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Microwaves in the Netherlands

Netherlands microwave market reported top three players accounting for 40% of total revenues in 2013

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2014-05-01 03:29:01 - Microwaves in the Netherlands - a new market research report on

2013 was another difficult year for microwaves sales in the Netherlands. Volume sales of microwaves started to slump when the economic crisis started in 2009, and even with periods of economic improvement ever since, the demand did not really return. This may seem rather surprising due to a possession rate of 70% being far from saturated. However, consumers are simply shifting away from microwaves, not only due to them perceiving microwaves as one of the least necessary items to replace during tough economic times but also due to the home-cooking trend which typically does not work in favour of microwaves but other appliances instead. Dutch consumers prefer to spend their money on other types of appliances which enhance more the



image of the kitchen as a living space.

The competitive environment of microwaves in the Netherlands is relatively open, with quite a number of brands having a presence. Nonetheless, the top three players still accounted for over 40% combined volume share with the remaining players only posting single-digit volume share each in 2013. Given the falling demand of microwaves, a number of smaller players are being squeezed out and falling in volume shares, while the top brands strengthened their grip towards 2013.

Volume sales of microwaves are expected to continuously drop over the forecast period. The growing role of the kitchen in Dutch households provides for strong oven growth over the forecast period. Although microwaves make clear attempts to provide more functions for users, the aesthetic aspect of built-in ovens is more appealing to Dutch consumers, while ovens also increasingly offer more functions. The two appliances will therefore have more overlapping features and microwaves is expected to be the victim of this trend.

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Mike King
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