Microwaves in Hong Kong, China

PROSPECTS

Microwaves brands adjust to the healthy living trend

Rising health awareness was one of the main consumer trends observed in Hong Kong during the review period. This restricted demand for traditional microwaves, as health concerns led more consumers to cook with fresh ingredients instead of reheating food.

Demand for built-in microwaves rises

In line with the construction of new private residential units, built-in microwaves gained popularity in Hong Kong over the review period. It is now common for manufacturers and distributors to work closely with property developers to fit in built-in major appliances before residential units are sold.

COMPETITIVE LANDSCAPE

International players continue to dominate microwaves

Due in part to the category’s maturity, the competitive environment within microwaves in Hong Kong remained stable over the review period. International consumer appliance giants Panasonic, Whirlpool and Sharp-Roxy (HK) Ltd remained the top three players in 2018, and together accounted for the lion’s share of retail volume sales.

Midea expands its microwaves range in Hong Kong

The number of competitors entering microwaves in Hong Kong continued to grow towards the end of the review period. For example, Chinese appliances manufacturer Midea (the leading player in microwaves in China) expanded its offer of competitively priced products in the category.

Competition in built-in microwaves intensifies

To keep pace with changing consumer demands, leading microwaves players such as Panasonic and Whirlpool expanded their offers of built-in products towards the end of the review period. This brought them into closer competition with leading built-in cooking appliance specialists such as BSH Home Appliances Ltd and Hong Kong & China Gas Co.

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