PROSPECTS AND OPPORTUNITIES
Growing competition from multi-functional ovens
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.
Concentration at the top end of competitive landscape is anticipated
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.
Traditional retailers will remain relevant
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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Overview:
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.
The Microwaves in Portugal report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Microwaves in Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Microwaves in Portugal - Category analysis
KEY DATA FINDINGS
Microwaves struggle amid growing competition
Limited innovation opens door to new brands
Teka enjoys solid position in microwaves
Growing competition from multi-functional ovens
Concentration at the top end of competitive landscape is anticipated
Traditional retailers will remain relevant
Consumer Appliances in Portugal - Industry Overview
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
The following categories and subcategories are included:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
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.
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This report originates from Passport, our Microwaves research and analysis database.
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