Microwaves will continue to decline over the forecast period as, despite more modern multifunctional features, such appliances are generally perceived as obsolete, and sales of premium variants will remain niche. Moreover, competition from other cooking appliances (from large ovens to small air-fryers) will continue to cannibalise microwaves sales.
Whilst still on a declining trend, built-in microwaves are expected to slump at a lower rate than anticipated compared with freestanding models. This is because consumers will continue to seek integrated solutions for their kitchens, which complement their interior design and individual needs.
We expect some developments in private label microwaves over the forecast period, as chained retailers such as Altex and Auchan continue their expansion in Romania and thus reach an even higher number of consumers, and this, in turn, will increase the potential of their private label ranges. Indeed, such retailers already have such products in their portfolios, for example as seen with the Myria (Altex Romania SRL) brand in microwaves from and Qilive (Auchan Romania SA).
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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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