Microwaves in Turkey

2020 IMPACT

Sales of microwaves continue to decline in Turkey in 2020

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.

Negative consumer perception of cooking with microwaves limits growth

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.

Local preference of traditional cooking habits continues to provide a barrier to further penetration

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.

Economic impact of COVID-19 and preference of traditional cooking methods hampers new product development for microwaves

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.

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