Microwaves in Spain

PROSPECTS

Microwaves become a commodity

In 2018, microwaves continued the positive retail volume trend already started during the review period. Microwaves become a commodity in Spain, with penetration having almost reached saturation and with consumers preferring affordable models so they could easily substitute it with a new model when needed.

Built-in models appear in Spanish kitchens

Freestanding microwaves are far more popular in Spain than built-in models, which only represented a small share of overall sales in 2018. Generally, built-in appliances are not popular in Spanish households, as usually the kitchen tends to be a small room where only cooking takes place, and lower price is valued more than caring about the kitchen design.

Threats to demand for microwaves

Demand for microwaves was also sustained by the popularisation of microwavable food packaging in Spain. Nevertheless, this is expected to be a short-term trend, with the consumption of fresh food tending to increase over the forecast period, due to the move by many consumers towards a healthier diet.

COMPETITIVE LANDSCAPE

Fragmented demand

The competitive landscape in microwaves is highly fragmented, with a large number of brands and the important presence of private label. LG Electronics España led in retail volume terms in 2018, thanks to its wide-ranging portfolio and the attractive designs of its devices.

Cecotec Innovaciones is an emerging local manufacturer

The Spanish manufacturer Cecotec Innovaciones registered the fastest growth in microwaves in volume terms in 2018, despite its small share. Cecotec started its activity in 2014, and thanks to word of mouth has become a popular brand amongst consumers wanting to invest in domestic products with advanced features yet affordable prices.

Cooking shows are set to boost sales

Demonstration cooking events have become popular marketing instruments to promote microwaves. Indeed, as Spanish consumers tend to mainly use microwaves to defrost or heat up meals, manufacturers invested in increasing consumers’ awareness of the many cooking possibilities offered by microwaves.

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