Boston, MA -- (ReleaseWire) -- 06/17/2014 -- Players deemed that microwaves had already reached maturity in 2013, with a penetration rate of only 85%. In contrast to the penetration rate of fridges, which was 99% in 2013, the potential for further penetration in microwaves appears to be weak, due to a relatively high proportion of the population considering this appliance as presenting severe health risks, and therefore remaining adamant about not buying or using a microwave. Recent noise over the fact that most microwaves are not 100% leak-proof - when it comes to electromagnetic waves - made matters worse, and further strengthened this "anti-microwave" stance amongst an estimated 10% of the French population. In addition, an upbeat thrust in favour of health and wellness practices also encouraged growing pockets of the population to use alternative slow cooking/heating methods in order to preserve the full nutritional value of foods.
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Samsung Electronics France led microwaves with an 18% share of volume sales in 2013. The company continued to leverage its historical reputation and robust image in the category; Samsung microwaves are widely considered as value for money appliances by the vast majority of French consumers. Two of the hot models in 2013 were the combination model CP1395E-S, a multifunctional model which was generally perceived as excellent value for money by young adults, and the ME82-V, for the simplicity of use and its super-competitive price tag of only EUR99. The image of Samsung also benefited from its earlier incorporation of a ceramic-enamel interior to most of its microwaves; thus adding another value trait to its range of products in this category.
Over the forecast period microwaves is expected to see a negligible negative volume CAGR. As the penetration rate in France is deemed as being mature, due to the 10% proportion of "anti-microwave" French households, the potential for volume growth is minimal. As yet, there are no radical enough product innovations which could encourage existing users to replace their microwaves early.
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The Microwaves in France market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
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