The consumer trend of shifting to energy-saving solutions amidst the hikes in energy prices, could contribute to growth in sales of microwaves, with these appliances saving energy costs. To fully benefit, manufacturers and retailers should raise consumer awareness of how microwaves offer energy and cost savings.
Consumer awareness about multicookers and air fryers increased significantly at the end of the review period, resulting in a strong increase in the penetration of these appliances. The growth of these products is driven by convenience and energy saving, which are similar selling points for microwaves.
Amidst competition with multicookers and air fryers, growth in microwaves will be driven by premium products that offer multiple features. For example, the grill function will appeal to larger households.
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Microwaves
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 DefinitionsThis report originates from Passport, our Microwaves research and analysis database.
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