Consumer appliances volume growth in the Philippines remained at a healthy level in 2011 despite lower economic growth compared to the previous year. This is because of a combination of factors, including higher disposable income, low or almost stagnant movement of average unit price (particularly major appliances), fast performance of mid-tier products and improved volume and value growth of small appliances. Lower unemployment rate and modest growth of overseas Filipino workers’ remittances also contributed to the overall performance of consumer appliances.

High reliance on consumer appliance imports

Due to the limited local production of consumer appliances, the bulk of consumer appliances, particularly in small appliances categories, were imported. This also reflects the dominance of the multinational brands because of their large production capacity and hence supply and good brand reputation amongst local consumers. Consequently, selective local leading brands such as 3D and Carrier continue to lead in their respective categories. The imports are expected to continue to increase at a double-or triple-digit pace in the forecast period.

Social networking sites are an emerging consumer appliance marketing option

During the review period, a number of consumer appliance brand manufacturers were observed to use internet technology, particularly social networking sites, to advertise products and announce newly developed appliances and upcoming marketing events. Social networking sites became an effective and important marketing activity for manufacturers due to high social networking usage amongst Filipino consumers. The sites also became a point of contact to address customer queries and complaints, which contributed to a more cost efficient spending on marketing and operations.

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Report Details:

Published: May 2012

Price: US$2400

The Consumer Appliances in Philippines market research report includes:

• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

• What is the market size of Consumer Appliances in Philippines?
• What are the major brands in Philippines?
• How was category performance been affected by current economic climate?
• How is penetration for consumer appliances going to develop over the medium term?

Why buy this report?

• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions