Retail volume growth is expected to slow down slightly over the forecast period with sales hovering around the 1%-mark year on year for built-in microwaves and a higher annual growth rate of around 3-4% mark for freestanding microwaves. Built-in microwaves may fare better if the housing market improves, and housing prices come down over the forecast period.
Microwaves are likely to suffer from a lack of innovation over the forecast period which could potentially attract consumers who are looking for a quick fix for meals during the working week. Apart from some new colour launches, microwaves have failed to capture consumers’ attention in recent years with sales reliant on purchases from foreign expatriates and Moroccans who like to have a sophisticated kitchen to show off to their friends.
The typical size of the microwave is a potential barrier to the use of these appliances in Moroccan households. Microwaves could receive a boost in sales if larger products were offered.
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Understand the latest market trends and future growth opportunities for the Microwaves industry in Morocco 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 Morocco, 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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