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