Since 2003, price erosion has remained a key feature of the microwave ovens market with excessive price promotions adversely affecting market values over the review period. It is likely, however, that prices have levelled off in the latter part of 2004, especially in the basic solo oven sector, where entry level prices fell to below £25 in 2004, with little scope to substantially reduce prices further.
Prices may still fall in the higher priced combination oven sector in 2005, partly to encourage consumers to trade up from basic machines and partly because prices have not fallen as much as in other sectors so far.
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