Sales of microwaves are declining in 2021 due to pulled forward demand from consumers in 2020. Many German consumers decided to replace their microwaves or upgrade to newer models when the pandemic first emerged.
Multifunctional microwaves have increasingly gained in popularity amongst German consumers in 2021, especially younger generations that appreciate multipurpose appliances. One driving factor is Germany’s high number of single-person households, particularly in urban areas where consumers tend to reside in small apartments.
Germany’s competitive landscape of microwaves remains stable in 2021 with VESTEL Germany GmbH and its Sharp brand retaining its leadership, followed by Samsung and Severin. Product shortages which were experienced in 2020 where mostly compensated by postponed demand in Germany, although all major brands are set to see declining sales in 2021.
Microwaves is expected to continue to decline over the forecast period as most of the demand has been pulled forward by the emergence of the pandemic, with many German consumers investing in higher quality more expensive models which also tend to lead to longer replacement cycles. However, in an increasingly dynamic world for German households, speed and convenience are likely to remain relevant purchasing factors, and microwaves will continue to address these demands as consumers continue to juggle work and household commitments such as cooking.
Over the forecast period, microwaves with steam function are expected to gain traction. One key factor for this prediction is the rising interest of German consumers in healthy living.
Compared to other major appliances such as dishwashers or fridges, microwaves are more conducive to online purchases in terms of home delivery due to their smaller and lighter format, in addition to being easy for consumers to install themselves. Therefore, e-commerce continued to gain share of distribution in 2021, whilst recording the strongest retail volume growth.
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This report originates from Passport, our Microwaves research and analysis database.
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