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: 38 | Publication date: Nov 2009
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Executive summary
DIY Culture Not Developed Yet
Turkey has a strong skilled workforce in DIY sector which leads Turkish people to prefer not to ‘do it themselves’. In almost every neighbourhood in every city there are carpenters, plumbers, painters, gardeners or electricians. The labour of these professionals is still cheap. People usually hesitate to do the work themselves at home and usually rely on professionals.
One of the other factors is that the products do not come as in one package in small stores like they are in DIY stores. They are mainly targeted to professionals therefore there are no instructions included together with the products. People usually need to know what each fixture (e.g. screws or screwdrivers) is used for, which is an obstacle in the DIY sector. The DIY culture mainly depends on big DIY chains like Praktiker, Bauhaus or Koctas. Since these stores are located in certain areas of cities or in some part of Turkey do not exist at all the DIY culture is yet to develop.
Construction Sector Ignites DIY Stores
The rapid growth of the Turkish economy over the last five years has led to a boom in construction and house building. This strong growth in the construction sector has resulted in increased sales of building materials, DIY and the home improvement market.
The construction boom has been good for all DIY subsectors, which saw a significant growth in the review period. However it is not expecting to continue in the same growth rate in the next two years due to financial crisis.
Improvement in Gardening
Consistent demand for flowers and plants generated by households that have gardens or balconies improved the sector over the review period. Increased levels of home ownership that is related to ascending constructions and affordable mortgage credits led the growth in gardening.
With a range of fairs, websites and magazines that provide information on gardening, gardening products continued seeing a growth over the review period. Also the decrease in unit prices for gardening tools and relatively affordable garden decorations supported the improvement of the gardening sector.
Big Chains versus Small Stores
The small stores still hold the majority of the distribution channels in Turkey but the retail side of the market is moving rapidly towards chain stores like Koctas, Tekzen, Bauhaus and Praktiker. These stores provide customers with a greater choice than smaller stores and also provide products all in one package with instructions about how to use/build it. The big chains present special offers on all products and Turkish consumers prefer to buy small products like tiles, paint and screws in these chains, however, they prefer to buy expensive products like air-conditions and heaters in stores that particularly specialise in these products.
The main advantage of small stores is that they are located in every neighbourhood in every city in Turkey therefore reach majority of the Turkish population.
Brighter 2010
2009 is a difficult year for global economies including Turkey. The global financial crisis has had a negative impact on the construction sector, which in the third quarter of 2008 experienced negative growth for the year. The economic crisis is affecting the Turkish construction sector in more ways than one. A number of companies are struggling domestically. It is expected that many projects will be delayed until 2010.
However, the Housing Development Administration of Turkey (TOKI) has plans to build thousands of low-income houses in 2009. Also some of the biggest company’s projects are still on track. These developments will hopefully have a positive impact on the construction sector in 2009-2010, which will have a positive affect on the DIY sector.
Table of contents
DIY AND GARDENING IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
DIY Culture Not Developed Yet
Construction Sector Ignites DIY Stores
Improvement in Gardening
Big Chains versus Small Stores
Brighter 2010
KEY TRENDS AND DEVELOPMENTS
Women’s Interest in DIY
Media Influence on Gardening
New Stores in the Market
DIY Together with Gardening
General Aspect of the Economy Shows Impacts on DIY and Gardening
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008
Table 3 DIY and Gardening Company Shares 2004-2008
Table 4 DIY and Gardening Brand Shares 2005-2008
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
BETEK BOYA VE KIMYA SAN AS - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Betek Boya ve Kimya Sanayi AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Betek Boya ve Kimya Sanayi AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 4 Betek Boya ve Kimya Sanayi AS: Competitive Position 2008
KALE ENDüSTRI HOLDING - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kale Endüstri Holding: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Kale Endüstri Holding: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 7 Kale Endüstri Holding: Competitive Position 2008
KALESERAMIK CANAKKALE KALEBODUR SERAMIK SAN AS - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Kaleseramik Canakkale Kalebodur Seramik San AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 Kaleseramik Canakkale Kalebodur Seramik San AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 10 Kaleseramik Canakkale Kalebodur Seramik San AS: Competitive Position 2008
KOCTAS YAPI MARKETLERI TICARET AS - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Koctas Yapi Marketleri Ticaret AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Koctas Yapi Marketleri Ticaret AS: Competitive Position 2008
SERFLEKS AS - DIY AND GARDENING - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Serfleks AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Serfleks AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 15 Serfleks AS: Competitive Position 2008
DIY IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 16 New Product Launches 2007-2008
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2003-2008
Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 10 DIY Company Shares 2004-2008
Table 11 DIY Brand Shares 2005-2008
Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013
GARDENING IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 17 New Product Launches 2007-2008
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2003-2008
Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 17 Gardening Company Shares 2004-2008
Table 18 Gardening Brand Shares 2005-2008
Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013