Volume sales in microwaves are expected to remain curbed by pulled-forward purchases during the pandemic era – at least in 2023. However, there are still opportunities for microwaves to find positive growth over the forecast period.
The basic microwave function is very likely to keep shaping the interest in microwaves over the forecast period, while other options such as oven, steam, or grill are likely to remain “nice-to-haves” for which most consumers will not be willing to pay an extra cost. Furthermore, in the foreseeable future, newly-built apartments in Austria will feature a fully-fledged oven as standard equipment, and the multi-functionality of ovens could become a threat to microwaves.
The high focus on basics is also visible in the competitive landscape of microwaves, where budget brands such as the leading brand Silva (Silva Schneider Handels GmbH), second-placed Severin (Severin Elektrogeräte GmbH), and fourth-placed Candy (Candy Hoover Austria GmbH) play strong roles. Increasingly, price-sensitive consumers are placing their focus on simplicity, thus the strong sales from these lower-priced brands.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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