PROSPECTS AND OPPORTUNITIES
Flat growth for microwaves to continue over the forecast period
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.
Multifunctionality remains important but competing products limit category’s potential to market its benefits
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.
Players likely to struggle to attract consumers with premium products
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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Overview:
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.
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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in United Kingdom?
- How are products distributed in United Kingdom?
- 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 the United Kingdom - Category analysis
KEY DATA FINDINGS
Stagnation for microwaves due to high penetration and competition from air fryers
Top four brands remain unchanged in 2024 but the remaining share is more fragmented
Retail e-commerce dominates distribution of microwaves in the UK
Flat growth for microwaves to continue over the forecast period
Multifunctionality remains important but competing products limit category’s potential to market its benefits
Players likely to struggle to attract consumers with premium products
Consumer Appliances in the United Kingdom - Industry Overview
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
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.
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This report originates from Passport, our Microwaves research and analysis database.
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