MICROWAVES IN PORTUGAL

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Headlines

Prospects

Convenience Drives Performance

Freestanding Microwaves Records the Strongest Retail Volume Growth

the Increasing Offer of Prepared Food Increases the Importance of Microwaves

Competitive Landscape

Samsung-electrónica Portuguesa Leads Microwaves

Candy Hoover Portugal Catching Up

Premiumisation in the Mid-price Segment

Category Data

Table 1 Sales of Microwaves by Category: Volume 2013-2018

Table 2 Sales of Microwaves by Category: Value 2013-2018

Table 3 Sales of Microwaves by Category: % Volume Growth 2013-2018

Table 4 Sales of Microwaves by Category: % Value Growth 2013-2018

Table 5 Sales of Microwaves by Connected Appliances: % Volume 2014-2018

Table 6 NBO Company Shares of Microwaves: % Volume 2014-2018

Table 7 LBN Brand Shares of Microwaves: % Volume 2015-2018

Table 8 Distribution of Microwaves by Format: % Volume 2013-2018

Table 9 Production, Imports and Exports of Microwaves: Total Volume 2013-2018

Table 10 Forecast Sales of Microwaves by Category: Volume 2018-2023

Table 11 Forecast Sales of Microwaves by Category: Value 2018-2023

Table 12 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023

Table 13 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Executive Summary

Innovation and New Construction Drive Growth

Saving Time Is the Key Message for Both Major and Small Appliances

Major International Players Maintain Their Lead

Internet Retailing Remains Small, Although the Expected Entry of Amazon Could Change This

Constant Retail Value Growth To Outperform Retail Volume

Market Indicators

Table 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018

Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018

Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023

Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

Market Data

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018

Table 19 Sales of Consumer Appliances by Category: Value 2013-2018

Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018

Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018

Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018

Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018

Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018

Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018

Table 26 Sales of Small Appliances by Category: Volume 2013-2018

Table 27 Sales of Small Appliances by Category: Value 2013-2018

Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018

Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018

Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018

Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018

Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018

Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018

Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018

Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018

Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023

Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023

Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023

Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023

Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023

Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023

Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023

Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023

Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023

Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023

Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023

Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

The positive economic context and development of microwaves through the launch of more sophisticated models with increased functionality on the one hand and a wide option of brands offering basic models for prices between EUR50 and EUR60 led to a strong performance in 2018. The high levels of convenience offered for everyday kitchen tasks, and the increased offer in terms of prepared meals suitable for microwaves drove growth.

Euromonitor International's Microwaves in Portugal report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2014-2018, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, format trends or distribution issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Built-in Microwaves, Freestanding Microwaves.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Microwaves market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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