Samsung Electronics Maintains No. 1 Position in European Microwave Market for 10 Consecutive Years

Company achieves No.1 market share across 19 European countries in 2024, according to Euromonitor

Samsung Electronics Co., Ltd. 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 colors[2] 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 SmartThings[3] compatibility, users can monitor and control the microwave remotely[4] with their smartphones, even when they are not in the kitchen. It can also be operated using voice assistants[5] 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.