European Stars And Stripes (Newspaper) - July 18, 1986, Darmstadt, Hesse                                Magazines Pawlo by i. Emmett Lewis or. By tilt my of 1918,3 out of a Rys american Hourieh Cadt will own Micro Watt oven Industry Tea fists estimate heating up the microwave Market Byers Schmitt new York times he microwave oven marvelled Al As a Buck Rogers contraption As late As the 1960s, has become a common Kileen convenience in tha United slates. 8y the end of 1986,3 out of every 5 american households will own one. Industry analysis say. Although the Industry has matured in terms of sales manufacturers will ship Abdul 10.8 million ovens mis year Down ram last year s record 10.9 million according to analysis . Oven makers arc balls Long Cheeper imports offering both sophisticated top of the Lina models at $400 to $600 apiece As Well As smaller less powerful units at less than $100. Some Consumers Are buying a second compact Model Tor their family rooms or weekend Homes. Consumers now nol Only include working wives m Duat income families but also College students and the elderly. The oven May be used to prepare different foods but its popularity is still pegged to some unfamiliar uses. For defrosting reheating and making Popcorn they re unbeatable said Rand d. Rockmore sales manager for Hastings Kitchen studio in Manhattan echoing similar comments Iron analysts and manufacturers but gourmets certainly would t us  to attract buyers especially a new Breed of buyer microwave makers Are scrambling to Fine tune their Selling strategies. Some companies Are promoting time saving Roar amiable ovens for Busy two income families cheaper models for College students who May have Lound the oven too expensive before compact yet versatile ovens few owners of recreational vehicles and easy to use machines for retired people who May wish to Cook Only a Small portion. For Consumers convenience Long an Industry byword is the motivating Force fueling the la Lesl growing segment of the Industry. The space saving toaster oven size models Hal tuck under cabinets and Cost As Little As $99 account for 40 percent of the s3 billion microwave oven Industry according to Robert f. Schipfmann a leading microwave oven consultant in Manhattan. Imports largely from Japan Korea and Singapore have carved out a rapidly growing chunk of this subcompact Market. Last year imports accounted Tor 60 percent of All units shipped compared with 43 percent in 1984, according to the association of Home appliance manufacturers. No one s making much Money said Anne Howard marketing manager of microwave ovens for the Japan based Sharp corporation. We re profitable but it s not what in used to  for competitive Rea Ioni most company officials Are tight lipped about Market share and sales figures making in difficult to determine in accurate Industry ranking. The Industry monitors units shipped according to Schiffmann who said actual sales numbers Are difficult to pin Down since units Are sold at department and hardware stores As Well As discount drugstore chains among others a conventional Gas or electric Ovon Cooks with heal Waves dehydrating food from the surface inward. A microwave oven Cooks by bombarding food with High Energy rays similar to radio Waves that Home in on a food s water molecules converting moisture to steam. Because microwaves cannot Brown food microwave oven manufacturers such As Litton a Pioneer in the Field and general electric have equipped units with Browning coils. Industry officials acknowledge that one of their toughest tasks now is to broaden the culinary horizons of microwave owners most of whom bought their ovens to reheat or defrost foods. Friday july 18, 1686 Many of the technically advanced top of the line models can weigh a roast and calculate he proper defrosting and cooking time thanks to a built in microcomputer programmed with a Battery of cooking instructions. By advertising these features manufacturers play on americans love of gadgetry and convenience. New York City and other Eastern cities have lagged behind the buying Boom in the rest of the country primarily because of a stronger attachment to traditional ethnic cuisine a reluctance to relinquish covered counter space in Small apartments and higher advertising and promotional costs in the Region. Industry executives however say these problems have largely been overcome and in the last two years the Region has become Cne of the country s Best Selling markets. The Market s expanded said Rose Rennekamp. Vice president of product marketing for Amana refrigeration inc. A microwave oven buyer s average annual income is upward of �20,000. Inger fair of Kentfield. Calif., recently gave a medium priced quasar oven to her son on his 241h birthday hoping to improve his eating habits i thought ii might make cooking easier of him said fair. Vegetables in the microwave Are  clearly the Industry has advanced since Percy Lebaron Spencer a scientist for the Raythelon company patented the first microwave oven in 1945. Spencer who stumbled onto his find when experimenting with microwaves Lor military radar tested his theory by dosing an ear of Indian Corn with the rays and was rewarded with a paper bag full of Popcorn. In those Days microwave ovens were often Bulky Tricky to use and thought to teak dangerous radiation. Now most safety questions have been put to rest according to the us. Center Tot devices and continued on Page 15 the stars and stripes Page 13