Indonesia Household Appliances Market Size, Share & Trends Analysis Report By Product (Major Appliances, Small Appliances), By Distribution Channel (Online, Electronic Stores), And Segment Forecasts, 2025 - 2030

Market Size & Trends

The Indonesia household appliances market size was valued at USD 13.76 billion in 2024 and is anticipated to grow at a CAGR of 6.5% from 2025 to 2030. The increasing purchase capacity of the middle-class population in the country, multiple strategic advancements initiated by brands for improving market share in Asia Pacific, and the growing availability of extensive product portfolios offered by global brands in Indonesia are some of the key growth drivers for this market.

In recent years, many technology and innovation-driven companies have concentrated on their operations in Asia to meet the increasing demand for advanced products. Several household appliance brands have established manufacturing facilities and extensive distribution networks in Indonesia to enhance their supply chain capabilities. For instance, in May 2025, Daikin announced commencement of mass production at its first full-scale residential air conditioner factory in Indonesia. Operated by PT Daikin Industries Indonesia, the facility aimed to launch locally manufactured units in the Indonesia market by July 2025.

Changing customer preferences and rising disposable incomes among Indonesian consumers have prompted the development and improvement of facilities, partnerships, and new product innovations in the household appliances market in Indonesia. In January 2025, Midea Electronics Indonesia launched the Midea Everest refrigerator in Indonesia, featuring large capacity, advanced technology, and energy efficiency. The product was developed to meet modern consumer demands for innovative, high-performance, and affordable home appliances. Such advancements are expected to facilitate market growth during forecast period.

Consumer Insights

Urbanization, rising income levels, and increasing awareness regarding benefits offered by energy-efficient appliances primarily influence consumer preferences in Indonesia's household appliances industry. Demand for appliances that facilitate convenience occupy limited space, and improve quality of life is growing across this market. In addition, consumers prefer products equipped with advanced features powered by modern technologies such as IoT and AI. Rising market penetration of e-commerce websites also indicates a growing inclination toward online purchases.

Consumer Demographic Insights

The increasing availability of household appliances through online platforms and e-commerce websites influences consumer trends. Promotional offers and discounts from major players in the e-commerce industry are drawing greater customer engagement in Indonesia. While many consumers are willing to adjust their shopping habits to reduce their environmental impact, fewer are interested in paying a premium for sustainable products.

Price sensitivity, especially in the lower-middle-class income segment, also significantly influences consumer preferences. However, effective marketing strategies embraced by the major companies and products equipped with advanced features and durability are expected to generate growing customer engagement over the forecast period.

Pricing Analysis

Household appliance prices play a vital role in customers' purchase decisions in the Indonesian market—prices of products that global brands offer align with regional pricing strategies. The cost of materials, components, and key technical parts used in product manufacturing significantly influences the price of household appliances. Indonesia imports many electronic components, parts, and other raw materials from China. Aspects such as trade policies and import duties are also projected to impact the pricing of household appliances in the Indonesian market.

Global brands such as Sharp, BSH Home Appliances, and Daikin offer various models and product categories. These products vary based on storage capacity, functional attributes, technology capabilities, and more. The price range of household appliances also varies based on these aspects. For instance, Bosch French Door Bottom Mount Refrigerator with a glass door is offered at approximately USD 1,016.44. However, the Bosch refrigerator Free-standing fridge-Freezer is provided at nearly USD 520.38 in Indonesia. Such price differences are driven by key product features, technologies incorporated in the product, and other specifications such as size, storage capacity, and component types.

Product Insights

The major appliances segment held the largest revenue share of the Indonesia household appliances market and accounted for 90.3% in 2024. Growth of this segment is primarily driven by factors such as increasing demand for technologically advanced products, rising adoption of smart home and smart kitchen setups in urban areas, and the growing availability of major appliances through online portals and e-commerce websites that offer convenience and hassle-free shopping experience.

Strategic initiatives by major household appliance brands operating in Indonesia market are expected to develop lucrative growth opportunities for this market. For instance, in July 2024, Bosch Home Appliances Indonesia opened its newly developed Home Experience Center in Indonesia Design Centre (IDD), Jakarta. The company established this facility to offer customers an interactive experience where they can touch and see numerous household appliances.

The small appliances segment is anticipated to experience fastest CAGR over the forecast period. This segment is mainly driven by the growing demand for household and kitchen appliances intended for individual users. This includes coffee makers, air fryers, humidifiers and dehumidifiers, electric trimmers, hair dryers, and irons. The easy availability of these products through e-commerce websites with additional discounts and attractive offers is expected to develop greater engagement from 2025 to 2030.

Distribution Channel Insights

On the basis of distribution channel, the electronic stores segment dominated the Indonesia household appliances market with largest revenue share in 2024. An increasing number of brand chains operating in the electronics industry in urban areas and a large number of products offered by these stores are mainly driving the growth of this segment. Electronic stores feature product ranges offered by various global brands, enabling customers to examine and compare products before purchase. In addition, immediate possession, the opportunity to inspect product features and material quality, installation and after-sale support provided by local stores, and easy accessibility also play pivotal roles in the growth experienced by this segment.

The online distribution segment is projected to experience fastest CAGR from 2025 to 2030. Multiple global brands operating in the household appliances market have been focusing on enhancing their digital footprint by offering product lines via online portals. In addition, convenience and numerous services offered by e-commerce websites attract large consumer groups. Easy payment options, various brand products offered by a single platform, return or replacement policies, and doorstep deliveries are some of the key aspects projected to support the growth of this segment during the forecast period.

Key Indonesia Household Appliances Company Insights

Some of the key companies operating in Indonesia household appliances market include BSH Home Appliances, DAIKIN INDUSTRIES, Ltd., Sharp Corporation, Toshiba Lifestyle Products and Services Corporation, LG Electronics and others.

• DAIKIN INDUSTRIES, Ltd. offers various air conditioning products, such as split/multi-specialty, unitary, air-to-water heat pump systems, air purifiers, water-cooled chillers, and others. The company has a strong presence in Indonesia and recently established a new facility for manufacturing residential air conditioners.

• BSH Home Appliances is a global manufacturer of premium household appliances in various categories. Its portfolio features categories such as cooking and baking, fridges and freezers, dishwashers, washers and dryers, vacuum cleaners, and others.

Recent Developments

• In January 2025, Midea Electronics Indonesia, one of the major market participants in home appliances, launched the Everest refrigerator, equipped with the latest innovations, 473 liters capacity, and energy efficient operations.

• In March 2024, Toshiba announced the launch of its latest product line for cooking appliances in Indonesia. The line includes an air fryer, rice cooker, and induction cooker. This is expected to strengthen its market position in the domestic market over the forecast period.

Indonesia Household Appliances Market Report Scope

Indonesia Household Appliances Market Report Segmentation

This report forecasts revenue growth at country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the Indonesia household appliances market report on the basis of product and distribution channel:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Major Appliances

    • Water Heater

    • Dishwasher

    • Refrigerator

    • Cooktop, Cooking Range, Microwave, and Oven

    • Vacuum Cleaner

    • Washing Machine and Dryers

    • Air Conditioner

  • Small Appliances

    • Coffee Makers

    • Toasters

    • Juicers, Blenders and Food Processors

    • Hair Dryers

    • Irons

    • Deep Fryers

    • Space Heaters

    • Electric Trimmers and Shavers

    • Air Purifiers

    • Humidifiers & Dehumidifiers

    • Rice Cookers & Steamers

    • Air Fryers

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Hypermarkets & Supermarkets

  • Electronic Stores

  • Exclusive Brand Outlets

  • Online

  • Others