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Learn moreJan 2020
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Retail volume sales of microwaves continued to increase in 2019. Despite their high consumption of electricity, a microwave is increasingly regarded as an essential in kitchens in Taiwan, and the penetration rate continues to increase.
Limited kitchen space in households is encouraging consumers to choose multifunctional products over standard products. More innovative technology has been incorporated into microwaves, and more combination products are being launched, contributing to a moderate increase in sales of this format.
Owing to several food safety scandals since 2012, some consumers returned to cooking meals at home and did not purchase food from wet markets or snack bars, which had a positive impact on sales of microwaves over the review period. However, some consumers have become desensitised to such news, and are returning to purchasing food from wet markets or snack bars.
Panasonic Taiwan continued to lead microwaves in retail volume terms in 2019, with an increasing share. Since 2011, the retail volume sales gap between Panasonic and the local brand Sampo, in second place, has widened, as Panasonic offers a variety of models at various price levels.
The biggest local player, Sampo, held second place in microwaves in retail volume terms in 2019. It appeals to consumers via its entry-level prices and an extensive distribution and maintenance network across the country.
Due to the premium prices of combination microwaves, some Taiwanese consumers choose to purchase original products in Japan themselves, or parallel imports from independent retailers in Taiwan. Both channels are regarded as cost-effective, even though there tends to be an excess baggage charge on flights, or difficulty in obtaining a warranty.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Taiwan with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Microwaves industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Consumer Appliances market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.