Microwaves in the Philippines

2021 DEVELOPMENTS

Home seclusion contributes to recovery of microwaves

The ongoing pandemic has seen Filipinos stay home more due to lockdown measures. Because of continued economic uncertainty, many people, especially those who live with their families, are cooking at home more, as it is cheaper.

Microwaves are seen as an important tool to deactivate COVID-19

The pandemic continues in the Philippines, but many Filipinos believe that microwaves can help deactivate the virus. For example, people often briefly put food that they have had delivered in their microwave as they believe it eliminates any virus that may have come from food handlers.

Innovation via multifunctionality helps increase demand

Smaller kitchens in the Philippines have led consumers to prioritise essential appliances in order to avoid clutter and free-up space for food preparation in the kitchen. To address this issue, many brands of microwaves have introduced products that are multifunctional and can be relied on for tasks beyond defrosting and reheating meals.

PROSPECTS AND OPPORTUNITIES

All-in-one and smart functionality will help push growth over the forecast period

The protracted vaccination process in the Philippines is likely to keep the population on an extended work from home arrangement in the coming years. Thus, home cooking and baking habits picked up over the pandemic are expected to continue, with microwaves therefore remaining valued during that time.

Affordable models to remain in demand

Multifunctional microwaves are positioned to attract more affluent consumers who can invest in more expensive appliances. However, it is expected that cheaper models will also continue to be popular, especially amongst consumers who just want the standard reheating and defrost functions, and those unwilling to spend a lot of money on a microwave.

Continued growth for e-commerce channels

While Filipinos are generally uncomfortable buying big-ticket items online, many brands have made efforts to alleviate consumers’ anxiety over making expensive online purchases. Several players, for example, have created flagship stores within online marketplaces such as Lazada.