The South Korean electronics maker captured a 12.8 percent share of the European market by sales volume, cementing its lead in a region it has dominated since 2015. The Euromonitor survey covered 19 European countries.
Samsung attributed its continued success to a combination of proprietary technologies and consumer-oriented design.
Its microwave ovens feature ceramic interior coatings certified as 99.9 percent antibacterial by Hohenstein, a German institute specializing in antimicrobial testing. The coatings were found to be 99.93 percent effective against Staphylococcus and 99.99 percent effective against pneumonia-causing bacteria following 18-hour lab tests.
To appeal to design-conscious European consumers, the company launched a line of Bespoke microwaves available in seven colors and glass finishes designed to match contemporary kitchen interiors.
It has also rolled out Wi-Fi-enabled models integrated with its SmartThings ecosystem, allowing users to control appliances via Bixby voice assistant and access cooking recommendations through its Samsung Food platform.
As part of its broader sustainability efforts, Samsung collaborated with steelmaker Posco to develop enamel steel sheets with a higher proportion of recycled content.
reporter
Candice Kim
candicekim1121@ajupress.com
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