The France microwaves market is estimated to have grown at a CAGR growth rate of 1% between 2008 and 2012. It is forecast that between 2012 and 2016 the industry will decline in volume by -1% CAGR, while value sales will decline at a much steeper rate; falling at -6%.
A growing trend for French consumers in 2012 is a preference to purchase built-in microwaves as part of a complete redesign of their kitchen space. A growing number of French consumers are spending more time in their kitchens, with the need of convenience, practicality and design combining with a sense of comfort and wellbeing. The microwave plays an increasingly central role in the kitchen of many French consumers.
The leading player in the France microwaves market in 2012 was Samsung Electronics France, with a leading volume share in the industry of 18%. Over the last 10 years Samsung has been the dominant force in the market. Despite the effects of the global financial crisis, Samsung has been able to keep the largest share of this market, and had consolidated its leadership by the end of 2012. Key drivers for Samsung in the French microwaves industry include its well known brand name, which is synonymous in France with high quality and robustness. 2011 saw the company voted the most popular brand in consumer electronics, due to its dominance of the smartphone market. This tag has given Samsung a boost in all areas of its operation, including helping keep its dominance of the microwaves market throughout 2012.
With the onset of the financial crisis in 2008, the French microwaves market has felt the effects. With marginal growth recorded between 2008 and 2012, the industry is forecast to shrink in volume sales by -1% between 2012 and 2016, while value sales will fall faster, at -6%. Possession of a microwave in France is expected to top 86% of households by 2016, and the battle to capture falling volume sales will lead to a price war between the main players. A significant proportion of the French population remain wary about the use of microwaves, and the heath risk posed by microwaves. Due to this, possession rates of microwaves are not expected to rise much higher in the near future.
For more information on the France microwaves market, see the latest research: France microwaves market
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