Retail volume sales of microwaves rose for the first time in three years during 2021, as economic conditions improved and consumers spent more time at home (with many working from home) and prepared and ate more meals there. According to Euromonitor International’s Voice of the Consumer: Lifestyle Survey, 22% of Canadians worked at home at least one day a week during 2021.
The share of volume sales of microwaves accounted for by e-commerce more than doubled during 2020. Canadians are more likely to purchase a microwave online than most other types of consumer appliance.
Mabe Canada continued to lead microwaves in retail volume terms in 2021 with its GE brand. It has increased its retail volume share since the onset of the pandemic.
The rate of growth in retail volume sales of microwaves will slow in 2022 and remain no more than modest during the remainder of the forecast period. The rate of growth in retail current value sales of microwaves will slow sharply in 2022 in line with a slowdown in unit price growth, as component shortages ease.
Canadian consumers are growing more health conscious, and this is leading them to consume fewer processed meals. Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey found that in 2021, 59% of Canadians were seeking to improve their eating habits by eating less processed food.
Built-in microwaves will continue to outperform freestanding models during the forecast period. However, the latter will continue to account for the bulk of retail volume sales.
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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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