Microwaves is expected to register a relatively flat performance in volume terms in the forecast period overall, with minor growth, statis, or decline in each year. Growth is expected to be hampered by the fact that both ovens and air fryers act as competition in this space.
There has been increased consumer demand for multifunctionality in appliances in recent years. Appliances with multiple functions are cost saving, as they enable consumers to purchase only one appliance rather than several, and they also save space in the kitchen, requiring only one appliance on the work surface that can perform the functions of several.
The production of many private label microwaves, including Tesco, was stopped during the pandemic, as the costs involved in producing microwaves outweighed the sales of the microwaves themselves. Private label lines typically have a lower unit price than other brands, meaning they were particularly impacted by increases in raw materials and shipping costs.
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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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