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Microwaves in Norway

Norway microwaves market led by Whirlpool Nordic AS with a share of 28% in 2013

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2014-05-01 04:53:02 - Microwaves in Norway - a new market research report on

Market players are actively seeking to promote the use of microwaves in food preparation from a health perspective. For example, market players highlight that the need for fat in food preparation is considerable less if a microwave is used. Additionally, technological advancements mean that many microwaves are now equipped with a steaming function which allows consumers in a short and quick amount of time to cook vegetables, fish and chicken. Steam cooking is increasingly perceived by Norwegian consumers as both healthy and tasty.

Whirlpool Nordic AS is the category leader with a volume share of 28% in 2013. This represents a marginal percentage point increase on the company´s 2012 volume share. Key to the company´s leadership position is its ability and



willingness to find a balance between consumer demands for design, functionality and product quality. An example of this is its Max range of microwaves which are renowned for their compact, innovative and functional designs. The company is also a key innovator within microwaves, regularly launching updated models and new innovations. In 2012 the company launched its Gusto range of microwaves, which is a range of standard sized microwaves with a modern, minimalistic design and a clear and easy to use control panel. These new launches ensure and protect Whirlpool´s leadership position and indeed lead to a retail volume market share increase for 2013.

A microwave is regarded as a major tool for de-frosting, and this perception is expected to continue in the forecast period. The popularity of this function is related to increasing sales of frozen food and freezers in Norway. Frozen processed food continues to be seen as a healthier option to chilled or canned/preserved alternatives. The forecast growth in frozen processed food and freezer sales should continue to boost the demand for and use of microwaves.

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