During the forecast period, the popularisation of electric mini ovens at the expense of microwaves that has been witnessed in Argentina in recent years is expected to continue building, strengthened by the emergence of new lifestyle habits. The key difference between microwaves on the one hand and electric mini ovens on the other is that mini ovens take much longer to reheat food than microwaves and historically this has been the main constraint on higher sales of mini ovens.
The forecast period is expected to see the use of microwaves continue to struggle with a reputation for being inherently unhealthy. The fact that the functionality of these appliances is based on electromagnetic radiation has led many people to the belief that cooking or reheating food in a microwave has a harmful effect on their health.
One way in which the leading manufacturers of microwaves can promote sales growth in the category during the forecast period is to focus on innovation as a way to add value and attract the attention of consumers. One of the key pillars of innovation in microwaves is likely to stem from the multi-functional attributes of these appliances.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.See All of Our Definitions
This report originates from Passport, our Microwaves research and analysis database.
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