Microwaves in France

PROSPECTS

Demand for combined microwave ovens sustains growth

Since late 2016, equipment upgrading and renewals in favour of combined microwave ovens have been the biggest drivers of volume growth. On the one hand, householders increasingly prefer the multi-functional features of these appliances to microwave-only alternatives, and in certain instances, a quality advanced microwave oven saves the user from being equipped with a separate oven.

Consumers are reassured about microwaves

Clinical research and publications, which appeared in various media towards the end of the review period, helped to dissipate mistaken perceptions and negative images associated with microwaves in France. For instance, the Belgian Foundation Against Cancer (Fondation Contre le Cancer) openly concluded that the carcinogenic risks associated with the use of microwaves are unfounded.

Manufacturers to beef up connectivity features

Volume sales of connected microwaves record robust growth in 2018 and achieved a significant volume share of overall sales. Such smart appliances are bringing much value to users insofar as they provide a spectrum of technical possibilities that fit into modern lifestyles, with distance-controlled, nutritional quotient display, recipe proposals and personalised cooking instructions being among the most common.

COMPETITIVE LANDSCAPE

Samsung increases its leadership

In 2018, the brand Samsung recorded robust volume growth and held a strong leading position within microwaves. Apart from the year-round rebates offered on quality Samsung models, the brand also benefited from the difficulties of Whirlpool France amid the closure of its Amiens production unit, which negatively impacted its brand image.

Vestel revives the appeal for Sharp

Following the takeover of a licensing partnership with Sharp, Turkish-based Vestel has been investing heavily in revamping and relaunching consumer appliances branded Sharp in Europe and France. An investment package of over EUR100 million began in the third quarter of 2017, which resulted in the launch of a sleekly designed quality range of equipment in mid-2018.

Competition heats up as new brands step in

Just as within large cooking appliances, perhaps one of the most significant developments in the competitive landscape of microwaves over the 2016-2018 period was the arrival of new brands. Schneider and KitchenAid are the two most notable and have reached significant volume shares.

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