DIY And Gardening in Turkey
Euromonitor International's DIY And Gardening in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 35 | Publication date: Dec 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Strong Economy Underpins Sales Growth
The Turkish economy continued its recovery in 2006, which was a major factor keeping DIY and gardening sales afloat. The stable economic performance of Turkey positively affected all subsectors related directly or indirectly to DIY and gardening, with competitive equipment and tool prices, increased volume in building construction and renovation of homes.
Urbanisation Encourages Expansion
The trend of urbanisation changes many consumer needs including those related to DIY and gardening. Over the past two years the number of DIY and gardening outlets expanded especially in big cities. For example, in Istanbul, Bahaus and Koctas opened new chained outlets.
Agriculture Boosts Overall Gardening Sales
Despite rapid urbanisation, about 36% of Turkey's population is still employed in the agriculture sector. The presence of greatly different climates across the country allows growing of a variety of crops. Use of technology is limited but improved over the past decade. Some agricultural products (such as pesticides and fertilisers) are subsidised by the government which is also the biggest purchaser of agricultural produce in the country. Purchases by the government and farmers who receive state subsidies continue to contribute to the overall sales of gardening supplies and equipment in Turkey.
Future Dependent on a Variety of Factors
The future of DIY and gardening market depends largely on a number of factors including the rate of urbanisation, economic prosperity, and changes in the agricultural sector. Urbanisation usually shrinks the gardening market while giving a boost to DIY. Also, changes in the agricultural sector will be important. Continued state subsidies for agricultural equipment and supplies may make smaller cities and rural areas profitable for gardening-supply companies to open stores.
Table of contents
DIY AND GARDENING IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong Economy Underpins Sales Growth
Urbanisation Encourages Expansion
Agriculture Boosts Overall Gardening Sales
Future Dependent on a Variety of Factors
KEY TRENDS AND DEVELOPMENTS
Retail Stores Increase in Number
Internet Gains in Importance as a Selling Channel
DIY and Gardening Market Stagnating
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
KALE ENDüSTRI HOLDING - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Kale Endüstri Holding: Key Facts
Summary 3 Kale Endüstri Holding: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 4 Kale Endüstri Holding: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Kale Endüstri Holding: Competitive Position 2006
KOCTAS YAPI MARKETLERI TICARET AS - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Koctas Yapi Marketleri Ticaret AS: Key Facts
Summary 7 Koctas Yapi Marketleri Ticaret AS: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Koctas Yapi Marketleri Ticaret AS: Competitive Position 2006
TEKZEN PAZARLAMA ITHALAT IHRACAT TICARET AS - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Tekzen Pazarlama Ithalat Ihracat Ticaret AS: Key Facts
Summary 10 Tekzen Pazarlama Ithalat Ihracat Ticaret AS: Operational Indicators 2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Tekzen Pazarlama Ithalat Ihracat Ticaret AS: Competitive Position 2006
WOLF-GARTEN GMBH CO KG - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Wolf-Garten GmbH Co KG: Key Facts
Summary 13 Wolf-Garten GmbH Co KG: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Wolf-Garten GmbH Co KG: Competitive Position 2006
DIY IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011