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Consumer Appliances in Turkey

Publisher Euromonitor International
Published Jan 19, 2026
Length 91 Pages
SKU # EP20808041

Description

Consumer appliances in Turkey is expected to remain attractive due to its growth potential, driven by increasing urbanisation and rising household incomes. To succeed in this market, brands should focus on energy efficiency, premiumisation, and direct-to-consumer sales strategies, particularly through e-commerce. The industry is characterised by a strategic duality, with manufacturers balancing affordability for price-sensitive consumers with innovation-driven offerings for premium segments.

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 2021-2025, 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 2030 illustrate how the market is set to change.

Product coverage: Home HVAC, 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.

Table of Contents

91 Pages
Consumer Appliances in Turkey
Euromonitor International
January 2026
List Of Contents And Tables
CONSUMER APPLIANCES IN TURKEY
EXECUTIVE SUMMARY
Growth potential and strategic imperatives in Turkish consumer appliances
KEY DATA FINDINGS
CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
Manufacturers balance affordability with innovation-driven offerings
CHART 2 Arçelik's Multi-Tier Brand Strategies in Local Consumer Appliances
Bosch Serie 8 washing machines exemplify premiumisation
CHART 3 Bosch Serie?8 Washing Machines Standout Examples of Premiumisation
Brands look to assert greater control through direct-to-consumer strategies
CHART 4 Arçelik Expands Control via DTC Channel
WHAT’S NEXT?
Consumer appliances to continue growing, driven by urbanisation and income
CHART 5 Analyst Insight
Refrigeration appliances to remain largest category in major segment, while air conditioners will be dynamic performer
Sustainability and energy efficiency will remain important for consumers and brands
CHART 6 Growth Decomposition of Consumer Appliances 2024-2029
COMPETITIVE LANDSCAPE
Leading brands maintain dominance through dual strategies
New entrants and strategic partnerships reshape market dynamics
CHANNELS
Specialists lead distribution, but e-commerce mains further gains
ECONOMIC CONTEXT
CHART 7 Real GDP Growth and Inflation 2020-2030
CHART 8 PEST Analysis in Turkey 2025
CONSUMER CONTEXT
CHART 9 Key Insights on Consumers in Turkey 2025
CHART 10 Consumer Landscape in Turkey 2025
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
DISHWASHERS IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Innovation and urbanisation shape demand for dishwashers in Turkey
CHART 11 Key Trends 2025
INDUSTRY PERFORMANCE
Premium brands drive value growth through innovation
CHART 12 Analyst Insight
Sustainability drives innovation in dishwasher design
CHART 13 Arçelik 6667 WF I: 2025 Launch Focuses on Energy and Water Efficiency
Smart and AI-powered dishwashers lead dynamic growth
CHART 14 Smart Dishwashing with Arçelik 62113 I WF: HomeWhiz Enables Convenience
WHAT’S NEXT?
Premiumisation and smart features to drive future growth
Energy-efficient dishwashers will address cost and environmental concerns
Compact living drives demand for space-efficient dishwashers in Turkey
COMPETITIVE LANDSCAPE
Arçelik and Bosch remain leading brands through innovation
CHANNELS
Brands continue to invest in hybrid channel model
COUNTRY REPORTS DISCLAIMER
HOME LAUNDRY APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
High penetration and premiumisation define home laundry appliances in Turkey
CHART 15 Key Trends 2025
INDUSTRY PERFORMANCE
Energy-efficient models remain important due to rising concerns over running costs and the environment
CHART 16 Arçelik Adds Optimix Technology to Neo Series for Smarter, More Efficient Washing
Smart and AI-powered features attract tech-savvy and busy consumers
CHART 17 Arçelik Adds AI-Driven Optimix Technology to Neo Washing Machine Series
Premium brands drive value growth through innovation
CHART 18 Analyst Insight
WHAT’S NEXT?
Urbanisation and green tech to fuel future demand
Smart features set to revolutionise Turkish homes
Premiumisation to further fuel value growth
COMPETITIVE LANDSCAPE
Two major players dominate consolidated landscape through strong brand equity
CHANNELS
Omnichannel mix driving distribution of home laundry appliances
COUNTRY REPORTS DISCLAIMER
LARGE COOKING APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Urban consumers fuel premiumisation and smart tech growth
CHART 19 Key Trends 2025
INDUSTRY PERFORMANCE
Urban consumers fuel premium, smart, and energy-efficient appliance trends, boosting value in Turkish market
CHART 20 Bosch Serie 8 Built-In Oven
Smart and AI-powered appliances gain traction
CHART 21 Arçelik HomeWhiz-Enabled Built-In Ovens
Multifunctionality and compact design drive consumer preferences
CHART 22 Kumtel HPO-01: Compact Cooking for Everyday Needs
WHAT’S NEXT?
A future driven by premiumisation, efficiency, and urban design
CHART 23 Analyst Insight
Turkish kitchens embrace connectivity: Smart and customisable ovens champion appliance growth
COMPETITIVE LANDSCAPE
Beko Corp retains convincing leadership of consolidated landscape
CHANNELS
Offline retail networks drive sales of premium large cooking appliances
Retail e-commerce popular for mid-range and affordable brands
COUNTRY REPORTS DISCLAIMER
MICROWAVES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Polarised landscape where inflation weighs on purchasing decisions, but premium models appeal to wealthier urban population
CHART 24 Key Trends 2025
INDUSTRY PERFORMANCE
Compact and practical: How design shapes microwaves in Turkey
CHART 25 Compact Solo Model Aligned with Everyday Needs: Arçelik MD 201 B
Niche of built-in models offers convenience and customisation
CHART 26 Vestel AMD 2511 X: Convenience Features in a Built-in Format
Targeted customisation: Premium microwaves in the Turkish market
CHART 27 Bosch BEL7321B1 Reflects Segmented Focus on High-Income Urban Consumers
WHAT’S NEXT?
Affordability to drive demand among mass consumers
Affluent consumers likely to drive demand for premium built-in models
CHART 28 Analyst Insight
Energy efficiency to shape future purchasing decisions
COMPETITIVE LANDSCAPE
Beko Corp retains dominance of microwaves
CHANNELS
Omnichannel coordination drives sales through diverse channels
Retail e-commerce gains traction with competitive pricing
COUNTRY REPORTS DISCLAIMER
REFRIGERATION APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Energy efficiency and smart models drive growth amidst concentrated landscape
CHART 29 Key Trends 2025
INDUSTRY PERFORMANCE
Driving innovation: Sustainability and energy efficiency in Turkish refrigeration
CHART 30 Arçelik 570476 EI: Mid Range Model Delivers Smarter, Eco Friendly Cooling
Smart refrigeration in Turkey featuring AI and app connectivity
CHART 31 Analyst Insight
Direct-to-consumer sales drives channel mix evolution
WHAT’S NEXT?
Energy efficiency and smart features to remain top of mind
Fridge freezers to remain dominant, while freezers offers further dynamic growth potential
COMPETITIVE LANDSCAPE
Beko Corp retains leadership of consolidated landscape with strong brand presence
CHANNELS
Local brands lead direct-to-consumer channel expansion
COUNTRY REPORTS DISCLAIMER
AIR CONDITIONERS IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Navigating economic headwinds with innovation
CHART 32 Key Trends 2025
INDUSTRY PERFORMANCE
Sustainability and energy efficiency boost product offerings
CHART 33 Arçelik Advances Sustainable Cooling with ProSmart and Ekolojik Inverter Series
Smart and AI-powered air conditioners drive innovation
CHART 34 Samsung Launches AI-Driven Air Conditioners for Smarter Climate Control
Eco-friendly climate control gains traction
CHART 35 Eco-Conscious Design Guides Arçelik’s Latest AC Developments
WHAT’S NEXT?
Energy efficiency to drives future sales growth
CHART 36 Analyst Insight
Technological innovation to fuel category expansion
COMPETITIVE LANDSCAPE
Local brands maintain lead through innovation and service
CHANNELS
Specialists and e-commerce drive sales with convenience
COUNTRY REPORTS DISCLAIMER
HEAT PUMPS IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Value growth amidst volume decline, driven by new construction and emerging opportunities
CHART 37 Key Trends 2025
INDUSTRY PERFORMANCE
Baymak and Daikin drive innovation with tailored solutions
CHART 38 Baymak IOTHERM Heat Pumps Offer Flexible and User-Friendly Solutions
Localisation is key for dominant air to water heat pumps in Turkey
CHART 39 Regionally Responsive Heating with the Daikin Altherma 3 Series
Segmented consumer focus demonstrated by Baymak’s wide portfolio
CHART 40 Analyst Insight
WHAT’S NEXT?
Despite negative outlook, some demand will remain
Government incentives could drive demand from B2B market
COMPETITIVE LANDSCAPE
Daikin and Baymak lead fragmented landscape with strategic offerings
CHANNELS
Dealer networks drive heat pump sales with strong support
COUNTRY REPORTS DISCLAIMER
FOOD PREPARATION APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Demand for convenience and multifunctionality drive strong performance
CHART 41 Key Trends 2025
INDUSTRY PERFORMANCE
Consumers prioritise home cooking with multifunctional appliances
CHART 42 Arzum’s ProArt Mini: Practical Design for Daily Kitchen Tasks
Convenience and customisation drive demand for portable blenders
CHART 43 SharkNinja Responds to On-The-Go Trend with Compact Blender Offering
Manufacturers drive innovation with health-focused products
CHART 44 Arzum Responds to Mobile Lifestyles with Customisable Blender
WHAT’S NEXT?
Consumers to further drive demand for multifunctional and compact appliances
CHART 45 Analyst Insight
Blenders to maintain largest share with multifunctional variants
COMPETITIVE LANDSCAPE
Arzum maintains lead as SharkNinja gains traction
CHANNELS
Online retail leads sales with competitive pricing
Omnichannel strategies drive sales across retail channels
COUNTRY REPORTS DISCLAIMER
PERSONAL CARE APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Personal care appliances thrives on at-home professionalisation and premiumisation
CHART 46 Key Trends 2025
INDUSTRY PERFORMANCE
Dyson and Braun drive premiumisation with innovative products
CHART 47 Analyst Insight
IPL devices see dynamic growth amid economic pressures and health and wellness focus
CHART 48 Braun Expands IPL Range with Focus on Safe and Effective At-Home Use
Direct-to-consumer sales enhance omnichannel experience
CHART 49 Arzum Balances Retail Reach with Direct Online Sales for Pricing Consistency
WHAT’S NEXT?
Strong outlook as consumers continue to create at-home beauty salons
Dyson and Philips to drive luxury personal care trends
Hair care appliances to maintain dominance
COMPETITIVE LANDSCAPE
Philips and Arzum remain popular brands through innovation and affordability
New entrants and innovation drive competition
CHANNELS
Omnichannel strategies drive sales through multiple channels
COUNTRY REPORTS DISCLAIMER
SMALL COOKING APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Driving growth: Smart, healthy-focused, and convenient small appliances in Turkey
CHART 50 Key Trends 2025
INDUSTRY PERFORMANCE
Premiumisation drives value growth through smart features
CHART 51 Arzum Expands Smart Appliance Line with ThermoGusto
Fryers see dynamic growth driven by health-conscious consumers
CHART 52 Analyst Insight
Dynamic growth for coffee machines as consumers replicate café culture at home
WHAT’S NEXT?
Future growth to be driven by appliances that simplify the cooking process
The Influence of health and convenience on small cooking appliances
COMPETITIVE LANDSCAPE
Beko and Arzum maintain lead through innovation
CHANNELS
Omnichannel strategies drive sales of small cooking appliances
COUNTRY REPORTS DISCLAIMER
VACUUM CLEANERS IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Innovation and evolving preferences drive growth in vacuum cleaners
CHART 53 Key Trends 2025
INDUSTRY PERFORMANCE
Innovation drives development of multifunctional and compact vacuum cleaners
CHART 54 Analyst Insight
Smart solutions lead innovation and sales growth
CHART 55 Roborock Expands in Turkey with Launch of Advanced AI-Powered Vacuum Lineup
Technological advancements drive growth in cordless vacuum cleaners
WHAT’S NEXT?
Innovation and premiumisation to drive future growth in vacuum cleaners
Standard vacuum cleaners to remain dominant, robotic vacuum cleaners will lead growth
Further growth potential for convenience cordless models
COMPETITIVE LANDSCAPE
Leading manufacturers maintain dominance through innovation
CHANNELS
Specialists lead, but e-commerce remains important alternative
COUNTRY REPORTS DISCLAIMER

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