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Microwaves in Germany

Germany microwaves market: EUR 177 million industry by 2017

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2014-02-20 13:09:04 - Microwaves in Germany - a new market research report on

The leading brands in the Germany microwaves market during 2012 were Sharp Electronics (Europe) GmbH, Samsung Electronics Deutschland GmbH and Clatronics GmbH. Samsung recorded the highest growth in volume share in 2012, registering an increase of one percentage point. There were various reasons for this successful performance was Samsung‟s recent acquisition of production plants in Poland, which enabled the company to compete more successfully in Germany.

The positive volume and value growth recorded in microwaves during 2012 represented a far superior performance to the volume and current value CAGRs of -1% recorded over the entire review period. During the economic downturn which hit Germany hard during 2008 and 2009, a large number of German people postponed the replacement of their existing



consumer appliances, and this led to a strong decline in demand for microwaves, a category of products which are not generally considered to be essential in Germany. Although the German economy recorded yet another dip during 2012 due to the pernicious influence of the ongoing Eurozone crisis, many German consumers have not yet felt the negative effects of the economic crises sweeping other parts of Europe in their pockets.

The weakening of the German economy did not therefore have any major negative effect on sales of less expensive consumer appliances such as microwaves during 2012. In addition, many German consumers are increasingly relying on their microwaves for the preparation of quick meal solutions due to the increasingly busy and hectic lifestyles being led by Germany‟s young urban consumers, a factor which also had a very positive impact on volume sales of microwaves in Germany during 2012.

Microwaves in Germany is expected to increase in volume and constant value at a CAGR of 1% over the forecast period, rising to 1.6 million units and €177 million by the end of 2017. Freestanding microwaves is expected to perform much better than built-in microwaves, increasing in volume at a CAGR of 2% over the forecast period, while built-ion microwaves is set to decline in volume at a CAGR of -3%. It remains very likely that the rising demand for freestanding microwaves during the forecast period will be based on the superior cost-benefit ratio in freestanding microwaves and the lower unit prices charged for freestanding microwaves than for built-in microwaves.

Key Headlines

- Microwaves increases in value by 2% in 2012, while volume sales increase by 1%
- The household possession rate of microwaves increases during 2012
- Built-in microwaves registers the highest growth in microwaves in 2012, rising in value by 3% and in volume by 2% from a low base
- The average unit price of microwaves increases by 1% in 2012, rising to €116 from €115 in 2011
- Sharp Electronics (Europe) GmbH leads microwaves in 2012 with a volume share of 19%, followed by Samsung Electronics Deutschland GmbH with 13%
- Microwaves is set to increase in volume and constant value at a CAGR of 1% over the forecast period, rising to 1.6 million units and €177 million by 2017

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