Retail volume sales decreased fast during 2021, albeit following a spike in demand in 2020 due to the Coronavirus (COVID-19) pandemic. The measures implemented to stem the tide of the virus in the country, such as lockdowns, remote working and distance learning and fewer occasions for out-of-home socialisation, saw consumers spend long periods in the home.
The convenience aspect continued to outweigh scepticism towards microwaves as being incompatible with modern, healthy nutrition among some consumers in Austria. Many consumers continue to believe in old theories that heating food in a microwave oven destroys the nutrients of the food.
In the early-to-mid-review period, the average retail current unit price fell marginally, although the upturn started in 2019 has continued through the pandemic as players try to maximise revenue. While the average retail current unit price continued to grow during the pandemic, microwaves has not seen any hikes in prices due to increased demand.
The anticipated further drop in retail volume sales of freestanding models, the dominant type, following double-digit growth in 2020, is expected to see an overall decline in demand for microwaves over 2022. The resumption or commencement of kitchen refurbishments and renovations is likely to see retail volume growth in built-in microwaves, albeit from a low base.
Modern alternatives, such as steam cookers and infra-red ovens, have so far played only a minor role in the performance of microwaves in Austria. However, such options are expected to gradually become a more serious threat to microwaves in the forecast period, in line with the trends for healthy eating, and health and wellness in general.
Over the forecast period, the competitive landscape of microwaves is expected to remain highly fragmented in Austria. Consumers tend to look for simple, basic functionality and perceive relatively little difference between the various brands and products on offer.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Microwaves research and analysis database.
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