After a very positive performance over most of the review period, microwaves volume sales are expected to decline in the Portuguese market over 2022-2027. The already high level of penetration of microwaves will be a key impediment to growth, especially as the latter part of the review period, which included the COVID-19 crisis, was characterised by favourable conditions for category development and witnessed a particularly high level of demand.
Innovation and technological development are expected to continue to affect sales positively over the forecast period. The development of the smart connected appliances ecosystem could play a key role, as it is likely to become increasingly useful for consumers to have all appliances from the same brands in order to facilitate communication between devices.
The microwaves category is set to see growth constrained by increasing competition from ovens that include microwave options or features that can easily replace a traditional microwave’s function and, at the same time, save space in the kitchen. Indeed, the desire to save space is likely to become increasingly prominent given the general trend towards smaller urban households and living spaces.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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