A microwave is considered an essential appliance in many households in Japan. However, while overall demand remains stable, household finances can influence the price point consumers are willing to pay. According to the Ministry of Health, Labour and Welfare, real wages at Japanese businesses with five or more employees declined by 1% in 2022, 2.5% in 2023, and 0.3% in 2024. Inflation and the weakening yen have continued, but wage increases have not kept pace. As a result, many households are st

Microwaves in Turkey exhibited modest growth in 2025, with a total retail volume of 252,000 units. Demand was driven by the increasing median disposable income per household, enabling some consumers to spend more on premium appliances, despite the ongoing impact of inflation for much of the population. The category is expected to continue growing over the next five years, driven by improving economic conditions and increasing household numbers, particularly in urban areas. To succeed, brands sho

In 2025, microwaves in Singapore experienced moderate growth, driven by busy urban lifestyles and the prevalence of dual-income households. Despite a decline in median disposable income per household, demand for microwaves remained relatively stable due to their essential nature in households. Sales are expected to continue growing, driven by demand for compact and multifunctional designs, smart features, and sustainability. Freestanding microwaves dominate due to consumer preferences for flexib

Microwaves in Canada was characterised by a decline in performance in 2025, driven by economic uncertainty and the presence of comparable cooking implements. Despite a rise in the median disposable income per household, local consumers remained cautious about spending on non-essential items. The category is heavily penetrated, with 90% of local households possessing a microwave, with sales largely driven by the replacement of old units. Freestanding microwaves dominate the category due to consum

Microwaves in Saudi Arabia demonstrated robust retail volume growth of 5% in 2025, driven by rising urbanisation, smaller household sizes, and increasing demand for compact, multifunctional appliances with advanced features. The growing median disposable income per household and the increasing urban population contributed to growth. Growth is anticipated to continue in the forecast period, with a retail volume CAGR of 2%. To succeed in microwaves, brands are expected to focus on innovation, loca

Microwaves in the UK exhibited a mixed performance in 2025. Retail volumes of freestanding microwaves declined due to high saturation, yet built-in microwaves saw a slight increase, driven by premium features and a recovering housing market. In addition, the median disposable income per household in the UK rose slightly, indicating steady growth in consumer purchasing power, which supported demand for premium products. Despite a negative consumer confidence index of -0.7, a trend towards smart a

Microwaves in Mexico demonstrated a stable performance in 2025, reaching a retail volume of 2.4 million units, representing marginal growth compared to the previous year. This indicated stabilisation after significant expansions in previous years. When purchasing, consumers were looking for practicality, energy efficiency, a reasonable price, and multifunctionality. Sales are expected to continue growing, driven by consumer demand for multifunctionality and energy efficiency, with retail sales f

Microwaves in China experienced a nuanced performance in 2025. While volume sales fell, diversifying consumer needs and technological advancements along with the rising median disposable income per household supported demand for higher-end models with advanced features. Freestanding microwaves dominated and saw the best performance, due to their flexibility and ease of installation. Retail e-commerce remained the dominant retail channel, driven by competitive pricing and government subsidies. Th

Microwaves in Brazil demonstrated resilience in 2025, with marginal growth in retail volume sales to reach 3.6 million units, despite a slight decline in retail value sales. This performance is attributed to increased competition, driven by Asian brands such as Midea, and strategic responses from local and global players. Sales of microwaves are expected to grow moving forward, driven by affordability, innovative product designs, and the expanding urban population. Manufacturers are likely to fo

Microwaves in Australia demonstrated a rise in demand in 2025, driven by consumers' focus on affordability and healthy cooking options. Despite negative consumer sentiment, retail volume sales grew by 1%, while retail value sales increased by 3%, indicating a willingness to pay more for advanced features. Freestanding microwaves dominated sales, but the built-in format recorded a higher growth rate. The category is expected to continue growing at a 1% retail volume CAGR over the forecast period,

The US microwaves market experienced a decline in volume sales in 2025, with 16.2 million units sold, representing a -0.2% decline, while value sales saw 3% growth, reaching USD7.1 billion. A challenging macroeconomic environment, intense competition and high penetration of microwaves in US households, standing at 96%, contributed to the negative volume dynamics. However, the market remains attractive due to growing demand for multifunctional appliances and demand for high-end, feature-rich prem

Penetration of microwaves in India was fairly low in 2024, with retail volume sales declining. Cooking on freestanding hobs for everyday meals, whether on induction or gas models, remains prevalent in the country. Many consumers tend to sauté food, for which a microwave is not compatible, leading to muted demand for such appliances. Additionally, growing consumer awareness of and subsequent demand for substitutes such as air fryers resulted in slowing demand for microwaves in 2024.

Despite a weak performance in 2024, microwaves in Germany has become an established appliance in many local households, reflecting an enduring practicality and adaptability to modern cooking habits. Once considered a supplementary appliance and after many years of scepticism, the microwave is now a core part of many kitchens, which consumers often rely on for quick and convenient meal preparation. A key factor driving this trend is the rise of ready meals specifically designed for microwave use.

In 2024, microwaves in Ukraine saw a further strong increase in retail volume sales. This marked the category’s ongoing recovery from the steep drop in demand in 2022 due to the war in Ukraine, although the market size remained below the 2021 level. While the penetration rate continued to rise, albeit at a much slower rate than in the early-to-mid-review period, it remained significantly below one half of households at the end of the review period.

Retail volume sales of microwaves fell in Israel in 2024. Consumer interest in energy efficiency and enhanced cooking experiences remained key during the year as Israeli consumers want to have the best cooking experience they can for their money. With the cost of living remaining high in 2024 and electricity prices going up, consumers looked for microwaves and ovens that tapped into the demand for energy saving, whilst giving the consumer a very good cooking experience at the same time.

In South Korea, microwaves are regarded as one of the most essential kitchen appliances, often prioritised as a first purchase for many households. This is especially true for single-person households, or individuals who do not cook elaborate meals frequently, where a microwave is indispensable for quick and easy meal preparation. Despite the expectation of retail volume decline for microwaves in South Korea in 2024, due to the ongoing economic downturn, microwaves has shown resilience compared

Retail volume sales of microwaves fell in 2024 for a third consecutive year due in part to the weak economy. Inflation and interest rate hikes have served to weaken household spending power. Swedes are more cautious in their purchase patterns and more price sensitive. According to the retailer NetonNet, Households chose to delay the purchase of microwaves until discount and promotional periods such as Black Friday. Trading down to lower priced brands and private label became more prevalent in 20

Sales of microwaves declined sharply in retail volume terms in 2024 continuing the pattern seen in the previous two years. This was in part due to a stabilisation of demand after the spike in sales seen during the pandemic. It was also due to the economic pressures facing many Dutch households. Inflation stabilised in 2024 and incomes rose for the first time since 2024, but this was not enough to drive growth in microwaves with most consumers still exercising caution in their discretionary spend

Microwaves in Poland experienced a mixed performance in 2024 with marginal growth in retail volume terms and robust current value growth. While unit sales recovered modestly, there was also a stronger trend towards higher-value microwaves and price increases within the category. Overall, microwave penetration remains relatively low in Polish households, standing at 37% in 2024. Growing acceptance and understanding of the safety of microwave technology is driving uptake of these appliances with m

Microwaves in Greece continued its upward trajectory in retail volume sales in 2024, albeit at a much slower rate than in 2023. Multifunctional models that combine several functions like convection and grilling in a single unit proved to be the best performers in growth terms. A new trend in premium models is the integration of added functions, such as air frying and steam cooking. The shift to multifunctional models contributed strong, if slower, retail current value in 2024. However, the bulk

Microwaves posted a weaker performance in retail volume terms over 2024, although current value growth continued to pick up in Taiwan. Higher priced microwaves integrating baking, steaming and frying functionality have received a lot more attention in 2024. Despite its higher electricity consumption, microwaves are considered kitchen essentials in Taiwan. As such, household penetration rates of microwaves remained stable in 2024. Built-in microwaves are less popular than freestanding ones, which

The average retail current unit price of microwaves in Egypt saw a further, if slower, double-digit increase in 2024. A lower, if still high, core inflation rate informed the slowdown in the average retail current unit price. The retail volume growth in microwaves in 2024 was due to the dominant freestanding format, which enjoyed greater availability in the market following the USD35 billion development deal with Abu Dhabi-based sovereign wealth fund ADQ. This deal secured sufficient foreign cur

Microwaves posted relatively healthy volume growth in Morocco over 2024, as these appliances are much cheaper than large ovens and cookers. Microwaves are considered a useful device in Moroccan households as they can quickly heat up a plate of food after returning from work. The convenience and time-saving benefits of the microwave is highly appealing to working women who have limited time to prepare a traditional meal and cook it when they get home. In 2024, retail volume growth slowed slightly

Retail volume sales of microwaves are set to see a slight decline in Hungary in 2024. The microwaves category has been affected less by the high rates of inflation seen towards the end of the review period than other major appliances. The significantly lower prices of microwaves compared with other major appliances are the main reason for the category’s relatively resilient performance. In addition, consumers have returned to busy, time-poor lifestyles. As a result, they look for convenient appl