Sales of microwaves dropped sharply in retail volume terms in 2020 as many people shifted away from purchasing non-essential items. Added to this, many companies experienced logistical challenges in 2020, especially during the lockdown, with this resulting in supply shortages in some instances, further exacerbating the problem.
Manufacturers and retailers used discounting activity and promotions to entice consumers into purchasing microwaves in 2021. With restrictions eased players looked to encourage consumers to start shopping for major appliances again, with some people keen on snatching up a bargain as things slowly started to return to some form of normality.
Consumers have been spending more time spent at home as a result of the COVID-19 pandemic with many white-collar employees switching to work from home arrangements. This led to more people investing in microwaves as a quick and convenient way to heat meals, with these appliances proving particularly popular with consumers who lack cooking skills and who simply want to reheat dishes or cook pre-made meals.
Microwaves is expected to remain the most dynamic category within major appliances in Morocco. Although this is partially due to the low sales base and low penetration rate, this projection is also based on the growing demand for convenience.
As Morocco’s economy starts to recover this should provide an additional boost to sales of non-essential products including microwaves. Microwaves are likely to be particularly appealing to those consumers living in small, urban apartments and who maybe lack cooking skills.
Manufacturer and retailer activities are expected to revolve around discounts and promotions over the forecast period as they look to drive interest in microwaves. One sales strategy which is likely to be used is product bundling, whereby microwaves are bundled with refrigeration appliances, televisions, and other consumer appliances.
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Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.See All of Our Definitions
This report originates from Passport, our Microwaves research and analysis database.
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