Microwaves in Russia

PROSPECTS

Recovery of sales continues

Microwaves recovered from economic turmoil to register visible retail volume growth in 2018. With rising urbanisation and increasingly hectic lifestyles, consumers continued to search for convenience.

Freestanding microwaves holds the largest share

Freestanding microwaves held the highest retail volume share within overall microwaves in 2018 and is expected to continue to do so over the forecast period. The average unit price is significantly lower compared to built-in microwaves and registered further decline in 2018.

Economy priced segment

Microwaves are not perceived as essential appliances and local consumers therefore purchase microwaves to ease their daily routines. With unstable disposable incomes, consumers tend to be cautious with their expenditure on items of convenience and purchase economy priced, less sophisticated, basic appliances, thus benefitting economy brands.

COMPETITIVE LANDSCAPE

International players continue to lead microwaves

International companies continued to lead microwaves in 2018. The three major players were LG Electronics, Midea Group Co Ltd and Samsung Electronics Rus OOO.

Different directions in shares are registered

Microwaves was no exception to the major trend of consumers shifting to economy products in consumer appliances in 2018. Due to an unstable economic situation and insecure disposable incomes, consumers prefer purchasing more basic, cheaper appliances, thus giving space to the development and emergence of new economy brands.

Private label losing ground

In 2018, microwaves is probably one of the few categories where private label is visible. However, private label appliances are not set to be very successful as the offer of branded products in various price segments, especially economy, weakens the presence of private label.

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