Microwaves in Argentina

PROSPECTS

Mostly used as a “facilitator” appliance enabling quick reheating, microwaves are among the first things people buy when deciding to live alone

Microwaves have significant presence in Argentinean homes as they are strongly linked to the desire to make everyday life easier. It is one of the main appliances that people buy when they decide to live alone.

Players are responding to consumer demand for microwaves with new and/or multiple functions

Microwaves continues to see a process of innovation in the local market. In recent years, mini ovens had gained strong participation, slowing down microwave sales, but mini ovens have already reached the maturity stage and makers of microwaves are trying to recover their share of sales.

Increasing use of electricity in new buildings creates more opportunities for using microwaves

Microwaves are finding opportunity in new buildings, where electricity is increasingly used for both heating and cooking. In new homes, especially in small apartments in major cities in the country, all the equipment depends on electricity, rather than on gas.

COMPETITIVE LANDSCAPE

Atma and RCA effectively use alternative ways to show how their products can be used

Brand owners of microwaves are looking for alternative ways to generate sales by showing their products’ functionalities and partnering with food brands, effectively using social media and other forums to demonstrate the different ways microwaves can be used. Atma and RCA both used this approach in 2018-2019.

Private label loses share to traditional and imported, price-competitive brands with greater functionality

The private label volume share in microwaves remained stable in 2019, although it was substantially lower than it was at the start of the review period. It mainly lost share to traditional brands (for example, Atma, Panasonic and the leading brand BGH), but the appearance of new consumer appliances brands (for example, Aurora) also contributed to its lower share.

BGH promotes its Quick Chef brand by launching a YouTube channel featuring quick and simple microwave recipes

Brands continue to develop their promotional strategies through social media and the internet overall. Such is the case of BGH Quick Chef brand, which launched Cocina Quick, a YouTube channel with simple and quick recipes for home cooking in microwaves.

Files are delivered directly into your account within a few minutes of purchase.