Market Report, "Microwaves in Turkey", Published
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...
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