Microwaves in Japan

PROSPECTS

Microwaves set to see turnaround

While microwaves, like many product categories, suffered from persistent budgetary caution amongst Japanese consumers during the review period, leading to declining volumes, the category is expected to see a turnaround in its fortunes over 2018-2023. Demographic trends feature amongst the factors favouring the development of microwaves.

Suited to busy lifestyles

The hectic character of modern consumer lifestyles, bolstered by factors such as more people living alone and increasing female participation in the workforce, is set to be an important driver of demand in microwaves during the forecast period. More women in full-time paid employment will contribute to an increase in dual income families with significant purchasing power but limited time available for household tasks for whom microwaves offer a convenient way of cooking.

Opportunities for innovation

Changing demographics and lifestyles are presenting manufacturers of microwaves with significant opportunities for new product development. The combination of high levels of disposable income and demand for convenience amongst dual income families offers notable potential for the introduction of high-end microwaves with features such as sophisticated sensors for temperature and weight, and functions such as steaming, baking, heating and grilling.

COMPETITIVE LANDSCAPE

Panasonic leads, but Sharp closes gap in 2018

Panasonic remained the largest player in microwaves by volume in 2018. The company increased its volume share over the course of the review period as it successfully built on high levels of consumer recognition and trust with new product developments including features such as steam functionality.

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