While affordability and convenience will remain key sales drivers for microwaves, players are expected to continue to innovate and look beyond the basic functionalities of a microwave to attract consumers as lifestyles and preferences evolve. The pandemic has heightened health awareness, with an increasing number of local consumers considering the conventional method of heating up food in a microwave to be unhealthy and potentially lead to a loss of flavour.
Contrary to large cooking appliances, the penetration of microwaves by retail e-commerce is significantly higher when compared to ovens or cookers. This is mainly due to the relatively low price points of microwaves and suitability for delivery.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Microwaves
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 DefinitionsThis report originates from Passport, our Microwaves research and analysis database.
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