COMPETITIVE LANDSCAPE
Panasonic and Sharp maintain their lead with wide availability
Microwaves in the UK is concentrated, with the top two brands, Panasonic and Sharp, holding a significant combined share of 37%. In 2025, Panasonic's share was 19%, while Sharp held 18%.
New entrants and steady income growth present business opportunities
The steady growth in the median disposable income per household in the UK, which was around GBP50,000 in 2025, is expected to continue. This growth in consumer purchasing power presents opportunities for businesses to innovate and expand their product offerings.
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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
Microwaves navigates mixed fortunes in 2025
Built-in microwaves drives growth as consumers look for premium features
Smart and AI-powered microwaves drive premiumisation and innovation
Growth likely to be driven by rising incomes and multifunctionality
Freestanding microwaves will remain dominant, but built-in anticipated to gain traction
AI and personalisation anticipated to redefine microwaves
Panasonic and Sharp maintain their lead with wide availability
New entrants and steady income growth present business opportunities
Dominance of retail e-commerce continues
Growth is seen for builder merchants, while some offline channels remain significant
Customisation drives sales of microwaves
Players in microwaves embrace multifunctionality to compete
Consumer Appliances in the United Kingdom - Industry Overview
Consumer appliances shows resilience, driven by smart tech and multifunctionality
Smart and AI-powered appliances drive value growth
Home laundry appliances performs well as demand for connected appliances grows
Multifunctionality continues to shape consumer appliances
Growth will be driven by energy-efficient and multifunctional products
Heat pumps set to see the highest growth due to government support and rising awareness
Smart and AI-powered appliances anticipated to drive value growth
Procter & Gamble maintains its lead with a diverse portfolio
Hisense gains traction with smart marketing and product launches
Retail e-commerce dominates both major and small appliances
Offline retailers still have a role to play
Sustainability and energy efficiency fuel product development
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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