Executive Summary

Feb 2019
PROSPECTS
Built-in microwaves drive sales

Built-in microwaves drove sales in 2018, with their neat and elegant designs greatly appealing to Polish consumers. With the trend towards open plan kitchens continuing, Poles are looking for appliances which can help provide a seamless design to their living areas.

New features aim to change consumers’ perception of microwaves

Traditionally, microwaving has been perceived as an unhealthy way of cooking which should be avoided when trying to eat healthily. With the current strong trend towards healthy eating, this is an issue manufacturers of microwaves have had to overcome.

Average unit price continues to rise

Due to the increasing popularity of built-in microwaves, average unit price in the category continued to rise in 2018. Built-in microwaves are typically more expensive than freestanding models due to their more sophisticated designs, wider number of functions and generally newer technologies Furthermore, brand manufacturers which offer built-in microwaves benefit from the fact that these are relatively novel products, frequently targeted at more affluent consumers.

COMPETITIVE LANDSCAPE
BSH remains the leading player

BSH remained the leading player in microwaves in 2018 thanks to brands such as Zelmer, Bosch and Siemens. BSH is a very well-known and trusted manufacturer which has been present in the Polish market for a long time.

Panasonic records the strongest volume sales growth

Panasonic recorded the strongest volume sales growth in 2018 thanks to its offer of a wide range of freestanding microwaves. The company supplies low-cost freestanding microwaves in simple designs and with standard functions, such as grilling, reheating and defrosting.

Smeg competes with premium models in built-in microwaves

Smeg is a fairly new player in microwaves in Poland. Known for its high quality designs, it is competing with other manufacturers in the premium segment, for example offering built-in microwaves such as the SF4390MX model.

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Microwaves in Poland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Poland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Microwaves industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Microwaves in Poland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Microwaves in Poland?
  • What are the major brands in Poland?
  • How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
  • Has there been a shift from freestanding microwaves to built-in microwaves?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Microwaves in Poland - Category analysis

HEADLINES

PROSPECTS

Built-in microwaves drive sales
New features aim to change consumers’ perception of microwaves
Average unit price continues to rise

COMPETITIVE LANDSCAPE

BSH remains the leading player
Panasonic records the strongest volume sales growth
Smeg competes with premium models in built-in microwaves

CATEGORY DATA

Table 1 Sales of Microwaves by Category: Volume 2013-2018
Table 2 Sales of Microwaves by Category: Value 2013-2018
Table 3 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 4 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 5 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 7 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 8 Distribution of Microwaves by Format: % Volume 2013-2018
Table 9 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 10 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 11 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 12 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Consumer Appliances in Poland - Industry Overview

EXECUTIVE SUMMARY

Consumer appliances continues to record steady volume growth in 2018
Strong economy positively impacts Polish consumers’ purchasing decisions
Large international manufacturers continue to dominate consumer appliances
Internet retailing continues to gain ground
Optimistic forecast for consumer appliances

MARKET INDICATORS

Table 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 19 Sales of Consumer Appliances by Category: Value 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 26 Sales of Small Appliances by Category: Volume 2013-2018
Table 27 Sales of Small Appliances by Category: Value 2013-2018
Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources