Microwaves in Spain

PROSPECTS

Microwaves become a commodity

Microwaves continued to see strong retail volume growth in 2019. Microwaves have become a commodity in Spain, with penetration rates having reached high levels and consumers preferring affordable models so they can easily substitute them with a new model when the need arises.

Built-in models appearing more in Spanish kitchens

As in 2018, built-in microwaves again saw much stronger growth than freestanding models in 2019. Built-in products are benefiting from the renovation of old kitchens and the overall good performance of the housing market.

Steam and convection microwaves to attract health-conscious consumers?

A threat to demand for microwaves could come from the expected increasing consumption of fresh food over the forecast period, as consumers look to move towards a healthier diet, with even some foodservice outlets offering fresh food deliveries to homes in a short time. To combat this, players could look to develop “healthier” microwaves, such as those using steam and convection technology, which limit the alteration of food nutrients at the same time as still keeping meal preparation time to a minimum.

COMPETITIVE LANDSCAPE

LG leads a fragmented category in which private label holds the second largest share

The competitive landscape in microwaves is highly fragmented, with a large number of brands and a significant private label presence. LG Electronics España continued to lead in retail volume terms in 2019 on the back of its wide-ranging portfolio and the attractive design of its devices.

Local player Cecotec the most dynamic company in microwaves

Cecotec Innovaciones recorded strong growth in both its retail volume sales and share in 2019. This Spanish company has built its reputation on the good results of its robotic vacuum cleaners.

Whirlpool’s Free Space microwave comes without a rotatory plate to offer greater capacity

Whirlpool's new Free Space microwave does not use a turntable, which allows it to offer greater interior capacity. The absence of a turntable means users can take advantage of the entire width and depth of the device, increasing its interior capacity by 25%.

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