ASEAN KEY DESTINATIONS
Combined market value surged 475 percent over previous month
SINGAPORE – As the PSI level in Malaysia and Singapore spiked to its highest level in the month of June 2013, so did the sales of air cleaners in both countries. More than 20,000 units of these products were snapped up from retail stores within that month alone—the highest level reported in both countries; with overwhelming consumer demand which caused major stores in the countries to go out of stock for air cleaners.
Consumers in the two markets readily forked out a total of USD 5.15 million dollars on air cleaners as air pollution in both Malaysia and Singapore reached hazardous levels due to the forest fire in Sumatra. This is six and a half times more than the sales garnered in an average month during January to June this year, which stands at USD 789,500.
“Air cleaners flew off the shelves in the respective countries when the local PSI hit the unhealthy range for several days consecutively, even reaching the hazardous level at some point,” observed Jasmine Lim, Account Director for Home & Lifestyle, GfK Asia. “Consumers in both countries who were concerned about indoor air quality hit the panic button and hurried to the stores, willing even to pay for the most high end model if it was the only one left in the shop!”
In Singapore alone, consumers bought nearly 13,000 air cleaners in June, reflecting a spike in demand by 476 percent over the non-hazy month of May. In value terms, the USD 3.5 million worth of sales garnered in the June alone contributed to 59 percent of the total market’s annual worth in the first six months period.
Compared to their counterparts across the Causeway, consumers in Malaysia were less fervent and bought relatively less of the air treatment appliance during this same period. Sales of air cleaners similarly peaked at a record high this same month where demand reached over 8,000 units. Raking in USD1.6 million, June’s sales made up 46 percent of air cleaners’ worth in the first half of 2013.
“Much efforts have been put in by the government to educate the population on precautionary measures as well as by major air cleaner manufacturers to raise awareness of the benefits of these air cleaning appliances,” highlighted Lim. “As the population come to realize that hazy days could become a recurring occurrence, we can anticipate air cleaners to become an important appliance commonly found in households in the future,” she concluded.
GfK is one of the world’s largest research companies, around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.
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