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COVID-19 had a mixed impact on sales of microwaves during 2020 as the adverse economic impact of the pandemic more than balanced out the increasing demand for microwaves due to the Indonesian population spending much more of their time at home. Generally, microwaves are not considered to be essential appliances in the kitchens of Indonesian homes and this placed pressure on demand during 2020 due to the generally negative economic outlook that emerged from the COVID-19 situation.
Microwaves generally are not very popular in Indonesia and the penetration rate in the category remained below 2% in 2020. Microwaves are mainly owned by more affluent middle- and high-income households and the majority of consumers continue to heat and reheat food using a saucepan or frying pan on the hob.
With sales of microwaves under pressure during 2020 due to the adverse economic environment that has unfolded over the course of the year in the wake of the COVID-19 pandemic, some of the leading international brands in the category turned to innovation to make their brands stand out and encourage sales. Electrolux for instance focused heavily on promoting its new EMS3082CR 30-litre tabletop microwave, which has innovative air cooking functions.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Indonesia 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 Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Microwaves in Indonesia market research report includes:
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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.