Market Report, "Microwaves in Poland", published

Several years ago microwaves was one of the fastest growing categories of major consumer appliances, but due to relatively low price per unit, it quickly reached saturation point. Microwaves are already present in almost 40% of Polish households which is quite high considering that contrary to, for example, large cooking appliances, microwaves are not regarded as must-have devices. The present volume sales are driven by replacement of old models. Although theoretically there is still 60% of households lacking microwaves it must be underlined that in many Polish households (of for example, older people) such devices are not considered to be essential.

Competitive Landscape

The Korean Samsung is leading microwave sales with a 22% volume share. It is especially active in mid- and high-tier segments with many built-in models offered in its portfolio. However, for the last two years Samsung was not able to develop its market shares and is losing its advantage over the second most active player in the category – Zelmer. Zelmer accounts for 21% of volume sales and has been gradually increasing its share in recent years.

Full Report Details at
- http://www.fastmr.com/prod/959517_microwaves_in_poland.aspx?afid=301

Industry Prospects

Volume sales of microwaves will remain flat, seeing a CAGR of 1% over the forecast period. The penetration rate is not going to increase considerably and the majority of volume sales will come from replacement of old, simple models. However, value sales will develop slightly faster, with a CAGR of 2% at constant 2014 prices, due to increasing demand for higher quality models and built-in microwaves.

Report Overview

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

The Microwaves in Poland 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 Poland?
* What are the major brands in Poland?
* How are consumer cooking convenience trends going to affect the microwave industry over the medium term?

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