Although many uncertainty factors remained at the end of the review period, demand for microwaves will return, recording retail volume and value growth over the forecast years. The number of households will continue to increase in the country, with many appreciating microwaves for being straightforward, convenient and inexpensive.
Across the forecast period, multifunctional ovens with microwave functions will have an increasing influence on sales of microwaves. This will be a premium feature; however, the space-saving potential is a key selling point, eliminating the need for an additional microwave.
Despite the recent fluctuations in the share of e-commerce in microwave sales, the role of e-commerce will increase over the forecast period. Consumers are often keen to read reviews and compare price points online to get the best deals, while microwaves are relatively compact and easy to ship.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Microwaves research and analysis database.
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