With a penetration rate of over 130% in the UK, local consumers consider microwaves essential, which will help sustain stable sales over the forecast period. However, the high penetration rate also leaves limited space for any significant growth.
The multifunctionality of microwaves will continue to be one of the main selling points over the forecast period, a trend that has been present in the industry for a while. As consumers need to rationalise space in their kitchens, they often choose appliances that can perform multiple tasks.
While prices of microwaves in the UK have been increasing due to wider industry and macroeconomic factors, such as high inflation and higher production costs for manufacturers, including costs of raw materials and components, there is less premiumisation in the category compared to some major appliances, such as ovens or built-in hobs. Therefore, the average unit price (at constant 2024 prices) is not expected to strongly rise over the forecast period, with only a marginal increase.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in United Kingdom 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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