Boston, MA -- (SBWIRE) -- 02/12/2015 -- Sales of microwaves remained low at the end of the review period, reaching just 236,600 units in 2014. This is chiefly due to continuing consumer concerns regarding the nutrition of food cooked by microwaves. Many consumers believe that microwaving food destroys its nutritional content by disrupting water molecules, with many indeed believing that microwave cooking can contribute to a higher risk of cancer. Due to these concerns, microwaves had a household penetration of just 5% in Turkey at the end of the review period. There was little change in the household penetration of microwaves during the review period, despite an increase in credit availability and disposable income levels.

Competitive Landscape

Ar?elik leads microwaves and accounted for a volume share of 49% in 2014, benefiting from its three widely popular brands Ar?elik, Beko and Altus. While Altus offers low-priced freestanding microwaves, Beko and Ar?elik offer higher quality at higher prices, with these brands also offering built-in products. Ar?elik enjoys long-term leadership in microwaves thanks to high brand awareness and its own extensive nationwide network of electronics and appliance specialist retailers.

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Industry Prospects

Over the forecast period, microwaves is expected to see retail volume sales grow at a CAGR of 2%, with this largely being in line with review period growth. Microwaves will thus remain a sluggish niche in the forecast period, being the smallest and slowest growing product area in major appliances, with sales remaining below 264,000 units at the end of the forecast period. This will be due to consumers' ongoing health concerns regarding microwave cooking, with many being concern that it destroys nutrients in food.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Microwaves industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Microwaves in Turkey market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Microwaves in Turkey?
- What are the major brands in Turkey?
- How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
- Has there been a shift from freestanding microwaves to built-in microwaves?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
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