Consumer Appliances in the Philippines

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• With rising disposable incomes, consumers are willing and able to invest in consumer appliances

KEY DATA FINDINGS

• CHART 1 Key Trends 2025

INDUSTRY PERFORMANCE

• Demand for energy efficiency and convenience drive growth
• Small cooking appliances leads sales, but vacuum cleaners drives growth
• Sustainability and energy efficiency trend influences product design
• CHART 2 TCL Launches FreshIN 3.0 Air Conditioner with AI Energy-Saving Technology
• Convenience and customisation drives demand for smart appliances
• CHART 3 Midea Features 30L Digital Microwave with IOT and Custom Cooking Features
• Multifunctional products are demanded, with brands like Imarflex and Midea innovating
• CHART 4 Imarflex Highlights 4-in-1 Microwave Oven as a Multifunctional Kitchen Solution

WHAT'S NEXT?

• Energy efficiency expected to drive upgrades and sales growth
• Vacuum cleaners set to see dynamic growth due to demand for cleaning convenience
• With rising urbanisation, demand for multifunctional, convenient products will rise
• CHART 5 Analyst Insight
• CHART 6 Growth Decomposition of Consumer Appliances 2024-2029

COMPETITIVE LANDSCAPE

• Leading brands maintain their positions, but challengers like Simplus perform well
• Brand recognition and strategic marketing drive competitive gains across categories
• Opportunities for growth in the forecast period

CHANNELS

• Appliances and electronics specialists dominates distribution in 2025
• Retail e-commerce grows steadily, driven by convenience and affordability

ECONOMIC CONTEXT

• CHART 7 Real GDP Growth and Inflation 2020-2030
• CHART 8 PEST Analysis in the Philippines 2025

CONSUMER CONTEXT

• CHART 9 Key Insights on Consumers in the Philippines 2025
• CHART 10 Consumer Landscape in the Philippines 2025

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

DISHWASHERS IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for convenience drives growth for dishwashers, along with urbanisation
• CHART 11 Key Trends 2025

INDUSTRY PERFORMANCE

• Growing demand for convenience drives sales
• Maximus drives innovation with a compact design
• CHART 12 Maximus Launches the MAX-002JUB Tabletop Dishwasher with UV Sterilisation
• Eco-friendly messaging is transforming the perception of dishwashers in the Philippines
• CHART 13 AVA Launches Compact Countertop Dishwasher with Low Water and Energy Use

WHAT'S NEXT?

• Urbanisation and affordability expected to continue to drive sales of dishwashers
• CHART 14 Analyst Insight
• Tabletop models anticipated to be favoured in compact urban homes
• E-commerce and direct-to-consumer channels expected to expand their reach

COMPETITIVE LANDSCAPE

• Leading players maintain their dominance through innovative launches
• Stable competitive landscape, but opportunities for development

CHANNELS

• Appliances and electronics specialists leads sales through expertise and advice
• Builder merchants and construction also accounts for a significant share of sales
• Retail e-commerce plays a crucial role in sales of dishwashers, particularly tabletop models
• Direct-to-consumer channels gain prominence in dishwashers
• CHART 15 Maximus Strengthens its Direct-to-Consumer Presence in the Philippines

COUNTRY REPORTS DISCLAIMER

HOME LAUNDRY APPLIANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Urbanisation and rising disposable incomes drive expansion for home laundry appliances
• CHART 16 Key Trends 2025

INDUSTRY PERFORMANCE

• Economic and demographic factors contribute to rising sales of home laundry appliances
• Automatic washing machines drives retail volume growth due to demand for convenience
• Sustainability drives innovation in home laundry appliances through eco-friendly features
• CHART 17 Sharp Launches Washing Machines with Water Reuse and J-Tech Inverter Technology
• Convenience and customisation shape home laundry appliances with advanced features
• CHART 18 TCL Introduces C20 Washing Machine Highlighting Convenience for Busy Filipinos
• Demand for health and hygiene drives innovation through advanced laundry technologies
• CHART 19 Whirlpool launches SaniCare Washer-Dryer Combo

WHAT'S NEXT?

• Rising incomes and urbanisation expected to drive solid growth for home laundry appliances
• Automatic washing machines will take the lead, automatic dryers set to grow rapidly
• CHART 20 Analyst Insight
• Partnerships with online and offline retailers will be important for brands

COMPETITIVE LANDSCAPE

• Leading brands maintain dominance through innovation and distribution
• Opportunities for growth through new product launches in a stable landscape

CHANNELS

• Appliances and electronics specialists dominates offline sales
• Retail e-commerce plays a limited role in distribution, but this is likely to expand

COUNTRY REPORTS DISCLAIMER

LARGE COOKING APPLIANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Kitchen modernisation and rising incomes drive demand for large cooking appliances
• CHART 21 Key Trends 2025

INDUSTRY PERFORMANCE

• Middle-income households drive demand for affordable luxury appliances
• Built-in hobs leads growth in large cooking appliances, but cooker hoods leads sales
• Manufacturers innovate with multifunctionality and compact design
• CHART 22 Tecnogas Technik Launches 60cm Built-In Air Fryer Oven in the Philippines
• Convenience and customisation shape product design and features
• CHART 23 La Germania Launches Care Series in the Philippines with Lifestyle-Customised Design
• Safety features become key differentiators for manufacturers
• CHART 24 Fujidenzo Launches Cooking Range with Oven Safety Valve for Safer Everyday Use

WHAT'S NEXT?

• Middle-income households will drive demand for affordable premium products
• Built-in hobs set to maintain its growth trend as consumers prioritise modern kitchen designs
• Safety, reliability, and energy efficiency anticipated to drive future growth and innovation

COMPETITIVE LANDSCAPE

• Top players maintain their strength by meeting consumer needs
• Players expected to target expansion through innovation and a wider retail presence

CHANNELS

• Appliances and electronics specialists leads offline distribution due to expert advice
• Retail e-commerce grows modestly despite limitations
• Builder merchants and construction dominates and maintains growth

COUNTRY REPORTS DISCLAIMER

MICROWAVES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Urbanisation and rising incomes drive demand for microwaves
• CHART 25 Key Trends 2025

INDUSTRY PERFORMANCE

• Sales growth driven by convenience and customisation
• CHART 26 Midea Showcases 30L Digital Microwave with IOT and Custom Cooking Features
• Imarflex drives innovation with multifunctional design
• CHART 27 Imarflex Highlights 4-in-1 Microwave Oven as a Multifunctional Kitchen Solution
• Design-led innovation: Manufacturers prioritise aesthetics in microwaves
• CHART 28 Toshiba Releases "Japandi"-Style Microwave with Seamless, Minimalist Design

WHAT'S NEXT?

• Growth expected to be driven by consumer demand for convenience
• Design will remain important to consumers
• E-commerce to intensify the competition among manufacturers

COMPETITIVE LANDSCAPE

• Top brands maintain their lead through innovation and a wide product range
• Continued innovation will be required due to the intensifying competition

CHANNELS

• Appliances and electronics specialists dominates sales of microwaves
• Retail e-commerce offers competitive pricing and a wide product range

COUNTRY REPORTS DISCLAIMER

REFRIGERATION APPLIANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising aspirations drive resilient growth for refrigeration appliances despite some caution
• CHART 29 Key Trends 2025

INDUSTRY PERFORMANCE

• Economic caution and rising aspirations drive modest growth
• Convenience and customisation shape product development
• CHART 30 LG Launches 2025 InstaView Refrigerator with Auto Ice Maker and Fresh Converter
• Sustainability and reliability define refrigeration appliances in the Philippines
• CHART 31 Fujidenzo Launches HD Inverter Refrigerator in 2025 with Energy-Saving Technology
• A focus on food preservation to address spoilage concerns
• CHART 32 Panasonic's PRIME+ Edition Features Prime Fresh, Promoting Food Safety Through Freshness

WHAT'S NEXT?

• Energy efficiency and innovation expected to drive growth moving forward
• Freshness and preservation innovations will remain important
• CHART 33 Analyst Insight
• Intensifying competition and digital engagement to reshape refrigeration appliances

COMPETITIVE LANDSCAPE

• Panasonic, LG and Samsung sustain their lead through brand loyalty and quality
• TCL's aggressive expansion and local players' resilience

CHANNELS

• Appliances and electronics specialists drives sales through expertise
• Retail e-commerce grows slowly due to trust and support concerns

COUNTRY REPORTS DISCLAIMER

AIR CONDITIONERS IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Low household penetration and demand for energy-efficient products drive growth
• CHART 34 Key Trends 2025

INDUSTRY PERFORMANCE

• Energy efficiency drives sales growth among urban households
• Split air conditioners leads growth, despite dominance of window air conditioners
• Health-focused features gain traction
• CHART 35 Carrier Aura Split-Type Inverter Air Conditioner Supports Air Quality and Health
• Manufacturers innovate with energy-efficient designs
• CHART 36 TCL Launches FreshIN 3.0 Air Conditioner with AI-Powered Energy Savings
• Compact and multifunctional designs gain popularity among consumers
• CHART 37 Carrier Slim 4HP and Midea U Window/Split Redefine Multifunctionality and Compact Design

WHAT'S NEXT?

• Rising incomes and energy efficiency set to drive sales
• Split air conditioners set to gain share from window air conditioners due to health features
• Innovations in multifunctional and compact products will contribute to growth

COMPETITIVE LANDSCAPE

• Leading brands maintain dominance through innovation
• Share shifts and future growth opportunities

CHANNELS

• Traditional offline retailers lead air conditioners thanks to expert guidance
• Retail e-commerce gains traction with competitive pricing

COUNTRY REPORTS DISCLAIMER

FOOD PREPARATION APPLIANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising demand for multifunctional products and better economic conditions promote growth
• CHART 38 Key Trends 2025

INDUSTRY PERFORMANCE

• Increasing interest in cooking, and improving economic conditions drive growth
• Rise of multifunctionality, as seen with the Simplus 3-in-1 Blender Food Processor
• CHART 39 Simplus Launches Multifunctional 3-in-1 Blender Food Processor in the Philippines
• Cordless and portable solutions gain traction among consumers
• CHART 40 KitchenAid Launches GO Cordless System in the Philippines

WHAT'S NEXT?

• Premium and budget options expected to drive sales in the future
• Modern kitchen appliances set to become more popular among urban consumers
• E-commerce anticipated to shape food preparation appliances

COMPETITIVE LANDSCAPE

• Philips leads, but Simplus sees significant growth with innovative offerings
• Opportunities for expansion for new and emerging brands

CHANNELS

• Appliances and electronics specialists dominates offline sales
• Retail e-commerce grows rapidly, driven by online campaigns
• Nutribullet and KitchenAid drive DTC expansion in the Philippines
• CHART 41 Nutribullet Opens First Flagship Store in the Philippines at SM Megamall

COUNTRY REPORTS DISCLAIMER

PERSONAL CARE APPLIANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• The rise of self-care and higher disposable incomes contribute to dynamic growth
• CHART 42 Key Trends 2025

INDUSTRY PERFORMANCE

• Strong growth driven by rising self-care habits and socioeconomic factors
• Influencers and social media drive sales through engaging content
• CHART 43 Dreame Hair Glory Dryer Promoted via TikTok Philippines
• Rising demand for multifunctional and compact devices
• Smart technology and AI integration drive growth in personal care appliances
• CHART 44 Xiaomi Launches Smart Electric Toothbrush T501 with AI Brushing Features

WHAT'S NEXT?

• Rising habit of self-care expected to drive sales
• Body shavers and hair care appliances set to remain dominant
• Affordability and social commerce to impact purchasing decisions

COMPETITIVE LANDSCAPE

• Leading brands retain lead through innovation and distribution
• Emerging players gain ground through social media and innovation

CHANNELS

• Appliances and electronics specialists leads offline sales, although omnichannel important
• Retail e-commerce gains traction through social media and influencers

COUNTRY REPORTS DISCLAIMER

SMALL COOKING APPLIANCES IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Changing consumer habits and the positive economy drive growth
• CHART 45 Key Trends 2025

INDUSTRY PERFORMANCE

• Solid growth due rising disposable incomes, but many consumers still look for affordability
• Health and wellness trend boosts sales of air fryers
• CHART 46 Philips Launches NA123 Digital Air Fryer to Promote Healthier Cooking
• Imarflex drives sales with multifunctional air fryer launches
• CHART 47 Imarflex launches Digital Turbo Air Fryer with Multifunctional Features

WHAT'S NEXT?

• Affordability will remain an important driver of sales
• Freestanding hobs and rice cookers expected to lead volume sales
• CHART 48 Analyst Insight
• Digital integration and DTC growth set to drive value-oriented sales growth

COMPETITIVE LANDSCAPE

• Imarflex and Hanabishi lead concentrated small cooking appliances
• Emerging brands such as Simplus gain traction with budget-friendly products
• Opportunities for growth for brands across the price spectrum

CHANNELS

• Appliances and electronics specialists dominates, but retail e-commerce rises
• DTC expansion impacts distribution of small cooking appliances
• CHART 49 Hanabishi Boosts Direct-to-Consumer Sales Through myhanabishi.com in 2025

COUNTRY REPORTS DISCLAIMER

VACUUM CLEANERS IN THE PHILIPPINES

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising incomes, innovation, and changing lifestyles drive significant retail volume growth
• CHART 50 Key Trends 2025

INDUSTRY PERFORMANCE

• Dynamic growth, with cordless vacuum cleaners favoured for their convenience
• CHART 51 Deerma Launches T10W Cordless Stick Vacuum Cleaner in the Philippines
• Standard vacuum cleaners dominates, but robotic vacuum cleaners sees higher growth
• Strategic segmentation and specialised models redefine vacuum cleaners
• CHART 52 Dreame Launches V16 Pro Cordless Stick Vacuum with Pet Deshedding Tool

WHAT'S NEXT?

• Urban households expected to drive demand for convenient cleaning solutions
• Standard vacuum cleaners will remain the largest category and see the fastest growth
• Segmentation and polarisation expected to impact vacuum cleaners
• CHART 53 Analyst Insight

COMPETITIVE LANDSCAPE

• Simplus and Deerma lead vacuum cleaners thanks to a strong online presence
• Leading brands use influencer and social media marketing to drive sales
• CHART 54 Simplus Uses Donny Pangilinan to Boost Vacuum Cleaner Sales through Social Media

CHANNELS

• Appliances and electronics specialists dominates offline sales
• Retail e-commerce grows rapidly, driven by accessibility and online marketing

COUNTRY REPORTS DISCLAIMER