Despite the fact that new technologies and added functions are always appearing in microwaves, plus the rural consumer audience is still to be further explored, the category is expected to see only moderate growth. This is partly due to the already-high penetration rates in large cities.
Unlike the omnichannel strategies which are the most desirable for large cooking appliances, microwaves sell very well via e-commerce channels. Moreso, it is becoming a common theme for microwaves to be offered with deep discounts, such as up to 50%, on exclusive online purchases.
Without the need for meticulous in-person review, consumers tend to find it easier to buy microwaves online. Therefore, online shopping is expected to continue to benefit from deep discount programmes and remain an important retail channel for microwaves over the forecast period.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Vietnam 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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