Microwaves in Taiwan

2021 DEVELOPMENTS

Freestanding microwaves remain an important tool in many local kitchens

Sales of microwaves remained stable in 2021 due to these appliances being considered as necessities in the daily lives of many consumers. Despite microwaves consuming more electricity than many other cooking appliances, these products are still regarded as kitchen essentials in some Taiwanese homes with the penetration rate continuing to rise.

Multifunctional products finding favour in cramped kitchens

The limited kitchen space in many Taiwanese homes has prompted consumers to opt for multifunctional microwaves over standard ones. Responding to this demand, more innovative technology has been incorporated into standard microwaves, while more combination microwaves have been launched, contributing to a moderate increases in this format.

COVID-19 pushes consumers online

Following the first major outbreak of COVID-19 in Taiwan in May 2021 many store-based retailers were forced to close. This benefited e-commerce which saw its retail volume share of distribution within microwaves double in 2021.

PROSPECTS AND OPPORTUNITIES

Stability projected within microwaves as category reaches maturity

Demand for microwaves is expected to remain stable over the forecast period, albeit with only modest growth projected. The category is at a relative level of maturity which is likely to limit stronger growth.

Local brands looking to compete on price

Local brands are striving to compete in the entry-level market as they look to find a wider audience. For example, leading local player Sampo has been looking to attract consumers via its entry-level prices and its extensive nationwide distribution and maintenance network.

Freestanding microwaves set to benefit from shift to e-commerce

Freestanding microwaves will continue to outperform their built-in counterparts during the forecast period. The growing importance of e-commerce as a distribution channel for microwaves will play a role in this.