Microwaves in the US

2020 IMPACT

After slow first half, sales stronger in third quarter, but full-year volumes down

The market for microwaves in 2020 has been unusual to say the least. The first half of the year saw dramatic falls in availability of the devices as demand outpaced supply quickly in the early stages of the pandemic, leading to shortages.

Multifunction devices bring versatility to the counter-top space

Multifunction microwaves offer more versatility in terms of cooking methods than their conventional counterparts. The units can combine microwave energy with an air fryer, a grill, a steamer, or convection heating depending on the model.

Competitive landscape remains largely unchanged as all affected by supply woes

The top five players in microwaves remained unchanged in 2020. The leading producer, Haier Group, maintained its lead over Sharp Electronics Corp.

Panasonic NN-DF386

The combination microwave-grill-oven Panasonic DF386 is a little slower than some microwaves, but what it lacks in speed it makes up for in precision. The Panasonic NN-DF386 comes with a Pana-crunch pan and an enamel tray for use with the oven or grill, and has seven auto-weight programmes for popular foods: chilled quiche, frozen potato products, pastry items, chilled pizza, frozen pizza, gratin potato and gratin pasta.

RECOVERY AND OPPORTUNITIES

Success over the forecast period depends on consumer engagement

After the decline in 2020, the category is expected to return to more normal levels of modest growth over the forecast period. Driven by innovation and habit changes, volume growth will remain stable for the first few years before slowly decreasing.

Pandemic provides an opening for smart devices

Smart microwaves have long lagged behind their counterparts in other major appliances in terms of sales and consumer adoption. The COVID-19 pandemic and subsequent recovery period provide an ideal opportunity for manufacturers to highlight the capabilities of the machines.