Microwaves in Singapore

PROSPECTS

Manufacturers introduce more energy-efficient inverter technology

Energy-efficiency requirements in Singapore have become increasingly stringent over the years. Although the current ratings scheme only applies to major appliances (air conditioners, refrigerators and clothes dryers), which account for a large portion of household electricity consumption, it has successfully raised awareness about the benefits of energy efficiency, pushing consumers towards more energy-efficient appliances.

New technologies reach microwaves but are not yet commonplace

Recent advances in artificial intelligence and smart technology have mainly been seen in air conditioners, washers and refrigerators. However, new and exciting technologies are being adopted in microwaves, such as facial recognition technology which identifies food, scans packaged meals and cooks them automatically, Wi-Fi connections that send notifications to mobile phones and voice control capability via Alexa.

Built-in microwaves suffering from stagnation in private housing

Built-in microwaves posted slower volume growth in 2018 compared to the previous year as the private housing sector stagnated and room sizes continued to shrink. Built-in microwaves are more prevalent in private houses, especially condominiums, as they save owners the trouble of finding appliances which need to fit into allocated spaces.

COMPETITIVE LANDSCAPE

Panasonic remains the leading player

Panasonic remained the leading player in microwaves in 2018, accounting for around a third of overall volume sales. In 2016, Panasonic set itself a goal of becoming a leading player in small kitchen appliances in Southeast Asia and has since been aggressively marketing the health-related features of its products so as to appeal to the many consumers looking to adopt healthier eating habits.

LG increases its efforts to further drive sales

LG is increasing its efforts to drive sales in microwaves, having only re-entered the category back in 2016 after a two-year absence. The company’s new models incorporate smart inverter technology, which provides better temperature control, not only offering a better reheating and defrosting performance and shorter cooking time, but also a wider range of cooking options.

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