Boston, MA -- (ReleaseWire) -- 07/10/2014 -- Microwaves' low penetration rate of 48% in 2013 supported growth, despite the overall decline of major appliances. Sales volume grew by 2% in 2013, while the value grew by 7%.
Samsung gained leading position in microwaves in 2012 and it this continued in 2013 with 21% volume share. The second most important player was Electrolux Romania with 15% share. It was followed by Daewoo with 12.7% volume share, and Rohnson with 12% market share. Samsung almost doubled its share since 2011 thanks to its very active marketing activity focused on in-store promotion and the strong brand awareness of Samsung appliances. The intense price promotion of the brand also made it accessible by the mass market.
Sales of microwaves are expected to increase by 2% CAGR in both volume and value over the forecast period. This is due to the low penetration rate of the products in comparison with other CEE countries. The busier lifestyle of Romanian consumers makes the microwave an unnecessary item in households as heating up cooked meals is already a very common practice. The unfreezing function of microwaves offers a good opportunity for households to prepare frozen ingredients for cooking in a much shorter time. The growing sales of frozen food like pizza, lasagne, fish and baguettes will also support the rise in the sales volume of microwaves over the forecast period.
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Product coverage: Built-in Microwaves, Freestanding Microwaves.
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