Microwaves in the Philippines

2020 IMPACT

Financial pressures created by the COVID-19 pandemic result in sales dropping

Volume sales of microwaves dipped substantially over the course of 2020 as Philippine consumers avoided spending money unless absolutely necessary due to the adverse economic environment that unfolded during the year. The COVID-19 pandemic and the subsequent interruption to commercial activity seen in numerous key sectors of the Philippine economy resulted in an uncertain and unfavourable economic scenario which was not conducive to sales of microwaves, appliances that are rarely regarded as essential items in the kitchens of Philippine homes.

Home seclusion and greater focus on home cooking limit sales declines

The sales declines seen in microwaves during 2020 were moderated to some extent by the greater focus on home cooking that emerged during the COVID-19 crisis. The quarantine lockdown period that was in place for several weeks during the early stages of the pandemic and the subsequent reluctance of consumers to spend time outside of the home once the lockout was lifted resulted in a much greater focus on the preparation of meals at home.

Informal foodservice entrepreneurs emerge as an important new consumer base

Another factor that moderated sales declines in the microwaves over the course of 2020 was the emergence of an entirely new consumer base for these appliances: informal foodservice entrepreneurs. With very many Filipino households facing unemployment and reductions in income due to the interruptions to commercial activity that accompanied the onset of the COVID-19 pandemic, many people were motivated to develop new sources of income.

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