Penetration of microwaves in India was fairly low in 2024, with retail volume sales declining. Cooking on freestanding hobs for everyday meals, whether on induction or gas models, remains prevalent in the country. Many consumers tend to sauté food, for which a microwave is not compatible, leading to muted demand for such appliances. Additionally, growing consumer awareness of and subsequent demand for substitutes such as air fryers resulted in slowing demand for microwaves in 2024.

Despite a weak performance in 2024, microwaves in Germany has become an established appliance in many local households, reflecting an enduring practicality and adaptability to modern cooking habits. Once considered a supplementary appliance and after many years of scepticism, the microwave is now a core part of many kitchens, which consumers often rely on for quick and convenient meal preparation. A key factor driving this trend is the rise of ready meals specifically designed for microwave use.

In 2024, microwaves in Ukraine saw a further strong increase in retail volume sales. This marked the category’s ongoing recovery from the steep drop in demand in 2022 due to the war in Ukraine, although the market size remained below the 2021 level. While the penetration rate continued to rise, albeit at a much slower rate than in the early-to-mid-review period, it remained significantly below one half of households at the end of the review period.

Retail volume sales of microwaves fell in Israel in 2024. Consumer interest in energy efficiency and enhanced cooking experiences remained key during the year as Israeli consumers want to have the best cooking experience they can for their money. With the cost of living remaining high in 2024 and electricity prices going up, consumers looked for microwaves and ovens that tapped into the demand for energy saving, whilst giving the consumer a very good cooking experience at the same time.

In South Korea, microwaves are regarded as one of the most essential kitchen appliances, often prioritised as a first purchase for many households. This is especially true for single-person households, or individuals who do not cook elaborate meals frequently, where a microwave is indispensable for quick and easy meal preparation. Despite the expectation of retail volume decline for microwaves in South Korea in 2024, due to the ongoing economic downturn, microwaves has shown resilience compared

Retail volume sales of microwaves fell in 2024 for a third consecutive year due in part to the weak economy. Inflation and interest rate hikes have served to weaken household spending power. Swedes are more cautious in their purchase patterns and more price sensitive. According to the retailer NetonNet, Households chose to delay the purchase of microwaves until discount and promotional periods such as Black Friday. Trading down to lower priced brands and private label became more prevalent in 20

Sales of microwaves declined sharply in retail volume terms in 2024 continuing the pattern seen in the previous two years. This was in part due to a stabilisation of demand after the spike in sales seen during the pandemic. It was also due to the economic pressures facing many Dutch households. Inflation stabilised in 2024 and incomes rose for the first time since 2024, but this was not enough to drive growth in microwaves with most consumers still exercising caution in their discretionary spend

Microwaves in Poland experienced a mixed performance in 2024 with marginal growth in retail volume terms and robust current value growth. While unit sales recovered modestly, there was also a stronger trend towards higher-value microwaves and price increases within the category. Overall, microwave penetration remains relatively low in Polish households, standing at 37% in 2024. Growing acceptance and understanding of the safety of microwave technology is driving uptake of these appliances with m

Microwaves in Greece continued its upward trajectory in retail volume sales in 2024, albeit at a much slower rate than in 2023. Multifunctional models that combine several functions like convection and grilling in a single unit proved to be the best performers in growth terms. A new trend in premium models is the integration of added functions, such as air frying and steam cooking. The shift to multifunctional models contributed strong, if slower, retail current value in 2024. However, the bulk

Microwaves posted a weaker performance in retail volume terms over 2024, although current value growth continued to pick up in Taiwan. Higher priced microwaves integrating baking, steaming and frying functionality have received a lot more attention in 2024. Despite its higher electricity consumption, microwaves are considered kitchen essentials in Taiwan. As such, household penetration rates of microwaves remained stable in 2024. Built-in microwaves are less popular than freestanding ones, which

The average retail current unit price of microwaves in Egypt saw a further, if slower, double-digit increase in 2024. A lower, if still high, core inflation rate informed the slowdown in the average retail current unit price. The retail volume growth in microwaves in 2024 was due to the dominant freestanding format, which enjoyed greater availability in the market following the USD35 billion development deal with Abu Dhabi-based sovereign wealth fund ADQ. This deal secured sufficient foreign cur

Microwaves posted relatively healthy volume growth in Morocco over 2024, as these appliances are much cheaper than large ovens and cookers. Microwaves are considered a useful device in Moroccan households as they can quickly heat up a plate of food after returning from work. The convenience and time-saving benefits of the microwave is highly appealing to working women who have limited time to prepare a traditional meal and cook it when they get home. In 2024, retail volume growth slowed slightly

Despite a marginal drop in retail volume sales, demand for microwaves in Australia remains above pre-pandemic levels in 2024, as local consumers value the convenience that this major appliance offers, particularly in terms of multifunctionality. Microwaves that offer roasting, baking and cooking combined with the traditional microwave function can help expedite the process and are appreciated by busy consumers. Time-saving solutions have become a strong opportunity for brands to leverage their m

Retail volume sales of microwaves are set to see a slight decline in Hungary in 2024. The microwaves category has been affected less by the high rates of inflation seen towards the end of the review period than other major appliances. The significantly lower prices of microwaves compared with other major appliances are the main reason for the category’s relatively resilient performance. In addition, consumers have returned to busy, time-poor lifestyles. As a result, they look for convenient appl

Microwaves already enjoy high household penetration in Portugal, which continued to dampen retail volume growth over 2024. Many consumers invested in these appliances during the COVID-19 years pandemic, thus slowing the replacement cycle in subsequent years. Current value growth remained solid due to premiumisation, with an increasingly fragmented landscape bringing more competitively priced premium brands into the Portuguese market.

Retail volume sales of microwaves are set to decline significantly in Norway in 2024. Cost of living pressures have placed strains on household finances, as consumers have suffered from high rates of inflation and higher for longer interest rates. With lower levels of disposable income, consumers have displayed greater caution and price sensitivity in their purchasing patterns. Another factor that has served as an impediment to volume growth in microwaves in 2024 is that retail volumes grew sign

The demand for microwaves in Hong Kong continues to rise in 2024. Post-pandemic, greater mobility outside of the home and the increasing need for convenience supports the rising demand, with the penetration rate of microwaves within local households gaining six percentage points during the year compared to 2023.

Many Romanian consumers are focused on the need for efficiency when purchasing consumer appliances like microwaves. However, price remains an important factor, as Romanians’ living standards have declined in recent years. Most consumers seek the best price/quality ratio and will often delay their purchasing decision and wait until their favourite product goes on sale. With prices rising, buy now, pay later credit solutions have become more common when buying microwaves.

The positive, if moderate-to-slow, retail volume growth performance of microwaves in Vietnam in the review period ended in 2024, with a moderate decline. In previous years of the review period the demand in the category was buoyed by players offering more affordable and value for money models, thereby providing more choice for lower-income households. In addition to the economic factor, microwaves gained traction among young, busy professionals living in small apartments, who did not have space

The limited living space in many Singaporean homes plays a significant role in the popularity of microwaves. Apartment living is the norm, and kitchens are typically compact. The small footprint of microwaves makes these appliances an ideal choice for those who cannot afford to sacrifice precious counter space. The versatility of microwaves in reheating and cooking a wide range of dishes also further maximises the efficiency of these appliances. With urban living spaces becoming more compact, th

Rapid urbanisation and the increasingly hectic lifestyles of urban households in Indonesia are significant factors expected to drive retail volume growth for microwaves in 2024. Modern families, particularly those residing in large cities, are experiencing a greater need for convenient cooking solutions. With the rising consumption of frozen and pre-prepared foods, the need for appliances that can quickly and efficiently defrost, cook, and reheat meals has become more pronounced.

Microwaves in the US is expected to see a marginal retail volume decline in 2024, after already having seen falling sales the previous two years. However, it should be noted that these negative performances came as a normalisation trend after the pandemic drove an exceptional boost to sales in 2020 and 2021, when consumers spent more time at home and prepared more of their own meals. Volume sales in 2024 are therefore still expected to remain above the pre-pandemic (2019) level. Also hampering g

Demand for microwaves in the United Arab Emirates continues to slowly rise, with the dominant freestanding format exhibiting the most robust retail volume growth in 2024. This sustained growth reflects the widespread appeal of freestanding microwaves due to their affordability, ease of use, and flexibility, making them a popular choice among a broad consumer base. The consistent increase in demand can be attributed to their convenience and suitability for a range of household sizes, particularly

Despite witnessing steady volume growth, microwaves in Nigeria remain at a nascent stage with relatively low penetration. Microwaves are deemed convenient appliances with consumers using them for heating prepared food or leftovers. These appliances can help to save on energy costs and have gained popularity due to the scarcity and higher price of cooking gas. In combination, these factors supported volume sales of microwaves in 2024, after a period of decline when soaring prices and low purchasi