Microwaves in Malaysia

2020 IMPACT

Microwaves bucks declining trend within major appliances, offering practical and affordable solution to different households

Microwaves bucked the declining trend experienced by other major appliances in Malaysia in 2020, in a continuation of growth already noted prior to the emergence of the pandemic. This appliance has been increasingly adopted by local households due to its convenience, flexibility, space-saving design and ability to cook a wide range of meals in addition to other attributes such as defrosting capabilities.

Built-in microwaves remains expensive niche, with decline driven by slowdown in construction and renovation projects in 2020

The growth of microwaves in 2020 was driven by the dominant freestanding format, while the built-in category experienced declining volume and value sales, due to a slowdown in construction and the property market due to the pandemic with the MCO making it difficult to complete house purchases or home renovation projects due to limited movement amongst the general population. Nevertheless, built-in microwaves remain a niche in Malaysia due to their much higher than average unit price compared to freestanding models in addition to requiring additional professional installation and related costs.

Highly consolidated competitive landscape with leading brands continuing to invest in innovation

Microwaves is a highly consolidated competitive landscape, dominated by international players which owe their strength in the category to strong consumer awareness of their brands, high quality and wide distribution networks. Panasonic Malaysia retained its overall lead of microwaves in 2020 due to its long-standing history in the country and reputation for reliability and quality.

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