New Consumer Goods research report from Euromonitor International is now available from Fast Market Research

Boston, MA -- (SBWire) -- 02/03/2015 --Before and in the first years of the review period, microwave usage in Denmark suffered from the widespread perception that the use of microwaves is generally unhealthy. Much of this was the result of the strong link between microwaves and the preparation of food to be heated in a microwave before eating. In response to this, leading players in microwaves are constantly seeking to change this perception by promoting the use of microwaves for the preparation of healthy meal options. For example, marketing activities of leading brands emphasise that microwaves are now equipped with different functions which allow consumers to cook healthy food (eg rice, vegetables and fish through steaming) in a short time. Thus, as more consumers see microwaves as convenient devices to make fast healthy food, sales are growing.

Competitive Landscape
The leading player in microwaves in Denmark during 2014 with an expected retail volume share of 27% is Whirlpool Nordic A/S. Whirlpool Nordic A/S consistently led sales of microwaves in Denmark over the review period, albeit with slowly decreasing share, showing the company?s established position in this category. The key to the company?s strong position in microwaves is in its ability to develop products that meet consumer demand for benefits such as design, functionality and high product quality. Examples of this are its MAX and Gusto ranges of microwaves, which are renowned for compact, innovative and functional designs. Whirlpool Nordic A/S is also an important innovator within microwaves, regularly launching updated models and new innovations. During 2013, the company launched its Actual Line range of microwaves, which is a range of built-in microwaves with a modern, minimalist design and a clear and easy-to-use operating system.

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Industry Prospects
The growth recorded in microwaves in Denmark during 2014 implies the desire of the category?s leading companies to position their microwaves as healthy and convenient devices for preparing and warming food. Growing consumer interest in health, wellbeing and easy-to-make food in Denmark is unlikely to weaken over the forecast period. Actually, it is more likely that it will increase during the forecast period, and this will support the health positioning of microwaves throughout the forecast period as the leading players in microwaves will seek to meet consumer demand for these qualities.

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

The Microwaves in Denmark 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 Denmark?
- What are the major brands in Denmark?
- 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?

Reasons to Get this Report

- 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

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