The very strong retail volume growth of the early review period continues to slow in 2020-2021. In addition to rising price-sensitivity, demand has been hindered by the closure of non-essential retailers like electronics and appliance specialist retailers.
The growing demand for new, modern types of homes with loft design is increasing the popularity of built-in microwaves. Since more people are using the services of designers and architects when designing or renovating their apartments, the built-in format is seeing faster retail volume growth than freestanding, albeit from a much lower base.
Samsung Electronics Ukraine is expected to remain the clear leader in microwaves in retail volume sales terms in 2021. The company is perceived to offer high-quality microwaves with a number of competitive advantages, such as bioceramic coating, several recipe programmes, and odour removal and stay-warm functions.
Retail volume sales of microwaves is expected to rise over the forecast period, albeit at steadily slower rates. Price-sensitivity and a shift to functional ovens with microwave capabilities are set to dampen demand, especially for built-in models.
Over the forecast period, freestanding microwaves is predicted to benefit from relatively low prices, but also the launch of new models in different designs to fit consumers’ needs. Despite the trend for built-in models during the review period, freestanding remains by far the most popular format.
When buying microwaves, Ukrainians typically look for basic functionality and affordability. However, smart microwaves continue to gain attention, with these devices able to send push-notifications once a meal is cooked.
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Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.See All of Our Definitions
This report originates from Passport, our Microwaves research and analysis database.
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