Microwaves in the United Kingdom

PROSPECTS

Demand for microwaves is weakening

Having a microwave has always been seen as being essential for British families, to the extent that it is now a saturated category, with some households even owning more than one microwave. The penetration rate of microwaves in the UK is the highest in Western Europe and little room for significant growth is left.

The built-in format is the preferred one

With the rise of open-plan living kitchens, consumers now want an integrated kitchen design. In recent years, kitchens have increased their importance in the home environment, and they are now considered the heart of the home.

Consumers are moving towards healthier lifestyles

According to Euromonitor International research, meals with healthy components, such as prepared salads, are expected to continue growing. However, shelf stable ready meals and dried ready meals are declining as consumers increasingly look for fresh products.

COMPETITIVE LANDSCAPE

Industry players must focus on technological innovation

Major appliance manufacturers are significantly pushing connectivity. High-tech kitchens with connectivity functionalities, despite still being a niche, are on the rise.

Players looking to keep time-strapped consumers happy

Consumers, and millennials in particular, are often time-strapped and always on the go. Convenience is therefore key, but maintaining good-quality cooking in addition to offering convenience is also a major challenge.

Samsung invests in the distribution channel

Samsung is expected to strengthen its position in microwaves over the forecast period. In July 2019, Samsung decided to appoint Connect Distribution as its microwave distributor for the UK.

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