Microwaves in Sweden

PROSPECTS

Convenience underpins demand

The practicality of microwaves in terms of their convenience and speed continues to underpin demand. Households lead increasingly hectic lifestyles, with microwaves meeting the desire for quick and easy cooking solutions.

Multifunctionality pushes up unit prices

Whilst convenience and speed underpin the demand for microwaves, households are seeking greater adaptability and functionality in their choice of microwave. An example of this is product development encompassing the attributes of light fryers, such as Samsung’s SlimFry and Whirlpool’s CrispFry innovations.

COMPETITIVE LANDSCAPE

Whirlpool Nordic leads

Whirlpool Nordic’s leading position in microwaves is attributable to its ability to align with the demands for convenience and speed, whilst addressing the desire for professional standard and healthy cooking functionalities. An example is the model Chef Plus.

Strong brand recognition boosts sales

Another reason for Whirlpool’s strong position in microwaves is the brand’s traditional association with the Swedish market, as Whirlpool microwaves were produced in Sweden up until 2014. This helped the brand to establish a strong presence in microwaves and helped it build strong brand recognition amongst consumers.

Private label grows

Despite the increase recorded in the average unit price and the evident premiumisation trend, many households continue to see microwaves as offering a singular functionality, and for this reason are price-sensitive. This ensures a base level of demand for economy and standard-priced models and thus facilitated an increase in the volume share held by private label in 2018.

Files are delivered directly into your account within a few minutes of purchase.