COMPETITIVE LANDSCAPE
Panasonic and Samsung lead through strategic retail and value focus
The competitive landscape of microwaves in Australia is fairly concentrated, with the top two players, Panasonic Australia Pty Ltd and Samsung Electronics Australia Pty Ltd, holding significant share. In 2025, Panasonic retained its leading position with 23% retail volume share, while Samsung maintained its second position with a 16% share.
Opportunities arise from premiumisation and innovation
There was a notable product launch in 2025, with Sharp, through Tempo, introducing a built-in, flush-to-cabinet microwave drawer to the Australian market. This product, previewed at IFA, offers a 33-litre capacity, flatbed interior, and sleek black glass finish, targeting kitchen designers, renovators, and space-conscious households.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Microwaves industry in Australia 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 Australia, 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 Australia 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 Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- 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 Australia - Category analysis
KEY DATA FINDINGS
Affordability and healthy cooking drive 2025 growth
Consumers prioritise affordability and healthy cooking options
Freestanding microwaves dominate demand
Health-conscious consumers drive demand for advanced microwaves
Polarisation as consumers to prioritise affordability and premium features
Innovation in meal preparation and technology to drive growth
Panasonic and Samsung lead through strategic retail and value focus
Opportunities arise from premiumisation and innovation
Retailers leverage physical and digital presence for success
Panasonic and Sharp drive innovation with multifunctionality
Westinghouse leads premiumisation efforts
Consumer Appliances in Australia - Industry Overview
How innovation and energy efficiency shape Australian consumer appliance choices
Australians seek value, innovation and energy-efficient appliances
Air treatment products continues to make gains, driven by health and wellness concerns
Refrigeration appliances drives growth through innovation
Australians will continue to prioritise innovative appliances offering long-term value
Refrigeration appliances and air treatment products to see further growth
Australians to become increasingly discerning in their purchasing decisions
Leading brands sustain share through innovation
Strong performance by Dyson as it continues to focus on new launches
Appliances and electronics specialists leads distribution through expertise
E-commerce gains influence in product discovery and price comparison
Miele and Panasonic drive innovation with eco-friendly designs
Roborock revolutionises cleaning with automation and convenience
COUNTRY REPORTS 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.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Microwaves research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!