High inflation coupled with rising interest rates will likely have a negative impact on household disposable income levels and in turn limit demand for microwaves, which were already losing their appeal before the pandemic. Households are expected to increasingly rely on other options to microwaves for cooking and preparing meals, with demand likely to be further limited by the difficult economic circumstances.
One of the biggest challenges microwaves will likely face is consumers migrating to other product areas. Ovens, for example, are becoming more advanced and versatile in their functionality with some models now even including a microwave function.
Swedish households are increasingly showing a preference for sleek, minimalist designs and are looking for appliances that can blend in with their home interior – especially kitchen related appliances as the kitchen is seen as the social hub of the home. This could help to carve out some demand for microwaves that are aligned with these preferences, such as built-in microwaves and freestanding microwaves with compact and modern designs that blend in with their surroundings.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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