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Microwave products: Guide to Marketing Communication

What kind of information should you use to sell a product that has been treated with microwaves?

When consumers consider whether to buy foods that are treated with new and sometimes unknown processing technologies, there are some arguments that make them more willing to buy the product than others.

Through scientific consumer studies, scientists have documented the type of information or arguments that make Norwegian consumers more positive about buying products that are treated with microwaves.

Advice on communication with customers

If you have a product that is treated with microwaves, you should emphasise the following advantages regarding the product:

Detailed information

  • Further processed using microwaves that make daily life more convenient.

  • Further processed using less energy.

  • Reduced food waste during processing.

  • Preserves nutrients and quality.

Brief information

  • Quick and easy
  • Retains quality longer
  • More nutritious

Avoid referring to

  • Environmental sustainability

More about


Title Author(s) Year
Consumer reactions to communication about innovative processing technologies in iNOBox Altintzoglou, Themistoklis; Heide, Morten 2020 Go to publication

Contact persons

Themis Altintzoglou

Senior Scientist, Nofima
+47 476 54 471

Morten Heide

Senior Scientist, Nofima
+47 908 49 530