IN INDIA
Euromonitor International
January 2016
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REFRIGERATION APPLIANCES IN
INDIA
HEADLINES
Refrigeration appliances grows by 14% in retail volume terms to reach 12 million units in 2015
Rising disposable incomes and longer summers drive refrigeration appliances growth in India
Fridge freezers posts strong volume growth of 18% which helps refrigeration appliances to
grow despite the decline of fridges
The unit price of refrigeration appliances increases by 10% in 2015 due to inflation and rising
input costs
LG Electronics India Pvt Ltd continues to lead refrigeration appliances with a 24% volume
share in 2015
Refrigeration appliances is expected to grow by a retail volume CAGR of 11% over the
forecast period
TRENDS
Refrigeration appliances grew by 14% in retail volume terms and by 26% in retail current
value terms in 2015 to reach 12 million units and Rs296 billion respectively. The longer
summers in most parts of the country are leading to volume growth, whereas increased
disposable incomes are resulting in consumers purchasing higher value products, which
positively influences higher value growth as well.
The average unit price of refrigeration appliances grew by 10% in current value terms in 2015,
due to inflation in the country and increased demand for better quality high-priced products.
Increased disposable incomes and changes in urban lifestyles such as food habits resulted in
demand for upright refrigeration appliances growing.
The demand for refrigeration appliances from rural areas was subdued in 2015 due to the
monsoon. Agriculture remains the major source of income for consumers in rural India, which
was negatively impacted by the monsoon in most areas of the country. It caused a slowdown
in demand for consumer durables including refrigerators during the year.
Fridge freezers posted strong growth of 18% in volume terms and 28% in current retail value
terms in 2015, as a separate freezer compartment is becoming essential to households,
especially in urban areas. Changing eating habits such as increased consumption of frozen
foods, frozen desserts and meat products requires bigger freezer compartments and in
general higher volume capacity of refrigeration appliances. Therefore, the demand for fridge
freezers, especially higher capacity ones, is consistently increasing.
Built-in refrigeration appliances remained as a niche, particularly among retail customers in
2015. Customers in India prefer to have freestanding refrigeration appliances, giving them
greater flexibility when changing location or moving during relocation. Freestanding
appliances are perceived to be easier to maintain, service and clean.
Although several refrigeration appliance companies, such as Whirlpool of India Ltd, have
launched multi-door and other formats of products, double door (top freezer) remained as the
dominant type of fridge freezer with a 96% volume share in 2015. This is due to apathy on the
part of consumers as they have been used to this format for a long time.
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The demand for other kinds of refrigeration appliances such as electric wine coolers and
freezers remains negligible for retail, as consumers believe that a fridge freezer can fulfil all of
their requirements.
Companies are trying to add value proposition to gain consumers attention. Leading
companies such as Samsung India Electronics Pvt Ltd are launching fridge freezers in which
the freezer compartment is higher in capacity than normal, and it can be converted to a fridge
when needed. This can help consumers to expand or contract the freezer capacity when the
situation demands.
COMPETITIVE LANDSCAPE
LG Electronics India Pvt Ltd continued to dominate refrigeration appliances in 2015 with a
24% volume share due to its longstanding presence and wider distribution network. Its close
competitor Samsung followed closely behind with a 23% volume share. This was due to the
marginally higher unit price charged by the latter compared to refrigeration appliances
charged by LG Electronics.
IFB Industries Ltd witnessed the highest volume growth of 37% in 2015 because of its smaller
base size of sales in 2014. Whirlpool and Godrej & Boyce Mfg Co Ltd registered strong
volume growth of 17% and 16% respectively among the established companies in
refrigeration appliances, as they increased their promotional activities during the year.
Within single door and double door refrigeration appliances, all companies compete by using
energy efficiency, volume capacity, interior design and aesthetics. Companies such as LG
Electronics market their refrigerators by comparing power consumption with CFL bulbs to
attract customers.
The cooling capacity of refrigerators during a power cut is also a major factor for promotions
as almost of all the states in India are power deficient and suffer from long power cuts,
especially in the summer. Therefore, LG Electronics advertisements claim that its refrigerators
can also run on an inverter during a power cut and can maintain cooling for longer.
Samsung bases its promotions on better shelf design for greater capacity. The company also
introduces a feature where the freezer compartment can be converted to a fridge if the need
arises.
The connected devices or app-controlled refrigeration appliances continue to be very niche in
India, yet as such, the products are perceived to be highly priced compared to the
convenience they offer.
Three out of the top five companies in refrigeration appliances in 2015 were international
multinational companies, which captured a combined 59% volume share because of their
huge marketing expenditure and longstanding presence in India. Two domestic companies,
Godrej & Boyce Mfg Co Ltd and Videocon Industries Ltd, rank in the top five due to their
experiences on a domestic level and lower pricing compared to foreign players. These
domestic companies held a combined 21% volume share in 2015.
Independent electronics and appliance specialist retailers continued to be a dominant
distribution channel for sales of refrigerators and it enjoyed an 80% volume share in 2015.
Most of the time, consumers are influenced by advertisements and they visit a companys
showroom to make a purchase from a genuine source.
Although growing by 98% in retail volume terms, internet retailing remained small in actual
sales terms with a 1% volume share of refrigeration appliances. The huge discounts and
offers on e-commerce websites helped it to grow rapidly, but most customers still prefer to
visit a store, especially those who are not particularly tech- savvy.
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PROSPECTS
Refrigeration appliances is expected to grow by a retail volume CAGR of 11% and a 12%
value CAGR at constant 2015 prices over the forecast period. The improved economic
situation, higher disposable incomes and longer summers will be key reasons for growth.
Fridge freezers will continue to grow over the forecast period and register a volume CAGR of
13%, as well as a 13% value CAGR at constant 2015 prices. The growth in fridge freezers will
result in further growth for overall refrigeration appliances because fridges is estimated to
decline by a 1% volume CAGR over the forecast period.
Built-in refrigeration appliances, electric wine coolers and freezers will continue to be niche in
the near future, as no specific marketing activities or change in consumer behaviour will
become evident.
There are several companies that will focus on freezers for retail customers to leverage the
changing eating habits of city dwellers, but the demand for freezers in retail is not anticipated
to grow drastically over the forecast period.
CATEGORY DATA
Table 1
'000 units
Built-in Refrigeration
Appliances
Freestanding
Refrigeration Appliances
Electric Wine Coolers/
Chillers
- Built-in Electric
Wine Coolers/Chillers
- Freestanding
Electric Wine Coolers/
Chillers
Freezers
- Built-in Freezers
- Freestanding Freezers
Fridge Freezers
- Built-in Fridge
Freezers
- Freestanding Fridge
Freezers
Fridges
- Built-in Fridges
- Freestanding Fridges
Refrigeration Appliances
2010
2011
2012
2013
2014
2015
7,863.9
8,238.2
8,732.5
9,181.6
10,283.4
11,723.1
4,954.2
-
5,602.0
-
6,296.1
-
6,794.4
-
7,969.6
-
9,437.1
-
4,954.2
5,602.0
6,296.1
6,794.4
7,969.6
9,437.1
2,909.6
2,909.6
7,863.9
2,636.2
2,636.2
8,238.2
2,436.4
2,436.4
8,732.5
2,387.2
2,387.2
9,181.6
2,313.8
2,313.8
10,283.4
2,286.0
2,286.0
11,723.1
Source:
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Euromonitor International
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INR million
Built-in Refrigeration
Appliances
Freestanding
Refrigeration Appliances
Electric Wine Coolers/
Chillers
- Built-in Electric
Wine Coolers/Chillers
- Freestanding
Electric Wine Coolers/
Chillers
Freezers
- Built-in Freezers
- Freestanding Freezers
Fridge Freezers
- Built-in Fridge
Freezers
- Freestanding Fridge
Freezers
Fridges
- Built-in Fridges
- Freestanding Fridges
Refrigeration Appliances
Source:
2010
2011
2012
2013
2014
2015
117,953.2
140,745.9
163,799.9
187,461.4
235,214.8
295,559.4
96,627.8
-
119,768.2
-
143,498.1
-
167,171.3
-
214,762.3
-
274,746.2
-
96,627.8
119,768.2
143,498.1
167,171.3
214,762.3
274,746.2
21,325.4
21,325.4
117,953.2
20,977.8
20,977.8
140,745.9
20,301.9
20,301.9
163,799.9
20,290.1
20,290.1
187,461.4
20,452.4
20,452.4
235,214.8
20,813.2
20,813.2
295,559.4
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3
% volume growth
Table 4
2014/15
2010-15 CAGR
2010/15 Total
14.0
-
8.3
-
49.1
-
18.4
18.4
-1.2
-1.2
14.0
13.8
13.8
-4.7
-4.7
8.3
90.5
90.5
-21.4
-21.4
49.1
Euromonitor International from official statistics, trade associations, trade press, company research,
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2014/15
2010-15 CAGR
2010/15 Total
25.7
-
20.2
-
150.6
-
27.9
27.9
1.8
1.8
25.7
23.2
23.2
-0.5
-0.5
20.2
184.3
184.3
-2.4
-2.4
150.6
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 5
% retail volume
Single Door
Double Door (Bottom
Freezer)
Double Door (Top Freezer)
Side-by-Side
Side-by-Side w/ Dispenser
Side-by-Side w/out
Dispenser
3-Door
3-Door w/ Dispenser
3-Door French Door w/
Dispenser
3-Door Vertical Door w/
Dispenser
3-Door w/out Dispenser
3-Door French Door w/
out Dispenser
3-Door Vertical Door w/
out Dispenser
4-Door+ Combinations
Total
Source:
2010
2011
2012
2013
2014
2015
0.5
0.5
0.6
0.6
0.6
0.6
97.4
0.2
0.1
0.1
96.9
0.2
0.1
0.1
96.6
0.2
0.1
0.1
96.4
0.2
0.1
0.1
96.2
0.2
0.1
0.1
96.0
0.2
0.1
0.2
2.0
0.6
0.2
2.1
0.6
0.2
2.2
0.7
0.2
2.3
0.7
0.2
2.4
0.7
0.2
2.4
0.7
0.2
0.4
0.4
0.5
0.5
0.5
0.5
1.4
0.4
1.5
0.4
1.5
0.5
1.6
0.5
1.7
0.5
1.7
0.5
1.0
1.0
1.1
1.1
1.2
1.2
100.0
0.4
100.0
0.5
100.0
0.5
100.0
0.7
100.0
0.8
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
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Table 6
% retail volume
Frost-Free
Euromonitor International
2010
2011
2012
2013
2014
2015
92.0
94.0
95.0
96.0
96.0
96.2
Static
Total
Source:
Passport
8.0
100.0
6.0
100.0
5.0
100.0
4.0
100.0
4.0
100.0
3.8
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 7
% retail volume
2010
2011
2012
2013
2014
2015
84.9
82.5
80.6
79.4
78.6
78.0
13.2
15.2
16.7
17.5
18.0
18.2
1.5
1.8
2.1
2.3
2.4
2.6
0.5
100.0
0.6
100.0
0.7
100.0
0.8
100.0
1.0
100.0
1.2
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 8
% retail volume
Compact
Table-Top
Upright
Drawer Fridge
Total
Source:
2010
2011
2012
2013
2014
2015
6.5
4.5
89.0
100.0
6.0
4.0
90.0
100.0
5.5
3.5
91.0
100.0
4.8
3.7
91.5
100.0
4.6
3.8
91.7
100.0
4.0
4.0
92.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
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Table 9
% retail volume
Table 10
2010
2011
2012
2013
2014
2015
17.1
82.9
13.0
87.0
9.5
90.5
6.8
93.2
6.5
93.5
6.3
93.7
100.0
100.0
100.0
100.0
100.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Euromonitor International
% retail volume
Company
LG Electronics India
Pvt Ltd
Samsung India
Electronics Pvt Ltd
Godrej & Boyce Mfg Co Ltd
Whirlpool of India Ltd
Videocon Industries Ltd
Haier Appliances India
Pvt Ltd
Panasonic Home
Appliances India Co Ltd
Electrolux AB
IFB Industries Ltd
Hitachi Home & Life
Solutions (India) Ltd
Others
Total
Source:
2011
2012
2013
2014
2015
25.1
24.6
24.2
24.2
24.2
23.5
23.0
23.2
22.8
22.6
13.6
12.7
9.5
2.4
12.8
12.0
9.2
2.9
12.5
12.1
8.8
4.6
12.3
12.2
8.6
5.0
12.6
12.5
8.4
4.8
1.5
1.6
2.3
2.4
2.4
5.1
0.2
4.4
0.4
0.5
3.1
0.4
0.6
2.5
0.6
0.6
1.9
0.7
0.6
6.4
100.0
8.6
100.0
8.3
100.0
8.8
100.0
9.3
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
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Table 11
% retail volume
Brand (GBO)
LG (LG Corp)
Samsung (Samsung
Corp)
Godrej
Whirlpool
(Whirlpool Corp)
Videocon
Haier (Haier Group)
Panasonic
(Panasonic Corp)
Electrolux
IFB
Hitachi (Hitachi Ltd)
Others
Total
Source:
Passport
Company (NBO)
2012
2013
2014
2015
LG Electronics India
Pvt Ltd
Samsung India
Electronics Pvt Ltd
Godrej & Boyce Mfg Co Ltd
Whirlpool of India Ltd
24.6
24.2
24.2
24.2
23.0
23.2
22.8
22.6
12.8
12.0
12.5
12.1
12.3
12.2
12.6
12.5
9.2
2.9
8.8
4.6
8.6
5.0
8.4
4.8
1.6
2.3
2.4
2.4
4.4
0.4
0.5
3.1
0.4
0.6
2.5
0.6
0.6
1.9
0.7
0.6
8.6
100.0
8.3
100.0
8.8
100.0
9.3
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 12
% retail volume
Company
2011
2012
2013
2014
2015
LG Electronics India
26.0
25.4
25.5
25.2
24.5
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Pvt Ltd
Samsung India
Electronics Pvt Ltd
Whirlpool of India Ltd
Godrej & Boyce Mfg Co Ltd
Videocon Industries Ltd
Haier Appliances India
Pvt Ltd
Panasonic Home
Appliances India Co Ltd
Electrolux AB
IFB Industries Ltd
Hitachi Home & Life
Solutions (India) Ltd
BPL Sanyo Utilities &
Appliances Ltd
Others
Total
Source:
25.2
25.7
24.7
23.7
13.4
12.2
7.8
2.3
12.5
11.9
7.9
2.9
12.9
12.0
7.9
4.3
12.7
11.8
7.8
4.5
12.8
11.6
7.4
4.2
2.2
2.2
3.1
3.0
3.0
3.0
0.4
2.6
0.6
0.7
1.5
0.5
0.8
1.2
0.8
0.8
0.9
0.9
0.8
6.8
100.0
8.1
100.0
5.7
100.0
7.5
100.0
10.2
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 13
% retail volume
Company
LG Electronics India
Pvt Ltd
Samsung India
Electronics Pvt Ltd
Godrej & Boyce Mfg Co Ltd
Videocon Industries Ltd
Whirlpool of India Ltd
Haier Appliances India
Pvt Ltd
Electrolux AB
Others
Total
Source:
26.0
2011
2012
2013
2014
2015
23.3
22.4
20.5
20.9
22.6
18.2
17.4
16.0
16.4
17.8
16.6
13.2
11.1
2.5
15.2
12.6
10.6
3.2
13.8
11.4
9.8
5.3
14.1
11.3
10.4
6.7
16.7
12.6
11.5
7.4
9.7
5.4
100.0
8.9
9.7
100.0
7.4
15.8
100.0
6.8
13.4
100.0
5.9
5.5
100.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 14
'000 units
Built-in Refrigeration
Appliances
Freestanding
Refrigeration Appliances
Electric Wine Coolers/
Chillers
- Built-in Electric
Wine Coolers/Chillers
- Freestanding
Electric Wine Coolers/
Chillers
Euromonitor International
2015
2016
2017
2018
2019
2020
11,723.1
13,247.1
14,836.7
16,468.8
18,115.6
19,746.0
Freezers
- Built-in Freezers
- Freestanding Freezers
Fridge Freezers
- Built-in Fridge
Freezers
- Freestanding Fridge
Freezers
Fridges
- Built-in Fridges
- Freestanding Fridges
Refrigeration Appliances
Source:
Passport
9,437.1
-
10,981.8
-
12,589.0
-
14,237.2
-
15,896.5
-
17,538.4
-
9,437.1
10,981.8
12,589.0
14,237.2
15,896.5
17,538.4
2,286.0
2,286.0
11,723.1
2,265.3
2,265.3
13,247.1
2,247.8
2,247.8
14,836.7
2,231.5
2,231.5
16,468.8
2,219.2
2,219.2
18,115.6
2,207.6
2,207.6
19,746.0
Euromonitor International from trade associations, trade press, company research, trade interviews,
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Table 15
INR million
Built-in Refrigeration
Appliances
Freestanding
Refrigeration Appliances
Electric Wine Coolers/
Chillers
- Built-in Electric
Wine Coolers/Chillers
- Freestanding
Electric Wine Coolers/
Chillers
Freezers
- Built-in Freezers
- Freestanding Freezers
Fridge Freezers
- Built-in Fridge
Freezers
- Freestanding Fridge
Freezers
Fridges
- Built-in Fridges
- Freestanding Fridges
Refrigeration Appliances
Source:
2015
2016
2017
2018
2019
2020
295,559.4
343,245.2
390,645.0
433,865.5
475,019.0
512,134.7
274,746.2
-
323,230.1
-
371,392.4
-
415,325.7
-
457,106.0
-
494,818.8
-
274,746.2
323,230.1
371,392.4
415,325.7
457,106.0
494,818.8
20,813.2
20,813.2
295,559.4
20,015.2
20,015.2
343,245.2
19,252.5
19,252.5
390,645.0
18,539.8
18,539.8
433,865.5
17,913.0
17,913.0
475,019.0
17,315.8
17,315.8
512,134.7
Euromonitor International from trade associations, trade press, company research, trade interviews,
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Table 16
% volume growth
Euromonitor International
2015/16
2015-20 CAGR
2015/20 Total
13.0
-
11.0
-
68.4
-
Table 17
Passport
16.4
16.4
-0.9
-0.9
13.0
13.2
13.2
-0.7
-0.7
11.0
85.8
85.8
-3.4
-3.4
68.4
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
2015/2016
2015-20 CAGR
2015/20 TOTAL
16.1
-
11.6
-
73.3
-
17.6
17.6
-3.8
-3.8
16.1
12.5
12.5
-3.6
-3.6
11.6
80.1
80.1
-16.8
-16.8
73.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
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Euromonitor International
10