12 minute read
FEATURE: MICROWAVES
Consumers turning to combination cooking options
-BY KYMBERLY MARTIN
A Panasonic survey into the microwave category revealed that convection microwaves are now regarded as the ‘gold standard’ by customers, with 57% of users claiming their convection microwave has changed the way they cook, 48% said they rarely use their oven, and 76% said they would consider purchasing a convection model in the future.
ARISIT
Andrea Gunn, Retail Sales & Marketing Manager
“While microwaves have traditionally been purchased for reheating and defrosting purposes Whirlpool has experienced growth for its multifunctional models as more consumers seek faster traditional results, without unnecessarily wasting time and energy heating up an oven,” Andrea Gunn said. “Reducing kitchens of appliance clutter and replacing with products that offer multiple capabilities, appears to be a growing trend too.
Whirlpool Microwave MWCF25BK
RRP: $559
“There is an opportunity to grow the multifunction microwave category. Focusing on the capabilities and benefits of a multifunctional microwave will aid in steering consumers away from microwave preconceptions and help to improve ASPs within a tightening market,” she said.
When it comes to marketing strategies, brand confidence and awareness, content creation and education are key. Maintaining not only websites, but also retailers with creative and relative content is essential. “We have invested in additional resources, specifically to focus on these areas.”
After-sales service is also important, and the entire range of Whirlpool microwaves carries a two-year replacement warranty.
- Crisp Fry function
- Crisp ‘n’ Grill technology
- Fan forced convection
- Steam accessory
PANASONIC
Tory Rooney, Product Marketing Manager
The all-in-one cooking trend is also making an impact at Panasonic. “Convection and combination microwaves are increasingly popular with customers looking for an all-in-one cooking solution that can bake, grill and microwave,” Tory Rooney said. “Busy consumers facing a tightening disposable income appreciate products that offer the practicality of supporting productivity in the kitchen. And with benchtop space often at a premium, products that offer more than one cooking function are highly appreciated as they reduce kitchen clutter.”
Panasonic undertook research to gain a greater insight into what consumers want from their microwave, with convection microwaves now seen as the ‘gold standard’ by its customers. The survey showed that 57% of users believe their convection microwave has changed the way they cook, while 48% said they rarely use their oven, and 76% said they would consider purchasing one in the future.
The research also revealed Panasonic microwaves appeal to a broad range of lifestyles, from the young and time poor, to large families and retirees. Households with children at home are more likely to use the many different functions available in a microwave, while 80% use their microwave every day and 39% use it more than three times a day.
In December, Panasonic will launch the DS59N combination model, with improved steam capabilities plus oven, grill and microwave power as well as air-fry style cooking.
Panasonic Combination Steam Microwave NN-DS59N
RRP: $919
Panasonic is continuing its partnership with cook and content creator Marion Grasby and chef Shellie Froidevaux, demonstrating the capabilities of convection microwaves with a range of recipes that feature on retailer websites as well as across Panasonic’s website and social platforms. This year Panasonic introduced a short educational series hosted by Grasby about the technology inside Panasonic appliances such as microwaves, and how they can streamline the cooking process.
A Marion Grasby cookbook is available as a gift-with-purchase with selected microwaves until January 15, 2023.
- Four easy to use cooking methods including steam, grill, oven and microwave
- Air fryer style cooking for healthier low-fat cooking and crispy results
- 1100W power for high-density and quick steam cooking
- Flat grill heater and stainless steel interior for easy cleaning
LG ELECTRONICS
Shannon Tweedie, Marketing Manager – Home Appliances
With the increase in time at home, people have embraced the kitchen as a space for creativity as opposed to a mere utility. This has led to a shift toward a creative and healthy eating culture with consumers investing in home appliances that support this new lifestyle, according to Shannon Tweedie.
LG’s marketing strategy is focusing its profile within the microwave and kitchen segment by responding to these changing lifestyle demands with feature-rich microwave products. “Whenever customers are researching and making their purchase decisions, we strive to hold a strong brand presence in the home appliance category. Our retailer partnerships are important, and we are continuing to support them through comarketing activities that aim to drive consumers in-store to experience the LG product range in person,” she said.
Innovative technology is a core part of this category that is being addressed through featurerich microwave products that consumers can engage with in retail stores.
LG NeoChef Smart Inverter Microwave
RRP: $539
Tweedie said a common pain point for the microwave category is underheating or overcooking meals, along with being limited in the types of dishes you can cook. LG Smart Inverter technology reheats and defrosts food evenly and cooks a range of meals by delivering precise power and temperature control. In addition, the Sensor Cook menu and cooking mode caters to a range of large dishes.
As the investment in home renovations and appliance upgrades continues, consumers are after appliances with a stylish touch and there is a growing trend to minimalistic, sleek appliances, “that look the part,” she said.
- Fast cooking with up to 1200W of power
- Anti-bacterial coating eliminates 99.9% of bacteria
- Inverter technology for precise power and temperature control
- Energy efficient LED lighting
BREVILLE
Julio Enriquez, Category Manager
According to Breville, sales data is showing that shoppers are increasingly interested in the microwave and convection oven subsegment of the microwaves category.
“The big opportunity for Breville is to explain the versatility and convenience of a multi-function microwave that combines traditional microwave plus a convection oven and an air fryer into one appliance,” Julio Enriquez said. “With some basic know-how it is possible to produce incredible recipes recently showcased by Breville chefs.”
Breville Smooth Wave Microwave BM0840
RRP: $549
As a Christmas promotion the Breville flagship microwave BMO870 will be supported by a giftwith-purchase offer. Eligible shoppers will be invited to attend a masterclass run by Breville chefs, to get step-by-step tutorials in creating recipes while learning about the functions of their new microwave.
Breville designers have also kept noise management in mind, adding features which assist in the home. The Wave range has been re-engineered with a soft close door as well as improvements in operational noise and interface sounds. These features are found across three models, the BMO870, BMO840, BMO650.
- Precise cooking, defrosting and reheating
- Powered with Sensor iQ technology automatically adjusts power to reheat and cook
- Power Smoothing inverter adjusts power intensity
- 15 smart pre sets
TEMPO
Matt Pearce, Product & Marketing Manager
“The category has continued to be challenged at times with patchy supply, often because of higherthan-forecast consumer demand, as much as supply constraint,” according to Matt Pearce.
Consumers are investing in their homes and specifically kitchens at unprecedented levels and he expects this will continue into 2023, although consumers are more cautious with discretionary out-of-the-house food spending and choosing to cook more at home to save money.
“The biggest opportunity is around value rather than price and our range of flatbed models is our highest growth segment. These are well featured, offering consumers a compelling solution with a modern and stylish look.”
Sharp Flatbed Microwave SM327FHS
RRP: $389
While all buyers are familiar with microwaves, it may have been some time since their last purchase, and they are not familiar with flatbed technology that eliminates the need for a turntable, he said.
“We think the best place to talk to consumers about these features is while they are in-store, so we have focused our in-store merchandising, training, and development on this.”
Sharp offers a replacement warranty for all models below $300 RRP.
Sharp is reinvigorating its microwave line-up in 2023 with six new or replacement models. “We are keen to grow the category from a unit and value perspective and will be investing in stock and marketing to support the new appliances.”
-1200W with 11 power levels
- 32L capacity ` Inverter with sensor
- 23 auto menus
BOSCH
Christine Haas, Category Manager – Cooking
“With the increase in cooking from home in the past 12 months, and Covid events behind us, we are seeing a trend towards healthy cooking that maximises nutrients, in addition to quick and easy cooking results,” Christine Haas said.
Consumers are also looking for smart appliances with increased functionality and for the microwave category, this includes combination microwaves that offer more than just reheating leftovers.
“These models are becoming increasingly important as they speed up the cooking process. Combining traditional heating functions such as hot air cooking with the microwave function on our appliances can save consumers up to 50% of time on the preparation of dishes, without losing any flavour or goodness.”
She said current challenges in the market are still around supply chain issues and managing stock and inventory levels.
Bosch Series 8 Built-in Oven HNG8764C7
RRP: $5,999
“We work closely with our retail partners, who interact with our customers daily, and incorporate feedback into our display design and point-of-sale. This ensures we have a better understanding of consumer needs and aligns with our marketing communications that showcase the benefits our products and innovations can bring to their lives.”
As for the consumer post-purchase journey, this means not only offering after-sales support when questions or issues arise, but also building the relationship via social media channels and targeted email campaigns. Customers with Home Connect appliances can control their connected appliances from their smartphone with access to recipes and product features.
Although there are some challenges in the market, BSH is committed to reducing the impact of global supply chain shortfalls on retail partners. “We are confident in our risk mitigation factors, so retailers can continue delivering their services and consumers can be sure they can complete their kitchens with the appliances they have ordered,” she said.
- Microwave function in combination with hot air
- Added steam
- PerfectRoast Plus
- One level telescopic rail for safe insertion and removal of trays
SMEG
Tanya Mudge, Divisional Product Manager – Cooking
While consumers continue to experiment at home with new recipes, ingredients and cuisines, expectations for appliances with premium quality and innovations such as multi-cooking technology, have become highly regarded by consumers. According to Smeg, demand for microwave technology has shifted from the old-fashioned appliance hidden in a cupboard, to an integral element of an aesthetically pleasing, aligned cooking solution on display in an open plan kitchen.
“Consumers are seeking to either combine microwave and traditional cooking in a full-size oven cavity or use a trim kit with a freestanding microwave to create a seamless look,” Tanya Mudge said. “Although microwave technology will always be essential and convenient for consumers, with advanced and combi microwave technology, cooking and preparation results need not be compromised.”
Smeg Dolce Stil Novo OmniChef SOA6606APNR
RRP: $9,990
Cost-of-living pressures with a reduced share of wallet in the total appliance industry is also evident. Mudge said this year’s launch of Smeg Galileo multi-cooking technology, combining traditional, steam and microwave in one full size oven cavity and offering seven cooking combinations helped recover volume loss.
“In uncertain times, we know consumers are purchasing from brands they trust that demonstrate a long heritage and expertise in cooking technology and results. Maintaining knowledge and a high level of service are also key opportunities.”
Smeg offers a duo training model with online ‘onthe-go’ modules for time poor salespeople as well as comprehensive face-to-face training events. AR
- Traditional, steam and microwave technology can be used singly, in sequence or simultaneously
- Up to seven cooking combinations with professional algorithms
- Smart Cooking with over 150 auto programs
- SameTime function coordinates up to three dishes
MIELE
Kamal Watson Category Marketing Manager – Cooking
Miele has noticed an uptake in the microwave category in the last 12 months as the trend towards home entertaining and people looking for convenient kitchen appliances continues.
“Cost-of-living increases has been a factor in people choosing to eat and celebrate at home more regularly, seeking out appliances that give them restaurant-level results for cooking,” Kamal Watson said.
“Customers are also investing in high quality appliances that last, which aligns with our commitment for creating appliances that will stand the test of time with the majority of our appliances German engineered and tested to the equivalent of 20 years’ average use.”
Miele DGM Steam Microwave Oven 7640
RRP: $8,099
Increasing interest rates and an uncertain economic outlook has resulted in a decline in consumer confidence as people are spending less, which Watson said is a challenge for the entire industry.
“Consumers are researching their purchases more and we see this as an opportunity to educate potential consumers about why they should buy once, buy right and invest in a product that will last.”
Miele also offers a number of demonstration sessions at its Experience Centres for customers to try the products, as well as attend detailed workshops that explain appliance functions and features.
Providing customers with lifelong support is also important. The Miele for Life database gives access to exclusive information, offers and team support. Life members also receive exclusive benefits as well as cooking inspiration through recipes created by culinary experts including Maggie Beer and Michael Meredith.
- 3-in-1 combining microwave functions, steam and rapid steam cooking
- DualSteam for even results
- Consistent and quick microwave results
- Rapid steam cooking steam cooking with microwave mode for faster cooking results
