Microwaves in Ukraine

PROSPECTS

Postponed purchases continue to help support sales

After a volume decline as a result of the 2014/2015 economic crisis, microwaves continued to record positive retail volume growth in 2018, albeit much slower than in 2017. Sales continued to be driven by previously postponed purchases.

Growing importance of design supports sales of built-in microwaves

In 2018, built-in microwaves outperformed freestanding models, with this primarily down to the increasing importance of design to Ukrainian consumers. With rising purchasing power and a recovery in the property market, more Ukrainians started to use the services of designers when renovating their kitchens, in turn opting for built-in appliances for a cleaner and more elegant look.

Ukrainians demand functionality

When buying microwaves, Ukrainians want not only affordability but also functionality. In 2018, average unit price in the category increased significantly because more consumers opted for multi-functional appliances.

COMPETITIVE LANDSCAPE

Samsung Electronics remains the leading player

In 2018, Samsung Electronics maintained its leading position in microwaves. This can be attributed to the company’s portfolio of a wide range of good quality microwaves with different functionalities and designs across the price spectrum.

KTD Group also loses share

The only popular domestic brand of microwaves in Ukraine is Saturn from KTD Group. After very strong growth in 2016 and 2017, driven by rising demand for more affordable microwaves, the company’s volume share declined in 2018.

Private label continues to grow its volume sales

Private label continued to grow its volume sales in 2018, primarily thanks to a high level of promotional activity in points of sale and affordable prices. In addition, retailers were able to identify what types of microwave were in demand and thus offer similar models but at a lower price.

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