Southeast Asian retailers clean-up with washing machine sales

Post by George Dixon on 22nd February 2012 in

Demand for major domestic appliances (MDA), especially washing machines, increased considerably in Southeast Asia last year.

Figures compiled by market research firm GfK claim that 17.5 million major electrical goods, such as fridges, washing machines and microwaves were purchased by consumers in Malaysia, Thailand, Indonesia, Vietnam, the Philippines and Singapore last year. The value of the market in the region increased by 12 per cent year-on-year to hit just under $5bn.

Washing machines were the star performers in the sector, posting an 18 per cent year-on-year increase in terms of value and a 16 per cent increase with regard to volume.

Jasmine Lim, regional account director for home and lifestyle at GfK, said a shift in consumer attitudes was behind the sharp increase in sales.

She said: "The developing markets in Southeast Asia are rapidly modernising and embracing modern technology.

"The most lucrative market now appears to be Indonesia, which emerged as the star performer in the region by raking in the highest sales in overall MDA as well as washing machines in 2011."

Indonesian consumers bought a total of 2.08 million washing machines last year – almost half a million more than in 2010.

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