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Learn moreFeb 2019
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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.
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.
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.
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.
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 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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Overview
Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Ukraine 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 Ukraine, 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.