In Brazil, freestanding microwaves dominate demand, as built-in microwaves have much higher average prices. Producers of consumer appliances are increasing their portfolios with built-in options, and are offered by Oster, Electrolux, Panasonic, Mueller, Fisher, Philco, Midea and Whirlpool.
The penetration of microwaves in Brazil has been steadily falling to sit below half of local households. In economically-disadvantaged areas, such as in the north and northeast of the country, microwaves are considered a premium purchase.
In Brazil, instalment payments play a significant role in consumer spending, including in pharmacies, supermarkets, hypermarkets, home products specialists, and appliances and electronics specialists. Appliances such as ovens, microwaves, cookers and built-in hobs can have prohibitive prices for many local consumers, who then turn to payment by instalment to facilitate the purchase.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Brazil 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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