"Microwaves in Canada" Published

The market for microwaves is highly mature, and with household penetration of 95%, it is reliant on replacements and purchases of secondary units generate retail sales. Whilst built-in microwaves are a feature of high-end homes in new construction, the builder channel is not a significant growth area as with other major appliances. Similarly, whilst there is an upscale segment for multifeature microwaves that offer convection cooking, roasting or variety in controls and programming, the market is largely characterised by standard microwave ovens in a highly price-competitive environment.

Competitive Landscape

The market for microwaves in Canada is relatively concentrated, with the four leading manufacturers accounting for 55% of retail volume. Mabe Canada leads the group through its GE brand, followed closely by Panasonic, Kenmore and Danby. Mabe Canada offers several models across mass and premium segments, with higher value over the range and built-in units in the GE Café, GE Monogram and GE Profile lines.

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Industry Prospects

Overall sales of microwaves are expected to decline over the forecast period, with the market set to post a volume CAGR of -1%. High household penetration suggests that the market will continue to look for replacements and upgrades to drive sales. Moderate growth in higher-priced combination and built-in units is set to mitigate the decline in value, though in constant terms this too is expected to post a drop in CAGR over the five years to 2020 as overall retail volume dips.

Report Overview

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

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

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