Microwaves in Singapore

PROSPECTS

Stronger marketing and education by producers highlighting category’s benefits will help to drive higher sales

Microwaves continued to be dominated by the freestanding format in Singapore in 2019, offering convenience for both cooking and flexibility as to where it can be placed in the kitchen due to its size. However, concerns remain amongst some consumers regarding radiation linked to how the appliance heats or cooks food, in addition to mixed results in terms of heating food unevenly, or even negatively impacting how food tastes after being microwaved, discouraging stronger sales for the category.

Demand for greater energy efficiency through inverter technology will help support value sales

Energy efficiency within consumer appliances has increasingly become a strong trend in Singapore, particularly amongst major appliances such as fridge freezers and air conditioners. However, the need for greater energy efficiency and its benefits in terms of cost savings is encouraging consumers to search for appliances across an increasing number of categories that address this issue.

Although a niche, connected microwaves gain further share offering tech-savvy consumers greater convenience

Although it remains a niche category within consumer appliances in Singapore, microwaves has also witnessed the emergence of connected models, which continued to gain retail volume share in 2019. With an increasing focus on smart homes, connected microwaves appeal to tech-savvy consumers who follow and enjoy the latest global developments and demand greater convenience.

COMPETITIVE LANDSCAPE

Panasonic retains leadership but loses share to more dynamic players

Panasonic Asia Pacific Pte Ltd retained its lead of microwaves in 2019, despite losing retail volume share to more dynamic players such as Samsung and the increasing number of smaller players under “others”. Panasonic markets the health-related features of its microwaves to appeal to consumers looking to adopt healthier eating habits in addition to continually attempting to develop innovative models to address consumers’ changing requirements.

Another strong year for innovative Samsung

Third-ranked Samsung continued to record the strongest performance within microwaves in 2019, gaining further strong retail volume share from leader Panasonic and second-ranked Sharp-Roxy Sales Singapore Pte Ltd. The brand offers an extensive range of microwaves and enjoys strong consumer trust and brand equity in Singapore.

LG address demand for greater energy efficiency with inverter technology

LG Electronics continued to gradually gain retail volume share in 2019 after it re-entered this category in Singapore mid-review period after a 2-year absence. LG’s models now incorporate inverter technology, addressing demand for greater energy efficiency, by providing superior temperature control in addition to improved rehearing and defrosting capabilities.

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