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Learn moreFeb 2019
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Volume growth of microwaves continued to slow in 2018, underpinned by relatively higher product penetration, especially in urban areas. On the other hand, the rise of multi-function ovens, integrating steaming, microwaving and roasting, has been eroding the share of single-function microwaves.
Freestanding microwaves accounted for the lion’s share of sales of microwaves in China in 2018, which was due to their earlier debut and wide product presence. With such a big base, freestanding microwaves recorded the slowest growth in 2018.
Midea Group further consolidated its leadership of microwaves in 2018 with an increase in its volume share. Apart from the company’s leading position within total consumer appliances and its established brand reputation, Midea Group is also strong in terms of new product development, being among the pioneers to launch integrated microwaves represented by Midea X7-321 and X6-348E, with steaming and roasting functions, in 2017 and 2018 respectively.
Panasonic and Whirlpool were the only two multinational brands among the top five in microwaves in 2018, and each recorded a decline in sales for the year and only small value shares. These international makes are not only uncompetitive in terms of pricing, but are also far behind in new product development, being incomparable to leading domestic players.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in China with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Microwaves industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Consumer Appliances market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.