There is a growing focus on reducing energy usage within the EU and Italy which is likely to increasingly inform purchasing decisions within microwaves. Reduced cooking times could favour microwaves, while units offering smart features that can adjust temperatures and times to increase energy efficiency and improve cooking results could also gain favour.
It is expected that sales of microwaves will continue to decline at a modest pace in retail volume terms over the forecast period. In the years to come, microwaves will likely increasingly face competition from small appliances that do similar functions, such as air fryers.
Despite high inflation and decreasing disposable income Italian consumers continued to show affection towards frozen food towards the end of the review period. Despite eating out more after the pandemic, when at home many consumers appreciate frozen food as it helps them reduce food waste and can simplify their lives.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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