It is, however, possible that sales in microwaves could benefit from the cross-category trend of improved economic conditions and higher disposable incomes over the forecast period, along with a booming property market. Indeed, home ownership increased towards the end of the review period thanks to the decrease in housing loan interest rates in the last quarter of 2019, along with the government incentive of up to TRY82,000 of non-repayable credit which was offered to first-time home buyers in 2020.
The rising urbanisation in the country, along with the trend towards modern households and the reviving property market, will likely benefit built-in microwave sales over the forecast period. This trend will be in line with the other built-in appliances in the major appliances market overall.
Over the forecast period, the channel shares of discounters and e-commerce are expected to see good growth. The e-commerce channel is predicted to benefit from the expanded retail infrastructure of both store-based and online retailers.
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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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