Newly released market study: Microwaves in Indonesia

Urbanisation and the increasingly busy lifestyle of urban households helped to drive the growth of microwaves in 2015, with the category showing stronger growth than in the previous year. Microwaves offers good growth opportunities due to convenience features which meet the needs of increasingly busy urban consumers. Trade sources also indicate that consumers were shifting from mini ovens to microwaves, which further led to improved growth of microwaves in 2015.

Competitive Landscape

Microwaves was dominated by a few brands over the review period, namely Sharp and LG, which collectively accounted for 69% of volume sales in 2015. Sharp Electronics Indonesia in fact continued to maintain its leadership in microwaves with a 44% volume share. The company continues to develop product innovations, mostly targeted at higher-end consumers to improve the prestige of the brand. The company has wide variants of microwaves, ranging from standard to combination types.

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Industry Prospects

Over the forecast period, volume sales of microwaves are expected to rise at a CAGR of 9%. Urbanisation and increasingly hectic consumer lifestyles are also expected to strengthen demand for microwaves in the forecast period. The continuing urbanisation of Indonesia has the potential to offer some long-term growth potential for manufacturers, as an increasing amount of Indonesians move from their rural homes to take advantage of better economic opportunities in the cities. This is expected to help increase the demand for microwaves in households as the new migrants to the cities generally find it difficult to cope with the faster pace of living and begin to look for consumer appliances which will offer them greater convenience. These new migrants also generally move into smaller units instead of the larger households which they are accustomed to in the rural areas, and therefore would form a potential customer base of new consumers who no longer have the time or are willing to spare the effort to cook in the home.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Indonesia 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 Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Microwaves in Indonesia market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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