Microwave Sales Down

I was listening to A WLS Podcast today (from Friday), and they were talking about microwave oven sales being down and toaster oven sales being up. Here's the podcast if you want to listen, I hope I link it right; WLS Roe Conn (Click open on the pop-up and it should work.)

Anyhow, I think the number he quoted was sales were down 40% from 2004, which was the biggest year for microwave sales.

Oddly enough, our microwave quit working in about 2004 and my wife said when we missed it, we'd get another one. As of today, we are still living without. We pretty much just used it for heating water in the end, because we didn't like what it did to the taste and texture of food.

This may be the first time we were ever ahead of the curve on a trend. I really hope the sales are down because people are really cooking, and are aware of what they are eating, and not just ordering out or eating out more.

So this is the place to ask, I'm guessing if there was ever a site on the internet, that understands cooking in many shapes and forms, it's here...... Anybody else living without a microwave completely?

Feel free to poke fun at us for not having one, we really haven't missed it since it's been gone. Family and friends on the other hand, give us grief over the missing machine all the time.

Tim

Why do you equate owning a microwave with not really cooking? There are many tasks for which the microwave is a useful tool but that doesn't mean by owning one you forego using other appliances.

I am surprised that it would be down 40% with all the frozen dinners being sold. I use mine to heat up milk to make cocoa, and I also use it to reheat left overs and to cook vegetables such as beans and asparagus. I never use mine to cook a whole meal from scratch. I love toaster ovens, but the last one I had shorted on me after only one year, and it was not cheap. I have not found another one that is reliable.

spinynorman99 wrote:Why do you equate owning a microwave with not really cooking?

If you listen to the podcast, one of the reasons mentioned, for the lower sales, was that people are buying quality food and preparing it in traditional ways (my words). I didn't mean to imply that if there is a microwave in the kitchen, you aren't a real cook. I was jumping to the conclusion that maybe people aren't living on Hot Pockets and pre packaged toasted cheese sandwiches.

I just think that people had gotten so used to microwaved baked potato's and popcorn (amongst other things), that maybe they are starting to realize they have forgotten how traditionally made food tastes/looks/feels.

Our microwave broke 9 months ago, and I have very rarely found myself in want of it.

If I want to warm liquid, a small saucepan works just as quickly for me. I had forgotten how much I prefer non microwaved popcorn. Leftovers are better reheated on the stovetop. I know I shouldn't, but I do take some pride in not having a (functioning) microwave.

Freezer Pig wrote:

spinynorman99 wrote:Why do you equate owning a microwave with not really cooking?

I just think that people had gotten so used to microwaved baked potato's and popcorn (amongst other things), that maybe they are starting to realize they have forgotten how traditionally made food tastes/looks/feels.

Whatever the source of the opinion it's a misguided one. A microwave is a tool like any other in the kitchen and the assumption that owning one means that you tend to use it for hot pockets rather than making "traditional" meals is a misguided one. Case in point, we started making cheese at home this winter and the last step in making fresh mozzarella is best done in the microwave. It's a timesaver; not in the sense of making instant food, but in the sense that steps that would otherwise take longer or require a more complicated process can be simplified. And I'd argue that making the preparation of traditional meals more accessible and efficient leads to more people cooking at home.

I consider myself to be a fairly active home cook. I've never made cheese nor do I typically use my microwave for anything but heat up/defrost tasks. Mine broke and it took us 15 mos. to replace it and I wouldn't have if not for SO's complaints (he hardly ever cooks but was annoyed that he couldn't nuke his coffee if it got cold). Which is mostly what I use it for. I think more than ANY other appliance* in the kitchen, the microwave is used for convenience related tasks--defrosting frozen food, reheating leftovers or beverages, nuking potatoes, etc. Freezer Pig is right on from my experience/perspective.

editing to add:

Appliance = food-preparation related appliance. I don't mean your fridge or dishwasher

Ours gets pretty much daily use: most of the meat we buy goes straight in the freezer, and before dinner is defrosted.
If we only need a couple pieces of bacon for a dish, it gets done in the micro (# pieces + 1 = minutes), frozen bread products are defrosted, quick quesadillas, melt butter for batters, melt chocolate (remember to under-do it, stir, then a few seconds more). Occasionally parchment-packet seafood. Occasionally quick-steamed vegetables. Warm the syrup for pancakes.

Never popcorn.

I'd definitely miss it if it's gone.

Limited space is probably the issue: with people buying juicers, rice makers, etc., something has to give. Of course I've got a huge kitchen and pantry, so I don't mind an extra appliance... but I haven't bought a toaster oven yet. Maybe when this micro dies, I'll get a combination steam/convec/micro unit.

Wow, I didn't intend to get anyone's panties in a bunch over this. When I heard the statistic on the radio, I was amazed at the 40% number, I don't know if I believe it or not, but I was amazed.

I thought about our friends, some of whom cook a lot, some very rarely. Some of them farm, some are professionals, some work in factories, a few are already retired. Some go to our church, some go to other churches, some don't go at all. What I'm trying to say is, we have a pretty diverse group of people we associate with, and we are the only ones without a microwave, so 40% seems a bit high.

Maybe I jumped the tracks with my train of thought, but what I meant to say was, I hope people are cooking (in a more traditional way) more, and not just eating out/ordering out more.

I'm not going to spend the rest of this thread trying to defend myself or my opinions. If I offended anyone, I apologize. I'm just trying to get a feel of the 40% number.

Tim

Hi,

In my past life in the USSR, my Dad and I had a running argument: he wanted a microwave and I wanted a dishwasher. We got neither.

- My Dad uses the microwave to heat up leftovers for breakfast and lunch. He will use it to reheat pizza initially, then finish it in the oven.
- My Mom uses it for coffee.
- I use the microwave to heat milk for making yogurt, I am an ace at scorching milk on the stove.
- I use it for rising bread: heat a quart of water to almost boiling, then stick the dough in to enjoy the warmth. If it gets too cool, reheat the water.
- Our current microwave has sensor control for heating a dinner plate of food, soup or a casserole. I like this feature over estimating and overheating.
- Melting butter and chocolate.
- I defrost food, too.

Our old microwave died over the summer. I didn't race to replace it. In fact, I bought the current one at a rummage sale for $15. We figured if it didn't work out, it was cheaper than a repair. Fortunately, it works just fine.

Now in 1992 or so, I fired cable television from the house. We haven't had it since. Since there are now digital television signals, I have more choices. CreateTV has enough cooking shows to keep me happy.

We have gone through two DVD players. If the DVD died, there would be race to the store.

We have never owned a toaster oven.

Regards,

I wasn't sure I believe the number at first, but it appears to be accurate. Here is a longer article for those interested in following up: The slow death of the microwave. If you search for 'microwave' on Google News, you'll find a handful of other stories all coming out in the last couple of days.

So the microwave’s goose is cooked?

Not exactly.

New microwave sales may be falling, but microwaves are still in over 90% of American households. Americans aren’t throwing out the ones they have; they’re merely using them less and buying new ones less frequently. Couple that with the fact that technology is helping extend microwave lifespans, and the result is that people don’t have to replace them nearly as often as they once did. ”The replacement cycle is growing, partly because the technology is getting better, but also, and perhaps most importantly, because people aren’t turning them on as often anymore,” says Telford.

Microwaves are also, in some ways, moving upscale. Sales of built-in microwaves—which are built into the kitchen rather than sitting standalone on a counter, and are much closer cousins to the commercial oven—have grown by more than 100% since 2000.

We have an old microwave in our basement. We didn't want to sacrifice counter space in the kitchen for something we rarely use. Mainly we use it to defrost frozen stock (which, conveniently, is also stored in the basement); sometimes we reheat leftovers in it. In both case, the convenience comes from defrosting/reheating in the same container and not dirtying pot.

We have a microwave over our stove. It gets used for melting chocolate and butter and reheating leftovers, but the majority of its use occurs as an exhaust fan when cooking on the stove.

Hi- People that have a built in microwave are much more likely to have theirs repaired when it dies. I though can get a freestanding one for under $100, and it would cost me that much to get it repaired. I can see if the microwave is not used as much, that it would last longer. The last one I had was a Whirlpool that was one that was returned to Sams Club because it was defective, and then repaired by Whirlpool. I got it for $50, and it lasted me for 10 years. I just knew that there weren't 40% less people using microwaves. I do have a few friends that are paranoid about getting cancer though, and will not use a microwave because of that. Those are the same people you see at Whole Foods who won't let the cashier scan their groceries.

Somebody said that you could just as easily reheat something on the stove, but that involves dirtying another pan. I admit I do microwave popcorn occasionally, but only when they have a crazy good sale on microwave popcorn at Jewel, like a B1G1F and you get a free 2 liter of pop, and there is a coupon you can use for the popcorn.

Freezer Pig wrote:Wow, I didn't intend to get anyone's panties in a bunch over this. When I heard the statistic on the radio, I was amazed at the 40% number, I don't know if I believe it or not, but I was amazed.

I thought about our friends, some of whom cook a lot, some very rarely. Some of them farm, some are professionals, some work in factories, a few are already retired. Some go to our church, some go to other churches, some don't go at all. What I'm trying to say is, we have a pretty diverse group of people we associate with, and we are the only ones without a microwave, so 40% seems a bit high.

Maybe I jumped the tracks with my train of thought, but what I meant to say was, I hope people are cooking (in a more traditional way) more, and not just eating out/ordering out more.

I'm not going to spend the rest of this thread trying to defend myself or my opinions. If I offended anyone, I apologize. I'm just trying to get a feel of the 40% number.

Tim

If that's directed at me, then no offense taken (no one should ever take offense at posts on the Internet). It's just the "owning a microwave = eating only microwave meals" assumption that I found flawed. It's no more relevant than suggesting that people who accumulate lots of expensive cookware or have high-end kitchens are great cooks who prepare meals from scratch daily. I know a lot of people in that category who rarely cook.

Freezer Pig wrote:Wow, I didn't intend to get anyone's panties in a bunch over this. When I heard the statistic on the radio, I was amazed at the 40% number, I don't know if I believe it or not, but I was amazed.

...

I'm not going to spend the rest of this thread trying to defend myself or my opinions. If I offended anyone, I apologize. I'm just trying to get a feel of the 40% number.

Tim

Tim,

I don't think anyone is getting particularly upset, just commenting as we usually do. Nothing to defend or give a second thought to.

I heard that discussion in real time about the microwave. Apparently toaster ovens are purchased more, though it could be due to how often they break.

Glad you brought the topic up.

Regards,

I think its also at least as likely that microwaves are seeing less use because people are cooking even less than they did ten years ago. Although I was also going to bring up the likelihood that microwaves were simply lasting longer, too. I'm sure its a combination of all of those things.

I certainly feel it could in part be the number of countertop microwaves that get passed on.
I see one posted for free at least once a month on Freecycle. Half the people I know have an old one in the garage or basement they're waiting to give to a kid to take to college.
If you're patient and persistent there's almost no reason to buy one as long as you don't mind the color or style.

Here's the original report on this, which is a pretty intelligent discussion of the issue: http://qz.com/187743/the-slow-death-of-the-microwave/

My over-the-range microwave recently went on the fritz after about seven years. We missed it. Luckily we just bought a used one for $20 to bring to the lake house. I miss the ability to soften and/or melt butter, melt chocolate, cook my oatmeal or heat milk (no scorching and no need for constant stirring.) Kids use it for popcorn, I cook frozen veggies and potatoes.

Jonah wrote:Here's the original report on this, which is a pretty intelligent discussion of the issue: http://qz.com/187743/the-slow-death-of-the-microwave/

This is the article I quoted above. Agreed that it is a smart discussion.

Darren72 wrote:

Jonah wrote:Here's the original report on this, which is a pretty intelligent discussion of the issue: http://qz.com/187743/the-slow-death-of-the-microwave/

This is the article I quoted above. Agreed that it is a smart discussion.

Thanks for posting the original article guys. I couldn't understand the web site mentioned in the podcast. I found others with he same numbers, but not the one cited.

Thanks for the replies everybody. I don't know why, but I thought there was going to be a more concise response from this group. Turns out we are as varied as everybody else on the internet, I guess that's what's called a cross section.

I probably use my microwave more than most. It's a tool like any other, and it's good at what it does. I'd say I use it daily, usually multiple times a day. I heat up leftovers, water for tea, leftover coffee, melting/softening things for cooking. I also know of restaurants using the microwave as a tool for actual cooking, to cook foods in the center, before deep frying. I'm sure I could think of numerous other uses. As a novelty, I have a collection of vintage microwave cookbooks. I've never actually used them, but the anti-microwave trend makes me want to try out a few recipes!

On the other hand, one thing I never use it for is defrosting meat. I'm wondering, is there a technique that actually works well without ruining the texture of the meat? Every time I've tried to use it, the edges get cooked, and the meat loses a lot of its juices. I find that soaking meat, vacuum sealed or in a ziplock, in a bowl with slowly running cool or lukewarm water defrosts anything pretty darn quickly, most seafood in a matter of a few minutes, other meats in 10 or 20 minutes, depending on thickness.

I'm also a big microwave user and in fact recently bought a new combo microwave/convection oven which has essentially given me a badly needed second oven. But as for the microwave, I use it constantly - boiling water, defrosting, softening butter, melting chocolate, reheating refrigerated foods, etc. It comes in particularly handy during the week when I have almost no time to cook.

One particularly great use for the microwave is for bringing certain breads/pastries back to life. That is, whereas toasting would heat and crisp (but dry) them, microwaving restores some of the moisture. So I'll start the breads/pastries in the microwave for a short burst to restore the moisture, and then move them to the oven to crisp up the exterior.

Definitely for reheating foods - so I don't have to wash both the cooking pot and the storage pot!

I went 4 or 5 years without one but then bought a condo that has one above the stove. I do use it, but sparingly. My girlfriend certainly uses it more than me.

I was mainly commenting because I feel that the decline of new home building would have also contributed in this drop of microwave sales but I haven't seen that mentioned anywhere. Who knows.

It's definitely not just the economy: Sales of toaster ovens and other small kitchen appliances is up about the same amount that microwaves are down (percentage wise, I don't recall the $ figures).

It seems like the rise and fall of trends to me: toaster ovens were very popular once, then not, now recently, again; microwave ovens were very popular at a different time; now, not so much, as the one-time prevalence and now rarity of microwave cookbooks reflects. Crockpots were in, then out, now in again.

We use our microwave about every day, primarily for reheating leftovers --- as someone else mentioned, without dirtying more pots and pans. I am the biggest leftover-eater in the house so I use it for this pretty often. We make popcorn in the microwave late at night when we're up watching movies---first, we melt a little butter, then we pop the popcorn; done in one commercial break. We heat chicken nuggets in it for He Who Will Hardly Eat Anything But Chicken Nuggets. Recently, I've been getting the hang of microwaving russet potatoes and sweet potatoes and then finishing their baking for a few minutes in the oven along with the main dish. Nine minutes versus sixty minutes; why not?

I am not a big fan of defrosting meat in the microwave, but we do use it for that, primarily for frozen beef and chicken. Sweet Baboo uses the auto defrost setting and, I think, too often wounds up with the edges of the meat already cooked and rubbery. If I need to defrost meat faster than a sinkfull of water will do it, I do it at 30% power and stop before there's enough of a temperature differential to start cooking the edges.

We use it for steaming fish. A spash of soy sauce and rice wine, some chopped garlic, ginger and scallions covered and cooked at half power until steamed through. It's very quick and quite good.

JoelF wrote:It's definitely not just the economy: Sales of toaster ovens and other small kitchen appliances is up about the same amount that microwaves are down (percentage wise, I don't recall the $ figures).

I am not saying the economy, I am specifically talking about new homes. I would have to think that the overwhelmingly vast majority of new homes built either include a microwave or are fitted for a built-in microwave. I'm not saying it was the driving force in this decline, but it had to contribute.