Microwaves in the US

2021 DEVELOPMENTS

Many consumers continue to work from home, driving up demand for convenient cooking solutions

Even with an easing of restrictions in the US during 2021, many consumers continue to work from home, at least for part of the week, and therefore require a fast and convenient way to prepare food during the day. This includes reheating home-cooked leftovers, take-away, or a frozen meal.

Improving demand for both built-in and freestanding microwaves

Overall microwave sales are benefiting from a strong housing market in 2021, as homeowners remodel kitchens and upgrade to built-in microwaves, while renters purchase freestanding microwaves if their kitchen does not already include one. In the case of home kitchen remodelling projects, consumers have reported that further free time combined with improving financial means are triggering the upgrading of kitchen appliances, including microwaves.

E-commerce retains higher volume share of distribution compared to pre-pandemic levels despite declines

The penetration of microwaves by e-commerce remains higher in 2021 in volume share terms compared to pre-pandemic levels, despite declines and a switch back to larger distribution channels such as electronics and appliance specialist retailers, home and garden specialist retailers and modern grocery retailers as local consumers regain their confidence in visiting physical stores. For consumers with lower disposable incomes or little interest in cooking, a microwave oven remains a staple appliance.

PROSPECTS AND OPPORTUNITIES

Multifunctional cookers compete with microwaves

Multi-purpose rice cookers have the functionality of a microwave such as steam and warm as well as air fry, slow cook, broil, bake, and dehydrate. Rather than replace or upgrade an existing microwave, consumers may also choose to invest in a multifunctional cooker.

Microwaves do not sit well with healthy eating/living trend

To health-conscious consumers who may not frequently eat ready meals, microwaves still offer some functionality in terms of reheating leftovers. If the microwave is not used frequently, however, consumers will be unlikely to upgrade an older model and may also begin reheating meals by using other appliances with greater usage such as toaster ovens or cookers.

Ease of delivering restaurant meals compared to lower-quality frozen meals

Professionals working from home are looking for fast and convenient meals during work hours, and delivery is an additional attractive alternative. Restaurant-prepared meals may be of higher quality and if the consumer so desires, they can order healthy options compared to frozen meals.