Recent Study: Microwaves in Austria

The microwave category is being influenced by the busy lifestyles of Austrian consumers. With increasingly hectic schedules and longer working hours, many Austrians are looking for simple and convenient solutions when it comes to food preparation. Microwaves are perceived as very convenient when it comes to the quick heating up of ready meals or heating up already prepared meals from the previous day. While ovens can also be used for heating up ready meals, microwaves are seen as much quicker and simpler.

Competitive Landscape

LG Electronics Austria GmbH remained the leading player in microwaves in 2014 with a 30% share of volume sales. This position can mainly be attributed to its LG brand of microwaves, which are known for their good quality. In addition, LG Electronics Austria primarily focuses on the production of freestanding microwaves, which account for the majority of sales. Lastly, LG microwaves are perceived as appliances with a good price/quality ratio, offering quality comparable to that of brands such as Panasonic, Bosch or Gorenje but at more favourable prices.

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Industry Prospects

Microwaves is anticipated to continue to benefit from the trend towards greater convenience in the kitchen. With the number of people who are faced with time constraints expected to rise in the future, demand for greater convenience is only expected to increase. Microwaves are predicted to benefit from being perceived as appliances that provide quick and simple heating up of ready meals and food prepared the previous day.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Microwaves industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Microwaves in Austria market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Microwaves in Austria?
* What are the major brands in Austria?
* How are consumer cooking convenience trends going to affect the microwave industry over the medium term?

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