Table of Contents
Consumer Appliances in Thailand - Industry Overview
EXECUTIVE SUMMARY
Favourable economic conditions underpin positive market performance
Growth in condominium ownership bolsters demand for appliances
Energy efficient appliances continue to gain popularity
Multinational brands continue to lead the Thai market
Demand for appliances will continue to grow over 2011-2016
KEY TRENDS AND DEVELOPMENTS
Economic development and political stability bolster market performance
Boom in condominiums continues to drive demand for appliances
Energy ratings exert a growing influence on appliance purchasing decisions
Distribution of appliances via non-store retailing channels increases
Consumer caution and market maturity likely to slow demand towards 2016
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2006-2011
Table 2 Replacement Cycles of Consumer Appliances by Category 2007-2011
MARKET DATA
Table 3 Sales of Consumer Appliances by Category: Volume 2006-2011
Table 4 Sales of Consumer Appliances by Category: Value 2006-2011
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2006-2011
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2006-2011
Table 7 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2006-2011
Table 8 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2006-2011
Table 9 Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 10 Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth 2006-2011
Table 11 Sales of Small Appliances by Category: Volume 2006-2011
Table 12 Sales of Small Appliances by Category: Value 2006-2011
Table 13 Sales of Small Appliances by Category: % Volume Growth 2006-2011
Table 14 Sales of Small Appliances by Category: % Value Growth 2006-2011
Table 15 Company Shares of Major Appliances 2007-2011
Table 16 Brand Shares of Major Appliances 2008-2011
Table 17 Company Shares of Small Appliances 2007-2011
Table 18 Brand Shares of Small Appliances 2008-2011
Table 19 Major Appliances by Distribution Format: % Breakdown 2006-2011
Table 20 Small Appliances by Distribution Format: % Breakdown 2006-2011
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2011-2016
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2011-2016
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2011-2016
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2011-2016
Table 25 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2011-2016
Table 26 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2011-2016
Table 27 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth 2011-2016
Table 28 Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth 2011-2016
Table 29 Forecast Sales of Small Appliances by Category: Volume 2011-2016
Table 30 Forecast Sales of Small Appliances by Category: Value 2011-2016
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2011-2016
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2011-2016
SOURCES
Summary 1 Research Sources
Consumer Appliances in Thailand - Company Profiles
Central Retail Corp in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 4 CRC Power Retail Co Ltd: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 5 Central Retail Corp Ltd: Competitive Position 2011
Home Product Center PCL in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 8 Home Product Center PCL: Competitive Position 2011
LG Electronic (Thailand) Co Ltd in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 11 LG Electronic (Thailand) Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 12 LG Electronic (Thailand) Co Ltd: Competitive Position 2011
Lucky Flame Co Ltd in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 15 Lucky Flame Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 16 Lucky Flame Co Ltd: Competitive Position 2011
Panasonic AP Sales [Thailand] in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 18 Panasonic AP Sales (Thailand): Production Statistics 2011
COMPETITIVE POSITIONING
Summary 19 Panasonic AP Sales (Thailand): Competitive Position 2011
Philips Electronics (Thailand) Ltd in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Philips Electronics (Thailand) Ltd: Competitive Position 2011
Saijo Denki International Co Ltd in Consumer Appliances (Thailand)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 25 Saijo Denki International Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 26 Saijo Denki International Co Ltd: Competitive Position 2011
Air Treatment Products in Thailand - Category Analysis
HEADLINES
TRENDS
Growth in total air treatment products volume sales in 2011 was down slightly on 2010, and also slower than the CAGR for the entire review period. While this slowdown was partly due to increasing maturity, it was mainly attributable to colder than usual weather during the summer months, traditionally the peak demand period for cooling products. However, a number of factors ensured that growth in total air treatment products volume sales remained quite healthy overall despite the slowdown. These included economic improvements, the construction of new condominiums and apartments and the fact that air conditioners have been exempt from excise tax since August 2009. Growth in total volume sales was also sustained by replacement purchases, new launches, high profile TV advertising campaigns for leading brands, frequent price promotions and the wider availability of interest-free instalment plans.
COMPETITIVE LANDSCAPE
Hatari remained the overall leader in air treatment products in 2011 with a volume share of 22%, followed by Mitsubishi with a share of 16%. Hatari held leading positions in ceiling fans, desk fans and standing fans. Mitsubishi meanwhile was the top ranked player in split air conditioners, and finished third in ceiling fans, desk fans and standing fans. Hatari and Mitsubishi are both renowned for offering good quality, reliable and technologically advanced products at competitive prices. Both companies also provide consistently strong marketing support for their respective brands, most notably via TV advertising campaigns and in-store promotions. Other prominent competitors in air treatment products in 2011 included Imarflex Industrial Co Ltd, Sanyo, Panasonic, Toshiba, Philips and LG Electronic.
PROSPECTS
While air treatment products will continue to develop positively over 2011-2016, growth in total volume sales is expected to be slower than during the review period. This will be mainly due to the increasing maturity of larger categories like split air conditioners, desk fans and standing fans. However, growth in total constant value sales is expected to surpass the review period CAGR, as economic improvements and discount promotions will encourage many consumers to trade up to higher priced and more technologically advanced models that offer better functionality, greater energy efficiency, less noise, convenience, health benefits etc. Other key drivers of demand for air treatment products will include replacement purchases, the construction of new condominiums and apartments and increasing environmental pollution. New launches and marketing activities by leading players will also drive growth in total volume and constant value sales.
CATEGORY DATA
Table 33 Sales of Air Treatment Products by Category: Volume 2006-2011
Table 34 Sales of Air Treatment Products by Category: Value 2006-2011
Table 35 Sales of Air Treatment Products by Category: % Volume Growth 2006-2011
Table 36 Sales of Air Treatment Products by Category: % Value Growth 2006-2011
Table 37 Company Shares of Air Treatment Products 2007-2011
Table 38 Brand Shares of Air Treatment Products 2008-2011
Table 39 Forecast Sales of Air Treatment Products by Category: Volume 2011-2016
Table 40 Forecast Sales of Air Treatment Products by Category: Value 2011-2016
Table 41 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2011-2016
Table 42 Forecast Sales of Air Treatment Products by Category: % Value Growth 2011-2016
Dishwashers in Thailand - Category Analysis
HEADLINES
TRENDS
Dishwashers showed an improved performance in 2011, with volume and current value growth rates slightly exceeding those recorded the previous year and also surpassing the respective CAGRs for the entire review period. Economic development and busier lifestyles were main drivers of demand, as these two trends made dishwashers more affordable and more desirable for growing numbers of Thai consumers. Price promotions, the availability of instalment plans and growing consumer interest in more technologically advanced or attractively designed models launched towards the end of the review period also bolstered volume and current value sales in 2011.
COMPETITIVE LANDSCAPE
Bosch & Siemens remained the leading company in dishwashers in 2011 with a volume share of 29%, followed by SMEG with a 27% share. Aside from their early mover advantages, both companies benefited from reputations for offering high quality and reliable products. This was particularly true in the case of Bosch & Siemens. The company’s Siemens brand is very well known to Thai consumers thanks to its strong presence in several other major and small appliances categories. Primarily targeted at mid-to-high income consumers, Siemens is renowned for its high quality, even when compared to other imported appliance brands, and widely distributed by major retail chains like Power Buy and Power Mall. Other prominent competitors in dishwashers in 2011 included Electrolux, Whirlpool, Teka (Thailand) Co Ltd and General Electric (Thailand) Ltd.
PROSPECTS
The outlook for dishwashers remains favourable, with volume and constant value sales expected to grow at CAGRs of 10% and 6% respectively over the forecast period. As the discrepancy between projected volume and constant value growth rates indicates, increasing price competition will be a key driver of demand. At the same time, the development of the category will continue to be bolstered by economic improvements, busier lifestyles and rising urbanisation. Price reductions and the trend towards busier lifestyles will play a particularly important role in attracting more middle income consumers into the category.
CATEGORY DATA
Table 43 Sales of Dishwashers by Category: Volume 2006-2011
Table 44 Sales of Dishwashers by Category: Value 2006-2011
Table 45 Sales of Dishwashers by Category: % Volume Growth 2006-2011
Table 46 Sales of Dishwashers by Category: % Value Growth 2006-2011
Table 47 Sales of Dishwashers by Format: % Breakdown 2006-2011
Table 48 Company Shares of Dishwashers 2007-2011
Table 49 Brand Shares of Dishwashers 2008-2011
Table 50 Forecast Sales of Dishwashers by Category: Volume 2011-2016
Table 51 Forecast Sales of Dishwashers by Category: Value 2011-2016
Table 52 Forecast Sales of Dishwashers by Category: % Volume Growth 2011-2016
Table 53 Forecast Sales of Dishwashers by Category: % Value Growth 2011-2016
Food Preparation Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Food preparation appliances showed another positive performance in 2011. Volume and current value growth rates for the entire category were up slightly on 2010, and also stronger than the respective CAGRs for the entire review period. Aside from economic recovery and the boom in Thailand’s residential property market, this improvement was driven by the healthy living trend. Specifically, the efforts of Thai consumers to adopt healthier dietary habits bolstered demand for products like blenders, food processors, juice extractors, smoothie makers and mixers. Busier lifestyles and the growing desire for convenience among consumers also helped to sustain the positive development of food preparation appliances, as did rising private label penetration and price promotions by leading branded manufacturers.
COMPETITIVE LANDSCAPE
Philips maintained its strong lead in food preparation appliances in 2011, claiming a volume sales share of 38%. Thanks to the high quality and innovative reputation of its eponymous brand, which has been present in Thailand for almost 60 years, Philips held leading positions in blenders, food processors, juice extractors and mixers, and ranked second in grinders and choppers and other food preparation appliances. Groupe SEB Thailand, which offers the Moulinex, Krups and Tefal brands, was the second leading company overall with a volume share of 17%. Like Philips, Groupe SEB maintains a broad portfolio that covers most major food preparation appliance categories, and has a reputation for offering good quality, reliable and convenient products at reasonably competitive prices. Other prominent competitors in 2011 included Thai City Electric Co Ltd, Panasonic and Electrolux.
PROSPECTS
Food preparation appliances looks set to go from strength to strength over the forecast period, with total volume and constant value sales growth rates expected to surpass those for the review period. As was the case in 2011, economic improvements, busier consumer lifestyles and the trend towards healthier dietary habits will be the main drivers of demand. At the same time, new launches, advertising activities, price promotions and growth in Thailand’s residential property market will also bolster demand for food preparation appliances.
CATEGORY DATA
Table 54 Sales of Food Preparation Appliances by Category: Volume 2006-2011
Table 55 Sales of Food Preparation Appliances by Category: Value 2006-2011
Table 56 Sales of Food Preparation Appliances by Category: % Volume Growth 2006-2011
Table 57 Sales of Food Preparation Appliances by Category: % Value Growth 2006-2011
Table 58 Company Shares of Food Preparation Appliances 2007-2011
Table 59 Brand Shares of Food Preparation Appliances 2008-2011
Table 60 Forecast Sales of Food Preparation Appliances by Category: Volume 2011-2016
Table 61 Forecast Sales of Food Preparation Appliances by Category: Value 2011-2016
Table 62 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2011-2016
Table 63 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2011-2016
Heating Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Despite the unusually cold weather in the early summer months, demand for heating appliances remained negligible in Thailand in 2011.
COMPETITIVE LANDSCAPE
There were no companies offering heating appliances in Thailand in 2011.
PROSPECTS
Thailand’s tropical climate means that demand for heating appliances is expected to remain negligible over the forecast period.
Home Laundry Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Volume and current value growth rates for home laundry appliances in 2011 were up slightly on the previous year, and also stronger than the respective CAGRs for the 5-year review period. As was the case with most other major appliance categories, this positive performance was underpinned by economic development in Thailand, with rising living standards and busier lifestyles making home laundry appliances more affordable and necessary for growing numbers of households, particularly in the middle income bracket. At the same time, technological advances, price promotions and other marketing activities encouraged existing owners to replace older home laundry appliances with newer models that offered value added features. Flexible instalment plans with competitive interest rates for credit card holders played a key role in stimulating demand among new consumers and existing owners, as did aggressive discounting by retailers during the rainy season, traditionally the peak period for this category.
COMPETITIVE LANDSCAPE
LG Electronic maintained its leading position in home laundry appliances in 2011, claiming a volume sales share of 27%. Thanks to strong advertising support for its LG range and a reputation for offering high quality, technologically innovative products, the company held leading positions in both semi-automatic washing machines and automatic washing machines, and ranked fourth in automatic washer dryers. While LG semi-automatic washing machines are more expensive than similar products from competitors, many consumers believe that their higher price positioning is justified by their advanced technological features and the company’s provision of a comprehensive range of after-sale services. Hitachi was the second leading home laundry appliances player in 2011 with a volume share of 14%, followed by Samsung with 12% and Panasonic with 10%. Other prominent competitors included Whirlpool (Thailand) Co Ltd, Sanyo, Toshiba and Haier.
PROSPECTS
Home laundry appliances should continue to develop positively over the forecast period, with total volume and constant value sales expected to grow at CAGRs of 5% and 3% respectively. As was the case in 2011, demand for home laundry appliances will be bolstered by economic improvements, busier consumer lifestyles, technological advances, price promotions and advertising campaigns. The boom in condominium and apartment building in big cities like Bangkok and popular tourist destinations will also drive demand. Together, these various factors should ensure that volume and constant value growth rates for home laundry appliances as a whole surpass those recorded during the review period.
CATEGORY DATA
Table 64 Sales of Home Laundry Appliances by Category: Volume 2006-2011
Table 65 Sales of Home Laundry Appliances by Category: Value 2006-2011
Table 66 Sales of Home Laundry Appliances by Category: % Volume Growth 2006-2011
Table 67 Sales of Home Laundry Appliances by Category: % Value Growth 2006-2011
Table 68 Sales of Automatic Tumble Dryers by Format: % Breakdown 2006-2011
Table 69 Sales of Automatic Washing Machines by Format: % Breakdown 2006-2011
Table 70 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2006-2011
Table 71 Company Shares of Home Laundry Appliances 2007-2011
Table 72 Brand Shares of Home Laundry Appliances 2008-2011
Table 73 Forecast Sales of Home Laundry Appliances by Category: Volume 2011-2016
Table 74 Forecast Sales of Home Laundry Appliances by Category: Value 2011-2016
Table 75 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2011-2016
Table 76 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2011-2016
Irons in Thailand - Category Analysis
HEADLINES
TRENDS
Volume and current value growth rates for irons in 2011 were up slightly on 2010, and also stronger than the respective CAGRs for the entire review period. This improved performance was underpinned by the growing willingness of Thai consumers to switch from traditional dry irons to traditional steam irons. Towards the end of the review period, this trend was fuelled by economic improvements, busier lifestyles and price promotions. At the same time, manufacturers aggressively promoted steam irons and launched new and more affordable models that were lighter, easier to use and available in a wider range of attractive colours and designs. Replacement purchases and the boom in the construction of new condominiums and apartments also contributed to the positive performance of the entire irons category in 2011.
COMPETITIVE LANDSCAPE
Philips retained its commanding lead in irons in 2011, claiming an overall volume sales share of 52%. Philips offers a very broad portfolio that covers both dry and steam irons and includes an extensive range of models, product designs and colours at prices to suit all income levels. The company’s strong lead also reflected its reputation for continuously introducing more technologically advanced products that offer better functionality and making ironing easier for users. Strong advertising support for its eponymous brand, not only in irons but across the wider consumer appliances market, also underpinned the company’s leading position in 2011. Thai City Electric Co, which offers the Sharp brand, ranked second overall with a volume share of 24%, while Elec-Tech International Co Ltd, producer of the Homemate brand, claimed third place with a share of 8%. Other prominent competitors in irons included Groupe SEB, Sanyo and Kuron Corp Ltd.
PROSPECTS
Irons looks set to maintain its positive development over the forecast period. Due to increasing maturity, growth in total volume sales is expected to be slightly slower than during the review period. Growth in total constant value sales meanwhile is expected to exceed the review period CAGR as more consumers trade up from traditional dry irons to higher priced steam irons. This switching trend will be encouraged by new launches, price promotions and other marketing activities, growth in white collar employment and the increasing desire for convenience among middle income consumers with busy lifestyles. Replacement purchases and the construction of new condominiums and apartments in major cities like Bangkok will also help to drive demand in all irons categories.
CATEGORY DATA
Table 77 Sales of Irons: Volume 2006-2011
Table 78 Sales of Irons: Value 2006-2011
Table 79 Sales of Irons: % Volume Growth 2006-2011
Table 80 Sales of Irons: % Value Growth 2006-2011
Table 81 Unit Sales of Irons by Format: % Breakdown 2006-2011
Table 82 Company Shares of Irons 2007-2011
Table 83 Brand Shares of Irons 2008-2011
Table 84 Forecast Sales of Irons: Volume 2011-2016
Table 85 Forecast Sales of Irons: Value 2011-2016
Table 86 Forecast Sales of Irons: % Volume Growth 2011-2016
Table 87 Forecast Sales of Irons: % Value Growth 2011-2016
Large Cooking Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Economic improvements, price reductions and the boom in Thailand’s residential property market supported another good performance by large cooking appliances in 2011. Volume and current value growth rates for the entire category were up on 2010, and also stronger than the respective CAGRs for the review period as a whole. Prices for many imported brands fell as the recession in Europe resulted in the depreciation of the euro currency against the Thai Baht. At the same time, imports of cheaper brands and products from other Asian countries rose steadily. Together with growth in house building, the increasing affordability of large cooking appliances helped to draw new consumers into the category, particularly middle income earners. This trend was one of the biggest drivers of growth in volume sales. Current value sales meanwhile were bolstered as favourable economic conditions encouraged many existing owners to trade up to more expensive products with value added features.
COMPETITIVE LANDSCAPE
Electrolux remained the overall leader in large cooking appliances in 2011 with a volume share of 23%. SMEG ranked second with a volume share of 19%, followed by Bosch & Siemens with a 16% share. These three companies have all been present in Thailand for more than a decade, and their respective brands enjoy strong reputations for quality and reliability among local consumers. Electrolux has a more competitive pricing strategy than the other two players, which helped it to maintain its leading position throughout the review period. SMEG is renowned as a specialist when it comes to high quality and stylishly designed major kitchen appliances; the company also has a strong presence in dishwashers and refrigeration appliances. Bosch & Siemens meanwhile is present in several major and small appliance categories, and its Siemens brand is closely associated with value added and convenient technological features in the minds of Thai consumers. Other prominent competitors in large cooking appliances in 2011 included Lucky Flame Co Ltd, Rinnai Corp, Whirlpool, Antonio Merloni SpA and Teka.
PROSPECTS
Large cooking appliances looks set to continue developing positively over the forecast period, with volume and constant value sales expected to grow at CAGRs of 6% and 4% respectively. Economic improvements and growth in the residential property market will remain the two biggest drivers of demand. Together with price reductions and the growing availability of flexible instalment plans, these two trends will play a key role in boosting demand for large cooking appliances among middle income consumers. Marketing activities and the launch of new models with advanced technologies or more aesthetically pleasing designs will also contribute to growth in volume and constant value sales. Since large cooking appliances is still far from maturity, total volume and constant value sales growth rates are expected to surpass those recorded during the review period.
CATEGORY DATA
Table 88 Sales of Large Cooking Appliances by Category: Volume 2006-2011
Table 89 Sales of Large Cooking Appliances by Category: Value 2006-2011
Table 90 Sales of Large Cooking Appliances by Category: % Volume Growth 2006-2011
Table 91 Sales of Large Cooking Appliances by Category: % Value Growth 2006-2011
Table 92 Sales of Built-in Hobs by Format: % Breakdown 2006-2011
Table 93 Sales of Ovens by Format: % Breakdown 2006-2011
Table 94 Sales of Cookers by Format: % Breakdown 2006-2011
Table 95 Sales of Range Cookers by Format: % Breakdown 2006-2011
Table 96 Company Shares of Large Cooking Appliances 2007-2011
Table 97 Brand Shares of Large Cooking Appliances 2008-2011
Table 98 Company Shares of Built-in Hobs 2007-2011
Table 99 Company Shares of Ovens 2007-2011
Table 100 Company Shares of Cooker Hoods 2007-2011
Table 101 Company Shares of Built-in Cooker Hoods 2007-2011
Table 102 Company Shares of Freestanding Cooker Hoods 2007-2011
Table 103 Company Shares of Cookers 2007-2011
Table 104 Company Shares of Range Cookers 2007-2011
Table 105 Forecast Sales of Large Cooking Appliances by Category: Volume 2011-2016
Table 106 Forecast Sales of Large Cooking Appliances by Category: Value 2011-2016
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2011-2016
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2011-2016
Microwaves in Thailand - Category Analysis
HEADLINES
TRENDS
Microwaves showed another strong performance in 2011, with volume and current value growth rates exceeding those for 2010 and also surpassing the respective CAGRs for the entire review period. Economic improvements, price reductions, busier lifestyles among urban consumers and the boom in construction of condominiums and apartments in big cities and popular tourist destinations were the main drivers of demand. Busier lifestyles among young urban professionals was a particularly important trend in this regard. These consumers often work long hours and have hectic social lives, leaving them with little time to cook proper meals for themselves at home. As a result, they tend to rely heavily on convenience foods (e.g. ready meals) that can be prepared quickly and with minimal effort in the microwave.
COMPETITIVE LANDSCAPE
Samsung led microwaves in 2011 with a volume share of 34%, followed closely by LG Electronic with a 32% share. Aside from their early mover advantages in microwaves generally, the leading positions of both companies reflected the fact that they were the first players to launch economy-priced models in the freestanding category. Moreover, thanks to their presence in several other appliance categories, the Samsung and LG brands are very well known to Thai consumers, and both enjoy strong reputations for quality and reliability. Other prominent competitors in microwaves in 2011 included Panasonic, Sanyo, Toshiba and Sharp.
PROSPECTS
Microwaves will continue to perform strongly over 2011-2016, with total volume and constant value growth rates expected to exceed those recorded during the review period. Aside from economic improvements in Thailand, demand for microwaves will be bolstered by price promotions, the trend towards busier lifestyles and the construction of new condominiums and apartments.
CATEGORY DATA
Table 109 Sales of Microwaves by Category: Volume 2006-2011
Table 110 Sales of Microwaves by Category: Value 2006-2011
Table 111 Sales of Microwaves by Category: % Volume Growth 2006-2011
Table 112 Sales of Microwaves by Category: % Value Growth 2006-2011
Table 113 Sales of Microwaves by Type 2009-2011
Table 114 Company Shares of Microwaves 2007-2011
Table 115 Brand Shares of Microwaves 2008-2011
Table 116 Microwaves by Distribution Format: % Analysis 2006-2011
Table 117 Forecast Sales of Microwaves by Category: Volume 2011-2016
Table 118 Forecast Sales of Microwaves by Category: Value 2011-2016
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2011-2016
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2011-2016
Personal Care Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Total volume and current value sales growth rates for personal care appliances in 2011 were up slightly on 2010, and also stronger than the respective CAGRs for the entire review period. This improved performance was underpinned by economic development, increasing image consciousness among Thai consumers, new launches, price promotions and other marketing activities.
COMPETITIVE LANDSCAPE
Procter & Gamble continued to lead personal care appliances in 2011, claiming a volume sales share of 31%. The company’s overall lead was due to the dominance of its Braun Oral-B brand in electric and battery toothbrush units. Aside from strong marketing support, the success of Braun Oral-B reflected its extensive distribution network. Braun Oral-B products are distributed by local company DKSH (Thailand) Ltd, which has good relationships with major retail chains across the country.
PROSPECTS
Personal care appliances looks set to continue performing well over the forecast period, with total volume and constant value sales growth rates expected to exceed those recorded during the review period. Given the relatively short life cycles of these products, replacement purchases will remain a key driver of demand. At the same time, volume and constant value sales will be bolstered by increasing image consciousness among Thai consumers, particularly young adults. New launches, price promotions and other marketing activities will also drive demand.
CATEGORY DATA
Table 121 Sales of Personal Care Appliances by Category: Volume 2006-2011
Table 122 Sales of Personal Care Appliances by Category: Value 2006-2011
Table 123 Sales of Personal Care Appliances by Category: % Volume Growth 2006-2011
Table 124 Sales of Personal Care Appliances by Category: % Value Growth 2006-2011
Table 125 Sales of Body Shavers by Format: % Breakdown 2006-2011
Table 126 Sales of Body Shavers by Power Source: % Breakdown 2009-2011
Table 127 Sales of Hair Care Appliances by Format: % Breakdown 2006-2011
Table 128 Company Shares of Personal Care Appliances 2007-2011
Table 129 Brand Shares of Personal Care Appliances 2008-2011
Table 130 Forecast Sales of Personal Care Appliances by Category: Volume 2011-2016
Table 131 Forecast Sales of Personal Care Appliances by Category: Value 2011-2016
Table 132 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2011-2016
Table 133 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2011-2016
Refrigeration Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Volume and current value growth rates for refrigeration appliances in 2011 were up on 2010, and also exceeded the respective CAGRs for the entire review period. This improved performance was partly due to favourable economic conditions as Thailand continued to recover from the downturn of 2008-2009. Price promotions also bolstered demand, as did advertising activities and growing interest in advanced models with value added features or more aesthetically pleasing designs among middle and high income consumers. At the same time, the boom in demand for condominiums and studio apartments in Bangkok and other major urban centres also contributed to the positive performance of refrigeration appliances.
COMPETITIVE LANDSCAPE
Toshiba remained the leader in refrigeration appliances in 2011 with a volume share of 25%. Thanks to the quality reputation and reasonably competitive price positioning of its eponymous brand, the company held leading positions in the fridges and fridge freezers categories. Panasonic was the second leading player overall with a volume share of 18%, followed by Hitachi Sales (Thailand) Co Ltd with 11%, Sanyo (Thailand) Co Ltd with 10%, Mitsubishi with 8% and Sharp Thai City Co Ltd with 5%. Other prominent competitors in refrigeration appliances included Thai Samsung Electronics Co Ltd, LG Electronics (Thailand) Co Ltd and Haier Electrical Appliances (Thailand) Co Ltd.
PROSPECTS
The outlook for refrigeration appliances is positive, with total volume and constant value sales expected to grow at CAGRs of 6% and 4% respectively over the forecast period. Economic improvements in Thailand will make refrigeration appliances affordable to more households, while also encouraging existing owners to trade up to new and more advanced models. Advertising campaigns and technological developments that make these appliances more energy efficient, environmentally friendly, convenient etc will also drive demand, as will frequent price promotions. Together, these various factors should ensure that volume and constant value growth rates surpass those recorded during the review period.
CATEGORY DATA
Table 134 Sales of Refrigeration Appliances by Category: Volume 2006-2011
Table 135 Sales of Refrigeration Appliances by Category: Value 2006-2011
Table 136 Sales of Refrigeration Appliances by Category: % Volume Growth 2006-2011
Table 137 Sales of Refrigeration Appliances by Category: % Value Growth 2006-2011
Table 138 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2006-2011
Table 139 Sales of Freezers by Format: % Breakdown 2006-2011
Table 140 Sales of Freezers by Volume Capacity: % Breakdown 2006-2011
Table 141 Sales of Fridge Freezers by Format: % Breakdown 2006-2011
Table 142 Sales of Fridge Freezers by Static Vs Frost-Free: % Breakdown 2009-2010
Table 143 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2006-2011
Table 144 Sales of Fridges by Format: % Breakdown 2006-2011
Table 145 Sales of Fridges by Static Vs Frost-Free: % Breakdown 2009-2011
Table 146 Sales of Fridges by Volume Capacity: % Breakdown 2006-2011
Table 147 Company Shares of Refrigeration Appliances 2007-2011
Table 148 Brand Shares of Refrigeration Appliances 2008-2011
Table 149 Company Shares of Built-in Fridge Freezers 2007-2011
Table 150 Company Shares of Freestanding Fridge Freezers 2007-2011
Table 151 Company Shares of Built-in Fridges 2007-2011
Table 152 Company Shares of Freestanding Fridges 2007-2011
Table 153 Forecast Sales of Refrigeration Appliances by Category: Volume 2011-2016
Table 154 Forecast Sales of Refrigeration Appliances by Category: Value 2011-2016
Table 155 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2011-2016
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2011-2016
Small Cooking Appliances in Thailand - Category Analysis
HEADLINES
TRENDS
Total volume and current value growth rates for small cooking appliances in 2011 were up on 2010, and also stronger than the respective CAGRs for the entire review period. This improved performance was underpinned by favourable economic conditions, the boom in Thailand’s residential property market and busier consumer lifestyles. New launches, price promotions and other marketing activities also bolstered demand for small cooking appliances.
COMPETITIVE LANDSCAPE
Small cooking appliances remained quite fragmented in 2011, with more than 30 players present. Thai City Electric Co remained the clear leader, however, claiming a volume share of 28% with its Sharp brand. The competitively priced and heavily advertised Sharp held a commanding lead in rice cookers, the dominant category, but also ranked among the top brands in coffee machines, electric steamers and mini ovens. Philips and Panasonic finished second and third overall respectively with volume shares of 16% and 11%. Like Thai City Electric Co, the overall rankings of both companies were mainly owed to their strength in the largest category, rice cookers. Philips also held leading positions in coffee machines, mini ovens, sandwich makers and toasters. Panasonic meanwhile ranked second in electric grills and third in coffee machines and mini ovens. Sharp, Philips and Panasonic are all renowned as good quality small cooking appliance brands that offer convenience, reliability and advanced technological features or functions at reasonable prices. In rice cookers, for example, all three ranges include more sophisticated models with digital timing displays and additional functions such as steaming, baking etc. Other prominent competitors in small cooking appliances in 2011 included Toshiba, Sanyo, Hitachi, Midea Trading (Thailand) Co Ltd, Electrolux and lucky Flame.
PROSPECTS
Small cooking appliances will continue to develop positively over the forecast period, with total volume and constant value sales expected to grow at CAGRs of 4% and 3% respectively. Economic improvements, busier consumer lifestyles and the construction of new condominiums and apartments in major cities will remain the biggest drivers of demand, while new launches and marketing activities will also bolster volume and constant value sales growth. Due mainly to the increasing maturity of rice cookers, the dominant category, growth in total small cooking appliances volume sales is expected to be slightly slower than during the review period. However, growth in total constant value sales is expected to exceed that recorded over 2006-2011, as economic development, new launches and busier lifestyles will encourage many consumers to trade up to higher priced products with value added functions and features.
CATEGORY DATA
Table 157 Sales of Small Cooking Appliances by Category: Volume 2006-2011
Table 158 Sales of Small Cooking Appliances by Category: Value 2006-2011
Table 159 Sales of Small Cooking Appliances by Category: % Volume Growth 2006-2011
Table 160 Sales of Small Cooking Appliances by Category: % Value Growth 2006-2011
Table 161 Unit Sales of Coffee Machines by Format: % Breakdown 2006-2011
Table 162 Company Shares of Small Cooking Appliances 2007-2011
Table 163 Brand Shares of Small Cooking Appliances 2008-2011
Table 164 Forecast Sales of Small Cooking Appliances by Category: Volume 2011-2016
Table 165 Forecast Sales of Small Cooking Appliances by Category: Value 2011-2016
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2011-2016
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2011-2016
Small Kitchen Appliances (Non-Cooking) in Thailand - Category Analysis
HEADLINES
TRENDS
Small kitchen appliances (non-cooking) continued to perform well in 2011. Total volume and current value sales growth rates were up slightly on the previous year, and also stronger than the respective CAGRs for the entire review period. As was the case with small cooking appliances, rising demand for small kitchen appliances was underpinned by economic improvements, busier consumer lifestyles and the construction of new condominiums and apartments in major cities across Thailand. Replacement purchases, price promotions and improvements in distribution via the hypermarkets, supermarkets and electrical goods retailers multiples channels also bolstered demand.
COMPETITIVE LANDSCAPE
Philips remained the overall leader in small kitchen appliances in 2011 with a volume share of 20%, followed by Thai City Electric Co with 15% and Sanyo with 12%. These three companies have all been present in Thailand for many years, and their respective brands are renowned for offering good quality/functionality, convenience and value added features at reasonable prices. Moreover, all three have extensive distribution networks in Thailand and provide consistently strong advertising support for their brands, which are also present in several other small and major appliance categories. Other prominent competitors in small kitchen appliances in 2011 included Toshiba, Panasonic, Bosch & Siemens, Midea, Electrolux and Severin Elektrogeräte GmbH.
PROSPECTS
Small kitchen appliances will continue to develop positively over the forecast period, with total volume and constant value sales growth rates expected to surpass those recorded during the review period. The main drivers of demand for small kitchen appliances will be replacement purchases and the construction of new condominiums and apartments in major cities and tourist destinations. Technological advances, price promotions, busier consumer lifestyles and improvements in distribution will also help to drive growth in volume and constant value sales.
CATEGORY DATA
Table 168 Sales of Small Kitchen Appliances (Non-cooking) by Category: Volume 2006-2011
Table 169 Sales of Small Kitchen Appliances (Non-cooking) by Category: Value 2006-2011
Table 170 Sales of Small Kitchen Appliances (Non-cooking) by Category: % Volume Growth 2006-2011
Table 171 Sales of Small Kitchen Appliances (Non-cooking) by Category: % Value Growth 2006-2011
Table 172 Company Shares of Small Kitchen Appliances (Non-cooking) 2007-2011
Table 173 Brand Shares of Small Kitchen Appliances (Non-cooking) 2008-2011
Table 174 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: Volume 2011-2016
Table 175 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: Value 2011-2016
Table 176 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: % Volume Growth 2011-2016
Table 177 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: % Value Growth 2011-2016
Vacuum Cleaners in Thailand - Category Analysis
HEADLINES
TRENDS
Vacuum cleaners maintained its positive development in 2011, with total volume and current value sales growth rates both up slightly on the previous year and also faster than the respective CAGRs for the entire review period. While urbanisation and busier consumer lifestyles remained two of the biggest drivers of demand for vacuum cleaners, the category also benefited from the growing availability of more affordably priced models and the boom in condominium and apartment building in cities and tourist destinations across Thailand. Together with rising awareness of the health and hygiene benefits of using vacuum cleaners instead of traditional brooms, these latter two trends played a key role in drawing new consumers into the category. At the same time, total volume and current value sales were also bolstered by replacement purchases, price promotions and growing consumer interest in new and more technologically advanced models with value added features and functions.
COMPETITIVE LANDSCAPE
Electrolux maintained its leading position in vacuum cleaners in 2011 with a volume share of 21%. This was mainly due to the leadership of its eponymous brand in cylinder vacuum cleaners, the largest category, though the Electrolux range also included stick, handheld, wet and dry and robotic models. Aside from this broad portfolio, Electrolux’s leading position was also due to its extensive distribution network and strong reputation for offering innovative, technologically advanced and environmentally friendly products at prices to suit all income levels. Advertising support for and consumer loyalty towards the Electrolux brand in other small and major appliance categories also contributed to its popularity in vacuum cleaners. LG Electronic was the second leading player overall in 2011 with a volume share of 16%. Other prominent competitors included Sanyo, Philips, Toshiba, Samsung, Hitachi and Groupe SEB.
PROSPECTS
The outlook for vacuum cleaners over the forecast period is highly favourable, with volume and constant value growth rates for the entire category expected to surpass those recorded during the review period. Economic improvements, urbanisation, rising health awareness, the boom in condominium and apartment building and the increasing availability of smaller, cheaper and quieter models will be the key drivers of demand. In particular, these trends will help to encourage first time vacuum cleaner purchases by middle income consumers. New launches, price promotions, improvements in distribution and marketing activities will also bolster growth in total vacuum cleaners volume and constant value sales.
CATEGORY DATA
Table 178 Sales of Vacuum Cleaners by Category: Volume 2006-2011
Table 179 Sales of Vacuum Cleaners by Category: Value 2006-2011
Table 180 Sales of Vacuum Cleaners by Category: % Volume Growth 2006-2011
Table 181 Sales of Vacuum Cleaners by Category: % Value Growth 2006-2011
Table 182 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2006-2011
Table 183 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2006-2011
Table 184 Company Shares of Vacuum Cleaners 2007-2011
Table 185 Brand Shares of Vacuum Cleaners 2008-2011
Table 186 Forecast Sales of Vacuum Cleaners by Category: Volume 2011-2016
Table 187 Forecast Sales of Vacuum Cleaners by Category: Value 2011-2016
Table 188 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2011-2016
Table 189 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2011-2016