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Home and Garden in Turkey

Publisher Euromonitor International
Published Jun 04, 2025
Length 47 Pages
SKU # EP20081094

Description

In 2024, the home and garden industry in Turkey was significantly influenced by persistent inflation and economic uncertainty, which shaped consumer behaviour across all categories. Gardening recorded strong current value growth as prices surged amid inflation. Despite rising costs, demand remained resilient, with consumers continuing to view gardening as a therapeutic and rewarding hobby. Home furnishings also experienced significant current value growth, driven by inflation; however, volume sa...

Euromonitor International's Home and Garden in Turkey report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2029 illustrate how market demand is expected to evolve in the medium-term


Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

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

Why buy this report?
* Get a detailed picture of the Home and Garden 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

47 Pages
Home and Garden in Turkey
Euromonitor International
June 2025
List Of Contents And Tables
HOME AND GARDEN IN TURKEY
EXECUTIVE SUMMARY
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2019-2024
Table 2 Sales of Home and Garden by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Home and Garden: % Value 2020-2024
Table 4 LBN Brand Shares of Home and Garden: % Value 2021-2024
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2019-2024
Table 6 Distribution of Home and Garden by Format: % Value 2019-2024
Table 7 Distribution of Home and Garden by Format and Category: % Value 2024
Table 8 Forecast Sales of Home and Garden by Category: Value 2024-2029
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
GARDENING IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
High inflation and urbanisation drive value growth in gardening in 2024
Turkish gardening leaders innovate with gardening tools and robotic lawnmowers
Specialist stores lead gardening retail as grocery retailers make dynamic inroads
PROSPECTS AND OPPORTUNITIES
Economic headwinds and urbanisation may hinder future growth
Climate change boosts demand for resilient plants and local seeds
Smart technology and sustainability set to fuel growth of gardening equipment
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2019-2024
Table 11 Sales of Gardening by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Gardening: % Value 2020-2024
Table 13 LBN Brand Shares of Gardening: % Value 2021-2024
Table 14 Distribution of Gardening by Format: % Value 2019-2024
Table 15 Forecast Sales of Gardening by Category: Value 2024-2029
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2024-2029
HOME FURNISHINGS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Low consumer confidence and high inflation continue to impact volume sales of home furnishings
Ikea attracts consumers with affordable pricing and functional, modern designs
E-commerce growth driven by trust and convenience
PROSPECTS AND OPPORTUNITIES
Demographic and societal shifts set to dampen growth of home furnishings
Lighting growth driven by consumer concern for energy efficiency, interior aesthetics, and smart solutions
Affordability to drive sales of home textiles over the forecast period
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2019-2024
Table 18 Sales of Home Furnishings by Category: % Value Growth 2019-2024
Table 19 NBO Company Shares of Home Furnishings: % Value 2020-2024
Table 20 LBN Brand Shares of Home Furnishings: % Value 2021-2024
Table 21 LBN Brand Shares of Light Sources: % Value 2021-2024
Table 22 Distribution of Home Furnishings by Format: % Value 2019-2024
Table 23 Forecast Sales of Home Furnishings by Category: Value 2024-2029
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2024-2029
HOME IMPROVEMENT IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising cost of tradespeople and growing DIY trend drive growth in 2024
Kaleseramik leads with its commitment to environmentally friendly products
In-store shopping remains dominant as discounters grow amidst economic challenges
PROSPECTS AND OPPORTUNITIES
Sluggish sales due to price sensitivity and a decline in homeownership
Rising DIY trend, driven by a desire to personalise living spaces and save on professional labour costs
Floor covering growth to be muted by economic stagnation and changing habits
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2019-2024
Table 26 Sales of Home Improvement by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Home Improvement: % Value 2020-2024
Table 28 LBN Brand Shares of Home Improvement: % Value 2021-2024
Table 29 Distribution of Home Improvement by Format: % Value 2019-2024
Table 30 Forecast Sales of Home Improvement by Category: Value 2024-2029
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2024-2029
HOMEWARES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising costs and falling marriage rates slow homewares’ growth in 2024
Pasabahçe retains its lead, leveraging its strong brand equity and wide product portfolio
Physical stores lead due to the importance of the tactile and visual shopping experience
PROSPECTS AND OPPORTUNITIES
Slower growth following pandemic-driven surge
Dynamic dining, driven by rising demand for visually appealing and stylish products
Urbanisation and sustainability trends to drive demand for compact and multifunctional kitchenware
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2019-2024
Table 33 Sales of Homewares by Category: % Value Growth 2019-2024
Table 34 Sales of Homewares by Material: % Value 2019-2024
Table 35 NBO Company Shares of Homewares: % Value 2020-2024
Table 36 LBN Brand Shares of Homewares: % Value 2021-2024
Table 37 Distribution of Homewares by Format: % Value 2019-2024
Table 38 Forecast Sales of Homewares by Category: Value 2024-2029
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2024-2029

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