North America Microwave Oven Market Outlook, 2028

The North America microwave oven market is a dynamic and highly competitive industry that plays a pivotal role in the modern kitchen landscape. As one of the most ubiquitous kitchen appliances, microwave ovens have evolved over the decades from simple reheating devices to versatile cooking tools that can handle a wide range of culinary tasks. North America, comprising the United States and Canada primarily, represents a significant portion of the global microwave oven market. The region's consumers have a strong affinity for convenience, speed, and efficiency in their daily cooking routines, making microwave ovens an indispensable part of their households. Moreover, with technological advancements driving innovation in the industry, the North American microwave oven market continues to witness exciting developments, such as smart ovens, healthier cooking options, and energy-efficient models, to cater to the evolving needs and preferences of consumers. The market is being driven by increasing transactions as a result of the increase in restaurants, new development, and home renovations across North America. Microwave ovens are becoming more prevalent in every home, bakery, workplace, and restaurant because to rising technical improvements, such as smart networking and reduced energy usage. The use of microwave ovens for baking and cooking in homes and businesses has raised demand for them, which has boosted the North American microwave oven industry. Additionally, throughout the study period, a significant number of foreign franchises were able to penetrate the markets of the United States and Canada thanks to the modernization and contemporary kitchens at homes and places of business. Similar to this, the region is seeing a rise in the number of homes, which is causing the number of contemporary, smart, built-in, technologically sophisticated, and extremely efficient microwave ovens to increase at a rapid rate.

According to the research report, “North America Microwave Oven Market Outlook, 2028,” published by Bonafide Research, the North America Microwave Oven market was valued at over USD 3.50 Billion in 2022. Microwave ovens are a staple in North American kitchens due to their convenience and time-saving capabilities. Consumers in the region lead busy lives and appreciate the ability to quickly reheat leftovers, defrost food, or prepare simple meals. This strong demand for microwave ovens drives market growth. Ongoing advancements in microwave oven technology have led to the development of smart microwaves. These appliances can be controlled via smartphone apps, offer pre-programmed cooking modes, and even have voice recognition features. Such innovations attract tech-savvy consumers, further boosting sales. As microwave ovens have a finite lifespan, many consumers replace their older models with newer, more advanced ones. Additionally, those looking to upgrade their kitchens often opt for high-end microwave ovens with enhanced features. The burgeoning working-class population and rising disposable income are anticipated to drive market demand. To meet the expanding customer demand, major industry participants must offer fresh and inventive items. To improve their use, microwave ovens come with features like auto-programming and an intuitive control panel. Remote-controlled smart kitchen equipment is likewise highly sought-after on the market. Companies are anticipated to provide novel products that use less energy in order to meet the rising demand for energy-efficient microwave ovens.

According to the report the major country covered in this report includes USA, Canada and Mexico, In North America the USA is leading market, the household microwave oven market is expanding as consumers' propensity to spend money on kitchen appliances increases. Consumer interest in connected smart appliances has increased due to the rise of smart homes in the United States, particularly in major urban areas like New York and Chicago. Customers are choosing smart products like smart microwaves that can be accessed remotely and connected to their smartphones. Americans choose wireless and technologically advanced items because of the ease they provide, and the development in network infrastructure across the country has led to higher broadband and internet adoption. Over the projection period, smart microwave oven use will expand due to the rising trend of home automation in the United States. The American microwave oven market is fiercely competitive and highly fragmented across the nation, offering a large number of fiercely competitive players who currently dominate the market. These players are gaining market share more forcefully through mergers and acquisitions as well as the introduction of new innovations that include highly effective features and AI. Due to the presence of both foreign and domestic firms operating across the nation, including Whirlpool, Bosch Global, Electrolux, Samsung, and many more, this market is quite competitive. With vendors developing novel items to match shifting consumer wants and expand their clientele, competition in the industry is predicted to heat up.

Based on the types of the oven includes the Convection, Grill and solo, among them the Grill will grow at the highest cagr rate by 2028, North America boasts a diverse culinary landscape, with a wide range of cuisines and cooking styles. Grill-type microwave ovens cater to this diversity by offering the ability to grill and brown food, allowing consumers to prepare dishes that require grilling, roasting, and browning. North America has a strong barbecue culture, with grilling being a popular cooking method for outdoor gatherings and family events. Grill-type microwave ovens provide an indoor grilling option, allowing consumers to enjoy barbecue-style flavors year-round, regardless of weather conditions. Grill-type microwave ovens offer versatility in cooking methods. They can grill, roast, and bake in addition to standard microwave functions. This versatility appeals to consumers looking for all-in-one cooking appliances. Health and wellness trends are on the rise in North America. Grill-type microwave ovens allow consumers to prepare grilled dishes with less oil and fat compared to traditional outdoor grilling, aligning with the demand for healthier cooking options.

In terms of the end user types includes the household and commercial, among them the household have highest market share, North America is characterized by busy lifestyles, where convenience plays a significant role. Household microwave ovens offer quick and efficient solutions for reheating, cooking, and defrosting food, making them essential appliances for households looking to save time in meal preparation. Household microwave ovens are versatile appliances that can handle a wide range of cooking tasks, from reheating leftovers to cooking vegetables, defrosting food, and even baking. This versatility appeals to households with diverse cooking needs and preferences. Many North American households, particularly in urban areas, have compact kitchen spaces. Household microwave ovens are compact and space-efficient, making them a practical choice for kitchens with limited square footage. Health and wellness trends are on the rise in North America. Household microwave ovens provide a convenient way to prepare nutritious meals with features like steam cooking and healthy cooking programs, aligning with the demand for healthier cooking options.



Structure is segmented into built-in and counter top; among them, the built-in will grow with the highest market share. North America has witnessed a trend towards modern and sleek kitchen designs. Built-in microwave ovens seamlessly integrate into these contemporary designs, offering a streamlined and sophisticated look. This aesthetic appeal aligns with the preferences of consumers who seek to create stylish and visually pleasing kitchens. Many North American households have kitchens with limited countertop space. Built-in microwave ovens are designed to maximise space utilisation by integrating them into cabinetry or wall units. This space-saving design allows consumers to maintain a clutter-free and functional kitchen. Built-in microwave ovens provide consumers with the opportunity to customise their kitchen layouts. These appliances can be tailored to fit specific dimensions and design preferences, allowing for seamless integration into kitchen cabinets and wall units.

Based on the distribution channel, which includes online and offline, among the offline, as the distribution channel is the leading market, many consumers in North America still prefer the traditional in-person shopping experience. They value the ability to physically interact with products, examine their quality, and receive immediate assistance from sales representatives. Established brick-and-mortar retailers in North America have built a reputation for reliability and authenticity. Consumers often trust these physical stores for genuine products, warranties, and after-sales support. Offline stores provide consumers with the opportunity to receive product demonstrations, ask questions, and seek expert guidance from sales representatives. This hands-on interaction allows consumers to make more informed decisions when purchasing appliances like microwave ovens. Brick-and-mortar retailers often have a deep understanding of local market preferences and trends. They can tailor their product offerings to cater to specific regional demands and culinary traditions.

North America Microwave Oven Market News

• In 2021, Whirlpool Corporation enhanced its voice-command capabilities as a launch collaborator for Google Assistant voice notifications, a new functionality available through Google’s intelligent personal assistant software. Unlike traditional voice-command features that require direct questions, these voice notifications will proactively alert appliance users with updates.

• In 2020, White-Westinghouse International, a division of Electrolux Home Products Inc. and one of the leading consumer appliance companies, collaborated with Superplastronics Pvt. Ltd (SPPL) to enter the Indian market with the launch of its washing machines range of 7 kg, 6 kg, and 9 kg washing machine category on Amazon.

Companies Covered in this report:

Robert Bosch GmbH, Panasonic Holdings Corporation, Koninklijke Philips N.V, Whirlpool Corporation, Electrolux AB, LG Corporation, Miele & Cie. KG, Haier Group Corporation, Arçelik A.?., Samsung Electronics, Sub-Zero Group Inc. , Gorenje, Smeg Group S.p.A, Breville Group Ltd, Groupe SEB, Hamilton Beach Brands Holding Company and Spectrum Brands Holdings Inc.

Considered in this report

• Geography: North America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• North America Microwave Oven market Outlook with its value and forecast along with its segments
• Country-wise Microwave Oven market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Country covered in the report:

• United States of America
• Canada
• Mexico

By Type:

• Convection
• Grill
• Solo

By end user:

• Household
• Commercial

By structure:

• Built-in
• Counter top

By Distribution:

• Offline
• Online

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organisations related to the Microwave Oven industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.