So-called generic home appliances are growing increasingly popular with consumers who place priority on low prices and practicality over multiple functions and brand recognition.

In the industry, generic home appliances are "no-brand" products or ones coming from little-known brands that use older technology. They offer limited functions while maintaining basic features.

At an electrical appliance store in Setagaya Ward, Tokyo, a housewife in her 60s was getting ready to buy a toaster oven for a few thousand yen, much cheaper than some of the latest models priced at more than ¥10,000.