Consumer Appliances in Turkey

Consumer Appliances in Turkey

Demand for consumer appliances in Turkey continued to decline in 2019 following the termination of the government’s temporary tax exemption on durable goods, which mainly affected major appliances, and the dramatic depreciation of the local currency. Due to the Turkish lira weakening against the US dollar, manufacturers had to raise prices several times throughout 2019. High inflation in the country also caused average unit prices to rise in 2019 amid ongoing economic contraction, affecting hous...

Euromonitor International's Consumer Appliances in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2015-2019, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, format trends or distribution issues. Forecasts to 2024 illustrate how the market is set to change.

Product coverage: Major Appliances, Small Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Appliances market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Consumer Appliances in Turkey
Euromonitor International
January 2020
LIST OF CONTENTS AND TABLES
Executive Summary
Economic Downturn Causes Ongoing Decline in Retail Volume Sales of Consumer Appliances
Value Growth in 2019 Continues To Be Determined by Sharply Rising Average Unit Prices
Arçelik As Remains the Leading Player
Discounters and Internet Retailing Continue To Gain Ground
Revival in Retail Volume Sales of Consumer Appliances Is Expected Over the Forecast Period
Market Indicators
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024
Market Data
Table 5 Sales of Consumer Appliances by Category: Value 2014-2019
Table 6 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 12 Sales of Small Appliances by Category: Volume 2014-2019
Table 13 Sales of Small Appliances by Category: Value 2014-2019
Table 14 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 15 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 17 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 18 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 19 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 20 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 21 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 22 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 23 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 30 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024
Sources
Summary 1 Research Sources
Headlines
Prospects
Only Slight Recovery Is Expected for Dishwashers Following Economic Downturn
Value Growth in Dishwashers Is Boosted by Multiprogramme Appliances But Hindered by Maturity and Price Competition
Discounters Gains Ground in the Retail Volume Distribution of Dishwashers As Manufacturers Seek Additional Channels
Competitive Landscape
Arçelik As Remains the Strongest Player Due To Its Familiar Brands in All Price Segments
International Entrants Gain Ground in Dishwashers With Substantial Investment in Distribution and Local Production
Decrease in Profitability Is Expected To Lead To Greater Promotion of Economy Brands
Category Data
Table 34 Sales of Dishwashers by Category: Volume 2014-2019
Table 35 Sales of Dishwashers by Category: Value 2014-2019
Table 36 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 37 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 38 Sales of Dishwashers by Format: % Volume 2014-2019
Table 39 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 40 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 41 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 42 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 43 Production, Imports and Exports of Dishwashers: Total Volume 2014-2019
Table 44 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 45 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 46 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 47 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024
Headlines
Prospects
Recovery Expected in Home Laundry Appliances As Consumers Make Delayed Replacement Purchases
Larger Capacity Automatic Washing Machines Remain Popular Among Busy Urban Consumers
Convenience Need Increases Demand for Automatic Dryers and Washer Dryers
Competitive Landscape
Highly Recognised Brands That Meet Consumers' Changing Needs Keep Arçelik As at the Top of Home Laundry Appliances
Economy Brands Expected To Become More Prominent in Automatic Dryers and Automatic Washer Dryers
Vestel Introduces Quietest Mid-priced Automatic Washing Machine
Chart 1 Vestel CMI 8912 Automatic Washing Machine
Category Data
Table 48 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 49 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 50 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 51 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 52 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 53 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 55 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 56 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 57 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 58 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 59 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2014-2019
Table 60 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 61 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 63 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
the Decline in Large Cooking Appliances Is Expected To Turn Around in the Mid-forecast Period Alongside Economic Recovery
Lower-priced Large Cooking Appliances Take Share From Premium Brands Due To Consumers' Restricted Purchasing Power
Built-in Large Cooking Appliances Benefits From Consumers' Increasing Preference for Built-in Hobs and Ovens
Competitive Landscape
Arçelik As Remains the Clear Leading Player As Its Brands Cover All Price Segments
Discounters Retailing Budget-friendly Large Cooking Appliances Gain Share From Premium Appliance Dealerships
Vestel Launches A Rustic Range of Large Cooking Appliances
Chart 2 Vestel AF-7688 RK Oven
Category Data
Table 64 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 65 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 66 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 67 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 68 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 69 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 70 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 71 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 72 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 73 NBO Company Shares of Ovens: % Volume 2015-2019
Table 74 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 75 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 76 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 77 NBO Company Shares of Cookers: % Volume 2015-2019
Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 79 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2014-2019
Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Sales of Microwaves in Turkey Continue To Decline Amid Economic Downturn
Household Penetration Rate of Microwaves Is Expected To Remain Very Low
Value Sales Hindered by Consumers' Reduced Purchasing Power
Competitive Landscape
Dominant Arçelik As Faces Competition From More Affordable Brands
Samsung Focuses on Increasing Its Retail Volume Share of Microwaves With Expansion Investment
Manufacturers of Connected Microwaves Expected To Push Their Products in Electrical Stores
Category Data
Table 84 Sales of Microwaves by Category: Volume 2014-2019
Table 85 Sales of Microwaves by Category: Value 2014-2019
Table 86 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 87 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 88 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 89 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 90 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 91 Distribution of Microwaves by Format: % Volume 2014-2019
Table 92 Production, Imports and Exports of Microwaves: Total Volume 2014-2019
Table 93 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 94 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024
Headlines
Prospects
Decline Continues in 2019 Due To Ongoing Sharp Price Rises and Difficult Economic Circumstances
Freezers Performs Best Mainly Due To Ongoing Urbanisation
Popularity of Standard Fridge Freezers Limits Value Growth
Competitive Landscape
Arçelik As Leads Thanks To Its Nationwide Distribution and Brands in All Price Segments
Samsung Maintains Its Position With Further Investment To Expand Its Distribution
Arçelik Launches A Carbon Fibre Fridge Freezer
Chart 3 Arçelik Diamond 283720 Fridge Freezer
Category Data
Table 97 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 98 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 99 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 100 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 101 Sales of Freezers by Format: % Volume 2014-2019
Table 102 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 103 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 104 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 105 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 106 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 107 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 108 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 109 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 110 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 111 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 112 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 113 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 114 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 115 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 116 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Replacement Sales of Air Conditioners Previously Postponed Are Expected To Underlie the Return To Positive Retail Volume Growth of Air Treatment Products
Sales Remain Low for Air Treatment Product Categories That Are Considered Luxury
Greater Volume Sales of Air Conditioners Through Discounters Expected To Achieve Growth Above the Average for Cooling
Competitive Landscape
Arçelik As Leads Air Treatment Products Due To Holding the Top Position in Split Air Conditioners
Domestic Fakir's Wide Product Range Supports Its Position Among the Top-tier Brands
Daikin Launches New Series of Split Air Conditioners
Chart 4 Daikin Shira Eco FTXP35M Split Air Conditioner
Category Data
Table 117 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 118 Sales of Air Treatment Products by Category: Value 2014-2019
Table 119 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 120 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 121 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 122 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 123 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 124 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 125 Production, Imports and Exports of Air Conditioners: Total Volume 2014-2019
Table 126 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 127 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 128 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 129 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024
Headlines
Prospects
Decline in Food Preparation Appliances Due To Consumers' Reduced Purchasing Power Is Expected To Turn Around With the Increasing Need for Convenience
Slow Juicers Predicted To Grow Fastest But With A Limited Consumer Base
Premiumisation Will Support Value Growth That Is Struggling Due To Price Competition
Competitive Landscape
Local Player Arzum Elektrikli Ev Aletleri Maintains Its Lead With Competitively Priced Food Preparation Appliances
Arçelik As Is A Top Player in Food Preparation Appliances Due To Consumer Loyalty
Discounters Expected To Become More Prominent in the Distribution of Food Preparation Appliances in Turkey
Category Data
Table 130 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 131 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 132 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 133 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 134 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 135 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 136 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 137 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 138 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 139 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 140 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
the Need for Convenience Is Expected To Return Personal Care Appliances To Positive Growth
Changing Lifestyles Benefit Personal Care Appliances That Are Higher-end and Offer Greater Convenience
Consumers Purchase Basic Hair Dryers During Economic Hardship But Are Expected To Be Able To Afford More Sophisticated Hair Care Appliances As Incomes Rise
Competitive Landscape
Philips Continues To Lead Personal Care Appliances Due To the Success of Its Body Shavers
Arzum Gains Retail Volume Share by Expanding Its Product Range and Distribution
Local Players Expand Their Distribution in Discounters To Increase Their Retail Volume Sales
Category Data
Table 141 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 142 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 143 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 144 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 145 Sales of Body Shavers by Format: % Volume 2014-2019
Table 146 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 147 NBO Company Shares of Personal Care Appliances 2015-2019
Table 148 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 149 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 150 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 151 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 152 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 153 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Coffee Machines and Sandwich Makers Are Expected To Drive the Return of Small Cooking Appliances To Positive Volume Growth
Constrained Purchasing Power Expected To Underlie Continued Decline in Non-essential Small Cooking Appliances
Price Competition Is Expected To Hinder Value Growth Despite Premiumisation and New Product Developments
Competitive Landscape
High Brand Recognition Keeps Arçelik As at the Top of Small Cooking Appliances
Second-placed Arzum Elektrikli Ev Aletleri Strengthens Its Position in Small Cooking Appliances by Increasing Its Distribution in Discounters
Fakir Gains Retail Volume Share by Expanding Its Range of Coffee Machines
Category Data
Table 154 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 155 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 156 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 157 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 158 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 159 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 160 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 161 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 162 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 163 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 165 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Replacements Previously Postponed and A Preference for More Practical Formats Will Revive Sales of Vacuum Cleaners
the Consumer Shift Towards New Product Developments Is Expected To Boost Value Sales Growth
Discounters and Internet Retailing Are the Only Channels To Gain Share in 2019
Competitive Landscape
Fakir Leads Due To Its Strength in Stick Vacuum Cleaners and Its Budget-friendly Prices
Philips Retains Its Position Due To Its Strength in Cylinder Vacuum Cleaners
International Brands Focus on New Product Development While Local Brands Continue To Offer Affordability
Category Data
Table 166 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 167 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 168 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 169 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 170 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 171 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 172 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 173 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 174 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 175 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 176 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

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