Euromonitor International publishes the world's most comprehensive market research on the microwaves industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.​

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Country Report

Microwaves in Chile

Dec 2017

The microwave is considered a necessity by most Chileans, since it became an indispensable element for kitchens. In addition, a large number of new homes are designed so that consumers can buy a microwave and be able to put it in as optimal and ...

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Country Report

Microwaves in the United Kingdom

Dec 2017

Microwaves posted a marginal increase in 2017 in volume terms and a slightly stronger gain in current value terms. Category growth is slowing as consumer demand is not strong enough to sustain a high level of sales. Moreover, the category was also ...

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Country Report

Microwaves in Italy

Dec 2017

Microwaves posted volume growth in 2017, although the healthy cooking trend, which was a strong driver in 2017, drove sales of microwaves less intensely than it did in other categories. This was due to the attention to food ingredients that many ...

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Country Report

Microwaves in Thailand

Dec 2017

With busier lifestyles, Thai consumers – especially in urban areas and of working age – increasingly find ready-to-eat and ready-to-cook food attractive. As the size of households gets smaller and the time to prepare meals is more limited, the cost ...

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Country Report

Microwaves in Vietnam

Dec 2017

Microwaves have become increasingly common, especially amongst consumers in urban areas, where packaged and frozen food are widely consumed to cope with busy lifestyles. Vietnamese consumers are increasingly demanding microwaves that enable them to ...

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Country Report

Microwaves in Portugal

Dec 2017

In line with other major appliances, microwaves posted a positive performance into 2017, supported by the home refurbishment trend. On the one hand, strong tourism demand led to the development of local lodging and the renovation of old properties in...

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Country Report

Microwaves in Singapore

Dec 2017

Microwaves have been around for ages, and these are go-to appliances when consumers want to heat up or cook their food in the most convenient way possible. However, with the growth of alternatives such as light fryers, brands may have to rethink how ...

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Country Report

Microwaves in the Philippines

Dec 2017

As the economy grows, incomes rise and urbanisation continues at a rapid pace, there is growing interest in the convenience offered by microwaves. These appliances furthermore benefit from their compact nature and affordable pricing, with those urban...

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Country Report

Microwaves in Romania

Dec 2017

Microwaves continued on a downward spiral in 2017 as consumers shifted towards other consumer appliances. Prior to the review period, microwaves registered fast-paced growth rate as consumers embraced the products given increasingly hectic ...

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Country Report

Microwaves in Russia

Dec 2017

The penetration rate of microwaves showed strong growth during the review period. However, after the economic crisis hit Russia in late 2014, the majority of consumers put their expenditure on consumer appliances on hold. As a result, the replacement...

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Country Report

Microwaves in Norway

Dec 2017

One of the key reasons for declining sales of microwaves is that the category is saturated. Thus, most sales come from consumers replacing their existing microwaves. Simultaneously, eating habits in Norway shifted noticeably over the review period, ...

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Country Report

Microwaves in Israel

Dec 2017

Israelis consider microwaves to be relatively simple appliances, and tend not to perceive significant differences between individual brands or models. While consumers are likely to check core functionality when choosing microwaves, ie how well they ...

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Country Report

Microwaves in Sweden

Dec 2017

Microwaves are appliances that are deemed somewhat outdated in Sweden. Many owners of smaller apartments in Sweden do not prioritise a microwave when the kitchen is renovated. In 2017 it is clear that other kitchen appliances competed for the small ...

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Country Report

Microwaves in Malaysia

Dec 2017

Microwaves posted a rather lacklustre performance in 2017 but is expected to register stronger growth over the forecast period. As Malaysians are becoming increasingly health-conscious, this has reduced demand for packaged foods, in turn adversely ...

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Country Report

Microwaves in Poland

Dec 2017

Microwaves stopped being perceived as harmful appliances thanks to aggressively advertised new functions, such as steam cooking, boiling or roasting. In the review period, microwaves were typically used for reheating or rapid defrosting to shorten ...

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Country Report

Microwaves in Ukraine

Dec 2017

Consumers remain highly price sensitive due to the effects of the economic and political instability of 2014-2015. When purchasing a microwave, they look for discounts and prefer lower-priced models. Therefore, the average retail current unit price ...

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Country Report

Microwaves in Saudi Arabia

Dec 2017

Today, microwaves are a necessity in every home for quick heating and defrosting due to busy lifestyles in the Kingdom. Furthermore, the increasing number of women joining the workforce due to governmental efforts through the Saudisation programme ...

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Country Report

Microwaves in South Africa

Dec 2017

Demand for convenience due to fast-paced lifestyles continued to drive demand for microwaves in 2017. Ready meals that simply need to be heated are becoming more and more popular, justifying the increased demand for microwaves. Lower-income ...

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Country Report

Microwaves in the US

Dec 2017

Healthier lifestyles are being adopted by many US consumers due to concerns about obesity, food intolerances and chronic illnesses such as heart disease and diabetes. Because food is such a critical component of a healthy lifestyle, the kitchen has ...

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Country Report

Microwaves in Greece

Dec 2017

Since the onset of the recession in Greece in 2009, sales of microwaves have suffered severe losses, given the fact that these are not considered essential appliances by most Greeks. After several years of steep declines, sales increased for the ...

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