Following declining demand in recent years, microwaves—which are straightforward, convenient and inexpensive devices—is expected to enjoy growth over the forecast period. Microwaves will continue to have a fixed place in most households in Austria.
Looking ahead, budget players such as Severin Elektrogeräte GmbH, Silva Schneider Handels GmbH and Candy Hoover Austria GmbH will continue to play strong roles in the category as price-consciousness among the local population continues. Meanwhile, premium brands such as Bosch and Siemens will focus on built-in models at higher prices for discerning consumers who want all their kitchen appliances from one major brand.
After a notable stagnation post-pandemic, e-commerce regained momentum in 2024 and still has significant growth potential for sales of microwaves. The reluctance to order bulkier products like microwaves online has largely disappeared.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Austria 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 Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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