COMPETITIVE LANDSCAPE
Haier Group and Sharp Electronics maintain lead through diverse offerings
The microwaves landscape in the US remains concentrated, with the top five manufacturers holding a 71% combined retail volume share. In 2025, Haier Group led the category with a 20% share, followed closely by Sharp Electronics Corp with 16%, LG Electronics USA with 15%, Whirlpool Corp with 11%, and Panasonic Corp of North America with 9%.
Segmented consumer offerings support leading companies’ positions
The top players maintained their lead due to their diverse brand offerings and ability to cater to different consumer preferences. Haier Group's competitive pricing and multifunctional models, such as GE's countertop convection microwave oven with air fry capabilities, appeal to budget-conscious consumers.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Microwaves industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- 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 US - Category analysis
KEY DATA FINDINGS
Despite volume decline, value growth is driven by premiumisation and multifunctionality
Segmented consumer focus driven by budget-conscious consumers
Premiumisation offers advanced features and technology
Manufacturers emphasise efficiency to reduce running costs
Smart microwave formats growing in appeal amongst US consumers
Trade policy changes and supply chain disruptions pose major threats
Haier Group and Sharp Electronics maintain lead through diverse offerings
Segmented consumer offerings support leading companies’ positions
Retail e-commerce leads distribution due to convenience and competitive pricing
Panasonic drives multifunctionality with innovative microwave designs
Consumer Appliances in the US - Industry Overview
Economic pressures reshape consumer appliances in the US
Tariffs and consumer behaviour shape market dynamics
Economic pressures drive product segmentation
Continued demand for refrigeration appliances despite decline
Economic pressures and rising price sensitivity will reshape purchasing patterns
Consumers replace rather than repair appliances as durability declines
Rising energy efficiency drives stronger competition between heat pumps and air conditioners
Leading brands maintain positions through diversified portfolios
Emerging players and innovation drive market dynamics
E-commerce gains share as consumers prioritise convenience
Specialists appreciated for in-store advice
Small appliances thrive in e-commerce with diverse offerings
Multifunctionality and compact design drive innovation
Health and wellness focus influences 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!