Aesthetics can positively influence demand for built-in microwaves over the forecast period, as some consumers aim to streamline the overall look of their kitchen space with integrated designs. In addition, the built-in format offers a space-saving solution as it does not clutter available worktops, although the overall size of this segment will remain small compared to freestanding microwaves due to the considerable price difference.
Constant modernisation through technology will increasingly influence expectations from consumers looking to buy microwaves. Models offering newer features, such as inverter technology and stirrers, or more compact designs, are likely to be increasingly offered over the forecast period.
Many Australians are likely to continue to favour preparing and cooking meals at home to reduce overall costs heading into the forecast period. The high cost of living has reduced their frequency of visiting restaurants and other types of foodservice establishments, with buying their own groceries to prepare their own meals deemed more affordable.
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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.
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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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