Although retail volume sales of microwaves in Turkey are anticipated to decline in 2020, the decline is anticipated to be slower than that seen in 2019. In fact, retail volume sales of microwaves were already dropping dramatically in Turkey in 2018 and 2019 due to the negative economic situation in the country and the removal of the temporary tax exemption on durable goods, including major appliances such as microwaves.
While the convenience microwaves offer is undeniable, most Turkish consumers continue to hold a negative perception of the potential hazards of microwave cooking. In fact, there is a long-established perception in the country that cooking with microwaves has a negative impact on the nutritional contend of food.
In general, Turkish consumers do not consider microwaves as a necessity therefore limiting the household penetration rate of microwaves. In Turkey, most consumers stick to traditional cooking methods, where the culture of home-made food and cooking with pots and pans is strong.
2020 was a dismal year in terms of significant new product development for microwaves. The COVID-19 pandemic is expected to have a negative effect on the Turkish economy in 2020 as some consumers lost their jobs or had hours cut.
Following the anticipated double-digit retail volume decline in 2020, microwaves is set to return to positive although slow retail volume growth in 2021. Throughout the remainder of the forecast period retail volume sales of microwaves are anticipated to moderately strengthen but still remain relatively low.
Intensifying health and wellness trends will pose a major threat to sales of microwaves in the forecast period. In fact, Turkish consumers have been turning more and more against pre-prepared food due to negative health perceptions, and these types of products are commonly cooked in microwaves.
In the forecast period, connected microwaves will likely remain a very small niche since economically strained consumers will be more likely to opt for standard and budget-friendly options rather than more premium offerings. Therefore, connected microwaves will continue struggling to expand its consumer base in the forecast period.
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This report originates from Passport, our Microwaves research and analysis database.
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