The microwave oven is undergoing a renaissance as households in the UK seek energy-saving solutions, according to market research firm Kantar. The study reveals that nearly one main meal per week is now cooked primarily using a microwave, an 8% increase compared to last year. Analysts attribute this shift to the affordability and convenience of meals prepared in the microwave. Kantar estimates that 100 million more meals are now cooked in microwaves compared to 2019. The microwave oven, which was first introduced in 1945 and gained popularity in the 1970s, fell out of fashion until recently when it garnered attention from TikTok experimenters and budget-conscious consumers. Even Vogue has acknowledged the microwave’s current popularity, particularly as chefs explore its quick and easy cooking potential while concerns grow about the health hazards associated with gas stoves. Retailer John Lewis reports a 13% year-on-year increase in microwave sales, indicating a growing interest in time-saving and energy-efficient kitchen appliances. Waitrose, the supermarket chain, has seen a significant rise in internet searches for microwave recipes, including instructions for cooking eggs and brownies, as well as the increasingly popular “mug cake.” This surge in microwave usage aligns with a broader trend of energy-saving cooking methods, exemplified by the popularity of air fryers, which saw sales triple in the first quarter of this year to over 1 million units. According to Nathan Ward of Kantar, people are turning to microwaves as a cheaper alternative to traditional ovens or stovetops due to rising energy prices. The convenience of microwaving vegetables has led to a greater consumption of affordable, easy-to-prepare meals like soups and canned pasta. However, it should be noted that ready meals have experienced a decline in sales, while frozen and packaged meal sales have remained stable. The microwave’s appeal extends beyond simple meals, as Michelin-starred chefs like David Chang champion its use for sealing in nutrients and speeding up the cooking process for items like fish and vegetables. In fact, Chang and other acclaimed chefs have published microwave-centric cookbooks, sharing tips and recipes that showcase the appliance’s versatility. As consumers increasingly demand healthier microwave meal options, brands and retailers are responding by incorporating more natural ingredients into their products. Even well-established instant meal brands like PotNoodle are undergoing transformations to meet this growing demand. The rise of vegan and plant-based instant meals, such as yellow coconut curry or cajun pasta by brands like Huel, reflects a continued shift towards healthier and more diverse options in the microwave food market. Overall, the microwave’s revival comes as households prioritize energy efficiency, affordability, and convenience in their cooking routines.
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