With low consumer sentiment and people looking to reduce their discretionary spending, consumers are likely to use cost-saving measures such as cooking at home. If consumers opt to cook at home more frequently, the usage of kitchen appliances will remain high, which is expected to drive slow and stable retail volume growth for microwaves in the forecast period.
Canadian consumers are growing more health-conscious, and this could lead them to consume fewer processed meals. However, frozen ready meals brands are increasing their offerings to ensure culinary diversity, while also using more premium ingredients, and creating healthier recipes.
Over the forecast period, retail volume growth of microwaves is projected to be slightly positive. Higher-income consumers are likely to drive some of this growth, as brands launch coordinated suites of kitchen appliances.
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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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