The maturity of microwaves in Chile, considering its fairly high penetration rate in Chilean households, in addition to featuring a lack of disruptive or important innovation and a broad number of brands at different price levels, will lead to slow but steady volume growth over the forecast period. Demand is likely to be mainly driven by the expansion of the local real estate market.
The new local ownership of brand Daewoo, after two years being distributed by its joint venture with Winia Group, is likely to intensify competition within microwaves. Now being distributed in Chile by Argentinian company BGH, and available in department store chain Paris, Daewoo intends to relaunch fridges, automatic washing machines and microwaves as part of its portfolio, to include more energy-efficient models.
Already having a fairly high penetration in Chilean households, the competitive landscape of microwaves is fairly concentrated, featuring brands already known to local consumers. In 2022, local brands Somela and Thomas held a significant combined retail volume share, with both enjoying a traditional presence in the country and well-established customer service support.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.See All of Our Definitions
This report originates from Passport, our Microwaves research and analysis database.
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