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The slow death of the microwave

Microwave sales fall as people move from quick food to fresh food.

“As people become more health conscious, and more interested in cooking ‘fresh,’ that’s not helping microwaves,” Owen said. “It’s leading to lower sales.” The interest in cooking is more than a movement; it’s a national phenomenon. Even major grocery chains have noted upticks in sales as a result.

Growth in sales of microwavable popcorn are also slowing, while sales of ready-to-eat popcorn are growing at an over 11% clip. Why microwave junk food when you can get it pre-popped? Americans are at once too patient and too lazy to use their microwaves these days.

Go into your neighbourhood Safeway or Sobey’s one of these days and look around.  When I was a kid, most of the aisles were full of things for my mom to make and cook.  Now the aisles are increasingly full of things that are already cooked.  Wendy will tell you that at even 33rd Street Safeway can’t keep up with the demand of pre-cooked chicken, soups, and fries at supper time.  Even a small store has a deli which will make you sandwiches and a variety of food like samosas and salads.   We may want to cook but many families don’t have the energy or time to do it anymore.

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