Samsung Electronics today announced that it has once again secured its position as Europe’s No. 1 selling microwave brand, marking eleven consecutive years at the top of the segment.¹

According to market intelligence firm Euromonitor International, Samsung recorded the highest microwave retail volume sales in Europe in 2025. With this achievement, the company has maintained its position in the region every year since 2015.

“Maintaining our No. 1 position in Europe for eleven consecutive years reflects our continued commitment to meeting the evolving needs of consumers,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “By combining premium design with intuitive usability and smart connectivity, we will continue to strengthen our position in the European market.”

Samsung has consistently tailored its microwave portfolio to consumer preferences by adding core features that enhance kitchen convenience. One notable example is CERAMIC INSIDE, a ceramic-coated interior that is easy to clean after cooking and helps preserve its color over time, even when exposed to high heat or grease.² In addition, the surface is up to 24 times more scratch-resistant than stainless steel,³ supporting long-lasting durability.

In 2024, Samsung expanded its offerings with the smart convection microwave oven, enhancing everyday convenience through SmartThings compatibility.⁴ Users can monitor and control the microwave remotely via their smartphones,⁵ even when away from the kitchen. The appliance also supports voice control through assistants⁶ such as Bixby,⁷ delivering a more seamless and connected cooking experience.

Building on this momentum, Samsung introduced new grill and solo type microwave oven models featuring a seamless stainless-steel design. Available in 32L and 23L capacities, the lineup allows consumers to choose the model that best suits their cooking habits and household size. Additionally, the unified stainless-steel finish⁸ ensures visual harmony within modern kitchen environments.

The new models are distinguished by recessed handles applied to both the upper and lower parts of the door, making them easy to open even when installed in enclosed spaces such as cupboards. In addition, the control panel features a simple, streamlined UX that blends naturally into the overall design while delivering intuitive usability.

1. Source Euromonitor International Limited; Consumer Appliances 2026ed, “microwaves” as per Passport definitions; Retail Volume Sales in Units, 2025 data. ︎
2. Based on internal testing. Test 1. High temperature & humidity: 120 hours in a humidity tank at 60°C and 90% humidity. Test 2. Chemicals: (a) Acid resistance: 15 minutes in a citric acid solution. (b) Alkali resistance: 15 minutes in an anhydrous sodium carbonate solution. Both then soaked for 1 hour in a 5% sodium hydroxide solution. Result: no abnormalities found. ︎
3. Based on internal testing in the Global Technology Center of Samsung in accordance with the ISO 20502 standard. For a critical load of scratches, the CERAMIC INSIDE enamel is about 24x more durable than stainless steel. Results may vary depending on the actual usage conditions. ︎
4. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings Energy and SmartThings Home Care services are only available in certain countries. ︎
5. Only available when the Smart Control button on the microwave oven is turned on with hands. ︎
6. A Wi-Fi connection is required. ︎
7. Bixby is Samsung’s Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognizes certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish and Portuguese. A Samsung account log-in and Wi-Fi connection are required. ︎
8. Available in 2 colors: silver, black. Available color(s) may vary by country. ︎

Samsung Electronics today announced that it achieved the highest market share in the European microwave segment in 2024, maintaining its No. 1 position for the tenth consecutive year.¹

According to data analytics company Euromonitor International, Samsung was ranked as Europe’s No. 1 selling microwave brand based on microwave sales volume in 2024. With this result, Samsung has held the top spot every year since 2015.

“Samsung’s success in the European microwave market comes from our ability to align with what consumers value — a balance of design and intuitive usability,” said Taehwan Hwang, EVP and Head of the Sales & Marketing Team for the Digital Appliances Business at Samsung Electronics. “We will continue to lead the market by leveraging our strengths in smart connectivity and premium design.”

Making Design and Innovation Central to the Kitchen

Samsung has targeted the European market with products offering premium design, reflecting the interest of local consumers in kitchen interiors. Since 2019, the company has offered its Bespoke Microwave lineup, which features seven colors² options and a glass finish, a combination that quickly gained popularity across the region.

To further enhance everyday convenience, Samsung introduced the MW7300B All-in-one Microwave Oven in 2024. Thanks to its SmartThings³ compatibility, users can monitor and control the microwave remotely⁴ with their smartphones, even when they are not in the kitchen. It can also be operated using voice assistants⁵ such as Bixby,⁶ for a seamless, connected cooking experience.

To find out more about Samsung’s microwave products, visit Samsung.com.

¹ Source Euromonitor International Limited; Consumer Appliances 2025ed, “microwaves” as per Passport definitions; Retail Volume Sales in Units, 2024 data
² The available colors may differ by country. Once the color of the panels has been selected it cannot be changed again.
³ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings Energy and SmartThings Home Care services are only available in certain countries.
⁴ Only available when the Smart Control button on the microwave oven is turned on with hands.
⁵ A Wi-Fi connection is required.
⁶ Bixby is Samsung’s Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognizes certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish and Portuguese. A Samsung account log-in and Wi-Fi connection are required.

Do you know where the idea for the AddWash washing machine came from? You might be surprised to learn the product was originally developed specifically for consumers in Southeast Asia.

When analyzing Southeast Asian consumer needs regarding washing machines, Samsung Electronics learned that many individuals wanted a way to add an item after starting a cycle. Developed with consumer feedback and lifestyle habits in mind, AddWash was equipped with a small window on the main door that allows users to easily add a piece of forgotten laundry to the wash mid-cycle.

As a result, AddWash became a highly popular customized product. So much so that it even landed the ‘Design of the Year Award’ at the President’s Design Award in Singapore and also won the ‘Ergonomic Design Award’ at the Asian Conference on Ergonomics and Design. This shows how much Samsung is being loved among consumers as one of the most preferred home appliance brand in Southeast Asia.

Appliances Built to Satisfy the Tastes of Southeast Asia

Whether its eating habits in Thailand or entertainment preferences in the Philippines, Samsung Electronics believes that understanding local cultures and lifestyles is paramount to creating the best possible products and services. Here are a few examples of some additional Samsung products and technologies born from this principle:

Twin Cooling System^TM: Samsung’s innovative Twin Cooling System^TM technology was created based on the needs of consumers in select Southeast Asian countries, where many cuisines are defined by strong spices and pungent flavors.

In Vietnam specifically, many citizens enjoy putting ice in their beer. But because the cooling systems of conventional refrigerators often caused a mixing of odors, ice frequently tasted of other refrigerated items such as seafood.

With Samsung’s Twin Cooling System^TM, which controls the refrigerator and freezer independently, food odors are isolated, ensuring that ice tastes like ice and not like fish. It also expanded freezer space to reflect the needs of users in Vietnam and India, thus improving customer satisfaction and increasing sales.

Wind-Free Air Conditioner: Samsung’s first ever Wind-Free wall-mounted air conditioner, which integrates Samsung’s exclusive Wind-Free Cooling technology into its design, enables a cooler indoor climate and energy efficiency without the discomfort of direct cold airflow. This innovative product was designed for consumers in Southeast Asia, where air conditioners are used throughout the entire year.

Microwave Oven: Similarly, Samsung created a microwave equipped with a unique local recipe function, specialized for the Malaysian market.

Efforts like these have enabled Samsung to secure its position as one of the most dominant brands in Southeast Asia. Furthermore, the company’s localized products have not only been well received in the markets in which they were optimized for, but have also attracted global attention.

Understanding Users’ Future Needs, Today

To determine specific regional needs to develop such products, Samsung has a total of seven Product Innovation Teams and two R&D Institutes across ten countries. At these facilities, the company’s Product Innovation Teams continuously conduct extensive research to understand how different people approach and use technology today.

The Lifestyle Research Lab, which is one of core functions of the Product Innovation Team, looks beyond product behavior to discover evolving needs and values surrounding the family, work and education, as well as other societal and cultural trends. Keeping the environment, culture and consumer lifestyles of each region in mind, the teams forecast future ways of living and define opportunities for innovation. The Product Innovation Teams then use these findings when creating prototypes to unearth insights and develop concepts for game-changing products and solutions. AddWash, for example, was developed entirely at the Lifestyle Research Lab in Singapore, from the initial concept planning stages all the way to the product development stages.

Ultimately, the teams’ research findings help to accommodate the ever-changing needs of users in various corners of the world.

In line with its commitment to deliver meaningful innovations that add real value to consumers’ everyday lives, Samsung will continue to develop products and solutions optimized for the needs of each region around the world.