Microwaves in the US

PROSPECTS

Connectivity comes to microwaves, but they still lag behind all other major appliances

After lagging behind all other major appliances, microwaves are beginning to show the capabilities consumers can expect from a device integrated with smart technology. Connected microwaves possess some of the standard features common to almost all smart appliances, such as compatibility with Amazon’s Alexa and the Google Assistant, smartphone control to start and stop cooking cycles, and alerts when food is finished.

Technology not worth the extra cost

Additionally, some view the Scan-to-Cook technology as redundant and not time-saving, citing that it takes just as many steps (if not more) to open an app and scan a barcode as it does to read the box and enter the cooking time. When taking into account the increased price tag that will accompany the advanced technology, it is not difficult to see why the category is behind other major appliances.

Prices shield microwaves from possible greater economic troubles

Unlike other major appliances, microwaves would be minimally affected by a slowdown in the housing market. As ambiguity hangs in the air about the US housing market and reports continue to indicate a slowdown in the future, most major appliances will feel the effects.

COMPETITIVE LANDSCAPE

Haier Group leads microwaves

With the 2016 acquisition of GE, Haier Group became the second largest major appliance manufacturer overnight. Within microwaves, Haier Group led in 2018 ahead of Sharp Electronics, which had been acquired by Hon-Hai a few years previously.

GE and Whirlpool offer smart microwaves

Microwaves, as a category, has been the slowest of all those covering major appliances to adopt connective technology. This looked to be changing in 2018.

Price the main differentiator

The GE smart microwave is a countertop unit that is essentially identical (down to the name: the GE Smart Countertop Microwave with Scan-to-Cook technology), with the only significant difference being the price. Whirlpool’s built-in version is approximately USD400 more than GE’s countertop unit.

Files are delivered directly into your account within a few minutes of purchase.