Consumer appliances in Turkey is seeing positive growth in 2023, despite the major earthquake which hit the country in February 2023, with volume growth at a healthy level and value growth notably high, due to spikes in unit prices connected to the devaluation of the TRY.
The 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 2019-2023, 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 2028 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.
The 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 2019-2023, 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 2028 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.
Table of Contents
CONSUMER APPLIANCES IN TURKEYDISCLAIMERREFRIGERATION APPLIANCES IN TURKEYKEY DATA FINDINGSHOME LAUNDRY APPLIANCES IN TURKEYKEY DATA FINDINGSDISHWASHERS IN TURKEYKEY DATA FINDINGSLARGE COOKING APPLIANCES IN TURKEYKEY DATA FINDINGSMICROWAVES IN TURKEYKEY DATA FINDINGSFOOD PREPARATION APPLIANCES IN TURKEYKEY DATA FINDINGSSMALL COOKING APPLIANCES IN TURKEYKEY DATA FINDINGSVACUUM CLEANERS IN TURKEYKEY DATA FINDINGSPERSONAL CARE APPLIANCES IN TURKEYKEY DATA FINDINGSAIR TREATMENT PRODUCTS IN TURKEYKEY DATA FINDINGS
EXECUTIVE SUMMARY
- Consumer appliances record growth, despite the major earthquake which hit the country in February 2023
- Devaluation of the TRY and increase in VAT lead to price hikes
- Price competition between companies intensifies
- E-commerce continues to grow
- Consumer appliances has good prospects for ongoing growth
MARKET INDICATORS
- Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024
- Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
MARKET DATA
- Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023
- Table 4 Sales of Consumer Appliances by Category: Value 2018-2023
- Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
- Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023
- Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
- Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
- Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
- Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
- Table 11 Sales of Small Appliances by Category: Volume 2018-2023
- Table 12 Sales of Small Appliances by Category: Value 2018-2023
- Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023
- Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023
- Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023
- Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023
- Table 17 NBO Company Shares of Small Appliances: % Volume2019-2023
- Table 18 LBN Brand Shares of Small Appliances: % Volume2020-2023
- Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023
- Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023
- Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028
- Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028
- Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028
- Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028
- Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028
- Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028
- Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028
- Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028
- Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028
- Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028
- Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028
- Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028
SOURCES
- Summary 1 Research Sources
2023 DEVELOPMENTS
- Refrigeration appliances remains in a volume slump in 2023
- Large capacity fridge-freezers see good demand
- E-commerce continues to grow its distribution share
PROSPECTS AND OPPORTUNITIES
- Volume sales are expected to return to positive growth over the forecast period
- The share of products with higher energy efficiency is set to increase
- Average unit prices predicted to continue rising
CATEGORY DATA
- Table 33 Sales of Refrigeration Appliances by Category: Volume 2018-2023
- Table 34 Sales of Refrigeration Appliances by Category: Value 2018-2023
- Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
- Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
- Table 37 Sales of Freezers by Format: % Volume 2018-2023
- Table 38 Sales of Freezers by Volume Capacity: % Volume 2018-2023
- Table 39 Sales of Fridge Freezers by Format: % Volume 2018-2023
- Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
- Table 41 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
- Table 42 Sales of Fridges by Volume Capacity: % Volume 2018-2023
- Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
- Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
- Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023
- Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
- Table 47 NBO Company Shares of Built-in Fridges: % Volume 2019-2023
- Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
- Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
- Table 50 Production of Refrigeration Appliances: Total Volume 2018-2023
- Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
- Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
- Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
- Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Automatic dryers remain popular for their convenience and perceived germ-killing features
- Greater capacities and high-tech models see increased demand
- Average unit prices continue to rise, while players create special offers to maintain consumer demand
PROSPECTS AND OPPORTUNITIES
- Ongoing volume sales will be supported by the increasing number of houses
- Household penetration of automatic dryers is predicted to increase
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 55 Sales of Home Laundry Appliances by Category: Volume 2018-2023
- Table 56 Sales of Home Laundry Appliances by Category: Value 2018-2023
- Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
- Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
- Table 59 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
- Table 60 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
- Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
- Table 62 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
- Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
- Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
- Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
- Table 66 Production of Home Laundry Appliances: Total Volume 2018-2023
- Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
- Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
- Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
- Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Dishwashers offering energy efficiency and improved technologies drive growth
- Arçelik AS maintains its lead in dishwashers, thanks to offering products to meet consumer demand
- Price promotions and campaigns shape the competitive environment
PROSPECTS AND OPPORTUNITIES
- Dishwashers will be considered more of a necessity over the forecast period
- The share of local brands is predicted to increase, thanks to offering trendsetting appliances at affordable prices
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 71 Sales of Dishwashers by Category: Volume 2018-2023
- Table 72 Sales of Dishwashers by Category: Value 2018-2023
- Table 73 Sales of Dishwashers by Category: % Volume Growth 2018-2023
- Table 74 Sales of Dishwashers by Category: % Value Growth 2018-2023
- Table 75 Sales of Dishwashers by Format: % Volume 2018-2023
- Table 76 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
- Table 77 NBO Company Shares of Dishwashers: % Volume 2019-2023
- Table 78 LBN Brand Shares of Dishwashers: % Volume 2020-2023
- Table 79 Distribution of Dishwashers by Format: % Volume 2018-2023
- Table 80 Production of Dishwashers: Total Volume 2018-2023
- Table 81 Forecast Sales of Dishwashers by Category: Volume 2023-2028
- Table 82 Forecast Sales of Dishwashers by Category: Value 2023-2028
- Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
- Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Consumers desire modern designs, attractive colour schemes, and technology advancements in large cooking appliances
- Built-in appliances benefit from special promotional campaigns
- Wide range of price points mean there is an affordable large cooking appliance to suit all budgets
PROSPECTS AND OPPORTUNITIES
- Increased number of modern households to stimulate sales over the forecast period
- Average unit prices will continue to rise, while players offer bundle discounts to stimulate sales
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 85 Sales of Large Cooking Appliances by Category: Volume 2018-2023
- Table 86 Sales of Large Cooking Appliances by Category: Value 2018-2023
- Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
- Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
- Table 89 Sales of Built-in Hobs by Format: % Volume 2018-2023
- Table 90 Sales of Ovens by Smart Appliances: % Volume 2019-2023
- Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
- Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
- Table 93 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
- Table 94 NBO Company Shares of Ovens: % Volume 2019-2023
- Table 95 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
- Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
- Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
- Table 98 NBO Company Shares of Cookers: % Volume 2019-2023
- Table 99 NBO Company Shares of Range Cookers: % Volume 2019-2023
- Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
- Table 101 Production of Large Cooking Appliances: Total Volume 2018-2023
- Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
- Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
- Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
- Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Microwaves continue on a declining trend, as such products are deemed unnecessary
- Average unit prices continue to rise, placing further downwards pressure on an already declining category
- Energy efficiency remains an important factor for consumers
PROSPECTS AND OPPORTUNITIES
- Increased number of modern households may stimulate sales over the forecast period
- The share of built-in products is set to grow, in line with modern home trends
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 106 Sales of Microwaves by Category: Volume 2018-2023
- Table 107 Sales of Microwaves by Category: Value 2018-2023
- Table 108 Sales of Microwaves by Category: % Volume Growth 2018-2023
- Table 109 Sales of Microwaves by Category: % Value Growth 2018-2023
- Table 110 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
- Table 111 NBO Company Shares of Microwaves: % Volume 2019-2023
- Table 112 LBN Brand Shares of Microwaves: % Volume 2020-2023
- Table 113 Distribution of Microwaves by Format: % Volume 2018-2023
- Table 114 Production of Microwaves: Total Volume 2018-2023
- Table 115 Forecast Sales of Microwaves by Category: Volume 2023-2028
- Table 116 Forecast Sales of Microwaves by Category: Value 2023-2028
- Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
- Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Food preparation appliances continue to be supported by home-cooking and home-baking trends
- Average unit prices continue to rise, affecting appliances in a cross-category trend
- The sales of juice extractors went down
PROSPECTS AND OPPORTUNITIES
- Increasing number of modern houses will continue to support sales
- Local brands expected to maintain and grow their share, thanks to offering an attractive quality-to-price ratio
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 119 Sales of Food Preparation Appliances by Category: Volume 2018-2023
- Table 120 Sales of Food Preparation Appliances by Category: Value 2018-2023
- Table 121 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
- Table 122 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
- Table 123 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
- Table 124 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
- Table 125 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
- Table 126 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
- Table 127 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
- Table 128 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
- Table 129 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Light fryers continue to attract attention, thanks to been perceived as healthy and energy efficient small cooking appliances
- Espresso coffee machines help to drive growth in coffee machines
- Average unit prices continue to rise, affecting appliances in a cross-category trend
PROSPECTS AND OPPORTUNITIES
- Sales will be driven by growth in light fryers and coffee machines
- Rice cookers and slow cookers have little potential for growth
- Competition between local and international brands is set to become fiercer
CATEGORY DATA
- Table 130 Sales of Small Cooking Appliances by Category: Volume 2018-2023
- Table 131 Sales of Small Cooking Appliances by Category: Value 2018-2023
- Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
- Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
- Table 134 Sales of Freestanding Hobs by Format: % Volume 2018-2023
- Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
- Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
- Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
- Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
- Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
- Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
- Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Stick and robotic vacuum cleaners drive sales in the category
- Average unit prices continue to rise, affecting appliances in a cross-category trend
- Local companies become increasingly relevant in vacuum cleaners
PROSPECTS AND OPPORTUNITIES
- Convenience and energy efficiency are set to shape ongoing consumer demand
- Vacuum cleaners with dust bags set to become increasingly outdated
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 142 Sales of Vacuum Cleaners by Category: Volume 2018-2023
- Table 143 Sales of Vacuum Cleaners by Category: Value 2018-2023
- Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
- Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
- Table 146 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
- Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
- Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
- Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
- Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
- Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
- Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
- Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Rising urbanisation and out-of-home lifestyles support growth in personal care appliances
- Hair care appliances shows the strongest performance
- Average unit prices continue to rise, affecting appliances in a cross-category trend
PROSPECTS AND OPPORTUNITIES
- The image-conscious young population will be a major driver of growth over the forecast period
- Competition set to be based on advancements in technology and price
- E-commerce continues to grow its distribution share
CATEGORY DATA
- Table 154 Sales of Personal Care Appliances by Category: Volume 2018-2023
- Table 155 Sales of Personal Care Appliances by Category: Value 2018-2023
- Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
- Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
- Table 158 Sales of Body Shavers by Format: % Volume 2018-2023
- Table 159 Sales of Hair Care Appliances by Format: % Volume 2018-2023
- Table 160 NBO Company Shares of Personal Care Appliances 2019-2023
- Table 161 LBN Brand Shares of Personal Care Appliances 2020-2023
- Table 162 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
- Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
- Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
- Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
- Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- The hot summer of 2023 has helped to support growth in air treatment products
- Average unit prices continue to rise, affecting appliances in a cross-category trend
- Air purifiers remain popular, despite being a somewhat expensive “niche”
PROSPECTS AND OPPORTUNITIES
- Ongoing heatwaves, air pollution, and the building of new houses will support sales over the forecast period
- Local players expected to gain shares thanks to their offer of high quality and affordable prices
- Energy efficiency and added-value features set to become increasingly popular
CATEGORY DATA
- Table 167 Sales of Air Treatment Products by Category: Volume 2018-2023
- Table 168 Sales of Air Treatment Products by Category: Value 2018-2023
- Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
- Table 170 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
- Table 171 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
- Table 172 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
- Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
- Table 174 Distribution of Air Treatment Products by Format: % Volume 2018-2023
- Table 175 Production of Air Conditioners: Total Volume 2018-2023
- Table 176 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
- Table 177 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
- Table 178 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
- Table 179 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028
