Microwaves: technology that drives sales

By Leda Cavalcanti

Supported by the positive sales figures it obtained throughout the past year, the microwave category is preparing to repeat its performance mainly on Mother’s Day in 2021. In 2020, these products registered a 19% increase in sales, 4% in units sold and 15% in price, according to a study by research firm GfK, which covered the period from January to December last year.

The microwave is a solution that follows the consumer’s lifestyle, says the coordinator of home appliances at Panasonic, Juliana Zulli. “It contributes to saving time and preparing recipes, which creates convenience and comfort. Heating the food in a minute, without having to put something in the pan, nor take it to the stove and have to wash it later, is time optimization.”

It is a multifunctional item, says Ricardo Gadioli, product manager at Electrolux. “It is used both to prepare food, such as rice, lasagna, potatoes and brigadeiro, as well as meals. It is also an assistant for quick solutions for defrosting or warming dishes. The microwave contributes a lot to the flexibility in the kitchen.”

In 2020, sales increased 19% in sales and 4% in units sold. The price of these products went up 15%.

With the pandemic, people had to make many adaptations, says André Kliemann, product manager for Latam at Midea Carrier. “We adapt to the home office and online classes, we started to cook a lot more. We realize that the house guarantees well-being and safety, it needs to be comfortable, but also practical to harbor the multitasking that we must fulfill. The microwave is an essential part of world cuisine, ideal for lovers of functionality.”

A Convenience symbol

Mother’s Day is still one of the most important periods for appliances sales. This year, the expectation is that the microwave category will present a very positive result. Consumers, who are now at home longer, are looking for appliances to complete the kitchen. The purchase of a microwave on the date is also a gift for the whole family.

Compact, it is one of the appliances that most optimizes consumer time, says the senior manager of Whirlpool, Frederico Silvério. “With one of the functions of defrosting various types of food quickly and making your favorite recipes, the microwave becomes an indispensable accessory. We can defrost the food we want in minutes transform the appliance into an indispensable accessory in some circumstances.”

Those models with the most advanced technologies are appealing, says Cristiane Clausen, executive director of Britânia/Philco. “With their numerous features, they offer practicability in preparing all dishes, from simple to more elaborated, freeing the consumer to spend more time with family and less hours in the kitchen.” Following, the products that companies highlight to the retail space for the date.

Britânia and Philco

From the Britânia brand, the main microwaves are the BMO26IEB and BMO23BB models, with modern design, high power, and mirrored stainless-steel coating. They have several functions, such as Quick Keys, Fit Menu, Kids Menu, Odor removal Function and a Clean Easy Paint finish – to facilitate its cleaning.

Philco highlights its new line of microwaves, with models PMO23B, PMO26ES and PMO33E. These high-power products have, as a differential, the mirrored door that makes the kitchen more elegant. Among its features are the Quick Keys, Defrost and Clean Easy finish.

Electrolux

The company offers from more compact microwaves, of 20 to 22 liters, to family size products, of 28 to 34 liters. The MS37R, with a capacity of 27 liters, has an online menu with 55 pre-programmed recipes, in addition to functions such as Odor removal, Easy clean and Keep Warm.

The company also offers a built-in microwave. In addition to the Odor removal function, the ME3P has 34 liters of capacity and Self-clean and digital panel.  Another product, the MT030, 20 liters, has a QR Code that provides several recipes.

Midea Carrier

The company bets on a new microwave line with an innovative design and three configurations, all with a capacity of 20 liters. There is the Mirrored Silver, the Mirrored White and the White and Black. Its main features are the ECO, Tira Odor and Minuto Fácil functions. All models are rated A, granted by Inmetro.

The ECO mode, which saves energy with the display, and the Easy Clean function, which facilitates the removal of accumulated dirt on the devices, are two differentials. The brand also has a built-in line, which combines technology with multiple functions, such as digital control and meat control.

Panasonic

It presents the new generation of the GT68L, ST67L, ST65L and ST55L microwaves, with the Double Meal technology, which allows to heat two combined dishes. With a modern design and renewed panel, the products have the Pega Fácil system, which consists of the complete rotation of cups, glasses or plates, allowing the user to remove the item in the same position as the one placed. Have the Antibacteria Ag technology, which inhibits 99.9% * of the proliferation of bacteria through an internal layer of antimicrobial paint, and a non-stick coating, which facilitates cleaning.

Equipped with the same characteristics as above, the GT68L also has Smartsense technology. The function determines the right cooking point due to the steam sensor for pre-programmed foods, such as rice, potatoes, fresh and frozen vegetables, frozen pizza and meat.

Whirlpool

With the Brastemp brand, the 32-liter microwave has an integrated mirrored LCD panel and Defrost function. It also offers the 40-liter microwave oven, which allows saving 58 programmed recipes. It has the functions Crisp, which makes food crunchier, and Gratin.

Built-in microwave Brastemp 32-liter BMO40AR
Suggested price as of February 25, 2021: BRL 911,00.

The focus of the Consul is the 32-liter microwave in the mirrored stainless steel color and Defrost function, which ensures that food smells do not remain in the product after use. The brand also brings to Mother’s Day the 20-liter model, in mirrored stainless color.

Consul Microwave 20-liter
Suggested price as of February 25, 2021: BRL: R$ 780,00.

Source: Eletrolar News Magazine #141