Microwave cooking faces dim future.

Is the end at hand for microwave cooking? According to The Food Channel, a food industry trend report, expectations for microwave products had been estimated to reach $4,000,000,000 by 1995. Now, however, the industry has revised its sales projections drastically downward.

In 1990, at a conference sponsored by the Campbell Microwave Institute (CMI), there seemed to be no end to the possibilities for expansion. Yet, by 1992, many began to wonder whether microwaves really could replace traditional ovens. While they could be found in 90% of all households, consumers weren't using them to cook from scratch, as had been expected. The magic appliance simply wasn't making waves. Yet, there was still hope.

At the time, 19% of in-home meals were being cooked in a microwave vs. 42% on the stove. CMI predicted that, by 1995, this ratio would narrow to 27% microwave and 38% stovetop. However, there also was data pointing to a trend shift. While 95% of owners surveyed said they were "very or extremely satisfied with their microwave," 13% said they felt guilty for using one. CMI director Betty Cronin saw this as a contradiction, but it since has proven to be true. The microwave is not really a cooking appliance in the eyes of most consumers. Instead, 93% use it to heat leftovers, 79% to warm foods, and 75% to defrost frozen items.

If the decline in product introductions is any indication, the microwave foods market is fading into the sunset. In 1990, the number of introductions reached its peak at 959, or nearly 10% of all new food products. In 1993, though, microwave products accounted for less than three percent, and some categories are expected to disappear totally over the next couple of years.

What can be blamed for this demise? Many decry quality issues, saying if microwave foods...