Microwaves recorded decline in 2020 following stable growth over the review period as consumers were cautious with their spending and considered their purchases due to the economic impact of the COVID-19 pandemic. They prioritised appliances perceived to be more essential, including refrigeration appliances to store stockpiled food and washing machines to take more active control of laundry.
Manufacturer innovation focused on demonstrating the versatility of microwaves and the addition of functionalities. Whirlpool Chef Plus, for instance, features 21 programmes for the optimal heating of different food dishes, as well as a Crisp & Grill function, substituting the need to fry/grill using ovens/ built-in hobs.
Whirlpool Nordic continued to lead microwaves in 2020, offering a wide selection of different types of microwaves with functions such as grilling, crisping, steaming etc, which helps it attract consumers with varying needs. Its ability to align with consumer demands for convenience and speed at the same time as meeting the desire for professional standards and healthy cooking functions also ensures its lead.
Microwaves is expected to rebound and record volume growth in the forecast period due to the general consumer appreciation of the convenience and time-saving attributes of microwaves. They are especially appreciated by households with small children where there is often a need for quick food/drink preparation.
Manufacturer innovation will continue to focus on adding functionality to new product developments over the forecast period so that consumers are able to justify their purchases. This aligns with the wider household preference for fewer but higher performing and versatile appliances as there is a marked desire for clutter free, sleek and minimal home interiors.
Freestanding is set to maintain its lead of microwaves and record the strongest growth over the forecast period as freestanding models are perceived as having more advantages. There is a focus on sleek and slimline designs that match the rest of the kitchen, while consumers also have the freedom and flexibility to be able to position the appliance wherever they want in the kitchen.
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This report originates from Passport, our Microwaves research and analysis database.
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