Major players in the smart microwave oven market are Electrolux AB, Whirlpool Corporation, LG Electronics, Breville USA Inc., Panasonic, GE(Haier), Sharp, SAMSUNG, Robert Bosch, and BSH Home Appliances Corporation.
The Global Smart Microwave Oven Market is expected to grow from USD 1.86 billion in 2019 and to USD 1.91 billion in 2020 at a growth rate of 2.76%. The slow growth in 2020 is mainly due to the economic slowdown across countries owing to the COVID-19 outbreak and the measures to contain it. The market is then expected to grow and reach USD 3.06 billion in 2023 at CAGR of 16.9%.
The smart microwave oven market consists of sales of smart microwave oven and related products which include Grill Microwave Oven,Convection Microwave Oven, Microwave/Light-wave Oven and more. Smart microwave ovens are programmed to connect to smart appliances such as phone apps, phone, smart dishwashers, smart speakers and more by which instructions to oven can be given through smart phones and without the need for manual instructions. The companies engaged in manufacturing of smart microwave ovens design, manufacture and market smart microwave oven with Bluetooth-, Wi-Fi-enabled, near-field communication and more technologies which enables the consumer to operate the smart device from anywhere for household and business users.
North America was the largest region in the smart microwave oven market in 2019. Asia Pacific was the second largest region in the smart microwave oven market in 2019.
In 2019, LG Electronics USA, Inc., a South Korea-based leading manufacturer of home appliances, consumer electronics and mobile communications partnered with Tovala. The partnership of integrating Tovala IQ technology into LG smart ovens benefits both the companies and the customers as the customers can scan the Tovala’s food package barcode to extract the data from Tovala’s database for the final preparation of the food. Tovala, a US-based all-in-one appliance and gourmet meal service which aims at simplifying home cooking with the meals prepared by professional chefs and delivered to doorstep which require few minutes for final preparation.
Cybersecurity paves risk to any smart appliance market with hackers providing a way to operate the appliance to cause harm to the user in any means. The smart microwave ovens can be set to pre-heat or can be controlled for temperature adjustments remotely which means a hacker can potentially cause harm to the user. In 2017, hackers could control smart home appliances of LG including smart ovens of millions of customers due to a security flaw in the smart home appliances. The vulnerability in the LG Smart ThinQ mobile app and cloud application Home Hack allowed to control user’s smart appliances. LG in 2016 sold around 80 million smart home appliances including smart ovens to customers all of which were effected by security flaw. In 2019, June Oven, a smart oven of June was reported to pre-heat by itself without the interference of the user overnight. The safety issues arising due to cyber-attacks might hinder the market growth during the forecast period.
Scan-to-cook feature is a technology which makes the preparation and cooking of pre-packaged and frozen foods easier with a scan of the barcode over the package by the smart phone with the use of an associated app. The customised and recommended instructions are sent to the microwave oven with a barcode scan which results in perfection of the meals being prepared. In 2019, Amazon launched Alexa smart oven with Scan-to cook feature which is a combination of microwave, convection cooker, air fryer, and food warmer which works well with many pre-packaged foods those by Amazon-owned Whole Foods as well. Whirlpool introduced the first scan-to-cook technology into the market. With a busy lifestyle globally many families prefer frozen foods for meals and with the advantage of Scan-to-cook feature the user need not depend on frozen food preparation instructions which takes guesswork out of cooking and results in perfection which is expected boost the demand of smart microwave oven market.
With increasing consumer preference for technologically advanced products there is a rise in penetration of smart home appliances like smart microwave ovens. The smart microwave oven is gaining interest among consumers as it is remotely accessed and operated with an user-friendly interface. Most manufacturers smart home appliances can communicate with Alexa, iOS, Droid, Dash, Nest and Google Home through which instructions can be given to the smart oven. In 2018, LG introduced Neo Chef microwave oven which is equipped with LG’s unique Smart Inverter technology which helps in preserving nutrients and retaining the flavor. This also exhibits an enhanced feature like Anti-Bacterial Easy Clean that helps in maintaining the oven clean. In 2019, GE announced that its microwave ovens can be operated with Google Assistant using voice commands. Manufacturers are being encouraged to produce innovative and advanced products with customer interest to accept and adopt emerging technology which is expected to drive the market growth.
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Ankur Gupta, Head Marketing & Communications
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