The increasing need for convenience, given the busy lifestyles of the local population, smaller living spaces, as well as the demand for versatile and energy-efficient appliances, can help support the further growth of microwaves, especially models that can cater for several home cooking and preparation needs of Filipinos. Most of these multifunctional microwaves are also designed to be sleek looking so that they can be positioned to match kitchen interiors and provide a premium look and feel.
While Filipinos are generally uncomfortable purchasing big-ticket items online, many brands have successfully managed to alleviate anxiety surrounding expensive online purchases. For example, several players have launched flagship stores on third party marketplaces such as Lazada.
Multifunctional microwaves are positioned to attract more affluent consumers who can invest in higher-end appliances. However, it is expected that more affordable models will continue to enter the category, attracting consumers who just want the standard reheating and defrost functions and are unwilling to spend a lot of money on a microwave.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Philippines 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.
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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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