Consumers increasingly enjoy the convenience of having food delivered to their doorstep with platforms such as Foodpanda, GrabFood, ShopeeFood, AirAsia Food, bekal by Foodpanda (delivery of halal food only), dahmakan, and DeliverEat all thriving. This growing demand for food delivery services is likely to continue presenting challenges and opportunities for the growth of microwaves.
Younger Malaysians are increasing looking for convenience and hassle-free appliances which should benefit sales of microwaves moving forward. According to Euromonitor’s Voice of the Consumer Lifestyle survey over 41% of respondents stated that they reheated or prepared a ready meal every week, which points towards a potentially healthy target audience for sales of microwaves.
The push for microwaves with multifunctional capabilities is gaining momentum as they cater to health-conscious consumers and those seeking quicker cooking options that preserve nutrients. Despite this, the rise of light fryers (air fryers) could pose a competitive threat to microwaves, with these products offering desirable features at a lower price point.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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