Microwaves have lost losing popularity in homes in the US, where annual
sales of the appliances declined 40% from 2004 to 2014. About 90% of
American households owned a microwave as of early 2014. This high number of
microwave owners is thought to have contributed to the reduced number of
new purchases, because microwave technology did not significantly change
during this time period, so there was little incentive to upgrade to a new
appliance. Microwaves are thought to be losing popularity also as a result
of a movement toward more fresh foods and higher-quality foods instead of
processed convenience foods.
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