Distribution of Headphones by Channel: % Volume 2019-2024
Table 73 Forecast Sales of Headphones by Category: Volume 2024-2029
Table 74 Forecast Sales of Headphones by Category: Value 2024-2029
Table 75 Forecast Sales of Headphones by Category: % Volume Growth 2024-2029
Table 76 Forecast Sales of Headphones by Category: % Value Growth 2024-2029
Imaging Devices in Malaysia
KEY DATA FINDINGS
Imaging devices continue to feel the heat from smartphones but tourism offers some respite for digital camcorders
Emergence of lower-priced alternatives exerts some pressure on GoPro
E-commerce on the rise but physical stores retain a strong preference
Influencers and digital content creators to spur sales
Online promotions and BNPL are likely to make imaging devices more attractive purchases
Rising trend for refurbished/used products to dampen new purchases
Table 77 Sales of Imaging Devices by Category: Volume 2019-2024
Table 78 Sales of Imaging Devices by Category: Value 2019-2024
Table 79 Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 80 Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 81 NBO Company Shares of Imaging Devices: % Volume 2020-2024
Table 82 LBN Brand Shares of Imaging Devices: % Volume 2021-2024
Table 83 Distribution of Imaging Devices by Channel: % Volume 2019-2024
Table 84 Forecast Sales of Imaging Devices by Category: Volume 2024-2029
Table 85 Forecast Sales of Imaging Devices by Category: Value 2024-2029
Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2024-2029
Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2024-2029
Mobile Phones in Malaysia
KEY DATA FINDINGS
Rahmah 5G package roll-outs provide a welcome push for smartphones
Samsung and Honor are big winners through the national 5G programme
Transsion creates a buzz with affordable smartphones
Influencers and digital content creators to aid category profile and growth
E-commerce sales on the rise while Telcos emerge
Refurbished/used products to dampen new sales
Table 88 Sales of Mobile Phones by Category: Volume 2019-2024
Table 89 Sales of Mobile Phones by Category: Value 2019-2024
Table 90 Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 91 Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2021-2024
Table 93 NBO Company Shares of Mobile Phones: % Volume 2020-2024
Table 94 LBN Brand Shares of Mobile Phones: % Volume 2021-2024
Table 95 Distribution of Mobile Phones by Channel: % Volume 2019-2024
Table 96 Forecast Sales of Mobile Phones by Category: Volume 2024-2029
Table 97 Forecast Sales of Mobile Phones by Category: Value 2024-2029
Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2024-2029
Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2024-2029
Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2024-2029
Portable Players in Malaysia
KEY DATA FINDINGS
Slow economic improvement and lifestyle tax relief offer sales opportunities
Young consumers’ lifestyles and streaming services are significant contributors to sales of wireless speakers
Moves towards omnichannel retailing as both offline and online channels enjoy popularity
Technological advancements to boost wireless speakers but derail e-readers
Streaming services and TV box to boost upgrades of wireless speakers for better cinematic experience
BNPL and broadband packages likely to boost wireless speakers
Table 101 Sales of Portable Players by Category: Volume 2019-2024
Table 102 Sales of Portable Players by Category: Value 2019-2024
Table 103 Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 104 Sales of Portable Players by Category: % Value Growth 2019-2024
Table 105 NBO Company Shares of Portable Players: % Volume 2020-2024
Table 106 LBN Brand Shares of Portable Players: % Volume 2021-2024
Table 107 Distribution of Portable Players by Channel: % Volume 2019-2024
Table 108 Forecast Sales of Portable Players by Category: Volume 2024-2029
Table 109 Forecast Sales of Portable Players by Category: Value 2024-2029
Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2024-2029
Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2024-2029
Wearable Electronics in Malaysia
KEY DATA FINDINGS
Health and fitness trends contribute to higher adoption of wearable electronics
Young consumers prefer smartwatches for their additional on-the-go features
E-commerce continues to gain ground on appliances and electronics specialists
Increasingly sophisticated and affordable offer to pique the interest of consumers
Electronic payments and affordable payment plans to provide demand drivers in the forecast period
Rising trend for refurbished/used products to hit new purchase rates
Table 112 Sales of Wearable Electronics by Category: Volume 2019-2024
Table 113 Sales of Wearable Electronics by Category: Value 2019-2024
Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 115 Sales of Wearable Electronics by Category: % Value Growth 2019-2024
Table 116 NBO Company Shares of Wearable Electronics: % Volume 2020-2024
Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2021-2024
Table 118 Distribution of Wearable Electronics by Channel: % Volume 2019-2024
Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2024-2029
Table 120 Forecast Sales of Wearable Electronics by Category: Value 2024-2029
Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2024-2029
Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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