Microwaves in Japan

2020 IMPACT

Long-standing slow decline continues unabated

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.

Wide product range, from basic to connected, covers the needs of all consumers

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.

Players offering premium and connected offers continue to lead

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.

Panasonic offers versatility with its new premium model

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.

RECOVERY AND OPPORTUNITIES

Value growth despite volume decline as companies seek to add value

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.

Diversification should be considered carefully to ensure success

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.

Opportunities to target health and wellness trend through innovation

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.