"Microwaves in Mexico" is now available at Fast Market Research

In 2014 almost all competitors offered different efficient systems that identify the intensity of heat and the time needed for different types of meal, such as raw, frozen, liquids and pasta, among others, in order to retain consistency. The trend of healthy cooking also meant that some brands such as Samsung developed Fry Slim technology to fry without oil (Smart oven Cello) or even cook charcoal grilled meat with LG’s technology (Solar Dom2 Asador). Both are a very popular cooking styles for Mexicans, with most traditional Mexican recipes including fried meals, but as fat is not healthy people are looking for new options to cook such meals. Other brands have evolved to offer predetermined menu options for specific dishes – for example, Whirlpool with Food Expert, Electrolux with Gourmet and Fit-2-perfection, Frigidaire with Ready-select controls, and Daewoo with its Chef Mexicano models, among others.

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Competitive Landscape

In 2014 LG Electronics México SA de CV led the microwaves category with a 40% retail volume share, followed by Daewoo Electronics Corp de México SA de CV with 24% and Controladora Mabe SA de CV with 11%. LG is the undisputed leader thanks to the constant innovation and technology applied to its products. The company is also very active with customers in stores, with brochures and well-trained staff, attracting customers with a wide range of options. Daewoo, despite not having the same brand marketing campaigns, enjoys brand awareness and is positioned as a high-quality brand with attractive designs and affordable prices. Mabe is the most popular brand in major appliances and the most affordable brand in the microwaves category. It also enjoys good distribution through most retailers.

Industry Prospects

Over the forecast period the healthy cooking trend will become stronger as Mexicans are increasingly aware of the risks and diseases related to obesity, such as diabetes. This will boost consumption of multifunctional appliances such as microwaves, which provide different options to enable faster and healthier cooking. Microwaves will continue to compete with other categories such as cookers, conventional ovens and mini ovens, and will also have to adapt to new needs according to Mexicans’ lifestyle and income segments. The microwaves category is expected to see CAGRs of 6% and 4% in retail volume and constant value terms respectively over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Mexico 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.

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