Microwaves in Canada

2020 IMPACT

Home seclusion reduces microwave usage

With the lockdown measures including the closure of businesses, people had more time to cook at home in 2020, leading to decreased need for microwaves. Consumers were cooking fuller, more traditional meals, while restaurants being closed meant fewer leftovers for people to reheat, one of the main uses for microwaves.

Built-in models seeing some demand

Demand for microwaves was sluggish in 2019 in Canada. Due to very high household penetration, replacement accounts for the majority of sales, leaving little opportunity for strong growth rates.

Mabe strengthens sales leadership

Mabe Canada continued to lead microwaves in retail volume terms in 2020, and also saw a fair increase in its share, as it registered the fastest growth in this year. This is not surprising, as Mabe offers reasonably priced products, and microwaves are often considered a budget appliance – not one in which consumers are willing to invest significant amounts.

RECOVERY AND OPPORTUNITIES

Only low volume growth predicted as home-cooking trend likely to remain

Job losses and depressed income related to the impact of the health crisis will have less of an effect on microwaves than on other major appliances given the lower price points. However, the home-cooking trend stands to marginalise the role of microwaves further as social distancing will remain relevant for some time to come, with other large cooking appliances such as ovens being preferred.

Consumers still to arrive on the same wavelength as smart models

Aesthetics are increasingly important in microwaves. This was one reason for the better performance of built-in microwaves in 2019.

Higher-quality frozen processed food to aid microwave sales

The consumption of frozen processed food has slowed down in Canada, as consumers become increasingly concerned about the potential health effects associated with these products. In addition to the healthier eating trend, higher consumer disposable incomes, pre-pandemic, diverted demand away from frozen processed food, to the detriment of microwaves.