Microwaves in Malaysia

PROSPECTS

Rising demand for convenience fuelling microwave sales

Microwaves sales are projected to continue increasing over the forecast period, largely due to current low household penetration. In addition, growth will also be driven by low average unit prices.

Consumers opting for cheaper and more versatile freestanding microwaves

The volume share of built-in microwaves is projected to remain very low over the forecast period. Although the category is expected to continue growing, this will largely be down to a low sales base.

Shift towards multifunctional appliances

Microwaves with steam function enable busy working adults leading modern hectic lifestyles to cook food easily with only a few clicks. In addition, steam functionality enables consumers who prefer healthy eating to steam dishes, with minimal oil involved.

COMPETITIVE LANDSCAPE

Panasonic attracts consumers via affordable prices and wide product range

Panasonic Malaysia continues to lead microwaves sales thanks to its long-standing history in the country and reputation for reliability and quality. The company is particularly strong within freestanding microwaves, where it offers a wide range of products at different price points.

Strong brand awareness and quality ensures global brands remain in pole position

In addition to Panasonic, other international players are also strongly positioned within microwaves due to strong consumer awareness of their brands and offering of high quality. For example, Sharp offers a wide range of products with various price points catering to different consumers, while Samsung offers an aesthetic and elegant design appealing to younger consumers, including multifunctional properties such as grill, steam and quick defrost functionality, which is attractive for consumers looking for an upgrade.

Manufacturers compete for share via new innovative products

In 2019, manufacturers in Malaysia continued to compete for share in microwaves via the introduction of innovative products. In line with rising health awareness and consumers’ increasingly hectic lifestyles, the products offered by brand owners not only feature multiple cooking functions but are also equipped to reduce cooking time while retaining nutrients.

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