The use of microwave ovens has declined sharply over the course of the last decade. In an age when everything is due an hour ago, on the surface it does seem odd that the microwave oven which very seldom needs appliance repair and prepares food quickly would somehow fall by the wayside, but it has, according to the Wall Street Journal.
The reasons for the microwave's waning popularity may be rooted in consumer dissatisfaction on more than one level. For more than 40 years, American consumers bought microwaves by the millions and according to the U.S. Bureau of Labor Statistics, some 90% of American households now own a microwave. But as John Owen, a senior industry analyst at Mintel says, “they have had their day.” The toaster oven has slowly but surely surpassed the microwave in popularity during the last decade. Their sales have increased 80% since 2000.
The change concerns a shift in eating habits, which favors freshness and quality over speed and convenience. There have been complaints about the taste, touch and appearance of microwave entrees. Let's face it; they can't come close to a home cooked meal; nothing can. Don't ever forget that no matter what the food, it gets eaten with our eyes first.
Still the Microwave Power Institute believes the consumer is at fault for the microwave's decline in popularity because nearly 40% of all consumers skip the required 'stir' step in the instructions and improvise on cooking times with the result that meals are singed on the edges but cool in the middle. Some argue that the fault lies with poorly computed printing instructions, but the reality is that even if both factors are correct, the microwave no longer cuts it for Americans who are getting more and more selective about what goes into their mouths. Since 2008, after nearly 60 years of sustained growth, frozen ready meal sales have fallen and, as that television commercial says, “can't get up.”
Companies marketing frozen meals tried to address some of the problems by marketing meals in steamer pouches made of plastic or paper instead of trays. Some firms utilized gourmet recipes and discovered that the conventional oven fared better in their preparation, which led to the provision of cooking instructions that included both the microwave and oven preparation. This development could possibly add to the types of appliance repair that might be necessary in the future.
Speaking of appliance repair, if you should happen to live in the Manhattan, Bronx or Westchester sections of New York City and have an appliance that needs to be put in its place, the man to call is Anthony the Appliance Doctor. He and his highly trained staff can solve any appliance repair problem and are always there to serve the consumer. He can be reached at either of the following numbers: 914-294-3737 or 1-888-872-6866.
Happy microwave or toaster oven; whatever floats your boat!
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