Southeast Asia is a fast growing region, with it's population set to exceed 700 million in less than 10 years. Urbanisation and female involvement in the household in the region is leading to the purchases of consumer appliances such as automatic and semi-automatic washing machines. Southeast Asia is also experiencing a growing middle class and rising income levels; and as a result of this, consumers are looking for advanced home care devices with different functionalities. International businesses that produce these types of devices are looking on how to expand their operations into the home care space in the region.