Microwaves in Mexico

PROSPECTS

Mexicans look for instant savings as well as instant meals

In general, Mexican consumers are searching for microwaves that can help them to save money on their electricity, gas or water bills. In response, the category’s leading brands are attempting to innovate in terms of energy-efficiency, and it is now becoming much more common to find microwaves that offer special features that can help consumers save money.

Brands are taking the pain out of cleaning, while offering healthier ways to cook

The leading brands in microwaves are increasingly offering features that enable people to clean their microwaves more easily, killing more bacteria through the use of technology. For example, LG now offers EasyClean technology, which eliminates 99.

Department stores show microwaves in their best light

Department stores have the space to showcase many consumer appliances, including microwaves. The volume share of the department stores channel continues growing in the category thanks to a very good exhibition of products, having salespersons available to explain product features, offering recent models, the regular running of promotions such as discounts and allowing monthly payments without interest.

COMPETITIVE LANDSCAPE

Daewoo sustains its micro-lead over LG

2019 saw Dongbu Daewoo Electronics maintain its position as the most important manufacturer of microwaves in the country. The South Korean player is followed closely by another Korean company, LG Electronics México SA de CV.

Smaller brands make gains

In 2019, Chinese brand HiSense continued to register strong growth in its volume sales of microwaves in Mexico. HiSense’s strong performance in recent years has been based on its products developing a reputation for offering good value for money.

Samsung and LG are on the same wavelength with multifunctioning models

Samsung has recently launched a 32-litre microwave model with HotBlast. The HotBlast feature as one might expect allows for faster heating, utilising multiple streams of hot air in this large appliance.

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