Microwaves is poised to continue expanding throughout the forecast period. However, it is expected that retail volume sales growth will slow down as the forecast period progresses, mainly due to increasing maturity.
The household penetration of microwaves in Thailand has historically been concentrated in urban areas, and this is expected to remain the case over the forecast period. However, rising ownership of these appliances in rural households should become a more important driver of growth in volume sales.
The COVID-19 crisis served to bolster the already prominent health and wellness trend, and rising health consciousness is influencing demand in the microwaves category, with more consumers choosing microwaves with grill and oven functions so they can prepare healthier meals at home. The fact that many people developed a greater interest in cooking and became more willing to experiment with different methods and recipes while spending most of their time at home during the pandemic has further strengthened the appeal of multifunctional microwaves with more sophisticated settings.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Thailand 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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