The microwaves category is expected to see modest retail volume growth over the forecast period. The category’s expansion will be supported by the continued expansion of the real estate market in the country, combined with the fact that such products will continue to be viewed as staples in most local households.
Positioning itself as offering consumers good quality products at low prices, Midea is intensifying competition in the local microwaves category, and pushing down prices as it gains an increasing amount of consumer attention. The player’s capacity to compete in terms of price is likely to be enhanced by the construction of a factory in Brazil, which has the potential to serve as a nearshoring spot and decrease import costs to Chile, while also shortening its delivery times.
Even though price is paramount in the purchasing decisions of Chilean consumers, the increase in the number of smaller apartment units being sold and the increasingly prominent concept of open kitchens might continue to influence the visual aspect of microwaves. With kitchen spaces now being more visible, consumers are likely to pay greater attention to the aesthetic qualities of products such as microwaves and look for appliances that can match the decor of their apartments, aiming to match brands and colours.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Microwaves
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.
See all of our definitionsThis report originates from Passport, our Microwaves research and analysis database.
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