PROSPECTS AND OPPORTUNITIES
Rebound expected in 2025 but competition from electric mini ovens will intensify
As economic conditions improve and confidence and purchasing power among Argentinians gradually recover, microwaves is expected to see volume sales rebound strongly in 2025. Growth is anticipated to slow in 2026 as consumption patterns normalise, but should remain reasonably robust.
Microwaves set to lose further ground to air fryers
The increasing popularity of air fryers in Argentina will further depress volume sales of microwaves over the forecast period. Demand for these appliances has recently exploded due to growing appreciation for the fact that they can be used to prepare full meals with all kinds of ingredients quickly and with minimal effort, in addition to having the capacity to reheat and defrost food.
Health concerns will remain a significant challenge
While microwaves have long been valued for their convenience and affordability in Argentina, many people are reluctant to use them due to the erroneous belief they are harmful to health. There is no scientific evidence for this misconception, which is based on the fact that they employ electromagnetic radiation to heat food.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Microwaves in Argentina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Microwaves in Argentina?
- Which are the leading brands in Argentina?
- How are products distributed in Argentina?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Microwaves in Argentina - Category analysis
KEY DATA FINDINGS
Growing threat from alternative appliances compounds impact of economic crisis
Most microwaves sold in Argentina are manufactured domestically
Local players BGH and New San retain the lion’s share of sales
Rebound expected in 2025 but competition from electric mini ovens will intensify
Microwaves set to lose further ground to air fryers
Health concerns will remain a significant challenge
Consumer Appliances in Argentina - Industry Overview
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
The following categories and subcategories are included:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
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.
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This report originates from Passport, our Microwaves research and analysis database.
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