The outlook for microwaves remains positive for the forecast period with the category set to record steady if unspectacular retail volume growth. Whether consumers continue to work from home full- or part-time, or return to the workplace completely, microwaves will likely continue to be a quick fix solution for busy working adults, making food ready to eat within a few clicks.
E-commerce is expected to continue growing as consumers become more accustomed to shopping online. Consumers are expected to increasingly buy microwaves online attracted by online discounts and the opportunity to read customer reviews.
Despite lingering price sensitivity among local consumers, players will still work to expand their portfolios with innovative solutions in order to stand out from their competitors. Greater energy-efficiency is likely to be one focus of new product development, as witnessed in many categories within consumer appliances.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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