COMPETITIVE LANDSCAPE
Sharp maintains its lead, although the competition intensifies
Microwaves demonstrates high concentration in Vietnam, with the top three manufacturers together accounting for a 75% retail volume share in 2025. Sharp Electronics (Vietnam) Co Ltd commanded the category leadership at 44% in 2025, followed by Electrolux Vietnam Ltd at 23% and Panasonic Vietnam Co Ltd at 8%.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves industry in Vietnam 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 Vietnam, 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 Vietnam 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 Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- 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 Vietnam - Category analysis
KEY DATA FINDINGS
Microwaves benefits from increased consumer demand for convenience
Busy lifestyles drive demand, with premium products increasingly favoured
Demand for sustainable microwaves is increasing
Compact and multifunctional products are favoured in urban areas
Multifunctional, aesthetic microwaves will become more accessible as demand rises
Mandatory labelling for microwaves will intensify the competition
Retail e-commerce will support expansion for niche brands targeting young consumers
Sharp maintains its lead, although the competition intensifies
Offline retail channels remain dominant despite e-commerce growth
Consumer Appliances in Vietnam - Industry Overview
Consumer appliances benefits from rising urbanisation and higher disposable incomes
Rising incomes and urbanisation drive growth for consumer appliances
Smart and AI-powered technologies transform appliance functionality
Demand for energy efficiency boosts sales of sustainable consumer appliances
Influencer marketing and social media drive growth for consumer appliances
Rising incomes and urbanisation set to fuel growth in consumer appliances
Appliances and electronics specialists to maintain lead despite rise in e-commerce
Convenience, wellness and sustainability to shape future demand for smart appliances
Panasonic and Philips lead, but local and other international players impact share dynamics
Appliances and electronics specialists dominates offline sales with a wide product range
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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