Microwaves in Indonesia

PROSPECTS

Freestanding format dominates, due to lower prices and portability

Microwaves continued to see retail volume growth in 2019. A growth trend was seen throughout the review period, as microwaves have become increasingly popular appliances in modern households.

Increasing consumption of frozen food boosts demand for microwaves

The culture of food consumption in Indonesia is turning towards food which is quick to prepare, especially in urban areas. Frozen food is considered fast or instant food, and consumers are looking for such practical meal solutions.

After inverter technology, microwaves with steaming function could be launched

Energy consumption has become a consideration for Indonesian consumers when buying home appliances, including microwaves. Therefore, brands raced to develop technology to offer energy efficiency.

COMPETITIVE LANDSCAPE

Sharp continues to lead but suffers from the increasing competition

Sharp Electronics Indonesia continued to lead microwaves in retail volume terms in 2019, having held the leading position for many years. The presence of the company’s Sharp brand is as strong in traditional distribution channels as in modern channels, leading to wide availability, as well as being an affordable brand.

LG offers inverter technology, maintaining second position

Amidst the intense competition, LG Electronics Indonesia maintained second position in microwaves after Sharp in 2019. LG’s success is down to innovation.

Elegant design is a key factor for the premium segment

Outside the tight competition between LG and Panasonic, other premium brands offering microwaves include Samsung, Electrolux and Modena. They all have high brand awareness and fill the shelves in modern retail channels.

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