Domestic Electrical Appliances in Turkey
Euromonitor International's Domestic Electrical Appliances 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: 180 | Publication date: Sep 2008
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- 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
Large kitchen appliances; Small electrical appliances
Executive summary
Domestic electrical appliances recorded stronger growth in 2007
The domestic electrical appliances market recorded a considerable current value growth rate in 2007. New launches, increased advertising, ease of payment by credit card and further development of distribution networks resulted in a stronger increase in demand and also bigger market sizes at the end of the review period. It is one of the most dynamic and biggest markets in Turkey. Consumers started to become more interested in quality and awareness of the characteristics of the products increased due to expansion of distribution channels via the entrance of greater numbers of specialists into the smaller cities, which resulted in greater consumption among lower income groups.
Better economic conditions encouraged investments in the market
The Turkish economy entered a phase of high growth rates in 2005. This trend was reflected on the market as it raised consumer purchasing power. Inflation rates started to decline and tax decreases, including both VAT and income taxes, started to be more evenly distributed by government economic reform packages backed by the EU. This increased the thrust of companies in the Turkish economy at the end of the review period. Companies increased their spending on research and development, advertising and promotions. They started to reach a greater number of consumers due to their increased budgets for marketing and their greater production capacity.
Small electrical appliances saw stronger growth than large kitchen appliances
Small electrical appliances was not as developed as large kitchen appliances in Turkey. This made small electrical appliances an emerging category for companies. Therefore, companies increased their focus on the advertising and marketing of small electrical appliances. Hot weather during the whole of summer and winter fuelled strong growth in heating appliances and air treatment products. Growth in small electrical appliances is led by these categories. Moreover, vacuum cleaners and personal care appliances also recorded high growth rates. On the other hand, growth in large kitchen appliances was boosted by dishwashers, which saw demand increase considerably in 2007.
Grocery retailers’ share increased in distribution
The number of super-/hypermarket outlets increased considerably at the end of the review period. This allowed companies to distribute their products to more locations, including smaller cities. Small electrical appliances in particular secured more shelf space in hypermarkets. Kettles, toasters, sandwich makers and food preparation appliances became products that consumers could find easily in super-/hypermarkets. On the other hand, the share held by the internet and mixed retailers also grew due to increased usage of the internet and the rising number of mixed retailers in shopping centres, which increased at very high growth rates in 2007, especially in smaller cities.
Domestic electrical appliances to see stronger growth in the short term
Increased company investments in the market at the end of the review period are expected to trigger growth over the forecast period. New launches, advertising and promotions are expected to result in stronger demand. An expected increase in income per capita and the continuation of the growth trend for the Turkish economy is forecast to attract more foreign investment into the market. Companies already present are also expected to spend greater amounts on advertising, research and development and also promotions. Competition is expected to increase and result in higher-quality products at cheaper prices.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Domestic electrical appliances recorded stronger growth in 2007
Better economic conditions encouraged investments in the market
Small electrical appliances saw stronger growth than large kitchen appliances
Grocery retailers’ share increased in distribution
KEY TRENDS AND DEVELOPMENTS
Positive economic environment encouraged greater investments
Urbanisation and increased working population boost growth
Increased credit card consumption and internet retailing brought dynamism
Jump in the number of shopping centres has a positive effect
Technological improvement triggered new launches
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods by Type of Household 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
ARCELIK AS - DOMESTIC ELECTRICAL APPLIANCES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Arcelik AS: Key Facts
Summary 3 Arcelik AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Arcelik AS: Competitive Position 2007
GüNEY ITHALAT VE PAZARLAMA AS - DOMESTIC ELECTRICAL APPLIANCES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Güney Ithalat ve Pazarlama AS: Key Facts
Summary 6 Güney Ithalat ve Pazarlama AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Güney Ithalat ve Pazarlama AS: Competitive Position 2007
NNR LTD STI - DOMESTIC ELECTRICAL APPLIANCES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 NNR Ltd Sti: Key Facts
Summary 9 NNR Ltd Sti: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 NNR Ltd Sti: Competitive Position 2007
TüRK DEMIRDöKüM FABRIKALARI AS - DOMESTIC ELECTRICAL APPLIANCES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Türk DemirDöküm Fabrikalari AS: Key Facts
Summary 12 Türk DemirDöküm Fabrikalari AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Türk DemirDöküm Fabrikalari AS: Competitive Position 2007
VESTEL ELEKTRONIK AS - DOMESTIC ELECTRICAL APPLIANCES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Vestel Elektronik AS: Key Facts
Summary 15 Vestel Elektronik AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Vestel Elektronik AS: Competitive Position 200
REFRIGERATION APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Retail Units by Static/Frost-free: % Split 2002/2007
Table 29 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 32 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 33 Company Shares of Refrigeration Appliances 2003-2007
Table 34 Brand Shares of Refrigeration Appliances 2004-2007
Table 35 Company Shares of Built-in Fridge Freezers 2003-2007
Table 36 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 37 Company Shares of Built-in Fridges 2003-2007
Table 38 Company Shares of Freestanding Fridges 2003-2007
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Retail Units of Automatic Washing Machines by Wash Mechanism: % Split 2002/2007
Table 44 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 45 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 46 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 47 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 48 Company Shares of Home Laundry Appliances 2003-2007
Table 49 Brand Shares of Home Laundry Appliances 2004-2007
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Retail Units of Built-in Dishwashers: % Split 2002/2007
Table 55 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 56 Sales of Dishwashers by Subsector: Value 2002-2007
Table 57 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 58 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 59 Company Shares of Dishwashers 2003-2007
Table 60 Brand Shares of Dishwashers 2004-2007
Table 61 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 62 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 63 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 64 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Retail Units of Ovens by Format: % Split 2002/2007
Table 66 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 67 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 68 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 69 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 70 Company Shares of Large Cooking Appliances 2003-2007
Table 71 Brand Shares of Large Cooking Appliances 2004-2007
Table 72 Company Shares of Cookers 2003-2007
Table 73 Company Shares of Ovens 2003-2007
Table 74 Company Shares of Hobs 2003-2007
Table 75 Company Shares of Built-in Hobs 2003-2007
Table 76 Company Shares of Freestanding Hobs 2003-2007
Table 77 Company Shares of Cooker Hoods 2003-2007
Table 78 Company Shares of Built-in Cooker Hoods 2003-2007
Table 79 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 80 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Retail Sales of Ready Meals 2002-2012
Table 85 Retail Units of Microwaves: % Split 2002/2007
Table 86 Sales of Microwaves by Subsector: Volume 2002-2007
Table 87 Sales of Microwaves by Subsector: Value 2002-2007
Table 88 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 89 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 90 Company Shares of Microwaves 2003-2007
Table 91 Brand Shares of Microwaves 2004-2007
Table 92 Microwaves by Distribution Format: % Analysis 2002-2007
Table 93 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 94 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 95 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 98 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 99 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 100 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 101 Company Shares of Food Preparation Appliances 2003-2007
Table 102 Brand Shares of Food Preparation Appliances 2004-2007
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Retail Sales of Coffee 2002-2012
Table 108 Share of Coffee Pods % Breakdown 2004-2007
Table 109 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 110 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 111 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 112 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 113 Company Shares of Small Cooking Appliances 2003-2007
Table 114 Brand Shares of Small Cooking Appliances 2004-2007
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 123 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 124 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 129 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 130 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 131 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 132 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 133 Company Shares of Vacuum Cleaners 2003-2007
Table 134 Brand Shares of Vacuum Cleaners 2004-2007
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 139 Retail Units of Irons: % Features 2002/2007
Table 140 Sales of Irons: 2002-2007
Table 141 Sales of Irons: % Growth 2002-2007
Table 142 Company Shares of Irons 2003-2007
Table 143 Brand Shares of Irons 2004-2007
Table 144 Forecast Sales of Irons: 2007-2012
Table 145 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 146 Retail Units of Body Shavers: % Features 2002/2007
Table 147 Sales of Personal Care Appliances: 2002-2007
Table 148 Sales of Personal Care Appliances: % Growth 2002-2007
Table 149 Company Shares of Personal Care Appliances 2003-2007
Table 150 Brand Shares of Personal Care Appliances 2004-2007
Table 151 Forecast Sales of Personal Care Appliances: 2007-2012
Table 152 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Sales of Air Treatment Products: 2002-2007
Table 154 Sales of Air Treatment Products: % Growth 2002-2007
Table 155 Company Shares of Air Treatment Products 2003-2007
Table 156 Brand Shares of Air Treatment Products 2004-2007
Table 157 Forecast Sales of Air Treatment Products: 2007-2012
Table 158 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Retail Sales of Heating Appliances: 2002-2007
Table 160 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 161 Company Shares of Heating Appliances 2003-2007
Table 162 Brand Shares of Heating Appliances 2004-2007
Table 163 Forecast Sales of Heating Appliances: 2007-2012
Table 164 Forecast Sales of Heating Appliances: % Growth 2007-2012