Amongst consumer appliances categories, microwaves can be seen as products that have few differentiation and innovation features. Manufacturers usually relate launches to upgraded designs, such as mirrored or black options targeting high-income consumers.
In Brazil, freestanding microwaves has been the most common choice and product in most households, from low- to high-income. In the post-pandemic years, growing inflation and higher indebtedness rates have highlighted large social discrepancies amongst social classes in terms of income.
According to Euromonitor’s Economies and Consumers annual data, more than 70% of the Brazilian population belongs to social classes D and E. In the last two years, the double-digit inflation rate has been pressuring consumers’ purchasing power across many areas, from consumer appliances to food, fuel and energy.
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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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