Microwaves is expected to see a slightly negative retail volume CAGR over the forecast period, with declines in all years. The category will still be normalising in terms of the level of demand, coming down from the highs of 2020 and 2021, with the category moving closer to the pre-pandemic level of sales throughout the forecast period.
There is a great deal of focus on the multi-functionalities of microwaves, something that is appreciated by consumers. When looking at the category leaders, they all promote the different ways in which consumers can utilise microwaves in their daily lives while cooking, going beyond just using the appliance for heating up leftovers.
The importance of design and style is expected to increase in microwaves in the forecast period, as more consumers are looking for integrated style in their kitchen, especially as microwaves are on display on countertops. Design is expected to be in the spotlight in terms of focus from both consumers and manufacturers, with many players now offering a wide variety of options in terms of colours and styles, with themes including futuristic and retro styles.
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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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