Top 5 Small Kitchen Appliance Brands in Southeast Asian E-Commerce 2025

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Akbar Ridwan 26/08/2025 17:01 WIB

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According to TMO Group, Philips was the most popular small kitchen appliance brand in Southeast Asian e-commerce in April 2025.

Market Share of Top 5 Small Kitchen Appliance Brands in Southeast Asia E-Commerce's (April 2025)

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Market Share of Top 5 Small Kitchen Appliance Brands in Southeast Asia E-Commerce's (April 2025)

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According to TMO Group research, the Southeast Asian e-commerce market for small kitchen appliances has grown rapidly in recent years.

This growth is driven by the rising regional economy, increased consumer purchasing power, and improved e-commerce infrastructure.

"The expansion of the middle class and increasingly fast-paced lifestyles have made 'practical, smart, and healthy' products, such as rice cookers and air fryers, a necessity for many families," said TMO Group in its June 2025 report.

The small kitchen appliances researched by TMO Group are categorized into three groups:

Cooking and heating appliances: rice cookers, air fryers, multi-cookers, deep fryers, toasters, pressure cookers, waffle makers, and induction cooktops.
Food preparation appliances: food processors, meat grinders, blenders and grinders, juicers, mixers, and soy milk makers.
Beverage preparation appliances: coffee machines and accessories, and electric kettles.

TMO Group analyzed sales data for these appliances on Southeast Asian e-commerce platforms Shopee and Lazada in April 2025.

The results show that five brands achieved the largest market share in this product category:

Philips (Netherlands): 2%
Duchess (United States): 1.8%
Tefal (France): 1.7%
Sharp (Japan): 1.5%
SKG (Thailand): 1.4%

According to TMO Group, European and American brands still dominate the Southeast Asian e-commerce market for small kitchen appliances. However, brand concentration is low.

"The small kitchen appliance product category presents many opportunities for new brands. Philips from the Netherlands leads with a narrow advantage," said TMO Group.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."