Microwaves is expected to return to retail volume growth during the forecast period. However, the category, especially freestanding microwaves, is predicted to continue to struggle in the early forecast period.
A shift to built-in from freestanding microwaves is expected over the forecast period, as more consumers favour the built-in format for a neat, clean look and fit. The expected recovery of housing market is predicted to have a positive effect on the trend towards built-in models.
Consumers are expected to continue to use or return to e-commerce through the forecast period. The return to busy, out-of-home lifestyles is predicted to increase the appeal of fast and easy online product and price comparisons and purchases.
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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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