The microwave frozen foods category, influenced by changing lifestyles and new technology, will likely take convenience foods to new heights in the next few years, according to a new report.

Fairly immune to the recent economic slowdown, the global market for microwavable foods grew steadily during 2008-09. Global Industry Analysts, Inc., a publisher of off-the-shelf market research, released a report on the microwavable foods market, indicating that the category is primed to reach $91 billion by the year 2015. Key factors driving the growth include convenience, minimal cooking efforts, changing consumer food purchasing patterns, busy lifestyles and enticing variants of microwavable food products. An increasing number of nuclear families coupled with a rise in disposable incomes and young singles with little or no cooking skills represent other major factors fuelling the market growth.

Worldwide demand for microwavable foods is expected to remain healthy in the coming years, primarily backed by convenience factor, ease of preparation of microwavable foods and time constraints of busy working population, the report indicates.

A surge in the amount of women in the workforce and changing food purchasing patterns are adding to the wide array of microwavable food products that are compelling more consumers to indulge in microwave cooking. To address the myriad requirements of fast-paced lifestyles of today's busy consumers, manufacturers are spiffing up product portfolios with an ever-increasing number of appealing and enticing microwavable preparations and meals.

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