Microwaves, as a product area, is set to struggle to register increases in sales during the forecast period. The main factor to take into consideration here is the already high household penetration of microwaves, with most households within the core target consumer audience for these products already in possession of at least one microwave.
As mentioned in other sections of this report, the shift towards connected appliances is expected to be a major trend across all categories of major appliances in Romania during the forecast period. In terms of microwaves, it is expected that this will spur sales growth by encouraging more affluent households to renew their microwaves, replacing their old models with newer, connected appliances that offer unprecedented levels of convenience.
Online sales of microwaves increased substantially over the course of 2020 and continue to grow in 2022. The relatively low unit prices of microwaves and the more compact size of these products in comparison with other types of major appliances mean that consumers are generally more willing to buy these items via e-commerce.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Romania 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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