The microwaves category is expected to see very slow growth over the forecast period, mainly driven by economic improvement and consumers being attracted to more functionalities. The strong health and wellness trend presents a potential challenge to the development of microwaves, as consumers display growing interest in preparing healthy meals.
Almost half of the total volume sales of retail channels are expected to be generated 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 products, with regular discounts.
Space saving will become an increasingly important factor in consumers’ purchasing decisions when choosing microwaves in the forecast period. With the typical modern urban kitchen offering limited countertop and storage space, compact and smaller products will grow in popularity.
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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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