The culture of food consumption in Indonesia is turning towards instant food, especially in urban areas. Frozen food is considered fast or instant food, as people look for practical meal solutions.
A microwave has become a need in a modern household. Freestanding microwaves are the more common type because they are more affordable than built-in models.
Energy consumption has become a consideration for Indonesian consumers when buying home appliances, including microwaves. Therefore, brands race to develop technology for energy efficiency.
Sharp has led microwaves since 2008 and its success is due to its promotional activities. During 26-28 August 2016, Sharp Electronics Indonesia PT held the Sharp Cooking Matsuri event, exhibiting its small home appliances product lines, including Microwave R-21A1-IN, dubbed “the Smart Chef” (“si koki pintar”).
Amid intense competition, LG holds second position after Sharp. LG’s success is down to its innovation.
Outside the tight competition between LG and Panasonic, other premium brands are Samsung, Electrolux, and Modena. They all have high brand awareness and fill the shelves in modern channels.
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This industry report originates from Passport, our Consumer Appliances market research database.