Electra Consumer Products is expected to continue leading microwaves over the forecast period with its leading Sauter brand. However, strong competition is anticipated between the other major brands in the category.
The launch of multi-functional products, such as models incorporating oven, microwave, and air fryer functionalities in one product, are set to put microwaves in direct competition with multi-cookers which offer the same functions. Countertop kitchen space is limited in the typical modern, urban, Israeli home, which is not very big, so products that offer multi-functionality and the opportunity to save space will be favoured.
The forecast period is set to see the widespread continuation of hybrid working arrangements, which will continue to have a positive impact on demand for microwaves, with people cooking and eating more at home. Indeed, while the prevalence of working from home has the potential to support demand across cooking appliances, the convenience of cooking with microwaves, including reheating food, makes such products particularly attractive to consumers looking to prepare quick and easy meals in the midst of busy working days.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Israel 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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