Overview
Household appliance market on a steady path to progression; major appliances provide biggest contribution to revenue
With the rapid increase in living standards and the country slowly picking up in the aftermath of COVID-19, the household appliance industry has shown a steady yet slow path to progression. The sector proved to be important especially during the period of time where remote work became the only solution as a result of there being lockdowns and circuit breakers being implemented within Singapore. Many appliances such as ovens, toasters, microwaves and blenders increased in demand, as a result of the large amount of time spent indoors, which led to convenient and time-saving appliances being sought.
Household appliances are divided into two segments: major appliances and small appliances. Assisting with household activities such as cleaning, washing, processing and leisure, the sector’s main purpose revolves around enhancing the quality of life as a whole. Some of the largest manufacturers of home appliances in Singapore are AEG, Bosch, Siemens, KitchenAid, Whirlpool, Miele, Bauknecht and Groupe SEB (Krups, Moulinex, Tefal and Rowenta).
Major appliances contribute to 60% of revenue within the household appliance market but 16% of the sales volume. The major appliances segment includes equipment such as cookers, refrigerators, ovens, washing machines, freezers and dishwashers. The small appliances segment consists of appliances such as toasters, irons, grills, roasters, coffee machines, microwave ovens, air treatment appliances, personal care appliances, vacuum cleaners and electric kettles. The home appliances market relies heavily on both imports (mainly from China) and domestic production.
Energy consumption per household increases; consumers seek smart appliances to reduce electrical bills
With the shift towards digital e-commerce platforms, consumers have found a wider variety of e-commerce platforms that would assist with catering to their every need. This has resulted in a wider range of household appliances being found on a variety of e-commerce platforms that are easy to purchase simply with the touch of a button.
Increased technological developments, market expansion, higher incomes and urbanization have all contributed towards the sector and its development. As the industry developed, technological advancements also improved revenue within the market and boosted the requirement for convenient time-saving equipment that would assist with daily living circumstances.
The increased time spent indoors during the pandemic also resulted in more individuals utilizing electrical appliances, which caused energy consumption within households to increase drastically. Environmental awareness spread more during the pandemic, resulting in a larger number of individuals looking towards making ethical and moral-based decisions. Consumers opted for energy-efficient appliances and showed a keen interest in the reduction of the carbon footprint within the country.
In late 2020, the Singapore government provided individuals with special vouchers to promote the purchasing of energy-efficient appliances. Such measures were introduced in order to reduce electrical consumption and also improve the economy.
Studies done by the NEA (National Environment Agency) in Singapore in 2017 showed that 24% of the electricity utilized was by air conditioners and would contribute SGD 303 more in electricity bills every year. This resulted in the sector introducing smart appliances that offered energy-efficient solutions, and support and encouragement was provided by the government in order to find a solution to increased energy consumption. NEA also provided users with guidelines to choose energy-efficient appliances as a way to reduce electricity bills and energy consumption.
Key Trends
Increase in the need for household appliances; remote work results in an increase in the need for appliances to assist with time management
In 2020, Singapore noted a massive drop in retail sales with a 3.6% decrease in most industries. One of the few sectors to increase in growth even during the COVID-19 pandemic was the household equipment sector, which saw 20.8% growth despite the presence of a circuit breaker within the city. Growth in revenue was mostly due to the demand for major appliances whereas smaller appliances showed very minimal growth.
The need for food preparation and improved cooking skills resulted in individuals spending more time indoors experimenting with recipes instead of opting for food delivery services. The increased interest in culinary passions resulted in customers looking for equipment that could assist with basic food preparation, such as coffee machines and other small appliances.
Retailers capitalize on demand for household appliances; unregistered household appliances sold online
As the demand for household appliances increased, e-commerce platforms such as Amazon, Lazada, ezbuy, Carousell, Shopee Singapore and Qoo10 immediately began offering a wider range of appliances. Sellers from various backgrounds began capitalizing on the sudden demand for appliances to assist with daily activities, but this has created a negative impact within the industry. In 2021, it was noted that more than 2,900 household appliances being sold had failed to register for certification from the Consumer Product Safety Office (CPSO).
As per legislation, all controlled goods require registration with the CPSO along with a unique SAFETY Mark number and a valid seal to be fixed onto said products. Among the list of products being unregistered, the main five products included portable socket outlets, cooking appliances such as hotplates, toasters and grills, hair care appliances, and heating appliances such as hot water dispensers and kettles.
The CPSO noted a large number of consumer complaints during the period of January - November 2021, and with the help of surveillance and investigations, special warnings were given to individuals and companies retailing such products. E-commerce platforms that were implicated in the matter have since delisted all unregistered appliances and the necessary changes have been taken to rectify these misgivings. The strict stance taken by the CPSO is a result of the fire, mechanical and electrical hazards that could arise due to products not meeting safety requirements.
Key Statistics
- Statistics from market research done in 2022 stated that the revenue in the household appliances market amounts to EUR 0.75 billion. The market is expected to show growth between 2022 and 2027.
- In 2022, the largest segment of household appliances is major appliances with a market volume of EUR 0.46 billion.
- A revenue of EUR 126.10 has been recorded during 2022 per person in comparison to total population figures.
- Online sales contributed 21.4% towards the total revenue within the sector.
- In 2022, smart appliance revenue is also slated to rise to USD 83.99 million.
- By 2023, the volume growth for the sector is set to rise to 1.6%, as seen from statistics taken in 2022.
Top Singapore MNCs in Household Appliance Sector
PHILIPS ELECTRONICS SINGAPORE PTE. LTD.
Repeated company as per client
BSH HOME APPLIANCES PTE. LTD.
BSH Home Appliances was incorporated in Singapore in 1996 as a wholesale marketer of household electrical appliances and equipment. It is the Asia-Pacific regional headquarters of the German company BSH, of the Bosch Group. It markets and distributes global home appliance brands Bosch and Gaggenau. BSH’s ecosystem brand Home Connect and service brands - Kitchen Stories and BlueMovement - allow the company to offer digital services and sustainable solutions to consumers for a sustainable way of life. It offers a range of home appliances such as cooking and bakeware, dishwashing equipment, cooking and freezing appliances, washing and drying devices and small appliances.
LG ELECTRONICS SINGAPORE PTE. LTD.
LG Electronics Singapore was incorporated in 2004 and is a subsidiary of LG Electronics Inc of Seoul, South Korea. It operates two divisions: home entertainment, and home appliance and air solutions. The company offers a range of domestic appliances and innovative products which include household and kitchen appliances of high quality and design. These include refrigerators, washing machines, LG Styler, vaccum cleaners, dishwashers and microwave ovens.The company also offers a selection of air solutions from split system air conditioners to VRF systems. LG Electronics Singapore has earned a reputation for its smart technologies and innovative designs. It was honoured with the Red Dot Design Award, CNET Asia Editor’s and Readers' Choice Award, HWM+HardwareZone.com’s Tech Award, and Growth from Knowledge’s (GfK) Best Brand No.1 Award.
SONY ELECTRONICS (SINGAPORE) PTE. LTD.
Repeated company as per client
DYSON OPERATIONS PTE. LTD.
Dyson Operations was incorporated in Singapore in 2007 as a manufacturer of electrical household appliances including refrigerators, food mixers, cookers, hair dryers, fans, and shavers. Dyson’s Singapore office belongs to the British tech giant Dyson, which relocated its headquarters to Singapore in 2019. Dyson Operations is also engaged in the research and experimental development of electronics. Dyson has three store locations across Singapore and operates an online platform for its products. The company’s charity hosts the The James Dyson Award, an annual design competition for young inventors who are entrepreneurial undergraduates or recent graduates of engineering and design.
PERTAMA MERCHANDISING PTE. LTD.
Repeated company as per client
BEST DENKI (SINGAPORE) PTE. LTD.
BEST Denki is a branch of one of Japan’s largest electrical and electronic retail brands. Due to the company’s breakthrough in sales, BEST Denki expanded to Singapore in 1985 as one of the first retailers of electrical and electronic appliances, marketing household appliances and audio-visual products. It was one of the first stores to promote customer-oriented services by providing a firsthand experience of the displayed merchandise to customers. Due to the company’s continued success, BEST Denki’s Singapore branch was established as the headquarters for overseas operations in 2004. These include markets across Malaysia and Indonesia, with 44 outlets established across these countries.
DAIKIN AIRCONDITIONING (SINGAPORE) PTE. LTD.
Established in 1968, Daikin Airconditioning (Singapore) is a subsidiary of Daikin Industries, one of the world’s largest manufacturers of air conditioning equipment. Having operated for more than 50 years, Daikin Airconditioning uses cutting-edge technologies to provide air conditioning systems for the household, educational and recreational needs of customers. It has introduced inverter technology to contribute to the country’s quest for eco-friendly and energy efficient products. Daikin Airconditioning (Singapore) has been honoured with many accolades, including the Reader’s Digest Trusted Brand 2020: Gold Award, the Red Dot Design Award, and BCA’s Green Mark Platinum Award. It was also voted as Singapore’s Favourite Aircon Brand in the Superbrand Research Survey, as well as being named Singapore PMEBs’ Most Favourite Air Conditioner Brand.
MITSUBISHI ELECTRIC ASIA PTE. LTD.
Mitsubishi Electric Asia was established in Singapore in 1977. It is a subsidiary of Mitsubishi Electric Corporation, a leading global manufacturer of products ranging from home electronics to satellite systems. Mitsubishi Electric Asia is a wholesale marketer and supplier of products and services such as home electronics, industrial and factory automation, space systems, public utility systems, and semiconductors for homes, businesses and industries within the Asia-Pacific region. It has earned BizSAFE STAR Level 4, and the Singapore Service Class (S-Class) certifications, and was awarded BCA’s Green Mark Platinum Award.
TP VISION SINGAPORE PTE. LTD.
TP Vision is a developer, manufacturer and marketer of Philips branded TV sets in Europe, Russia, the Middle East, Brazil, Argentina, Uruguay, Paraguay and certain countries within the Asia-Pacific. TP Vision Singapore was incorporated in 2011 as a sales office and manufacturer of electrical household appliances including refrigerators, toasters, hotplates, food mixers, shavers, hairdryers and fans. It is also a wholesale marketer of handphones and peripheral equipment and other telecommunications equipment. In 2022, TP Vision gained four Red Dot Design Awards, in recognition of the company’s Philips branded range of TV and audio products.
Top Singapore Large Local Enterprises in Household Appliance Sector
COURTS ASIA LIMITED
Repeated company as per client.
CHALLENGER TECHNOLOGIES LIMITED
Repeated company as per client.
GAIN CITY BEST-ELECTRIC PTE. LTD.
Repeated company as per client.
MAYER MARKETING PTE LTD
Mayer Marketing, which was founded in Singapore in 1987, is a leading distributor of quality home and kitchen appliances. It was later acquired by KHIND Holding, allowing the company to set new directions. Mayer Marketing is fully committed to its house labels - Mayer and Mistral - and also markets reputable brands such as Aqua Optima, Honeywell, and Naturai. Mayer Marketing’s products are available for purchase on its online e-store as well. Online customers can take advantage of flash sales, and a warranty, return and exchange policy extended by the company.
SIA HUAT PRIVATE LIMITED
Sia Huat was founded in Singapore in 1959 as a retailer of household goods, and has evolved over six decades to become a marketer of foodservice products, tableware, kitchenware and equipment. Its Singapore operations comprises a warehouse distribution facility, a product display area and a large-scale concept store. The company has partnerships with reputed brands such as Atlantic Chef, de Buyer, Giesser, Lacor, La Pavoni and Waring Commercial Kitchen Appliances. Sia Huat, which has established its presence in Malaysia and Indonesia, has gained the BizSAFE STAR Level 3 certification.
LUZERNE PTE. LTD.
Luzerne is a branch of Hiap Huat Holdings, a ceramics tableware company. Incorporated in Singapore in 1977, it is an importer and distributor of tableware for leading airlines, hotels, dining establishments, and homeowners across the world. Indigenous kaolin clay from Dehua, China, is fired at high temperatures to produce items with a distinctive soft ivory colour and a clear translucent texture. With the assistance of over 800 trained artisans, the company provides high quality, well-designed tableware ensuring exceptional workmanship in every piece. Luzerne is a winner of Tableware International’s Awards of Excellence, as well as being awarded Red Dot’s Tableware Brand 2020, and Singapore’s Made With Passion Brands.
Top Singapore SMEs in Household Appliance Sector
ZIMPLISTIC PRIVATE LIMITED
Zimplistic was incorporated in Singapore in 2008, as a manufacturer of electrical household appliances, and launched its brand, Rotimatic, one of the world’s first robotic kitchen appliances and roti makers. In the span of 90 seconds, the appliance measures atta flour, mixes and kneads it into a dough ball, flattening it evenly, making flat, thin, puffed chapatis. It also has the options for making pizza bases and other types of rotis which include whole wheat, jowar, bajra, multigrain rotis, and puri. The appliance has a 32-bit microprocessor that mutually orchestrates 10 motors, 15 sensors and 300 parts parallelly. Zimplistic also engages in research and experimental development on engineering.
AUDIO HOUSE MARKETING PTE. LTD.
Audio House Marketing was incorporated in Singapore in 1998. It is a retailer of electronics and home appliances, including audio and video equipment such as radios, television sets, and sound reproducing and recording equipment. The company is also involved in the retail sale and distribution of computer games, including electronic games as well as video game consoles. Audio House Marketing offers an e-store for customers to make their purchases online.
MEGA DISCOUNT STORE PTE. LTD.
Established in Singapore in 1994, Mega Discount Store is a retailer of consumer electronics which takes pride in its customer service. The brand offers a range of electronics, including audio/visual equipment, gadgets, home and kitchen appliances and accessories. These electronics are sourced directly from reputable manufacturers such as Hitachi, Samsung, LG, Philips, Bosch, Mitsubishi, Panasonic, and Toshiba. Mega Discount Store offers cash and carry options, and provides installation and delivery services. In addition to its two retail outlets, the company offers an e-store for customers who prefer to make their purchases online.
CAPITAL MARKETING (S) PTE. LTD.
Capital Marketing (S) was founded in 1998 in Singapore, and was the first to market the 30 bottle wine chiller brand Kadeka for wine consumers across the country. In 1996, Capital Distributors was established as the exclusive distributor of KDK - a Japanese brand of electric fans. Capital Marketing is also a distributor of kitchen appliances for the Italian brands Bertazzoni and La Germania. For its development of the first inverter technology wine chiller in 2018, Capital Marketing was awarded the Prestige brand award. Over the years, with the assistance of its reputable distribution networks, Capital Marketing and Capital Distributors have earned a reputation as a trusted company for representing global consumer brands.
ASIA EXCEL PTE. LTD.
Repeated company as per client.
SIMPLEX (PRIVATE) LIMITED
Simplex was established in Singapore in 1972.Over the last 50 years, the company has earned a reputation as a giant in the supply of commercial kitchen equipment, and is recognised by business partners for being a total solutions provider that promotes and develops profit-generating concepts. Being an equipment distributor, Simplex launched its household brand Pinnacle, for chiller, freezer and refrigeration equipment. PinnTech is the multi-purpose platform covering the supply chain verticals. Simplex has global clients such as McDonald's, Kentucky Fried Chicken, Seven Eleven, Subway, Burger King, Starbucks, Five Guys, and Family Mart, to name a few.
ELDRIC MARKETING PTE. LTD.
Eldric Marketing was established in Singapore in 1985. It is a distributor and retailer of premium built-in kitchen appliances. The company meets the demands of professional chefs and discerning homeowners, as well as interior designers and property developers. Eldric Marketing provides high quality and functional kitchen appliances and products which include refrigerators and wine cellars, range hoods, water systems, beverage chillers and blast chillers, and vacuum sealers. The company’s products include various brands such as Blastcool, Fhiaba, Billi, Highland, Schmick, Unico, Viking, Irinox, and Qasair.
RINA ELECTRICAL PTE. LTD.
Rina Electrical was established in Singapore in 1967 as a one-stop shop for kitchen and laundry care appliances. It is a supplier of reputed home appliance brands such as Bosch, SubZero, Bertazzoni, Gaggenau, Kadeka, Brandt, De Dietrich, Fisher & Paykel, Liebherr, Wolf, EuroCave, Electrolux, Miele, and Vintec. These home appliances includehobs, outdoor gas grills and aluminium burners; refrigerators, wine chillers and beverage chillers; dishwashers, dryers and washing machines; and lifestyle electrical appliances that include vacuuming drawers, coffee machines, humidors, and gourmet warming drawers. Rina Electrical’s showroom is located at the Shaw Centre on Scotts Road.
YEOBUILD PRIVATE LIMITED
Yeobuild commenced operations in 1980 as a family-owned small business - Yeobuild Homerepair - which provided maintenance services to households in Singapore. With over 40 years of experience, Yeobuild’s operations are carried out by six PUB licensed technicians who specialise in major home appliance repairs - these include electrical problems, fans, autogates, and plumbing and sanitary issues. The company also undertakes repairs of electrical household appliances including cooker hoods/hobs, ovens, refrigerators, freezers, wine chillers, washing machines, dishwashers, dryers, and microwaves, and provides handyman services as well. Yeobuild has a partnership with iSwitch, an electricity retailer. It was featured on Singapore’s Finest, and has gained BizSAFE STAR’s Level 3 certification.
SINGAPORE RADIO & INDUSTRY PTE. LTD.
Singapore Radio & Industry (SRI) commenced operations in the 1960s as a humble shophouse in Serangoon Gardens, selling kitchen appliances. SRI was later established as the sole distributor of Tecno and Tecnogas, providing household electrical appliances and products such as cooker hobs and hoods, ovens, refrigerators and washers. SRI’s success as a distributor of household appliances paved the way for marketing automated high-precision built-in gas stoves among other advanced products, which helped the company to earn a reputation as a leading manufacturer and provider of home appliances. SRI is dedicated to providing greener products to ensure a sustainable future.
LION CITY COMPANY
Lion City Company is a retailer of home appliances and audio visual products of major brands. It was established in 1969 on Geylang Road in Singapore. The company is responsible for the wholesale, retail, projects and exports of brands such as Bosch, Brandt, Whirlpool, Dell, D-Link, Dyson, Panasonic, Novita, Pioneer, Vintec, Valenti, Transtherm, Toshiba, and NESCAFÉ® Dolce Gusto®. Lion City Company serves a clientele of resellers, overseas exporters, contractors, interior designers, property agents and rental agents. The company also has an e-store for online purchases, and offers various promotions, a return policy, and delivery and shipping services.
Top Singapore Fastest-Growing Companies in Household Appliance Sector
MR D.I.Y. TRADING (SINGAPORE) PTE. LTD.
Repeated company as per client.
MAYER MARKETING PTE. LTD.
Mayer Marketing, which was founded in Singapore in 1987, is a leading distributor of quality home and kitchen appliances. It was later acquired by KHIND Holding, allowing the company to set new directions. Mayer Marketing is fully committed to its house labels - Mayer and Mistral - and also markets reputable brands such as Aqua Optima, Honeywell, and Naturai. Mayer Marketing’s products are available for purchase on its online e-store as well. Online customers can take advantage of flash sales, and a warranty, return and exchange policy extended by the company.
CUCKOO INTERNATIONAL (S) PTE. LTD.
Repeated company as per client.
LOUD TECHNOLOGIES ASIA PTE. LTD.
Repeated company as per client.
LEA HIN CO (ELECTRICAL APPLIANCES) PTE. LTD.
Lea Hin Co. (Electrical Appliances) was incorporated in 2001 in Singapore. It is a branch of the Lea Hin Group which commenced operations as a dealer for kerosene stoves, pressure lanterns, pressure oil tanks and burners. It has evolved over time and is recognised as a manufacturer of LPG gas cookers and cast iron burners. These products are distributed locally and internationally under the Group’s trademark brand, Butterfly. Lea Hin Co (Electrical Appliances) manufactures, markets and distributes electrical appliances under the company’s brand FARFALLA, with the assistance of leading overseas factories that specialize in the latest technologies.
ASIA EXCEL PTE. LTD.
Repeated company as per client.
LENBROOK ASIA PTE. LTD.
Lenbrook Asia - of the Lenbrook Group in Canada - was incorporated in Singapore in 1993. Lenbrook Asia is the retailer, marketer and distributor of the company’s brands, including Bluesound, an award-winning wireless, multi-room music system; NAD - a brand for high-fidelity audio making amplifier designs accessible to music lovers; and PSB Speakers - a brand specializing in loudspeakers and high-performance headphones. Located in the heart of Singapore, Lenbrook Asia’s showroom with modern hi-fi products, activities and services, is designed to attract Asian distributors and consumers. It also has an online platform to serve local and international consumers from Malaysia, Hong Kong and the United Arab Emirates.
BSH HOME APPLIANCES PTE. LTD.
BSH Home Appliances was incorporated in Singapore in 1996 as a wholesale marketer of household electrical appliances and equipment. It is the Asia-Pacific regional headquarters of the German company BSH, of the Bosch Group. It markets and distributes global home appliance brands Bosch and Gaggenau. BSH’s ecosystem brand Home Connect and service brands - Kitchen Stories and BlueMovement - allow the company to offer digital services and sustainable solutions to consumers for a sustainable way of life. It offers a range of home appliances such as cooking and bakeware, dishwashing equipment, cooking and freezing appliances, washing and drying devices and small appliances.
SINGAPORE RADIO & INDUSTRY PTE. LTD.
Singapore Radio & Industry (SRI) commenced operations in the 1960s as a humble shophouse in Serangoon Gardens, selling kitchen appliances. SRI was later established as the sole distributor of Tecno and Tecnogas, providing household electrical appliances and products such as cooker hobs and hoods, ovens, refrigerators and washers. SRI’s success as a distributor of household appliances paved the way for marketing automated high-precision built-in gas stoves among other advanced products, which helped the company to earn a reputation as a leading manufacturer and provider of home appliances. SRI is dedicated to providing greener products to ensure a sustainable future.
ELECTROLUX S.E.A. PRIVATE LIMITED.
Electrolux S.E.A. was incorporated in Singapore in 1970. It is a wholesaler, engaged in the after sales services and marketing of more than 60 million household and professional products belonging to the global appliance company Electrolux and its other brands AEG, Anova, Frigidaire, Westinghouse and Zanussi. Electrolux S.E.A. offers various kitchen appliances, laundry appliances, vacuum cleaners and air purifiers, along with various accessories and spare parts for air, floor and laundry care. Electrolux was awarded four Red Dot Design Awards for Outstanding Product Designs.
