Europe Microwave Oven Market Outlook, 2028

Microwave ovens were first introduced in the United States in the 1940s and became popular household appliances during the mid-20th century. In Europe, their adoption was somewhat delayed, with microwave ovens gaining prominence in the 1970s and 1980s. European cuisine is known for its emphasis on fresh ingredients and traditional cooking methods. As a result, microwave ovens initially faced resistance in Europe, as they were perceived as a threat to the integrity of traditional recipes. However, over time, Europeans have found ways to incorporate microwaves into their cooking routines while preserving culinary traditions. Microwave ovens have gained popularity in Europe for their convenience and time-saving benefits. In fast-paced urban environments, where people often have busy lifestyles, microwave ovens are valued for their ability to quickly reheat leftovers or prepare ready-made meals. In many European countries, especially in urban apartments and smaller living spaces, kitchen size can be limited. Microwave ovens are appreciated for their compact size, making them a practical choice for those with limited kitchen space. Europeans are generally health-conscious, and some people express concerns about potential health risks associated with microwave ovens. However, scientific consensus and regulatory standards have generally deemed microwave ovens safe for use when used according to manufacturers' instructions. Microwave ovens have significantly contributed to the popularity of frozen and convenience foods in Europe. Ready-made meals, frozen pizzas, and microwaveable snacks are widely consumed, especially among busy professionals and students. The new energy label criteria for the EU went into effect in March 2021. The present classifications of "A+," "A++," and "A+++" will be replaced by a new scale of writing from A to G, with "A" being the most environmentally friendly. As of this point, all white goods sold in EU countries must have an updated sticker conveying their energy rating. To get their models to the target level, manufacturers may have to make considerable changes. Samsung Electronics introduced the Eco-mode function in microwaves and other appliances in October 2020. By switching the microwave oven to eco-mode while not in use, this feature aids in energy conservation. As a result, less electricity is used.

According to the research report, “Europe Microwave Oven Market Outlook, 2028” published by Bonafide Research, the market is anticipated to add more than USD 890 Million from 2023 to 2028. The integration of microwave ovens into smart home ecosystems has gained traction. Many modern microwave ovens come equipped with smart features, including Wi-Fi connectivity and compatibility with virtual assistants like Amazon Alexa and Google Assistant. These features allow users to control and monitor their ovens remotely. Due to limited kitchen space in many European homes, there's a demand for compact microwave ovens. Manufacturers have introduced smaller models that fit well in smaller kitchens or apartments. Some microwave ovens now feature advanced controls, including voice commands and touchscreen interfaces. These innovations enhance user convenience and create a more intuitive cooking experience. To cater to health-conscious consumers, some microwave ovens come with cooking apps and recipes that focus on nutritious meals. These apps often provide guidance on portion control and healthier cooking techniques. Microwave ovens with grilling capabilities have found favor among consumers looking to achieve a crispy texture in their food. These combos combine microwave and grill functions for versatile cooking. Alongside microwave ovens, there is a growing market for microwave-specific accessories. These include microwave-safe cookware, steamers, and microwave oven covers to enhance the cooking experience. With the growth of the Internet of Things (IoT), more microwave ovens are becoming part of smart home ecosystems. These connected appliances can be controlled remotely, receive software updates, and even suggest cooking times and settings based on the ingredients used. The popularity of food delivery services has led to increased demand for microwave ovens for reheating restaurant meals and takeout. Manufacturers are designing models with features that facilitate reheating of different types of cuisine.

Based on country the market is divided into Germany, United Kingdom, France, Italy, Spain and Russia. Germany is the largest economy in Europe and one of the strongest in the world. Its robust economic performance means that consumers have relatively high disposable incomes, which can lead to increased spending on household appliances, including microwave ovens. Germany is the most populous country in the European Union, with over 83 million people. A larger population naturally results in higher demand for household appliances like microwave ovens. Germany has a high urbanization rate, with a significant portion of its population living in cities and metropolitan areas. In urban environments, convenience-oriented appliances like microwave ovens are in high demand due to busy lifestyles. Like many other developed nations, Germans have experienced changes in their lifestyles, including increased time constraints due to work and other commitments. Microwave ovens offer a quick and efficient solution for heating or cooking meals, making them a staple in many households. Germany is home to a wide array of appliance retailers, including specialized kitchen appliance stores, department stores, and online marketplaces. This extensive retail presence ensures that consumers have easy access to a variety of microwave oven options, along with competitive pricing and promotions. Germany serves as an export hub for many European microwave oven manufacturers. This means that appliances produced in Germany often find their way into neighboring European countries, further boosting Germany's influence in the European market. Germany has a significant number of urban dwellers and apartment residents. In smaller living spaces, compact and built-in microwave ovens are preferred, and German manufacturers have been innovative in designing space-saving options. Home improvement and kitchen remodeling shows on television and online platforms have popularized the idea of upgrading kitchen appliances, including microwave ovens, as part of home renovation projects.

Convection microwave ovens offer versatility in cooking. They combine the features of a regular microwave oven with a convection oven and sometimes a grill element. This versatility allows consumers to use the appliance for various cooking methods, including reheating, baking, grilling, roasting, and defrosting. This makes convection microwave ovens attractive to consumers who want a single appliance that can handle multiple cooking tasks. Convection microwave ovens can cook food faster than traditional ovens due to their microwave technology. This time-saving feature is appealing to busy consumers who want to prepare meals quickly. Convection microwave ovens are often more energy-efficient than traditional ovens. They consume less energy because they cook food faster and more evenly. This energy efficiency can be a selling point in regions where energy conservation is a concern. Convection microwave ovens are typically smaller and take up less counter space than traditional ovens. This space-saving aspect is particularly important in European kitchens, where space can be limited. Convection microwave ovens come with a range of cooking options and preset functions, making them user-friendly and suitable for various cooking skill levels. Consumers can easily choose the appropriate cooking mode for their needs, whether it's baking, roasting, or heating.

Furthermore based on end user, The European food service industry, which includes restaurants, cafes, hotels, and catering services, has been experiencing growth. Microwave ovens are essential kitchen appliances in these establishments for various purposes, such as reheating, defrosting, and quick cooking. As the food service industry expands to meet consumer demand for convenience dining options, the demand for commercial microwave ovens increases. Commercial microwave ovens are designed for high-frequency use and are equipped with powerful heating elements. They can heat food quickly and efficiently, which is crucial in commercial settings where time is of the essence. These ovens are ideal for fast-food restaurants, cafes, and other businesses where customers expect prompt service. Commercial microwave ovens are available in various sizes, including compact countertop models, which are suitable for establishments with limited kitchen space. Their space-saving design makes them an attractive option for smaller cafes and food service businesses.



Countertop microwave ovens are designed to sit conveniently on kitchen countertops or other flat surfaces. They do not require complex installation or dedicated cabinetry. This ease of installation makes them a preferred choice for both homeowners and renters. Additionally, their portability allows users to move them around the kitchen or even take them to a different location if needed. Countertop microwave ovens are generally more affordable than built-in or over-the-range microwave ovens. They offer a cost-effective solution for consumers who want the convenience of a microwave oven without the higher cost associated with built-in models. This affordability can attract a broader range of consumers. Countertop microwave ovens are available in a wide range of sizes, capacities, and brands. This diversity allows consumers to choose a model that best suits their needs and budget. Whether someone needs a compact microwave for a small kitchen or a larger one for more extensive cooking tasks, there is likely a countertop model that fits the bill. When a countertop microwave oven reaches the end of its lifespan or requires an upgrade, it can be easily replaced with a new model. This simplicity of replacement encourages consumers to stay within the countertop category, as they do not need to modify their kitchen layout or cabinetry. Countertop microwave ovens are popular choices for rental properties, as they can be easily installed and removed without major modifications. Landlords and property managers often prefer these microwaves for their rental units.

In addition based on distribution channel, online retailers often offer a broader range of microwave oven models, brands, and variants compared to brick-and-mortar stores. This extensive product selection can attract consumers looking for specific features, sizes, or price points, thereby driving sales through online channels. Online shopping provides unparalleled convenience. Consumers can browse, compare, and purchase microwave ovens from the comfort of their homes or via mobile devices. This convenience factor is particularly appealing to busy individuals who prefer to avoid physical store visits. Online stores are accessible 24/7, allowing consumers to shop at their convenience, irrespective of their location or time zone. This round-the-clock availability accommodates different shopping habits and schedules. Online consumers can conduct in-depth research on microwave oven models, read expert reviews, and access user feedback. This wealth of information empowers buyers to make educated decisions tailored to their needs. Online retailers offer home delivery services, eliminating the need for consumers to transport large and often heavy microwave ovens from physical stores to their homes. This service further enhances convenience.

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, Havells India Limited, Smeg Group S.p.A, Breville Group Ltd, Groupe SEB, Spectrum Brands Holdings, Inc.

Considered in this report

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

Aspects covered in this report

• Europe 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:

• Germany
• United Kingdom
• France
• Italy
• Spain
• Russia

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.