In Turkey, the fast-spreading Coronavirus (COVID-19) has dampened economic prospects in 2020, and is anticipated to have a negative effect on the retail volume sales of consumer appliances. A direct hit to consumer confidence was noted in the second quarter of 2020, as the first case emerged at the end of the first quarter on 11 March. Overall, consumer appliances were affected by mandated store closures, ongoing lockdown restrictions and decreasing disposable incomes due to job losses as well a...
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 2016-2020, 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 2025 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 2021
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Onset of lockdown in March 2020 increases consumer need for frozen storage capacity
Economic turbulence results in more price sensitive consumers
Slowdown in housing market results in slowdown in refrigeration appliances
New product development delayed in 2020
RECOVERY AND OPPORTUNITIES
Replacement cycles of refrigeration appliances expected to shorten in the forecast period supporting growth
Discounters may gain importance in the forecast period
Higher demand for freezers likely to continue in the forecast period
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Turkish consumers put off repairs and replacements of home laundry appliances in 2020 due to fear of bringing COVID-19 into the home
Built-in automatic dryers fare better amidst the pandemic in 2020
New normal of working from home diminishes demand for laundry
Innovation continued to be deterred by economic uncertainty
RECOVERY AND OPPORTUNITIES
Work from home policies will hinder growth in the forecast period
Connected devices will proliferate in the forecast period
Companies expected to focus on offering home laundry appliances with artificial intelligence technology
CATEGORY DATA
Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Appeal of dishwashers increases in 2020 due to sanitation functions
Eco-friendly emerges as one of the most important attributes
Smart features continue to be introduced
Most new product development delayed until 2021
RECOVERY AND OPPORTUNITIES
Due to growing concerns regarding food safety, more dishwashers may begin offering a pesticide removal function in the forecast period
Convenient features will continue draw in consumers
High use of dishwashers may shorten replacement cycles supporting growth
CATEGORY DATA
Table 73 Sales of Dishwashers by Category: Volume 2015-2020
Table 74 Sales of Dishwashers by Category: Value 2015-2020
Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 77 Sales of Dishwashers by Format: % Volume 2015-2020
Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 82 Production of Dishwashers: Total Volume 2015-2020
Table 83 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 85 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 86 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Uncertain economic times create hesitant consumers in 2020 with many putting off large purchases
Increased use of ovens may shorten the replacement lifecycle
Consumer preference of built-in large cooking appliances continues
Ongoing economic downturn delays new product development
RECOVERY AND OPPORTUNITIES
Economic fallout from the pandemic expected to lower consumers' purchasing power and may encourage trading down in the forecast period
Sales of connected devices expected to rebound in line with the anticipated recovery in the Turkish economy
Economy brands may become more popular as consumers seek the best value for their money
CATEGORY DATA
Table 87 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 89 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 90 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 91 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 92 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 93 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 94 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 95 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 96 NBO Company Shares of Ovens: % Volume 2016-2020
Table 97 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 99 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 100 NBO Company Shares of Cookers: % Volume 2016-2020
Table 101 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 102 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 103 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales of microwaves continue to decline in Turkey in 2020
Negative consumer perception of cooking with microwaves limits growth
Local preference of traditional cooking habits continues to provide a barrier to further penetration
Economic impact of COVID-19 and preference of traditional cooking methods hampers new product development for microwaves
RECOVERY AND OPPORTUNITIES
Recovery will be hindered by consumers' reduced purchasing power in the forecast period
Health and wellness trends will provide a barrier to more dynamic growth
Electric stores may be used to promote connected microwaves
CATEGORY DATA
Table 107 Sales of Microwaves by Category: Volume 2015-2020
Table 108 Sales of Microwaves by Category: Value 2015-2020
Table 109 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 110 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 111 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 112 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 113 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 114 Distribution of Microwaves by Format: % Volume 2015-2020
Table 115 Production of Microwaves: Total Volume 2015-2020
Table 116 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 117 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 118 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown restrictions increased at home cooking habits therefore preventing a sharper decline in sales of food preparation appliances in 2020
Food bloggers expected to drive growth for slow juicers in 2020
Local player Arzum Elektrikli Ev Aletleri maintains its lead with competitively priced products
New product launches delayed due to the economic impact of COVID-19
RECOVERY AND OPPORTUNITIES
Sustained at home cooking habits will support the recovery of food preparation appliances in the forecast period
Appliances in line with the intensifying health and wellness trends will drive growth
Sales through e-commerce will continue to grow
CATEGORY DATA
Table 120 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 121 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 122 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 123 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 124 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 125 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 126 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 127 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 128 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 129 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 130 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increased at home cooking as a result of lockdown supports growth of certain small cooking appliances in 2020
Discounts and emotional appeals present an opportunity to boost demand in 2020
Coffee machines emerge as the winner due to the new normal of working at home
Players remain hesitant to launch new products amid economic uncertainty
RECOVERY AND OPPORTUNITIES
Domestic companies set to lead recovery in the forecast period
Price competition expected to intensify as consumers seek the best value for their money
Discounters set to gain importance in the forecast period
CATEGORY DATA
Table 131 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 132 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 133 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 134 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 135 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 136 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 137 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 138 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 139 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 140 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 141 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 142 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Loss of cleaning services due to COVID-19 restrictions results in purchases of vacuum cleaners in 2020
E-commerce is the only channel gaining share in 2020
Rechargeable vacuum cleaners continue to attract consumers
Minimal new product launches seen
RECOVERY AND OPPORTUNITIES
Premium priced vacuum cleaners will drive the recovery of current value sales in the forecast period
Discounters will gain popularity amongst financially burdened consumers
International brands set to continue driving new product development
CATEGORY DATA
Table 143 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 144 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 145 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 146 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 147 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 148 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 149 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 150 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 151 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 152 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 153 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 154 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Body shavers face decreased demand because of the COVID-19 pandemic in 2020
Hair care appliances notably attract consumer demand in 2020
In response to dwindling purchasing power, players turn to online channels and product bundling
Very few new product launches seen in 2020
RECOVERY AND OPPORTUNITIES
Loosening social restrictions will support the recovery of personal care appliances in the forecast period
Electric facial cleansers set to post the most dynamic performance in the forecast period
Manufacturers expected to innovate in line with growing health concerns
CATEGORY DATA
Table 155 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 156 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 157 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 158 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 159 Sales of Body Shavers by Format: % Volume 2015-2020
Table 160 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 161 NBO Company Shares of Personal Care Appliances 2016-2020
Table 162 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 163 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 164 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 165 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 166 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 167 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
While retail volume sales are set to continue declining in 2020, ventilation concerns were heightened due to COVID-19 supporting the sales of certain subcategories
Government regulations have halted the use of air conditioners in public spaces to deter shoppers from spending too much time in such facilities
Energy efficiency continues to be among the top consumer concerns
Economic uncertainty impedes innovation
RECOVERY AND OPPORTUNITIES
Demand for energy efficient air treatment products will support recovery in the forecast period
Innovation expected to focus on implementing smart technology
Connected remote control features may become more common in the forecast period
CATEGORY DATA
Table 168 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 169 Sales of Air Treatment Products by Category: Value 2015-2020
Table 170 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 171 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 172 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 173 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 174 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 175 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 176 Production of Air Conditioners: Total Volume 2015-2020
Table 177 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 178 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 179 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 180 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025
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