Microwaves in China

2020 IMPACT

Microwaves sees slight upturn in its performance

Having experienced volume decline in the previous two years as it suffered from maturity and the negative impact of the health and wellness trend, which encouraged consumers to opt for cooking methods such as steaming, microwaves saw a slight upturn in its performance in 2020. The slight growth was driven by freestanding microwaves, which benefited from the growing availability and popularity of multi-functional freestanding microwaves that offer functions such as steaming and grilling, as well as microwaving.

Built-in microwaves sees significant decline

Built-in microwaves did not fare as well as freestanding models in 2020. The category saw a marked fall in volumes during the year as it suffered from its relatively high unit prices amidst considerable economic uncertainty resulting from measures to limit the spread of COVID-19, and reduced opportunities for installation due to lockdown restrictions.

Midea Group Co Ltd extends lead

The competitive landscape in microwaves remained very concentrated in 2020, with the two leading players, Midea Group Co Ltd and Guangdong Galanz Group Co Ltd, jointly responsible for more than 80% of total category volumes. Midea further extended its lead during the year, increasing its volume share as Guangdong Galanz’s fell slightly.

Multi-functional freestanding microwaves key focus of innovation

Multi-functional freestanding microwaves offering functions such as steaming, baking and grilling, as well as microwaving, have been a key area of innovation in recent years. While launched prior to 2020, the products continued to gain in popularity during the year.

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