It is possible that the expected recovery in the economy, alongside the expected rise in the number of new houses, may stimulate positive sales in microwaves over the forecast period. Indeed, we expect the development of a large number of new homes, both newly constructed and those promised to be delivered by the government to earthquake victims by 2028.
Indeed, the share of built-in microwaves is predicted to see small positive growth, with consumers being demanding of modern appliances in their kitchens. In this sense, microwaves will follow other kitchen appliances trends, with built-in products being seen as more desirable and stylish than freestanding options.
In another cross-category trend, e-commerce continues to grow, albeit with the channel holding smaller shares in microwaves compared to many other appliances, and with appliances and electronics specialists maintaining the largest share. E-commerce has been boosted by the era of the pandemic, when restrictions resulted in consumers and retailers alike placing a greater focus on online sales.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Microwaves
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 DefinitionsThis report originates from Passport, our Microwaves research and analysis database.
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