Microwaves in France

PROSPECTS

Speed and ease of use will sustain demand for microwaves

Microwaves continue to have important advantages in French consumers’ busy lifestyles – being simple, quick and convenient to use – so they are set to remain popular with time-pressed consumers, who value these benefits. Equipment upgrades and renewals along the lines of combined microwave ovens have been helping drive sales.

Freestanding products dominate; increasing launches of combination models

In microwaves freestanding models continue to largely dominate sales due to their ease of access and replacement compared to built-in products. Most innovations are expected to continue to be seen in freestanding microwaves.

Manufacturers to combat category maturity with connectivity features

In spite of the popularity of the products, future growth in sales of microwaves will be limited as it is a highly mature category with a very high penetration rate. Price promotions and innovations with advanced technology – such as the Whirlpool smart countertop oven that recognises the food inside (not yet available in France) – should help to stimulate sales.

COMPETITIVE LANDSCAPE

Samsung increases its leadership

In 2019, Samsung extended its lead in microwaves in France. In spite of losing share itself, number two player Whirlpool lost more share than Samsung.

Large private label share gradually being eroded by increasing competition and advancing technology

Private label has by far its biggest share within large consumer appliances in microwaves. This would seem to suggest that consumers are more driven by pricing in this category as microwaves are perceived as a practical purchase mainly to heat food, tea etc.

Vestel revives Sharp’s performance

Following the agreement of a licensing partnership with Sharp, Turkish-based Vestel has been investing heavily in revamping and relaunching Sharp branded consumer appliances in Europe, including in France. Within microwaves, one of the company’s new models that has been selling well is the Sharp R982STWE INOX combined microwave oven.

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