Boston, MA -- (ReleaseWire) -- 06/09/2014 -- The strong volume growth of microwaves in 2013 can mainly be attributed to the demand for built-in microwaves. This trend was due to the growth in newly built homes in Germany, which had a knock-on effect on sales of built-in microwaves in 2013. Consumers looked for built-in microwaves with value-added features and technological advances, such as steaming and grill functions. As a result, built-in microwaves also grew strongly in value terms, with unit prices increasing by 5% in 2013.
In 2013 Sharp Corp led microwaves in Germany in a relatively contested category, with Samsung relatively close on its heels. Sharp Corp held a consistently strong position within microwaves, although volume sales were pressured in 2013 due to the fierce competition from other brand manufacturers. For example, Panasonic showed a very strong volume performance in 2013, and the brand managed to increase its share by one percentage point in volume terms. Panasonic is a very well-established player, ranking third overall in microwaves in Germany in 2013.
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The continual consumer demand for time-saving solutions such as microwaves is likely to have a positive impact on volume sales over the forecast period. Due to the high level of convenience of microwaves, it is also expected to resonate well with the older generation; in particular, freestanding microwaves are considered to be popular amongst the target group. As a result, microwaves is anticipated to show a volume sales increase over the forecast period.
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The Microwaves in Germany market research report includes:
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