America is tired of the microwave. Microwave sales have fallen or remained flat every year for nearly a decade in the US. Unit sales have tumbled by 25% since 2000, and 40% since their peak, in 2004.
A big factor behind the decline in sales of microwaves is likely that Americans just aren't using them as much anymore. A shift in eating habits - which favors freshness and quality over speed and convenience - has left a growing number of microwaves dormant on kitchen counters.
2 comment(s):
Marginal Revolution's commenters explained why this is. As the article said, there's a big shift from countertop microwaves to microwaves installed as part of the house. In 2006, new house construction collapsed and never recovered, exactly explaining the overall trend.
I believe reliability is going up too, leading to less replacement and enabling developers to install microwaves knowing they will last and last.
I use my microwave every day. I rarely use my oven anymore because the microwave heats things quicker with much less energy.
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