In 2020, microwaves saw a slow retail volume decline. However, unlike most other categories, the fall in sales was not simply due to COVID-19, as similar declines were also seen in the previous four years of the review period.
Diversification has been seen in microwaves. For instance, Sharp, Panasonic, Hitachi and Toshiba offer premium products with superheated steam oven (water oven) function, and a number of quality sensors that support sensitive control of microwaving.
Panasonic remained the leading player in microwaves in retail volume terms in 2020, thanks to a wide-ranging product offer that caters to the needs of various consumer groups. The brand’s strong reputation and ongoing high-end innovation helped it to gain share annually throughout the review period.
In October 2019 a high-end microwave was launched by Panasonic under its Bistro brand, NE-BS2600. This new premium model offers 64 sensors that ensure a precise level of microwave heating, as well as featuring oven, grilling and steaming functions, which allows consumers to cook complicated dishes with minimal fuss.
Continuing the trend seen throughout the review period, microwaves is expected to see a slow but steady retail volume decline in the forecast period. The rise in the frequency of cooking and eating at home due to COVID-19, which is likely to endure moving into the forecast period, has made microwaves even more essential to consumers in Japan.
As the diversification of products to meet consumers’ different and changing lifestyles continues, there will be greater competition in various areas. For example, the top two players, Panasonic and Sharp, both have wide-ranging portfolios, from low-priced single-function products to premium-priced multifunctional products.
Changing demographics and lifestyles are presenting manufacturers of microwaves with opportunities for new product development. The combination of relatively high levels of disposable income and demand for convenience, especially amongst dual-income families, will offer 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.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Microwaves industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Microwaves research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page