Microwaves

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.
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Country Report

Country Report

Microwaves in Australia

Feb 2019

Microwaves in Australia registered a decline in retail volume terms and low current value growth in 2018. Even though microwaves remain a staple appliance in Australians’ kitchens, consumers have not been rushing to retailers to purchase a new ...

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Microwaves in Colombia

Feb 2019

Microwaves are typically used as a convenient way to heat/reheat meals, including ready meals, especially among those consumers who lack the time to make their own preparations. Nevertheless, even though Colombians in urban areas are leading ...

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Microwaves in Hong Kong, China

Feb 2019

Rising health awareness was one of the main consumer trends observed in Hong Kong during the review period. This restricted demand for traditional microwaves, as health concerns led more consumers to cook with fresh ingredients instead of reheating ...

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Microwaves in Norway

Feb 2019

In Norway, ready meals is a packaged food category on the rise and this can be linked to the successful efforts of manufacturers to tackle their unhealthy image. This has been achieved through the development of natural ingredient and organic ...

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Microwaves in Taiwan

Feb 2019

Despite their higher consumption of electricity, microwaves are regarded as kitchen essentials in Taiwan and penetration rates continue to increase. However, built-in microwaves are less popular compared to freestanding ones, which is attributed to ...

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Microwaves in Japan

Feb 2019

While microwaves, like many product categories, suffered from persistent budgetary caution amongst Japanese consumers during the review period, leading to declining volumes, the category is expected to see a turnaround in its fortunes over 2018-2023....

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Microwaves in Austria

Feb 2019

Freestanding microwaves generated the lion’s share of both value and volume sales in 2018, and is projected to continue to do so throughout the entire forecast period. Nevertheless, built-in microwaves again outperformed freestanding products in ...

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Microwaves in Saudi Arabia

Feb 2019

Microwaves sales increased in Saudi Arabia in 2018 thanks to falling unemployment. Both built-in and freestanding microwaves saw a rise in volume sales as a significant majority of consumers live in residential apartments with limited kitchen space....

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Microwaves in Argentina

Feb 2019

The local habit of consuming meat almost daily conspires against the use of a microwave for its cooking functions, since it is perceived that food quality deteriorates when doing so. Microwaves have failed to meet consumers’ expectations of their ...

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Microwaves in the Philippines

Feb 2019

A consumer spending boom in the Philippines that is being fuelled by cash remittances from overseas Filipino workers and the outsourcing industry as well as busier lifestyles, have resulted in multiple trickle-down effects, including the dining ...

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Microwaves in Nigeria

Feb 2019

As the urban population continues to grow and consumers endure fast-paced lifestyles, time spent on cooking is becoming increasingly limited. This has necessitated demand for microwaves as consumers prefer to heat meals from the previous night that ...

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Microwaves in Brazil

Feb 2019

Microwaves are perceived as a less essential household appliance when compared with fridge-freezers or cookers. However, lifestyle changes in Brazil and the realisation that microwaves make everyday life easier has boosted volume sales. Microwaves ...

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Microwaves in Greece

Feb 2019

Despite the fact that Greece exited its bailout programme in 2018, disposable incomes did not increase significantly. Consumer confidence remains low, with Greeks avoiding unnecessary purchases in order to cut down on their expenses. As a result, ...

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Microwaves in South Africa

Feb 2019

Convenience remains key in the lifestyles of many South Africans. As ready meals continue to be popular, this bodes well for microwaves. Lower income consumers tend to prefer microwaves with basic functionality such as grilling, defrosting and ...

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Microwaves in Spain

Feb 2019

In 2018, microwaves continued the positive retail volume trend already started during the review period. Microwaves become a commodity in Spain, with penetration having almost reached saturation and with consumers preferring affordable models so they...

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Microwaves in Israel

Feb 2019

Microwaves is characterised by a lack of innovation while consumers generally seek basic products. Although microwaves with grills are available in the country, consumers still perceive microwaves mainly as a means of heating food rather than baking ...

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Microwaves in Thailand

Feb 2019

Gas stove and open-flame cooking devices are prohibited in student residences, condominiums and apartments, in accordance with security and safety concerns. The only appliances exempted are electric cookers. Consequently, residents choose a microwave...

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Microwaves in Vietnam

Feb 2019

Microwaves have become very common in urban areas, with packaged and frozen food being widely consumed to cope with busy lifestyles. As a result, Vietnamese consumers are continuously demanding microwaves that enable them to conveniently cook and ...

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Microwaves in Mexico

Feb 2019

In general, Mexican consumers are searching for microwaves that can help them to save money on their electricity, gas or water bills. In response, the category’s leading brands are attempting to innovate in these areas and it is now becoming much ...

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Microwaves in India

Feb 2019

Health-conscious consumers in India are wary of the harmful effects of microwaves, which led to the slowing of demand for microwaves. Using a microwave every day has raised major concerns amongst consumers about their health – without any evidence, ...

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