Summary

The microwave oven market in China has undergone a remarkable transformation over the past few decades, evolving from a niche appliance to a kitchen staple embraced by millions of households. China's microwave oven journey began in the late 1980s, but it wasn't until the 1990s that it truly gained momentum. The appliance's convenience quickly struck a chord with urban Chinese families, who were increasingly time-strapped due to work demands. In a culture that places high value on family meals, the ability to quickly reheat leftovers or prepare simple dishes was a game-changer. One of the reasons for the enduring popularity of microwave ovens in China is their versatility. They're not just used for reheating; they're essential for steaming dumplings, cooking vegetables, and even making quick stir-fries. In a country with a diverse culinary tradition, the microwave's adaptability to various cooking styles has endeared it to Chinese households. As Chinese consumers became more sophisticated, so did their demands. This led to a wave of innovation in the microwave oven market. Manufacturers introduced models with advanced features like inverter technology, sensor cooking, and convection capabilities. These innovations not only improved cooking precision but also expanded the range of dishes that could be prepared in a microwave. Like their global counterparts, health consciousness has also permeated China's microwave oven market. Consumers are increasingly looking for appliances that promote healthier cooking. Consequently, microwaves with steam cooking functions and low-power settings have gained traction. China's tech-savvy population has embraced smart appliances, and microwave ovens are no exception. Wi-Fi-enabled and app-controlled microwaves have become a symbol of the digital age in the Chinese kitchen. Consumers can now remotely control their microwaves, access recipes, and receive cooking suggestions via their smartphones.

According to the research report "China Microwave Oven Market Overview, 2028," published by Bonafide Research, the China Microwave Oven market is expected to grow at more than 8% CAGR from 2023 to 2028. China's rapid urbanisation has led to busier lifestyles, with many people working long hours. Microwave ovens offer a quick and convenient solution for reheating and preparing meals, making them an essential kitchen appliance for urban dwellers. As China's economy has grown, so has the disposable income of its citizens. This has resulted in increased spending on household appliances, including microwave ovens. Many consumers are willing to invest in modern kitchen appliances to simplify their lives. Traditional Chinese cooking often involves time-consuming processes. Microwave ovens have introduced a cultural shift towards more efficient cooking methods, aligning with the desire for convenience in modern Chinese households. Microwave ovens are valued for their versatility in China. They can be used for a wide range of cooking tasks, including steaming, defrosting, and reheating, which makes them suitable for a variety of Chinese dishes and culinary traditions. Chinese consumers have embraced technological innovation in appliances. Microwave oven manufacturers have introduced advanced features such as inverter technology for precise cooking control and sensor cooking that adjusts settings automatically. These innovations have enhanced the appeal of microwave ovens. The popularity of fast food, ready-to-eat meals, and convenience foods has grown in China. Microwave ovens are essential for reheating and preparing these types of meals, reflecting changing dining habits.


Based on the microwave oven types, which include the grill, solo, and convection, among them, the grill will grow at the highest capacity. China has a diverse culinary landscape with a rich tradition of grilling and roasting various ingredients, such as meats, vegetables, and seafood. Grill microwave ovens align with these traditional cooking methods, allowing Chinese consumers to prepare grilled dishes with ease. China has experienced rapid urbanisation, leading to smaller living spaces in cities. Grill microwave ovens are ideal for urban dwellers who may have limited outdoor space for traditional grilling but still want to enjoy grilled flavours at home. Traditional outdoor grilling is often limited to specific seasons due to weather conditions. Grill microwave ovens offer a year-round grilling solution, allowing consumers to enjoy their favourite grilled dishes regardless of the weather. Chinese consumers are increasingly experimenting with international cuisines and fusion cooking. Grill microwave ovens allow for the preparation of a wide range of dishes, catering to evolving culinary preferences.

According to the report, production is segmented into household and commercial. In China, the household is the leading production segment. China has experienced rapid urbanisation, leading to an increase in urban households. In urban areas, microwave ovens are considered essential kitchen appliances due to their convenience, time-saving features, and space efficiency, driving demand in the household segment. Modern lifestyles in China are characterized by busy schedules and dual-income households. Microwave ovens offer a quick and convenient way to heat, cook, and reheat food, making them a valuable addition to households with limited time for meal preparation. Microwave ovens have a limited lifespan, and as existing appliances age or become obsolete, consumers are more likely to replace them with newer models. This replacement cycle contributes significantly to the household segment's growth.

In terms of the structure, it is segmented on the basis of the built-in and counter top; among them, the built-in is a growing market. China has witnessed a rise in modern and upscale kitchen designs, emphasising aesthetics and functionality. Built-in microwave ovens fit seamlessly into these designs, offering a sleek and integrated appearance. They contribute to a clutter-free and visually appealing kitchen layout. China's rapid urbanisation has led to smaller living spaces in cities. Built-in microwave ovens are well-suited for urban dwellers who aim to optimize their kitchen space and create a more organized and efficient cooking environment. As incomes have increased in China, there has been a growing interest in premium kitchen appliances. Built-in microwave ovens are often considered upscale and are associated with higher-end kitchen setups, offering advanced features and a modern, high-quality look. Built-in microwave ovens can be customised to match the overall kitchen design. They can be installed at various heights and often feature trim kits that blend with cabinetry materials and colours, allowing for a personalised and cohesive kitchen appearance.

Based on the distribution channels, which include online and offline, among them, offline is the leading market segment. Many Chinese consumers preferred the traditional retail experience of physically visiting stores to see, touch, and assess microwave ovens before making a purchase. In-person shopping allowed them to evaluate product quality, features, and design. China had a significant number of specialised appliance retailers, home improvement stores, and department stores that offered a wide range of microwave oven models. These retailers often provided dedicated sections for kitchen appliances, making it convenient for consumers to compare options. In physical stores, consumers could interact with knowledgeable sales representatives who could provide information, answer questions, and offer guidance based on individual needs and preferences. This personalised assistance was highly valuable to many shoppers.

Considered in this report:
• Geography: China
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:
• China Microwave Oven market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type:
• Convection
• Grill
• Solo

By production:
• 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 as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic 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 doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

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

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