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.
The forecast period is expected to see sales of microwaves recover very quickly from the sales declines recorded in the category due to the COVID-19 pandemic during 2020. Despite the economic disruption that has flowed from the COVID-19 situation and which is expected to remain in effect for much of 2021, the category is expected to recover fully from the negative impact of the COVID-19 pandemic before the end of 2021.
As mentioned above, innovation became an increasingly important aspect of the commercial strategies of the leading players in microwaves towards the end of the review period, including amidst the COVID-19 situation during 2020. While affordability remains a vitally important concern for all brands of microwaves due to the innate price-sensitivity of Indonesian consumers, higher-income consumers increasingly expect a wider range of features and functionalities from their microwaves.
Despite the increasing interest among affluent consumers in more sophisticated types of microwaves that offer numerous functions such as Electrolux’s recently launched EMS3082CR 30-litre tabletop microwave, the bulk of category sales during the forecast period are expected to be accounted for by basic microwaves that offer standard features and basic functions at affordable prices. As was seen prior to and during the COVID-19 pandemic, the leading manufacturers in the category are set to continue reducing the unit prices charged for these products to make them more affordable for a wider range of consumers.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Microwaves research and analysis database.
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