LOCAL exporters and manufacturers of houseware and small home appliances may consider penetrating the huge Malaysian market.
A report released by the Hong Kong Trade Development Council (HKTDC) said urban lifestyles and health awareness drive growth in modern and innovative products.
“Along with ongoing urbanization, the rising number of residential developments in Malaysia has boosted the demand for houseware and small home appliances in the major cities. With growing economic affluence translating into rising purchasing power, more mid-to-high income consumers are looking for modern, high-quality, durable homeware products, manufactured without the use of harmful chemicals,” it said.
It forecasts the retail sales volume of household appliances in Malaysia growing to 16.4 million units by 2022.
The report noted the growing popularity of online recipe-sharing platforms, YouTube cooking tutorials and cooking blogs have led to more young Malaysian adults becoming interested in cooking and baking.
Likewise, in-store demonstrations and online marketing by kitchenware brands have raised consumers’ awareness about new types of cookware and ovenware products, while young adults are especially interested in new kitchenware brands.
“Price, product design and color are the main factors that influence their purchasing decisions. In general, the product cycle for kitchenware lasts about six months to one year,” it added.
With urban Malaysian consumers becoming more health-conscious and their lifestyles getting busier, the HKTDC report said the demand for small home appliances that offer convenience and efficiency is rising.
New-generation and innovative products such as air purifiers, automatic coffee machines, cordless vacuum cleaners, and multi-functional cookware, are becoming increasingly popular, it said.
The report also identified electrical home appliances with an energy rating of 4 or 5 stars as the most popular among Malaysian consumers.
It thus advised manufacturers and exporters targeting the Malaysian buyers to try to incorporate energy-saving features in their home appliances products.
Major distribution channels include hypermarkets, department stores, home and lifestyle stores, electrical appliances specialty stores, homeware and home furnishing stores, and television home shopping.
“Malaysian consumers have also become more accustomed to making purchases online,” it added.