CONSUMER APPLIANCES IN THE

PHILIPPINES
Euromonitor International
January 2016
CONSUMER APPLIANCES IN THE PHILIPPINES Passport I

LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Consumer Appliances Continues To Grow in 2015 .................................................................. 1
Energy Efficiency Becomes A More Important Concern ........................................................... 1
Market Segmentation As A Way To Effectively Target Consumers .......................................... 1
Store-based Retailing Continues To Comprise the Bulk of Sales ............................................. 1
A Positive Outlook Is Expected for Consumer Appliances ........................................................ 1
Key Trends and Developments .................................................................................................... 1
Energy Efficiency Becoming A More Important Concern .......................................................... 2
Store-based Retailing Continues To Comprise the Bulk of Sales ............................................. 2
A Confluence of Different Factors Boost Consumer Spending ................................................. 3
Multinational Companies Invest More in Marketing and Promotions ........................................ 3
Market Indicators .......................................................................................................................... 4
Table 1 Household Penetration of Selected Total Stock Consumer Appliances
by Category 2010-2015................................................................................ 4
Table 2 Replacement Cycles of Consumer Appliances by Category 2010-
2015 ............................................................................................................. 5
Market Data .................................................................................................................................. 6
Table 3 Sales of Consumer Appliances by Category: Volume 2010-2015 ................ 6
Table 4 Sales of Consumer Appliances by Category: Value 2010-2015 ................... 6
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2010-
2015 ............................................................................................................. 6
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2010-
2015 ............................................................................................................. 6
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding
Split: Volume 2010-2015 .............................................................................. 6
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding
Split: Value 2010-2015 ................................................................................. 8
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding
Split: % Volume Growth 2010-2015 ............................................................. 9
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding
Split: % Value Growth 2010-2015 .............................................................. 10
Table 11 Sales of Small Appliances by Category: Volume 2010-2015 ..................... 11
Table 12 Sales of Small Appliances by Category: Value 2010-2015 ........................ 12
Table 13 Sales of Small Appliances by Category: % Volume Growth 2010-2015 ..... 12
Table 14 Sales of Small Appliances by Category: % Value Growth 2010-2015 ........ 12
Table 15 NBO Company Shares of Major Appliances: % Volume 2011-2015 .......... 13
Table 16 LBN Brand Shares of Major Appliances: % Volume 2012-2015................. 13
Table 17 NBO Company Shares of Small Appliances: % Volume 2011-2015 .......... 14
Table 18 LBN Brand Shares of Small Appliances: % Volume 2012-2015................. 15
Table 19 Distribution of Major Appliances by Format: % Volume 2010-2015 ........... 16
Table 20 Distribution of Small Appliances by Format: % Volume 2010-2015 ........... 17
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2015-
2020 ........................................................................................................... 18
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2015-
2020 ........................................................................................................... 18

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport II

Table 23 Forecast Sales of Consumer Appliances by Category: % Volume

Growth 2015-2020 ..................................................................................... 18
Table 24 Forecast Sales of Consumer Appliances by Category: % Value
Growth 2015-2020 ..................................................................................... 19
Table 25 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: Volume 2015-2020 .................................................. 19
Table 26 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: Value 2015-2020 ..................................................... 20
Table 27 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: % Volume Growth 2015-2020.................................. 22
Table 28 Forecast Sales of Major Appliances by Category and Built-
in/Freestanding Split: % Value Growth 2015-2020..................................... 23
Table 29 Forecast Sales of Small Appliances by Category: Volume 2015-2020....... 24
Table 30 Forecast Sales of Small Appliances by Category: Value 2015-2020 ......... 24
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth
2015-2020 .................................................................................................. 24
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth
2015-2020 .................................................................................................. 25
Definitions................................................................................................................................... 25
Sources ...................................................................................................................................... 25
Summary 1 Research Sources ...................................................................................... 25

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 1

CONSUMER APPLIANCES IN THE

PHILIPPINES
EXECUTIVE SUMMARY

Consumer Appliances Continues To Grow in 2015

Consumer appliances grew by 6% in 2015, which was slightly higher than in 2014 due to a
general increase in volume sales as disposable incomes increase and consumer lifestyles
change. Although consumers are more willing to spend on more specialised appliances such as
countertop blenders, sales of more essential products such as washing machines and desk fans
continued to take precedence.

Energy Efficiency Becomes A More Important Concern

2015 was beset by concerns about a power shortage during the summer months due to the
country’s shortfall in electricity supply. This has made the government realise the importance of
energy efficiency and having more sustainable sources of power. In July 2015, Congress
prioritised 14 bills that aim to address this issue by managing not only the supply side but also
consumer demand. Meralco is working towards this goal by providing information to consumers
regarding the energy consumption of certain appliances and gadgets.

Market Segmentation As A Way To Effectively Target Consumers

Market segmentation remains one of the most effective ways to target consumers.
Companies usually focus on particular consumer segments in order to maximise their efforts.
Domestic brands such as Hanabishi and Imarflex tended to cater to a more price-conscious
segment, while multinational brands such as Philips, Samsung and LG focused on consumer
segments which can afford the additional bells and whistles.

Store-based Retailing Continues To Comprise the Bulk of Sales

Store-based retailing continued to comprise the bulk of sales. This is because electronics and
appliance specialist retailers such as SM Appliance Center and Abenson usually offer an
unparalleled level of customer service. In-store personnel served as points of recommendation
and consumers trusted these stores for concerns about product quality and warranties.
Meanwhile, issues regarding security hampered the growth of internet retailing.

A Positive Outlook Is Expected for Consumer Appliances

Consumer appliances is expected to grow by a volume CAGR of 6% over the forecast period
compared with a 5% CAGR over the review period. Despite the political uncertainty of the 2016
presidential elections, a generally positive outlook is expected for the economy. The availability
of jobs in the Business Process Outsourcing sector as well as establishments such as hotels
and restaurants will continue to provide Filipinos with jobs. Higher disposable incomes will
continue to support consumer spending over the forecast period.

KEY TRENDS AND DEVELOPMENTS

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 2

Energy Efficiency Becoming A More Important Concern

Energy efficiency is becoming a more important concern for those in government as well as
those in other sectors of society. This is due to the country’s ongoing energy crisis, which is set
to affect both the public and private sector. In 2015, the electricity supply was expected to be at
a shortfall which could result in a power outage during the country’s summer months. To be able
to avert this problem, the government issued the Interruptible Load Program (ILP) which agreed
to borrow the generators from large establishments like malls, office buildings and factories in
the event of low power supply. This prompted outrage from groups of consumers who rallied
against having to subsidise the cost where it should have been adequately prepared for.
In July 2015, the Chairman of the House Committee on Energy Rep. Reynaldo Umali vowed
to prioritise hearings on around 14 bills aimed to promote energy efficiency and conservation.
This includes managing not only the supply side but also consumer demand. Meralco is one of
the agencies working towards this goal by providing a facility to test the power consumption and
efficiency of various appliances and gadgets and by providing this information to consumers.

Outlook
To be able to address the growing concern over the electricity supply, the government and
other agencies are planning to rely on other forms of electricity generation such as solar panels
and other renewable energy sources. Sustainable energy and efficiency programmes will
become increasingly important over the coming years. The government is also expected to be
more stringent on the implementation of programmes such as the energy and efficiency labelling
programme for appliances such as air conditioners. On the other hand, the rising cost of
electricity will motivate consumers to purchase these products for the associated cost savings.
With the government at the forefront of change, these initiatives are expected to motivate the
private sector to invest more in energy-efficient technology. A bottom-up approach in targeting
consumer awareness of these products is also likely to positively contribute to demand. Despite
the absence of direct government funding for the development of energy-efficient technology,
the aforementioned programmes are likely to shake things up in the market and get things
started.

Store-based Retailing Continues To Comprise the Bulk of Sales

Store-based retailing continues to comprise the bulk of sales of consumer appliances. Popular
electronics and appliance specialist retailers, such as SM Appliance Center, provide consumers
with a wide range of products to choose from and an unparalleled level of customer service.
Customers who do not know a great deal about the technical specifications of products such as
air conditioners or refrigerators can consult the in-store staff to get recommendations on which
brands perform well.
On the contrary, many consumers still hesitate to purchase big-ticket items such as
refrigerators and air conditioners online. Aside from consumers usually wanting to check out the
physical unit to ensure that the size and specification fit their needs, there is also a perception
that internet retailers are not that reliable in terms of payment and delivery. There are legitimate
consumer concerns on whether the product is original and has the warranties that usually come
with a purchase. While awareness and acceptance of internet retailing has improved for certain
categories such as small cooking appliances, this has not been enough to significantly shift
consumer preferences.

Outlook
One strategy to get consumers to shift to internet retailing is to have popular electronics and
appliance specialist retailers, such as SM Appliance Center and Abenson, on board. This has

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 3

already happened as both companies are now building their internet retail channel. Both
websites are already functional but based on the graphics and features found on the page are in
early development stages. Marketing promotions to boost consumer awareness, efforts to
improve website security and expand payment options, and including the product portfolio as
available in their physical stores are likely to allow the channel to make significant headway.
Increasingly modern lifestyles are also enabling consumers to be more receptive to internet
retailing. With roads becoming more congested because of the increasing number of cars in
operation, consumers will be relieved to not have to head out and just purchase what they need
online. A mixture of different factors, including changes in consumer lifestyles and
improvements in the security and overall experience of internet retailing in the country, are
expected to vastly improve the outlook for the channel over the forecast period.

A Confluence of Different Factors Boost Consumer Spending

The availability of jobs in the Business Process Outsourcing (BPO) sector as well as in
various hotel and restaurant establishments in the country has enabled more of the population
to earn higher incomes. This has translated into an increased willingness among consumers to
invest in consumer appliances such as refrigerators, washing machines and air conditioners.
The increasing number of restaurants and shops in the country has also elevated Filipinos’
tastes when it comes to food, design and aesthetics. As such, consumers, especially from the
emerging middle class, were more willing to invest in higher-priced items in 2015.
The growth of residential housing is also having a positive effect on sales of consumer
appliances. The availability of affordable housing options is also enabling more Filipinos to
purchase their own homes. As such, these consumers are usually looking for appliances for
their homes. The availability of flexible payment options, such as 0% interest for up to 24
monthly instalments, have enabled more of the population to afford products they previously
could not. Companies such as Home Credit also provide consumers with non-financial in-store
financing.

Outlook
Despite the political uncertainty arising from the 2016 presidential elections, the country is
expected to have a generally positive outlook for the economy. The availability of jobs from the
Business Process Outsourcing (BPO) sector and various establishments such as hotels and
restaurants are expected to keep enabling Filipinos to earn higher disposable incomes. The
increasing number of the population moving into their own houses or condominiums will
continue to positively contribute to sales of consumer appliances.
The presence of more specialised consumer appliances, such as breadmakers, juice
extractors and electric facial cleansers, may increase over the forecast period as Filipinos
become more sophisticated consumers and become more willing to invest in appliances which
were once considered non-essential. The increasing importance of appearance will also
influence purchasing decisions as consumers choose brands with more attractive designs over
pure functionality.

Multinational Companies Invest More in Marketing and Promotions

Multinational companies invest more in the marketing and promotions of their products
because they usually have more capital to invest in advertising and other promotional material.
Multinational companies like Philips regularly put out press releases in popular newspapers
such as Manila Bulletin. Among the company’s notable marketing campaigns is to increase the
market penetration of its line of body shavers. The company encouraged customers to purchase

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 4

these devices for their dads on Father’s Day. This was accompanied by in-store promotions in
department stores such as Rustan’s.
Meanwhile, domestic brands such as Imarflex and 3D tend to rely on word-on-mouth
advertising. They trust that the quality of their products and low-pricing strategy will help them
achieve sales. Domestic companies may also keep advertising material to a minimum so that
they can pass on these savings to consumers in the form of lower prices. However, there are
domestic companies that do make use of advertising material. Hanabishi is currently being
endorsed by the local celebrity Vic Sotto in order to strengthen its appeal in the market. In
general however, domestic companies’ advertising and promotional activity is more limited.

Outlook
Multinational companies will continue to invest more in the marketing and promotion of their
products. Their higher budget allocation allows them to regularly put out press releases and
initiate advertising campaigns that will help contribute to their bottom line. On the other hand,
domestic companies will tend to continue to rely on word-on-mouth advertising and pass on the
savings to consumers. These companies may choose to do this as they cater to a more price-
conscious segment of the market in the first place.
However, in the case where domestic companies have enough funds, they may also make
use of marketing campaigns, such as celebrity product endorsements as in the case of
Hanabishi. These companies may rely on their local expertise in order to effectively reach their
market. Bigger domestic companies such as Concepcion Industrial Corp may also engage in
campaigns to promote its brand of air conditioners as well as to grow its line of small appliances
from Midea which it acquired in 2013.

MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by
Category 2010-2015

% households
2010 2011 2012 2013 2014 2015

Dishwashers 0.1 0.1 0.1 0.1 0.1 0.1

Automatic Tumble Dryers 1.0 1.1 1.2 1.2 1.3 1.3
Automatic Washer Dryers 0.1 0.1 0.1 0.1 0.1 0.1
Automatic Washing 15.1 15.5 15.8 16.2 16.5 16.8
Machines
Semi-Automatic Washing 8.0 8.3 8.6 9.0 9.3 9.6
Machines
Built-In Hobs 0.6 0.6 0.6 0.6 0.6 0.6
Ovens 0.2 0.2 0.2 0.2 0.2 0.2
Cooker Hoods 0.5 0.5 0.6 0.6 0.6 0.6
Cookers 3.5 3.6 3.7 3.7 3.8 3.9
Range Cookers 0.3 0.3 0.3 0.3 0.3 0.3
Microwaves 5.6 5.3 5.6 5.9 6.1 6.3
Electric Wine Coolers/ - - - - - -
Chillers
Freezers 4.7 4.8 4.9 5.1 5.2 5.3
Fridge Freezers 34.0 34.4 35.0 35.3 35.6 35.8
Fridges 0.4 0.4 0.4 0.4 0.4 0.4
Room Air Conditioners 0.4 0.4 0.4 0.3 0.3 0.3
Split Air Conditioners 7.8 8.0 8.1 8.3 8.5 8.8
Window Air Conditioners 15.4 15.6 15.7 15.8 15.9 16.0
Cooling Fans 37.9 36.2 37.6 39.2 40.7 42.3

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 5

Food Preparation 17.7 17.9 18.2 18.7 19.2 19.7

Appliances
Heating Appliances - - - - - -
Irons 24.9 21.9 22.2 22.7 23.2 24.0
Body Shavers 2.0 2.1 2.3 2.4 2.6 2.8
Hair Care Appliances 3.9 4.0 4.1 4.2 4.2 4.3
Oral Care Appliances 0.7 0.7 0.6 0.6 0.6 0.5
Coffee Machines 1.0 1.1 1.1 1.1 1.1 1.1
Freestanding Hobs 23.5 24.4 22.4 23.3 24.3 25.4
Mini Ovens 7.4 6.4 6.6 6.9 7.2 7.4
Cylinder Vacuum Cleaners 0.5 0.4 0.4 0.4 0.4 0.4
Handheld Vacuum Cleaners - - - - - -
Stick Vacuum Cleaners - - - - - -
Upright Vacuum Cleaners - - - - - -
Wet and Dry Vacuum 0.1 0.1 0.1 0.1 0.1 0.1
Cleaners
Source: Euromonitor International from official statistics, trade associations, trade interviews

Table 2 Replacement Cycles of Consumer Appliances by Category 2010-2015

Replacement cycles - years

2010 2011 2012 2013 2014 2015

Dishwashers 10.0 10.0 10.0 10.0 10.0 10.0

Automatic tumble dryers 10.0 10.0 10.0 10.0 10.0 10.0
Automatic washer dryers 10.0 10.0 10.0 10.0 10.0 10.0
Automatic washing 10.0 10.0 10.0 10.0 10.0 10.0
machines
Semi-Automatic Washing 10.0 10.0 10.0 10.0 10.0 10.0
Machines
Built-In Hobs 10.0 10.0 10.0 10.0 10.0 10.0
Ovens 10.0 10.0 10.0 10.0 10.0 10.0
Cooker hoods 10.0 10.0 10.0 10.0 10.0 10.0
Cookers 10.0 10.0 10.0 10.0 10.0 10.0
Range cookers 10.0 10.0 10.0 10.0 10.0 10.0
Microwaves 8.0 7.0 7.0 7.0 7.0 7.0
Freezers 16.0 16.0 16.0 16.0 16.0 16.0
Fridge freezers 15.0 15.0 15.0 15.0 15.0 15.0
Fridges 9.0 9.0 9.0 9.0 9.0 9.0
Room air conditioners 10.0 10.0 10.0 10.0 10.0 11.0
Split air conditioners 10.0 10.0 10.0 10.0 10.0 10.0
Window Air Conditioners 10.0 10.0 10.0 10.0 10.0 10.0
Cooling fans 10.0 9.0 9.0 9.0 9.0 9.0
Food preparation 4.0 4.0 4.0 4.0 4.0 4.0
appliances
Irons 8.0 7.0 7.0 7.0 7.0 7.0
Body shavers 3.0 3.0 3.0 3.0 3.0 3.0
Hair care appliances 3.0 3.0 3.0 3.0 3.0 3.0
Oral hygiene appliances 3.0 3.0 3.0 3.0 3.0 3.0
Coffee machines 3.0 3.0 3.0 3.0 3.0 3.0
Freestanding Hobs 8.0 8.0 7.0 7.0 7.0 7.0
Mini-Ovens 6.0 5.0 5.0 5.0 5.0 5.0
Cylinder vacuum cleaners 6.0 5.0 5.0 5.0 5.0 5.0
Handheld vacuum cleaners 6.0 5.0 5.0 5.0 5.0 5.0
Wet and dry vacuum 6.0 5.0 5.0 5.0 5.0 5.0
cleaners
Source: Euromonitor International from official statistics, trade associations, trade interviews

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 6

MARKET DATA
Table 3 Sales of Consumer Appliances by Category: Volume 2010-2015

'000 units
2010 2011 2012 2013 2014 2015

Major Appliances 1,767.2 1,761.6 1,897.4 1,988.6 2,080.7 2,183.5

Small Appliances 8,125.8 8,490.2 8,972.4 9,471.0 10,004.3 10,584.0
Consumer Appliances 9,892.9 10,251.9 10,869.8 11,459.5 12,084.9 12,767.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Consumer Appliances by Category: Value 2010-2015

PHP million
2010 2011 2012 2013 2014 2015

Major Appliances 21,324.6 20,993.4 23,243.4 24,651.5 26,228.5 28,097.7

Small Appliances 23,932.5 23,469.2 24,694.9 26,217.7 27,892.5 29,664.4
Consumer Appliances 45,257.1 44,462.6 47,938.3 50,869.2 54,121.0 57,762.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2010-2015

% volume growth
2014/15 2010-15 CAGR 2010/15 Total

Major Appliances 4.9 4.3 23.6

Small Appliances 5.8 5.4 30.3
Consumer Appliances 5.6 5.2 29.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Consumer Appliances by Category: % Value Growth 2010-2015

% current value growth

2014/15 2010-15 CAGR 2010/15 Total

Major Appliances 7.1 5.7 31.8

Small Appliances 6.4 4.4 24.0
Consumer Appliances 6.7 5.0 27.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split:

Volume 2010-2015

'000 units

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 7

2010 2011 2012 2013 2014 2015

Built-in Dishwashers 2.0 2.6 3.1 3.2 3.2 3.2

Freestanding Dishwashers 0.9 1.1 1.3 1.3 1.4 1.5
Dishwashers 2.9 3.7 4.3 4.6 4.5 4.7
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 617.7 641.5 691.2 725.7 763.5 804.8
Laundry Appliances
Automatic Tumble Dryers 31.8 33.4 35.1 36.8 38.7 40.5
- Built-in Tumble Dryers - - - - - -
- Freestanding Tumble 31.8 33.4 35.1 36.8 38.7 40.5
Dryers
Automatic Washer Dryers 2.1 2.2 2.2 2.3 2.3 2.4
- Built-in Washer Dryers - - - - - -
- Freestanding Washer 2.1 2.2 2.2 2.3 2.3 2.4
Dryers
Automatic Washing 157.0 175.8 202.2 221.4 242.9 266.9
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 157.0 175.8 202.2 221.4 242.9 266.9
Automatic Washing
Machines
Semi-Automatic Washing 426.7 430.2 451.7 465.2 479.6 495.0
Machines
Other Home Laundry - - - - - -
Appliances
- Other Built-in Home - - - - - -
Laundry Appliances
- Other Freestanding - - - - - -
Home Laundry Appliances
Home Laundry Appliances 617.7 641.5 691.2 725.7 763.5 804.8
Built-in Large Cooking 34.1 35.6 37.2 39.8 42.6 44.7
Appliances
Freestanding Large 101.2 105.6 110.8 116.5 122.8 129.7
Cooking Appliances
Built-in Hobs 15.4 16.2 17.0 18.0 19.0 20.1
Ovens 4.5 4.1 4.1 3.8 3.8 3.8
Cooker Hoods 14.3 15.4 16.1 18.0 19.8 20.8
- Built-in Cooker Hoods 14.3 15.4 16.1 18.0 19.8 20.8
- Freestanding Cooker - - - - - -
Hoods
Cookers 92.7 96.9 101.7 107.1 113.0 119.5
Range Cookers 8.5 8.8 9.1 9.4 9.8 10.1
Large Cooking Appliances 135.3 141.2 148.0 156.3 165.4 174.4
Built-in Microwaves - - - - - -
Freestanding Microwaves 203.3 218.6 236.1 247.9 252.8 260.4
Microwaves 203.3 218.6 236.1 247.9 252.8 260.4
Built-in Refrigeration - - - - - -
Appliances
Freestanding 808.0 756.6 817.9 854.1 894.4 939.2
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding - - - - - -
Electric Wine Coolers/
Chillers
Freezers 62.2 63.9 64.9 65.9 67.0 68.3

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 8

- Built-in Freezers - - - - - -
- Freestanding Freezers 62.2 63.9 64.9 65.9 67.0 68.3
Fridge Freezers 733.6 682.3 742.3 777.2 816.1 859.3
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 733.6 682.3 742.3 777.2 816.1 859.3
Freezers
Fridges 12.2 10.3 10.7 11.0 11.3 11.6
- Built-in Fridges - - - - - -
- Freestanding Fridges 12.2 10.3 10.7 11.0 11.3 11.6
Refrigeration Appliances 808.0 756.6 817.9 854.1 894.4 939.2
Built-In Major Appliances 36.1 38.2 40.3 43.0 45.8 47.9
Freestanding Major 1,731.0 1,723.4 1,857.2 1,945.6 2,034.9 2,135.6
Appliances
Major Appliances 1,767.2 1,761.6 1,897.4 1,988.6 2,080.7 2,183.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value

2010-2015

PHP million
2010 2011 2012 2013 2014 2015

Built-in Dishwashers 109.4 140.0 161.0 172.3 174.9 180.4

Freestanding Dishwashers 37.3 45.6 51.0 55.6 58.4 62.9
Dishwashers 146.7 185.6 212.0 227.9 233.3 243.3
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 6,532.4 6,763.6 7,684.0 7,972.3 8,331.1 8,864.6
Laundry Appliances
Automatic Tumble Dryers 722.3 751.2 785.0 816.4 861.3 919.3
- Built-in Tumble Dryers - - - - - -
- Freestanding Tumble 722.3 751.2 785.0 816.4 861.3 919.3
Dryers
Automatic Washer Dryers 97.5 98.9 100.6 102.6 105.0 109.2
- Built-in Washer Dryers - - - - - -
- Freestanding Washer 97.5 98.9 100.6 102.6 105.0 109.2
Dryers
Automatic Washing 2,650.7 2,836.2 3,395.0 3,564.7 3,778.6 4,118.6
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 2,650.7 2,836.2 3,395.0 3,564.7 3,778.6 4,118.6
Automatic Washing
Machines
Semi-Automatic Washing 3,061.9 3,077.3 3,403.4 3,488.5 3,586.2 3,717.4
Machines
Other Home Laundry - - - - - -
Appliances
- Other Built-in Home - - - - - -
Laundry Appliances
- Other Freestanding - - - - - -
Home Laundry Appliances
Home Laundry Appliances 6,532.4 6,763.6 7,684.0 7,972.3 8,331.1 8,864.6
Built-in Large Cooking 350.5 357.8 381.4 404.5 429.3 454.5
Appliances
Freestanding Large 1,797.3 1,871.1 1,953.3 2,044.7 2,145.8 2,314.9
Cooking Appliances

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 9

Built-in Hobs 137.8 146.8 160.0 171.4 183.9 196.3

Ovens 102.5 91.8 95.0 90.9 86.9 89.9
Cooker Hoods 110.2 119.2 126.4 142.2 158.5 168.4
- Built-in Cooker Hoods 110.2 119.2 126.4 142.2 158.5 168.4
- Freestanding Cooker - - - - - -
Hoods
Cookers 1,416.7 1,473.3 1,539.6 1,616.6 1,702.3 1,847.0
Range Cookers 380.6 397.7 413.6 428.1 443.5 468.0
Large Cooking Appliances 2,147.8 2,228.9 2,334.7 2,449.2 2,575.1 2,769.4
Built-in Microwaves - - - - - -
Freestanding Microwaves 1,101.0 1,172.6 1,313.3 1,392.1 1,433.8 1,523.1
Microwaves 1,101.0 1,172.6 1,313.3 1,392.1 1,433.8 1,523.1
Built-in Refrigeration - - - - - -
Appliances
Freestanding 11,396.7 10,642.8 11,699.4 12,610.1 13,655.2 14,697.3
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding - - - - - -
Electric Wine Coolers/
Chillers
Freezers 1,079.6 1,106.6 1,120.9 1,137.8 1,156.0 1,168.6
- Built-in Freezers - - - - - -
- Freestanding Freezers 1,079.6 1,106.6 1,120.9 1,137.8 1,156.0 1,168.6
Fridge Freezers 10,187.8 9,423.8 10,460.4 11,349.5 12,371.0 13,395.0
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 10,187.8 9,423.8 10,460.4 11,349.5 12,371.0 13,395.0
Freezers
Fridges 129.3 112.5 118.1 122.8 128.3 133.7
- Built-in Fridges - - - - - -
- Freestanding Fridges 129.3 112.5 118.1 122.8 128.3 133.7
Refrigeration Appliances 11,396.7 10,642.8 11,699.4 12,610.1 13,655.2 14,697.3
Built-In Major Appliances 459.9 497.9 542.4 576.8 604.1 634.9
Freestanding Major 20,864.7 20,495.6 22,701.0 24,074.7 25,624.4 27,462.8
Appliances
Major Appliances 21,324.6 20,993.4 23,243.4 24,651.5 26,228.5 28,097.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: %

Volume Growth 2010-2015

% volume growth
2014/15 2010-15 CAGR 2010/15 Total

Built-in Dishwashers 1.5 9.7 58.7

Freestanding Dishwashers 6.0 11.1 69.6
Dishwashers 2.9 10.1 62.0
Built-in Home Laundry Appliances - - -
Freestanding Home Laundry Appliances 5.4 5.4 30.3
Automatic Tumble Dryers 4.8 5.0 27.4
- Built-in Tumble Dryers - - -
- Freestanding Tumble Dryers 4.8 5.0 27.4
Automatic Washer Dryers 2.5 2.2 11.7
- Built-in Washer Dryers - - -
- Freestanding Washer Dryers 2.5 2.2 11.7

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 10

Automatic Washing Machines 9.9 11.2 70.0

- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 9.9 11.2 70.0
Machines
Semi-Automatic Washing Machines 3.2 3.0 16.0
Other Home Laundry Appliances - - -
- Other Built-in Home Laundry Appliances - - -
- Other Freestanding Home Laundry - - -
Appliances
Home Laundry Appliances 5.4 5.4 30.3
Built-in Large Cooking Appliances 4.9 5.6 31.0
Freestanding Large Cooking Appliances 5.6 5.1 28.2
Built-in Hobs 5.9 5.6 31.1
Ovens 0.5 -3.3 -15.6
Cooker Hoods 4.8 7.8 45.7
- Built-in Cooker Hoods 4.8 7.8 45.7
- Freestanding Cooker Hoods - - -
Cookers 5.8 5.2 29.0
Range Cookers 3.9 3.7 19.9
Large Cooking Appliances 5.5 5.2 28.9
Built-in Microwaves - - -
Freestanding Microwaves 3.0 5.1 28.1
Microwaves 3.0 5.1 28.1
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 5.0 3.1 16.2
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers 1.8 1.9 9.8
- Built-in Freezers - - -
- Freestanding Freezers 1.8 1.9 9.8
Fridge Freezers 5.3 3.2 17.1
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 5.3 3.2 17.1
Fridges 2.8 -0.9 -4.6
- Built-in Fridges - - -
- Freestanding Fridges 2.8 -0.9 -4.6
Refrigeration Appliances 5.0 3.1 16.2
Built-In Major Appliances 4.7 5.8 32.6
Freestanding Major Appliances 4.9 4.3 23.4
Major Appliances 4.9 4.3 23.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: %

Value Growth 2010-2015

% current value growth

2014/15 2010-15 CAGR 2010/15 Total

Built-in Dishwashers 3.1 10.5 64.9

Freestanding Dishwashers 7.8 11.0 68.5
Dishwashers 4.3 10.6 65.8
Built-in Home Laundry Appliances - - -
Freestanding Home Laundry Appliances 6.4 6.3 35.7
Automatic Tumble Dryers 6.7 4.9 27.3
- Built-in Tumble Dryers - - -

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 11

- Freestanding Tumble Dryers 6.7 4.9 27.3

Automatic Washer Dryers 4.0 2.3 12.0
- Built-in Washer Dryers - - -
- Freestanding Washer Dryers 4.0 2.3 12.0
Automatic Washing Machines 9.0 9.2 55.4
- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 9.0 9.2 55.4
Machines
Semi-Automatic Washing Machines 3.7 4.0 21.4
Other Home Laundry Appliances - - -
- Other Built-in Home Laundry Appliances - - -
- Other Freestanding Home Laundry - - -
Appliances
Home Laundry Appliances 6.4 6.3 35.7
Built-in Large Cooking Appliances 5.9 5.3 29.7
Freestanding Large Cooking Appliances 7.9 5.2 28.8
Built-in Hobs 6.7 7.3 42.4
Ovens 3.5 -2.6 -12.4
Cooker Hoods 6.2 8.9 52.8
- Built-in Cooker Hoods 6.2 8.9 52.8
- Freestanding Cooker Hoods - - -
Cookers 8.5 5.4 30.4
Range Cookers 5.5 4.2 23.0
Large Cooking Appliances 7.5 5.2 28.9
Built-in Microwaves - - -
Freestanding Microwaves 6.2 6.7 38.3
Microwaves 6.2 6.7 38.3
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 7.6 5.2 29.0
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers 1.1 1.6 8.2
- Built-in Freezers - - -
- Freestanding Freezers 1.1 1.6 8.2
Fridge Freezers 8.3 5.6 31.5
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 8.3 5.6 31.5
Fridges 4.2 0.7 3.4
- Built-in Fridges - - -
- Freestanding Fridges 4.2 0.7 3.4
Refrigeration Appliances 7.6 5.2 29.0
Built-In Major Appliances 5.1 6.7 38.0
Freestanding Major Appliances 7.2 5.6 31.6
Major Appliances 7.1 5.7 31.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 Sales of Small Appliances by Category: Volume 2010-2015

'000 units
2010 2011 2012 2013 2014 2015

Air Treatment Products 1,837.5 1,866.2 1,988.5 2,110.7 2,240.6 2,384.3

Food Preparation 1,216.3 1,275.3 1,339.0 1,407.7 1,481.1 1,559.7
Appliances
Heating Appliances - - - - - -

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 12

Irons 786.1 825.5 875.0 931.9 997.1 1,069.9

Personal Care Appliances 662.2 702.3 744.0 781.0 819.4 865.9
Small Cooking Appliances 2,620.2 2,768.1 2,926.1 3,093.4 3,272.2 3,463.0
Small Kitchen 978.4 1,026.8 1,072.6 1,118.3 1,164.8 1,211.1
Appliances (Non-Cooking)
Vacuum Cleaners 25.0 26.1 27.2 28.1 29.1 30.1
Small Appliances 8,125.8 8,490.2 8,972.4 9,471.0 10,004.3 10,584.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Sales of Small Appliances by Category: Value 2010-2015

PHP million
2010 2011 2012 2013 2014 2015

Air Treatment Products 14,966.2 14,091.9 14,876.2 15,935.4 17,059.5 18,186.8

Food Preparation 2,141.8 2,239.6 2,344.7 2,461.2 2,587.3 2,722.9
Appliances
Heating Appliances - - - - - -
Irons 746.1 779.6 822.5 871.9 928.5 991.1
Personal Care Appliances 677.7 716.6 759.8 800.1 841.5 903.4
Small Cooking Appliances 4,513.9 4,720.3 4,937.1 5,164.0 5,450.8 5,792.0
Small Kitchen 782.2 811.0 839.2 864.3 898.7 935.8
Appliances (Non-Cooking)
Vacuum Cleaners 104.7 110.1 115.4 120.8 126.2 132.3
Small Appliances 23,932.5 23,469.2 24,694.9 26,217.7 27,892.5 29,664.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 Sales of Small Appliances by Category: % Volume Growth 2010-2015

% volume growth
2014/15 2010-15 CAGR 2010/15 Total

Air Treatment Products 6.4 5.3 29.8

Food Preparation Appliances 5.3 5.1 28.2
Heating Appliances - - -
Irons 7.3 6.4 36.1
Personal Care Appliances 5.7 5.5 30.8
Small Cooking Appliances 5.8 5.7 32.2
Small Kitchen Appliances (Non-Cooking) 4.0 4.4 23.8
Vacuum Cleaners 3.6 3.8 20.4
Small Appliances 5.8 5.4 30.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 Sales of Small Appliances by Category: % Value Growth 2010-2015

% current value growth

2014/15 2010-15 CAGR 2010/15 Total

Air Treatment Products 6.6 4.0 21.5

Food Preparation Appliances 5.2 4.9 27.1
Heating Appliances - - -
Irons 6.7 5.8 32.8

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 13

Personal Care Appliances 7.4 5.9 33.3

Small Cooking Appliances 6.3 5.1 28.3
Small Kitchen Appliances (Non-Cooking) 4.1 3.7 19.6
Vacuum Cleaners 4.8 4.8 26.4
Small Appliances 6.4 4.4 24.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 15 NBO Company Shares of Major Appliances: % Volume 2011-2015

% retail volume
Company 2011 2012 2013 2014 2015

Sharp (Phils) Corp 18.4 17.8 18.1 18.3 18.4

Panasonic Mfg 17.4 16.8 16.7 16.8 16.9
Philippines Corp
LG Electronics 10.4 10.9 11.0 11.0 11.2
Philippines Inc
Concepcion Industries Inc 9.2 11.0 10.8 10.8 10.7
Samsung Electronics 8.5 8.8 8.9 8.9 8.9
Philippines Corp
Whirlpool Corp 8.6 8.3 8.2 8.0 7.8
Haier Electrical - 6.7 6.9 6.9 6.9
Appliances Philippines
Inc
GE Philippines Inc 4.1 4.1 3.9 3.7 3.6
Bertazzoni SpA 3.6 3.4 3.4 3.4 3.5
Electrolux Philippines 3.3 3.1 3.2 3.2 3.3
Inc
Indesit Co SpA 1.1 1.1 1.1 1.1 1.1
Sanyo (Philippines) Inc 5.3 - - - -
Fisher & Paykel 1.6 - - - -
Appliances Ltd
Philippine Haier-LKG 0.7 - - - -
Electrical Co, Ltd
Hanabishi Philippines Inc - - - - -
Others 7.8 8.0 8.0 8.0 7.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 16 LBN Brand Shares of Major Appliances: % Volume 2012-2015

% retail volume
Brand Company 2012 2013 2014 2015

Sharp Sharp (Phils) Corp 17.8 18.1 18.3 18.4

Panasonic Panasonic Mfg 16.8 16.7 16.8 16.9
Philippines Corp
LG LG Electronics 10.9 11.0 11.0 11.2
Philippines Inc
Samsung Samsung Electronics 8.8 8.9 8.9 8.9
Philippines Corp
Condura Concepcion Industries Inc 8.6 8.4 8.5 8.4
Whirlpool Whirlpool Corp 8.3 8.2 8.0 7.8
Sanyo Haier Electrical 4.4 4.5 4.5 4.4
Appliances Philippines Inc

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 14

GE GE Philippines Inc 4.1 3.9 3.7 3.6

La Germania Bertazzoni SpA 3.4 3.4 3.4 3.5
Electrolux Electrolux Philippines Inc 3.1 3.2 3.2 3.3
Electrolux-Kelvinator Concepcion Industries Inc 2.4 2.3 2.3 2.3
Elba Haier Electrical 1.7 1.8 1.9 1.9
Appliances Philippines Inc
Hotpoint-Ariston Indesit Co SpA 1.1 1.1 1.1 1.1
Haier Haier Electrical 0.6 0.6 0.6 0.6
Appliances Philippines Inc
Elba Fisher & Paykel - - - -
Appliances Ltd
Hanabishi Hanabishi Philippines Inc - - - -
Ariston Indesit Co SpA - - - -
Haier Philippine Haier-LKG - - - -
Electrical Co, Ltd
Sanyo Sanyo (Philippines) Inc - - - -
Others 8.0 8.0 8.0 7.7
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 17 NBO Company Shares of Small Appliances: % Volume 2011-2015

% retail volume
Company 2011 2012 2013 2014 2015

Evergood Unlimited Corp 15.3 15.5 15.6 15.7 15.7

Northern Islands Co Inc 11.6 11.9 12.1 12.3 12.4
Hanabishi Philippines Inc 8.7 8.8 9.0 9.1 9.3
Philips Electronics & 6.7 6.7 6.8 6.9 7.1
Lighting Inc
Union Global Marketing 4.2 4.3 4.4 4.5 4.5
Corp
Panasonic Mfg 3.6 3.5 3.5 3.5 3.5
Philippines Corp
Asahi Electric Mfg Corp 3.2 3.3 3.3 3.4 3.5
Spectrum Brands 3.5 3.4 3.3 3.2 3.2
Holdings Inc
Bertazzoni SpA 2.2 2.3 2.4 2.4 2.5
Concepcion Industries Inc 2.1 2.5 2.5 2.5 2.5
Samsung Electronics 0.7 0.6 0.6 0.6 0.6
Philippines Corp
Korur Ltd Sti 0.5 0.5 0.5 0.5 0.5
LG Electronics 0.6 0.4 0.4 0.4 0.4
Philippines Inc
Hitachi Air 0.3 0.3 0.3 0.3 0.3
Conditioning Products
(Phils) Inc
Electrolux Philippines 0.5 0.3 0.3 0.3 0.3
Inc
Procter & Gamble 0.3 0.3 0.3 0.3 0.3
Philippines Inc
Sharp (Phils) Corp 0.2 0.2 0.2 0.2 0.3
GE Philippines Inc 0.2 0.2 0.2 0.2 0.2
Haier Electrical - 0.1 0.2 0.2 0.2
Appliances Philippines
Inc
SEB, Groupe 0.9 0.9 0.8 0.5 0.2
Colgate-Palmolive 0.1 0.1 0.1 - -

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 15

Philippines Inc
Midea Group Co Ltd 0.1 0.1 - - -
Sanyo (Philippines) Inc 0.1 - - - -
Salton Inc - - - - -
Applica Inc - - - - -
Russell Hobbs Inc - - - - -
Others 34.3 33.6 33.1 32.9 32.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 18 LBN Brand Shares of Small Appliances: % Volume 2012-2015

% retail volume
Brand Company 2012 2013 2014 2015

Imarflex Evergood Unlimited Corp 15.5 15.6 15.7 15.7

3D Northern Islands Co Inc 11.9 12.1 12.3 12.4
Hanabishi Hanabishi Philippines Inc 8.8 9.0 9.1 9.3
Philips Philips Electronics & 6.7 6.8 6.9 7.1
Lighting Inc
Union Union Global Marketing 4.3 4.4 4.5 4.5
Corp
Panasonic Panasonic Mfg 3.5 3.5 3.5 3.5
Philippines Corp
Asahi Asahi Electric Mfg Corp 3.3 3.3 3.4 3.5
Black & Decker Spectrum Brands 3.4 3.3 3.2 3.2
Holdings Inc
La Germania Bertazzoni SpA 2.3 2.4 2.4 2.5
Carrier Concepcion Industries Inc 1.9 1.9 1.9 1.9
Samsung Samsung Electronics 0.6 0.6 0.6 0.6
Philippines Corp
Kolin Korur Ltd Sti 0.5 0.5 0.5 0.5
Condura Concepcion Industries Inc 0.4 0.5 0.5 0.5
LG LG Electronics 0.4 0.4 0.4 0.4
Philippines Inc
Hitachi Hitachi Air 0.3 0.3 0.3 0.3
Conditioning Products
(Phils) Inc
Electrolux Electrolux Philippines Inc 0.3 0.3 0.3 0.3
Braun Oral-B Procter & Gamble 0.3 0.3 0.3 0.3
Philippines Inc
Sharp Sharp (Phils) Corp 0.2 0.2 0.2 0.3
GE GE Philippines Inc 0.2 0.2 0.2 0.2
Sanyo Haier Electrical 0.1 0.2 0.2 0.2
Appliances Philippines Inc
Electrolux-Kelvinator Concepcion Industries Inc 0.2 0.2 0.2 0.1
Moulinex SEB, Groupe 0.9 0.7 0.4 0.1
Colgate Colgate-Palmolive 0.1 0.1 - -
Philippines Inc
Midea Midea Group Co Ltd 0.1 - - -
Black & Decker Applica Inc - - - -
Black & Decker Russell Hobbs Inc - - - -
Black & Decker Salton Inc - - - -
Sanyo Sanyo (Philippines) Inc - - - -
Others 33.7 33.2 32.9 32.8
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 16

Table 19 Distribution of Major Appliances by Format: % Volume 2010-2015

% retail volume
2010 2011 2012 2013 2014 2015

Store-Based Retailing 99.3 99.3 99.2 99.2 99.2 99.2

- Grocery Retailers 0.5 0.6 0.6 0.6 0.6 0.6
-- Modern Grocery 0.5 0.6 0.6 0.6 0.6 0.6
Retailers
--- Convenience Stores - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 0.5 0.6 0.6 0.6 0.6 0.6
--- Supermarkets - - - - - -
--- Discounters - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Non-Grocery Specialists 98.2 98.1 98.1 98.0 98.0 98.0
-- Health and Beauty - - - - - -
Specialist Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Beauty Specialist - - - - - -
Retailers
--- Other Health and - - - - - -
Beauty Specialist
retailers
-- Home and Garden 5.4 5.2 4.8 4.6 4.4 4.3
Specialist Retailers
--- Homewares and Home 4.4 4.1 3.9 3.7 3.6 3.5
Furnishing Stores
--- Home Improvement 1.1 1.0 0.9 0.9 0.8 0.8
and Gardening Stores
---- Kitchen - - - - - -
specialists multiples
---- Kitchen - - - - - -
specialists independents
---- Other Home 1.1 1.0 0.9 0.9 0.8 0.8
Improvement and
Gardening Stores
-- Electronics and 89.5 89.6 90.3 90.7 90.9 91.1
Appliance Specialist
Retailers
--- Electronics and 37.0 36.7 36.6 36.7 36.8 36.9
Appliance Specialist
Retailers Independents
--- Electronics and 52.4 53.0 53.7 54.0 54.1 54.2
Appliance Specialist
Retailers Multiples
-- Other Non-Grocery 3.3 3.3 3.0 2.8 2.7 2.6
Specialists
- Mixed Retailers 0.5 0.6 0.5 0.5 0.5 0.5
-- Department Stores 0.5 0.6 0.5 0.5 0.5 0.5
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
-- Mass Merchandisers - - - - - -
Non-retail channels 0.6 0.6 0.6 0.6 0.6 0.6
- Construction 0.6 0.6 0.6 0.6 0.6 0.6

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 17

- Builders Merchants - - - - - -
Non-Store Retailing 0.1 0.1 0.1 0.1 0.2 0.2
- Homeshopping - - - - - -
- Internet Retailing 0.1 0.1 0.1 0.1 0.2 0.2
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Others includes sales from door to door selling, warehouse clubs etc

Table 20 Distribution of Small Appliances by Format: % Volume 2010-2015

% retail volume
2010 2011 2012 2013 2014 2015

Store-Based Retailing 98.5 98.5 98.5 98.5 98.5 98.7

- Grocery Retailers 5.2 5.5 5.7 5.9 6.1 6.4
-- Modern Grocery 5.2 5.5 5.7 5.9 6.1 6.4
Retailers
--- Convenience Stores - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 4.5 4.6 4.9 5.0 5.2 5.4
--- Supermarkets 0.8 0.8 0.9 0.9 1.0 1.0
--- Discounters - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Non-Grocery Specialists 81.6 81.4 81.3 81.0 80.8 80.9
-- Health and Beauty 2.0 2.1 2.1 2.1 2.2 2.2
Specialist Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ 1.8 1.9 1.9 1.9 1.9 2.0
parapharmacies
--- Beauty Specialist 0.2 0.2 0.2 0.2 0.2 0.2
Retailers
--- Other Health and - - - - - -
Beauty Specialist
retailers
-- Home and Garden 6.4 6.1 5.5 5.3 5.1 5.2
Specialist Retailers
--- Homewares and Home 3.5 3.0 2.3 2.1 2.0 2.0
Furnishing Stores
--- Home Improvement 2.9 3.1 3.2 3.2 3.2 3.2
and Gardening Stores
---- Kitchen - - - - - -
specialists multiples
---- Kitchen - - - - - -
specialists independents
---- Other Home 2.9 3.1 3.2 3.2 3.2 3.2
Improvement and
Gardening Stores
-- Electronics and 68.7 69.0 69.6 70.0 70.1 70.3
Appliance Specialist
Retailers
--- Electronics and 22.3 22.1 21.8 22.0 22.0 22.1
Appliance Specialist
Retailers Independents
--- Electronics and 46.4 47.0 47.8 48.1 48.1 48.2
Appliance Specialist
Retailers Multiples

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 18

-- Other Non-Grocery 4.4 4.2 4.0 3.6 3.4 3.2

Specialists
- Mixed Retailers 11.7 11.6 11.5 11.5 11.5 11.5
-- Department Stores 6.6 6.6 6.6 6.7 6.7 6.7
-- Variety Stores 5.1 5.0 4.9 4.9 4.8 4.7
-- Warehouse Clubs - - - - - -
-- Mass Merchandisers - - - - - -
Non-retail channels 0.5 0.4 0.4 0.4 0.4 0.5
- Construction 0.5 0.4 0.4 0.4 0.4 0.5
- Builders Merchants - - - - - -
Non-Store Retailing 1.0 1.0 1.1 1.1 1.1 0.8
- Homeshopping 0.4 0.4 0.4 0.4 0.4 0.3
- Internet Retailing 0.4 0.4 0.5 0.5 0.5 0.5
- Direct Selling 0.2 0.2 0.2 0.2 0.2 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Others includes sales from door to door selling, warehouse clubs etc

Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2015-2020

'000 units
2015 2016 2017 2018 2019 2020

Major Appliances 2,183.5 2,296.5 2,421.6 2,559.0 2,710.2 2,875.8

Small Appliances 10,584.0 11,198.3 11,852.4 12,549.1 13,292.5 14,088.8
Consumer Appliances 12,767.5 13,494.9 14,274.0 15,108.1 16,002.8 16,964.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 22 Forecast Sales of Consumer Appliances by Category: Value 2015-2020

PHP million
2015 2016 2017 2018 2019 2020

Major Appliances 28,097.7 29,676.7 31,221.4 32,711.1 34,141.1 35,535.8

Small Appliances 29,664.4 30,733.8 31,804.3 32,914.9 34,040.8 35,189.8
Consumer Appliances 57,762.0 60,410.4 63,025.7 65,626.0 68,181.9 70,725.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth

2015-2020

% volume growth
2015/16 2015-20 CAGR 2015/20 Total

Major Appliances 5.2 5.7 31.7

Small Appliances 5.8 5.9 33.1
Consumer Appliances 5.7 5.8 32.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 19

Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2015-

2020

% constant value growth

2015/2016 2015-20 CAGR 2015/20 TOTAL

Major Appliances 5.6 4.8 26.5

Small Appliances 3.6 3.5 18.6
Consumer Appliances 4.6 4.1 22.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: Volume 2015-2020

'000 units
2015 2016 2017 2018 2019 2020

Built-in Dishwashers 3.2 3.3 3.3 3.4 3.4 3.5

Freestanding Dishwashers 1.5 1.5 1.6 1.7 1.7 1.7
Dishwashers 4.7 4.8 4.9 5.0 5.1 5.2
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 804.8 849.8 898.8 952.4 1,010.9 1,075.5
Laundry Appliances
Automatic Tumble Dryers 40.5 42.4 44.4 46.4 48.4 50.5
- Built-in Tumble Dryers - - - - - -
- Freestanding Tumble 40.5 42.4 44.4 46.4 48.4 50.5
Dryers
Automatic Washer Dryers 2.4 2.4 2.5 2.6 2.7 2.7
- Built-in Washer Dryers - - - - - -
- Freestanding Washer 2.4 2.4 2.5 2.6 2.7 2.7
Dryers
Automatic Washing 266.9 293.6 323.3 356.2 392.9 433.8
Machines
- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 266.9 293.6 323.3 356.2 392.9 433.8
Automatic Washing
Machines
Semi-Automatic Washing 495.0 511.3 528.7 547.2 566.9 588.4
Machines
Other Home Laundry - - - - - -
Appliances
- Other Built-in Home - - - - - -
Laundry Appliances
- Other Freestanding - - - - - -
Home Laundry Appliances
Home Laundry Appliances 804.8 849.8 898.8 952.4 1,010.9 1,075.5
Built-in Large Cooking 44.7 47.0 49.4 52.0 54.8 57.9
Appliances
Freestanding Large 129.7 137.4 145.8 155.0 165.3 176.6
Cooking Appliances
Built-in Hobs 20.1 21.3 22.6 24.0 25.6 27.2
Ovens 3.8 3.8 3.9 3.9 4.0 4.0
Cooker Hoods 20.8 21.8 22.9 24.1 25.3 26.7
- Built-in Cooker Hoods 20.8 21.8 22.9 24.1 25.3 26.7
- Freestanding Cooker - - - - - -
Hoods

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 20

Cookers 119.5 126.8 134.8 143.6 153.4 164.1

Range Cookers 10.1 10.6 11.0 11.4 11.9 12.5
Large Cooking Appliances 174.4 184.4 195.2 207.1 220.1 234.5
Built-in Microwaves - - - - - -
Freestanding Microwaves 260.4 269.5 280.3 292.9 307.6 324.2
Microwaves 260.4 269.5 280.3 292.9 307.6 324.2
Built-in Refrigeration - - - - - -
Appliances
Freestanding 939.2 988.1 1,042.3 1,101.6 1,166.5 1,236.5
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding - - - - - -
Electric Wine Coolers/
Chillers
Freezers 68.3 69.6 70.9 72.4 74.0 75.7
- Built-in Freezers - - - - - -
- Freestanding Freezers 68.3 69.6 70.9 72.4 74.0 75.7
Fridge Freezers 859.3 906.6 959.2 1,016.7 1,079.8 1,147.8
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 859.3 906.6 959.2 1,016.7 1,079.8 1,147.8
Freezers
Fridges 11.6 11.9 12.2 12.5 12.7 13.0
- Built-in Fridges - - - - - -
- Freestanding Fridges 11.6 11.9 12.2 12.5 12.7 13.0
Refrigeration Appliances 939.2 988.1 1,042.3 1,101.6 1,166.5 1,236.5
Built-In Major Appliances 47.9 50.2 52.7 55.4 58.3 61.4
Freestanding Major 2,135.6 2,246.3 2,368.9 2,503.6 2,652.0 2,814.4
Appliances
Major Appliances 2,183.5 2,296.5 2,421.6 2,559.0 2,710.2 2,875.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: Value 2015-2020

PHP million
2015 2016 2017 2018 2019 2020

Built-in Dishwashers 180.4 181.4 182.7 184.2 185.8 187.7

Freestanding Dishwashers 62.9 65.4 67.4 68.8 69.4 70.1
Dishwashers 243.3 246.9 250.1 252.9 255.3 257.7
Built-in Home Laundry - - - - - -
Appliances
Freestanding Home 8,864.6 9,341.7 9,805.8 10,252.9 10,688.8 11,111.5
Laundry Appliances
Automatic Tumble Dryers 919.3 954.3 987.7 1,020.3 1,050.9 1,080.7
- Built-in Tumble Dryers - - - - - -
- Freestanding Tumble 919.3 954.3 987.7 1,020.3 1,050.9 1,080.7
Dryers
Automatic Washer Dryers 109.2 110.5 111.7 112.8 113.8 114.7
- Built-in Washer Dryers - - - - - -
- Freestanding Washer 109.2 110.5 111.7 112.8 113.8 114.7
Dryers
Automatic Washing 4,118.6 4,448.0 4,781.7 5,116.6 5,448.9 5,775.8
Machines

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 21

- Built-in Automatic - - - - - -
Washing Machines
- Freestanding 4,118.6 4,448.0 4,781.7 5,116.6 5,448.9 5,775.8
Automatic Washing
Machines
Semi-Automatic Washing 3,717.4 3,829.0 3,924.7 4,003.2 4,075.1 4,140.3
Machines
Other Home Laundry - - - - - -
Appliances
- Other Built-in Home - - - - - -
Laundry Appliances
- Other Freestanding - - - - - -
Home Laundry Appliances
Home Laundry Appliances 8,864.6 9,341.7 9,805.8 10,252.9 10,688.8 11,111.5
Built-in Large Cooking 454.5 476.8 498.7 519.5 538.8 557.6
Appliances
Freestanding Large 2,314.9 2,430.2 2,545.3 2,655.3 2,760.5 2,864.3
Cooking Appliances
Built-in Hobs 196.3 207.6 219.1 230.0 239.7 249.2
Ovens 89.9 92.4 94.7 96.8 98.7 100.5
Cooker Hoods 168.4 176.8 185.0 192.7 200.4 207.9
- Built-in Cooker Hoods 168.4 176.8 185.0 192.7 200.4 207.9
- Freestanding Cooker - - - - - -
Hoods
Cookers 1,847.0 1,939.2 2,032.3 2,121.8 2,206.7 2,290.6
Range Cookers 468.0 490.9 513.0 533.5 553.8 573.7
Large Cooking Appliances 2,769.4 2,907.0 3,044.0 3,174.8 3,299.3 3,421.8
Built-in Microwaves - - - - - -
Freestanding Microwaves 1,523.1 1,614.5 1,703.3 1,788.5 1,868.9 1,943.6
Microwaves 1,523.1 1,614.5 1,703.3 1,788.5 1,868.9 1,943.6
Built-in Refrigeration - - - - - -
Appliances
Freestanding 14,697.3 15,566.5 16,418.1 17,241.9 18,028.8 18,801.1
Refrigeration Appliances
Electric Wine Coolers/ - - - - - -
Chillers
- Built-in Electric - - - - - -
Wine Coolers/Chillers
- Freestanding - - - - - -
Electric Wine Coolers/
Chillers
Freezers 1,168.6 1,165.1 1,159.3 1,150.0 1,138.5 1,123.7
- Built-in Freezers - - - - - -
- Freestanding Freezers 1,168.6 1,165.1 1,159.3 1,150.0 1,138.5 1,123.7
Fridge Freezers 13,395.0 14,266.0 15,122.1 15,954.1 16,751.8 17,538.2
- Built-in Fridge - - - - - -
Freezers
- Freestanding Fridge 13,395.0 14,266.0 15,122.1 15,954.1 16,751.8 17,538.2
Freezers
Fridges 133.7 135.4 136.8 137.9 138.6 139.1
- Built-in Fridges - - - - - -
- Freestanding Fridges 133.7 135.4 136.8 137.9 138.6 139.1
Refrigeration Appliances 14,697.3 15,566.5 16,418.1 17,241.9 18,028.8 18,801.1
Built-In Major Appliances 634.9 658.3 681.4 703.7 724.6 745.2
Freestanding Major 27,462.8 29,018.4 30,539.9 32,007.4 33,416.4 34,790.6
Appliances
Major Appliances 28,097.7 29,676.7 31,221.4 32,711.1 34,141.1 35,535.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 22

Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: % Volume Growth 2015-2020

% volume growth
2015/16 2015-20 CAGR 2015/20 Total

Built-in Dishwashers 1.6 1.8 9.3

Freestanding Dishwashers 5.0 3.2 16.9
Dishwashers 2.7 2.2 11.7
Built-in Home Laundry Appliances - - -
Freestanding Home Laundry Appliances 5.6 6.0 33.6
Automatic Tumble Dryers 4.7 4.5 24.6
- Built-in Tumble Dryers - - -
- Freestanding Tumble Dryers 4.7 4.5 24.6
Automatic Washer Dryers 2.6 2.8 14.8
- Built-in Washer Dryers - - -
- Freestanding Washer Dryers 2.6 2.8 14.8
Automatic Washing Machines 10.0 10.2 62.5
- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 10.0 10.2 62.5
Machines
Semi-Automatic Washing Machines 3.3 3.5 18.9
Other Home Laundry Appliances - - -
- Other Built-in Home Laundry Appliances - - -
- Other Freestanding Home Laundry - - -
Appliances
Home Laundry Appliances 5.6 6.0 33.6
Built-in Large Cooking Appliances 5.1 5.3 29.6
Freestanding Large Cooking Appliances 5.9 6.4 36.1
Built-in Hobs 6.0 6.2 35.2
Ovens 1.0 1.2 6.1
Cooker Hoods 4.9 5.1 28.4
- Built-in Cooker Hoods 4.9 5.1 28.4
- Freestanding Cooker Hoods - - -
Cookers 6.1 6.5 37.3
Range Cookers 4.0 4.2 22.8
Large Cooking Appliances 5.7 6.1 34.4
Built-in Microwaves - - -
Freestanding Microwaves 3.5 4.5 24.5
Microwaves 3.5 4.5 24.5
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 5.2 5.7 31.7
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers 1.9 2.1 10.9
- Built-in Freezers - - -
- Freestanding Freezers 1.9 2.1 10.9
Fridge Freezers 5.5 6.0 33.6
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 5.5 6.0 33.6
Fridges 2.6 2.2 11.6
- Built-in Fridges - - -
- Freestanding Fridges 2.6 2.2 11.6
Refrigeration Appliances 5.2 5.7 31.7
Built-In Major Appliances 4.8 5.1 28.2
Freestanding Major Appliances 5.2 5.7 31.8

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 23

Major Appliances 5.2 5.7 31.7

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding

Split: % Value Growth 2015-2020

% constant value growth

2015/2016 2015-20 CAGR 2015/20 TOTAL

Built-in Dishwashers 0.6 0.8 4.0

Freestanding Dishwashers 4.0 2.2 11.3
Dishwashers 1.5 1.2 5.9
Built-in Home Laundry Appliances - - -
Freestanding Home Laundry Appliances 5.4 4.6 25.3
Automatic Tumble Dryers 3.8 3.3 17.6
- Built-in Tumble Dryers - - -
- Freestanding Tumble Dryers 3.8 3.3 17.6
Automatic Washer Dryers 1.2 1.0 5.1
- Built-in Washer Dryers - - -
- Freestanding Washer Dryers 1.2 1.0 5.1
Automatic Washing Machines 8.0 7.0 40.2
- Built-in Automatic Washing Machines - - -
- Freestanding Automatic Washing 8.0 7.0 40.2
Machines
Semi-Automatic Washing Machines 3.0 2.2 11.4
Other Home Laundry Appliances - - -
- Other Built-in Home Laundry Appliances - - -
- Other Freestanding Home Laundry - - -
Appliances
Home Laundry Appliances 5.4 4.6 25.3
Built-in Large Cooking Appliances 4.9 4.2 22.7
Freestanding Large Cooking Appliances 5.0 4.4 23.7
Built-in Hobs 5.8 4.9 27.0
Ovens 2.8 2.3 11.8
Cooker Hoods 5.0 4.3 23.4
- Built-in Cooker Hoods 5.0 4.3 23.4
- Freestanding Cooker Hoods - - -
Cookers 5.0 4.4 24.0
Range Cookers 4.9 4.2 22.6
Large Cooking Appliances 5.0 4.3 23.6
Built-in Microwaves - - -
Freestanding Microwaves 6.0 5.0 27.6
Microwaves 6.0 5.0 27.6
Built-in Refrigeration Appliances - - -
Freestanding Refrigeration Appliances 5.9 5.0 27.9
Electric Wine Coolers/Chillers - - -
- Built-in Electric Wine Coolers/ - - -
Chillers
- Freestanding Electric Wine Coolers/ - - -
Chillers
Freezers -0.3 -0.8 -3.8
- Built-in Freezers - - -
- Freestanding Freezers -0.3 -0.8 -3.8
Fridge Freezers 6.5 5.5 30.9
- Built-in Fridge Freezers - - -
- Freestanding Fridge Freezers 6.5 5.5 30.9
Fridges 1.3 0.8 4.1
- Built-in Fridges - - -

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 24

- Freestanding Fridges 1.3 0.8 4.1

Refrigeration Appliances 5.9 5.0 27.9
Built-In Major Appliances 3.7 3.3 17.4
Freestanding Major Appliances 5.7 4.8 26.7
Major Appliances 5.6 4.8 26.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 29 Forecast Sales of Small Appliances by Category: Volume 2015-2020

'000 units
2015 2016 2017 2018 2019 2020

Air Treatment Products 2,384.3 2,534.3 2,690.9 2,855.5 3,028.1 3,206.4

Food Preparation 1,559.7 1,644.1 1,734.9 1,832.6 1,937.7 2,053.6
Appliances
Heating Appliances - - - - - -
Irons 1,069.9 1,150.1 1,239.8 1,339.0 1,450.1 1,573.4
Personal Care Appliances 865.9 915.1 968.0 1,024.4 1,084.2 1,149.1
Small Cooking Appliances 3,463.0 3,666.8 3,884.9 4,118.8 4,369.9 4,640.1
Small Kitchen 1,211.1 1,256.7 1,301.7 1,345.6 1,388.5 1,431.3
Appliances (Non-Cooking)
Vacuum Cleaners 30.1 31.2 32.1 33.1 34.0 34.9
Small Appliances 10,584.0 11,198.3 11,852.4 12,549.1 13,292.5 14,088.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 30 Forecast Sales of Small Appliances by Category: Value 2015-2020

PHP million
2015 2016 2017 2018 2019 2020

Air Treatment Products 18,186.8 18,862.7 19,503.5 20,143.6 20,755.3 21,340.0

Food Preparation 2,722.9 2,797.5 2,879.9 2,970.5 3,070.1 3,186.1
Appliances
Heating Appliances - - - - - -
Irons 991.1 1,033.7 1,080.2 1,132.1 1,188.7 1,248.5
Personal Care Appliances 903.4 946.6 994.3 1,046.7 1,105.2 1,169.3
Small Cooking Appliances 5,792.0 6,004.2 6,231.4 6,475.8 6,738.3 7,024.3
Small Kitchen 935.8 954.1 977.5 1,006.3 1,041.0 1,077.1
Appliances (Non-Cooking)
Vacuum Cleaners 132.3 134.9 137.5 139.9 142.3 144.5
Small Appliances 29,664.4 30,733.8 31,804.3 32,914.9 34,040.8 35,189.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2015-

2020

% volume growth
2015/16 2015-20 CAGR 2015/20 Total

Air Treatment Products 6.3 6.1 34.5

Food Preparation Appliances 5.4 5.7 31.7
Heating Appliances - - -

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 25

Irons 7.5 8.0 47.1

Personal Care Appliances 5.7 5.8 32.7
Small Cooking Appliances 5.9 6.0 34.0
Small Kitchen Appliances (Non-Cooking) 3.8 3.4 18.2
Vacuum Cleaners 3.4 3.0 15.7
Small Appliances 5.8 5.9 33.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2015-2020

% constant value growth

2015/2016 2015-20 CAGR 2015/20 TOTAL

Air Treatment Products 3.7 3.2 17.3

Food Preparation Appliances 2.7 3.2 17.0
Heating Appliances - - -
Irons 4.3 4.7 26.0
Personal Care Appliances 4.8 5.3 29.4
Small Cooking Appliances 3.7 3.9 21.3
Small Kitchen Appliances (Non-Cooking) 2.0 2.9 15.1
Vacuum Cleaners 2.0 1.8 9.3
Small Appliances 3.6 3.5 18.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
 Sari-sari store – a small shop found in neighbourhoods or side streets selling a variety of
products from snacks to laundry detergent

SOURCES
Sources used during research include the following:

Summary 1 Research Sources

Official Sources Department of Trade & Industry
National Statistics Office
United Nations Economic & Social
Commission for Asia & the Pacific
Trade Associations Philippine Appliance Industry Association
Trade Press Appliance Magazine
BusinessWorld
Malaya
Manila Bulletin
Marketing World
Philippine Daily Inquirer

© Euromonitor International
CONSUMER APPLIANCES IN THE PHILIPPINES Passport 26

The Philippine Star

Source: Euromonitor International

© Euromonitor International