Models that offer a wide variety of features, including air frying, were subject to very limited availability and carry high retail selling prices. Thus, their market share was very low at the end of the review period.
Although the category is evolving, with trends focused on compact designs, multifunctional and versatile models, health-conscious features and energy-efficiency, the competition with air fryers is set to be fierce. Given the surge in the demand towards the end of the review period, retail volume growth is expected to slow down in air fryers.
Retail value (constant 2024 prices) sales are projected to grow faster than retail volume sales in microwaves over the forecast period, as the penetration of entry-level economy microwaves is in decline. Entry-level microwaves are expected to continue to be substituted by air fryers.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Greece 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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