The growing population and number of households along with the natural replacement cycle in the fourth most populous country in the world have been key in the healthy expansion of the Small Domestic Appliances (SDA) sector in Indonesia.
Demand for appliances such as rice cookers, food preparation equipment, irons and vacuum cleaners have intensified in 2013, driving the strong performance of the overall market with incremental sales of 20 and 15 percent in value and volume respectively.
Three of the four SDA segments—Irons, Food preparation, and Rice cookers managed to turn in robust double digit volume growth of 16, 15 and 10 percent, while Vacuum cleaners grew 7 percent. Sales value on the other hand surged at a higher pace of 24, 21, 17 and 6 percent respectively, attributed to the emerging trend of consumers buying more expensive appliances.
“The Indonesian market is moving towards premium appliances which promise users better durability and features,” said Guntur Sanjoyo, Managing Director for GfK in Indonesia. “This development in the market reflects growing consumer sophistication as they become more quality conscious and are willing to invest more for better products.”
GfK expanded its report coverage from its original two regions of Greater Jakarta and East Java (Include Bali) to four regions in October 2012 to include Central and West Java. Commencing October 2013, another six regions across Sumatera, Kalimantan and Sulawesi have also been added to its retail audit tracking with official data available in January 2014.
The most common item purchased in the country, making up two in every five (44 percent) small household appliances sold is a rice cooker. In 2013 alone, over 92 million was generated by sales of 4.2 million units—nearly 1.5 million more than the previous year. Total worth of the rice cooker market has correspondingly grown 17 percent over 2012.
Meanwhile, with a turnover of 3.3 million units and USD 35.7 million in 2013, irons are the second biggest contributor to SDA in Indonesia in terms of sales volume.
Đăng ký: VietNam News