Jakarta – The year 2024 is almost over, and so far, the market for technology and electronic products in Indonesia is still showing positive performance. How about 2025?
The market for technology and electronic products in Indonesia shows a positive trend, where according to GfK, the market grew by 2% in terms of sales value for the cumulative period of the first 9 months of 2024, although it still experienced a 7% decline when viewed from the perspective of the number of units sold, compared to the previous year.
This means that amidst the still sluggish consumer demand due to the purchasing cycle not yet returning after a significant surge during the previous pandemic, there are market drivers in certain segments that can attract consumer interest.
According to GfK, the year 2025 is likely to be similar to 2024, where the decline in the number of units sold will still occur, but at a more moderate level and starting to return to normal.
Meanwhile, sales value is expected to continue increasing thanks to the appeal of segmented products, driven by innovation and product development. In addition, this is supported by effective product distribution in growing channels and in larger cities.
Smartphones
Like the laptop market, smartphone sales in 2025 are predicted to experience optimistic growth. Higher growth will be driven by the smartphone segment priced at Rp 7 million and above. In addition to growth in the higher price segment, the market also shows a tendency to polarize with growth in the lower price segment (around Rp 1.5 million), where market players compete by offering better specifications at competitive prices to attract consumer interest.
Laptop
The market for laptops is projected to experience promising growth in 2025. Specifically, gaming laptops remain a promising segment, supported by relentless product development and a broader user base. Market trends are also expected to lead to lighter and thinner laptops, which offer better mobility for users. In addition, the use of AI features integrated into laptops is expected to enhance their appeal and drive potential new purchases.
Washing Machines, ACs, and TVs
The washing machine market in Indonesia in 2025 is expected to be the same as in 2024. The twin tub washing machine segment remains the most popular, but with the increasing consumer preference for convenience and better performance, the demand for washing machines with larger capacities and from the Front Load and Single Tub segments is expected to grow. This segment has become the main focus for most market players, as evidenced by the products launched and introduced by various brands throughout 2024.
Unlike washing machines, the AC market is expected to continue to be driven by entry-level models, particularly the standard 0.5 PK and 1 PK types. This is because AC penetration in Indonesia is still relatively low, so many consumers are first-time users, and the low electricity capacity is a consideration for why consumers choose entry-level models before potentially upgrading to larger PKs in the future, as temperatures are predicted to remain fluctuating due to climate change.
For the consumer electronics market, which is primarily dominated by the TV market, especially non-tube TVs, it is expected to still face challenges in growing in 2025 due to the purchasing cycle not fully recovering after the pandemic, compounded by the halo effect from the ASO program that caused a surge in demand from late 2022 to early 2023.
Amid these challenges, there is a segment that can still grow positively, namely TVs with screen sizes above 43 inches with Ultra High Definition (UHD) resolution, which are predicted to be the main drivers for all brands in 2025. Market data also shows that besides larger screen sizes, sales in segments such as OLED, Quantum Dot, and Mini-LED TVs also show positive trends, indicating a shift towards TV technologies with better picture quality is also likely to grow in 2025.
Here’s the Prediction for the Trend of Electronic Goods Sales in Indonesia 2025
