Although retail volume growth is set for microwaves over the forecast period, this growth will be slow across the coming years. One of the factors dampening sales is that some consumers perceive food preparations in microwaves to be unhealthier when compared to cookers.
Demand for convenience and versatility will continue to shape new product development activity in microwaves over the forecast period. More manufacturers are expected to introduce models with innovative features that can save time and effort for consumers, such as inverter technology, fast defrosting settings and smart connectivity.
Almost half of the total volume share in retail channels is expected to be held by electronics and appliances specialists, with these retailers set to gain ground over the forecast period. Sales in this channel will benefit from the rising number of outlets nationwide, a professional approach, wide product availability, and the strong promotion of its products, with regular discounts.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Hungary 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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