Microwaves is expected to witness a relatively stable performance over the forecast period, although volume sales will continue to decline due to its maturity and increased competition from other categories. For example, ovens that offer microwave functions, namely premium brands such as Miele and SMEG, can already be found in medium segment brands as Teka, Bosh or Beko.
Microwaves is expected to become more concentrated over the forecast period, as some low-cost brands leave the Portuguese market due to the limited opportunities for volume growth. More competitive prices are expected among medium and high-priced brands offered through promotional activity, and this will support constant value sales.
Appliances and electronics specialists are expected to gain share together with the e-commerce channel over the upcoming years. Smaller specialist retailers are becoming a more relevant distribution channel for microwaves, particularly for consumers seeking replacement appliances and a low price.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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