COMPETITIVE LANDSCAPE
Leading brands maintain dominance through innovation
Microwaves in Mexico has a concentrated competitive landscape, with the top brands holding significant shares. In 2025, the leading five brands were LG, Daewoo, Mabe, Whirlpool, and Samsung, which together accounted for 80% of retail volume sales.
Stable competitive landscape with opportunities for innovation
There were no significant mergers or acquisitions in 2025, and none are anticipated in 2026. This suggests a continued stable competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Mexico?
- How are products distributed in Mexico?
- 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 Mexico - Category analysis
KEY DATA FINDINGS
Growth stabilises, with consumers looking for energy efficiency and practicality
Volume growth continues, but stabilises after a period of strong growth
Freestanding microwaves dominates due to accessibility and flexibility
Inverter technology drives growth, with an important new model from Panasonic
Consumers likely to demand multifunctional and energy-efficient microwaves
Freestanding microwaves will remain dominant, and smart microwaves to be more popular
Omnichannel strategies expected to shape future growth
Leading brands maintain dominance through innovation
Stable competitive landscape with opportunities for innovation
Department stores leads distribution due to personalised service
Retail e-commerce grows as a key sales channel
Omnichannel strategies set to drive growth in the future
Smart connectivity and AI enhance cooking experiences
Multifunctionality simplifies cooking and saves money for Mexican households
Consumer Appliances in Mexico - Industry Overview
Rising incomes drive premiumisation and smart tech adoption in consumer appliances
Flat volume growth, although value growth is driven by premiumisation in many categories
Premiumisation and sustainability shape the consumer appliances landscape
Rising incomes and premiumisation will contribute to a return to growth
Growing environmental awareness set to impact sales, especially in air conditioners
Retail e-commerce expected to gain traction due to its convenience
Leading players maintain dominance through customer loyalty and innovation
Stable leadership, but opportunities for niche players
General merchandise stores and hypermarkets lead distribution
Retail e-commerce gains traction with convenience and competitive pricing
LG drives energy efficiency with intelligent air conditioning solutions
Premium positioning for SharkNinja, with quality, design, and technology
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.
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