Consumers’ lifestyles are becoming increasingly favourable to the development of microwaves, and the re-opening of the market post-COVID-19 will have a positive impact upon the category’s performance. With the lifting of COVID-19 related restrictions, consumers are spending more time out of home and are left with less time to cook.
The penetration of products with more features that can also be used for cooking - or multifunctional microwaves that offer BBQ or grill functions - and not only reheating meals will continue to be a growth driver in microwaves during the forecast period, resulting in price increases above the rate of inflation. Polarisation will remain a key trend in microwaves.
Developments in packaged food will also contribute to the positive performance of microwaves during the forecast period. Notably, the availability of ready meals that only require heating/use of a microwave via grocery retailers is growing.
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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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