Microwaves in Argentina

PROSPECTS

The microwave – a facilitator to heat food

The local habit of consuming meat almost daily conspires against the use of a microwave for its cooking functions, since it is perceived that food quality deteriorates when doing so. Microwaves have failed to meet consumers’ expectations of their grill functions, or to match other appliances’ performance in roasting or cooking meat the way Argentinians like.

The growth of healthy cooking vs microwave use

The growing trend towards healthy meals also extends to cooking methods and the cookware products used. Teflon pots and pans are no longer reliable for certain consumer profiles, who prefer more natural methods for cooking.

Offer of products suitable for microwave use increases

In modern homes, cookware products that are not suitable for microwaves have no chance of subsisting. Consumers seek, without exception, the microwave-safe seal which allows them to cook and wash the cookware without worry.

COMPETITIVE LANDSCAPE

New San strengthens its leadership

Local company New San SA, with its Atma brand, continues to strengthen its position in microwaves. Atma has one of the longest histories in consumer appliances, being present in Argentinian homes for over 60 years.

Private label loses share in microwaves

Private label has lost share in microwaves due to the strengthening of traditional brands and the appearance of new consumer appliance brands. The elimination of import barriers in 2016 allowed the main consumer appliance companies to present a greater offer of products.

Brands develop their strategies in social networks

Consumer appliance companies are renewing their traditional communication strategies and turning to social networks to promote their products. For instance, BGH Quick Chef has launched Cocina Quick, a YouTube channel with simple and quick home-made recipes for cooking in a microwave.

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