Microwaves in Japan

PROSPECTS

Constrained by maturity

Potential for growth in microwaves is constrained by the deep penetration already achieved by the category, with sales generally reliant on replacement demand. Microwaves are considered essential appliances by many Japanese consumers, especially as hectic modern lifestyles reduce the amount of time available for cooking at home.

Greater uptake of connectivity than other appliances

Connectivity has gained greater traction in microwaves than in other areas of consumer appliances in Japan. Premium models provide an extensive list of cooking options, with some connected models allowing consumers to find recipes using a smartphone app and send the information to the appliance.

Opportunities to target health and wellness trend through 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’s lead founded on broad and diverse product offer

Panasonic is the leading player in microwaves thanks to a wide-ranging product offer that caters to various consumer needs. The company’s premium model offers 64 sensors that ensure a precise level of heating is employed, as well as featuring grilling and steaming functions, which allow consumers to cook complicated dishes with minimal fuss.

Innovation helps Sharp to gain share

Sharp was one of the first companies to use superheated steam to heat foods in microwaves. This method reduces the amount of oil required for cooking, enabling the company to position itself as a health-focused appliance manufacturer.

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