Microwaves will continue to decline over the forecast period, due to the overarching negative trends and the fact the category is already mature, thus has little space to growth. Competition will also become stronger from other appliances (eg air-fryers), and health trends will continue to inspire consumers to eat fresh food and cook healthy meals, thus further reducing any requirement for microwaves.
Another factor suppressing sales in microwaves is the lack of innovation in the category. Microwaves is not an appealing investment area for players, due to low overall demand, thus we expect few new developments and low levels of promotional activity.
In line with the sluggish demand and low levels of activity, retailers are affording less shelf space to microwaves in their stores. Even large retailers, such as Dienmayxanh, are removing microwaves from their shelves in order to display other items.
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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.
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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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