Microwaves in Sweden

PROSPECTS

Compact microwaves appeal to consumers

As Swedish households are becoming increasingly smaller, a major demand from consumers when buying major appliances, including microwaves, is to save space without sacrificing any product functions. To satisfy this demand, companies are trying to come up with innovative ways to increase the usable space in the microwave, like Whirlpool’s ExtraSpace microwaves.

Realising the full potential of microwaves

As microwaves are facing increasing competition from ovens with new functions, companies are trying to promote the wide variety of microwave functions in an effort to attract consumers. For example, Samsung is advertising multiple different ways of cooking food with its microwave, like making your own yoghurt or frying food only with the help of a little cooking oil, without the need for a fryer.

Easily controlled microwaves make cooking more convenient

Companies are focusing on making microwaves easier and faster to use in order to satisfy consumer needs. For example, Bosch has an AutoPilot function with which users only have to enter the weight of the food and the desired method of preparation, and then the machine takes care of the rest.

COMPETITIVE LANDSCAPE

Whirlpool’s variety attracts consumers

Whirlpool Nordic continued to lead microwaves in 2019 thanks to its ability to align with consumer demands for convenience and speed at the same time as meeting the desire for professional standards and healthy cooking functions. Whirlpool’s strong position in microwaves is also due to the brand’s traditional association with the Swedish market, as Whirlpool microwaves were produced in Sweden until 2014.

Samsung gaining share through innovative functions

Although the rankings in Swedish microwaves have been relatively static, one company recording steady growth over the last few years has been Samsung. Other than being a well-known and popular name in the electronics business, its products’ innovative functions have also helped attract consumers.

Freestanding more popular than built-in

In contrast to most other major appliance categories, freestanding is performing best in microwaves, although built-in is also growing. Companies offer a wide selection of both integrated and freestanding microwaves, but freestanding models are perceived as having more advantages.

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