Fast Market Research recommends "Microwaves in France" from Euromonitor International, now available
Boston, MA -- (SBWIRE) -- 02/04/2015 -- In 2014, 85% of households in France were equipped with a microwave; a relatively high penetration rate which contributed to slowing down the volume growth rate to a negligible level. Whilst demand for freestanding variants was stable at 2.2 million units, sales of built-in microwaves grew at a slower pace than in the previous year, due to a contraction in housing construction and extension plans. Overall, sales of freestanding microwaves (93% share of volume sales) were sustained by the creation of new households and replacement prompted by some innovative launches.
Samsung Electronics France maintained its lead in microwaves in 2014, with an 18% volume share. The company leveraged its established brand recognition in the category to generate the bulk of its sales from its entry-level standard/mono freestanding items priced at less than ?90 per unit. These are favourites amongst students and young adults with low incomes. In the upper market combined and built-in segment, Whirlpool France offers higher-quality appliances, thus better serving the demand from the middle- and upper-income groups. Whirlpool France held a 10% share of volume sales in 2014, and Whirlpool was also the second most popular brand.
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The five year outlook for microwaves is a negligible negative retail volume CAGR. Given the high penetration rate of these appliances in French households, sales of replacements and/or to new households are expected to be lower. Furthermore, the better socioeconomic conditions expected over the second half of the forecast period are likely to favour a growing propensity to eat outside of the home more frequently, rather than resorting to home cooking. In the event of a strong rebound in the housing market (highly dependent on the government?s policies on new housing), the category could benefit from renewed interest in built-in appliances to offset the overall negative prospects.
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The Microwaves in France market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Microwaves in France?
- What are the major brands in France?
- How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
- Has there been a shift from freestanding microwaves to built-in microwaves?
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