Top 5 Most Popular Small Kitchen Appliance Brands for Food Preparation in Southeast Asia 2025

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Akbar Ridwan 29/08/2025 15:50 WIB

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TMO Group's analysis of Shopee and Lazada e-commerce data reveals that small kitchen appliances in the food preparation category have gained popularity across Southeast Asia in recent years.

Top 5 Small Kitchen Appliance Brands in the Southeast Asian E-commerce Food Preparation Category (April 2025)

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Top 5 Small Kitchen Appliance Brands in the Southeast Asian E-commerce Food Preparation Category (April 2025)

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TMO Group's analysis of Shopee and Lazada data reveals that small kitchen appliances in the food preparation category have gained popularity in Southeast Asia in recent years. This, according to TMO Group, indicates a growing interest among Southeast Asian consumers in cooking.

The market share of five popular small kitchen appliance brands in the food preparation category on Southeast Asian e-commerce platforms in April 2025 includes:

Tefal (France): 2.3%
PHILIPS (Netherlands): 2.1%
KAW (Vietnam): 1.5%
OSCAR (South Korea): 1.2%
Sharp (Japan): 1%

"In the small kitchen appliances for food preparation sector, European, Japanese, Korean, and local brands are preferred by Southeast Asian consumers," stated TMO Group in its June 2025 publication.

However, the combined market share of these top 5 brands is less than 10%, indicating low brand concentration.

Data analysis by TMO found that the market share of original equipment manufacturer (OEM) products and white-label brands exceeds that of major European and American brands.

"OEM and white-label products are generally cheaper, reflecting the high price sensitivity among Southeast Asian consumers," said TMO Group.

According to TMO Group, the best-selling subcategories within the food preparation category are:

Juice makers, blenders, and soy milk makers: 36.1%
Blenders, mixers, and grinders: 22.4%
Food processors and meat grinders: 16.1%
Others: 25.4%

"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."

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Top 5 Most Popular Small Kitchen Appliance Brands for Food Preparation in Southeast Asia 2025

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