Just Published: "Microwaves in Italy"

The promotion of microwaves as a quick alternative for food preparation emerged as a key trend during 2014. Fast cooking is gaining popularity amongst Italian consumers, even though it is still perceived as not being as healthy and tasty as oven-cooked food.

Competitive Landscape

Whirlpool Europe led microwaves in Italy during 2014, with a volume share of 23%, followed by Samsung Electronics in second position with an 18% volume share. De'Longhi and LG Electronics ranked third and fourth with 16% and 10% shares of volume sales respectively. These four top ranking companies maintain very strong positions in microwaves, which has a highly concentrated competitive landscape. Products from Whirlpool are widely available within retailers, and the company continuously invests in new launches and innovations.

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Industry Prospects

Microwaves is expected to increase by a CAGR of 1% in value terms at constant 2014 prices and also by a CAGR of 1% in volume terms over the forecast period. The main brands are trying to promote microwaves as a healthy method of preparing food. This is due to the expectation that consumers’ interest will move towards health, and manufacturers are expected to introduce new products with healthy ways of cooking in order to take advantage of this trend.

Report Overview

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

The Microwaves in Italy 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 Italy?
* What are the major brands in Italy?
* How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
* Has there been a shift from freestanding microwaves to built-in microwaves?

Reasons to Get this Report

* Gain competitive intelligence about market leaders
* Track key industry trends, opportunities and threats

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