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[0] => In this Outlook, we analyzed the small kitchen appliances market in Southeast Asia. The analysis in this report is based on data compiled and analyzed from TMO's eCommerce data platform Market Insider in April 2025. Market Insider collects SKU information from Shopee and Lazada, the two leading e-commerce platforms in Southeast Asia.
This report focuses on three popular subcategories within the small kitchen appliance sector on both platforms: Cooking & Heating, Food Preparation, and Beverage Makers.
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- Market size of three major appliance categories: Cooking & Heating (e.g., rice cookers, air fryers), Food Preparation (e.g., blenders, meat grinders), and Beverage Makers (e.g., coffee machines, electric kettles)
- List of leading brands (with their market share) in each market segment
- List of leading stores (with their market share) in each market segment
- Best-selling countries for each subcategory (Indonesia, Malaysia, Thailand, Philippines, Vietnam, Singapore)
- Price ranges that generate the most revenue by country
- List of popular new products in each market segment
This Outlook is based on data compiled and analyzed from TMO's eCommerce data platform Market Insider in April 2025.
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In this report, we focus on the small kitchen appliance sector, covering three key categories: Cooking & Heating (e.g., rice cookers, air fryers), Food Preparation (e.g., blenders, meat grinders), and Beverage Makers (e.g., coffee machines, electric kettles). Data is sourced from Shopee and Lazada, Southeast Asia’s two largest e-commerce platforms, based on tens of thousands of SKUs with sales in April 2025.
Cooking & Heating is the largest online subcategory within Southeast Asia's home appliance market, accounting for approximately 54.1% of the total market share. European brands such as PHILIPS and Tefal performed well.
Food Preparation, including blenders and meat grinders, represent the second-largest subcategory in the small kitchen appliance segment in Southeast Asia. In this space, Japanese, Korean, European, and local Southeast Asian brands have demonstrated strong competitiveness.
Most best-selling stores are multi-brand and multi-category, suggesting that this format is popular among consumers looking for one-stop purchases.
For detailed market trend and brand sales performance in different segments,
please feel free to download the outlook.
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