Housewares And Home Furnishings in Turkey
Euromonitor International's Housewares And Home Furnishings 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: 48 | Publication date: Nov 2009
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Executive summary
Impact of Economic Recession
The housing market in Turkey experienced a tremendous growth both in terms of new and existing home sales until the last quarter of 2008. This supported the growth in the houseware and home furnishing sectors. Together with the increased purchase income and the strengthening of the Turkish Lira in recent years, people have started to spend more money on their homes by buying a new one or improving the existing ones. However the global financial crisis hit the economy by the end of 2008 and led both sectors to experience a lower growth than previous years. It is expected that the Turkish economy will continue to be affected in 2009 and drag both sectors to a recession in terms of production, export and domestic sales.
Turkish People’s love for IKEA
IKEA’s solutions are considered to be the most effective compromise between price and style. People have less time and prefer to live a little lighter where they can save time from cleaning. Affordable prices together with attractive designs turned out to be a successful formula, which gave IKEA a dynamic performance. This was demonstrated in IKEA’s sales over the last two years. Many local manufacturers and distributors follow the same route .
Chinese Goods Affect the Houseware Market
A huge variety of products from China can be found anywhere in Turkey. Like any other sectors the houseware market is also adversely affected by low quality, low priced Chinese products. Chinese products are taking market share especially at the low-value high-volume end of the market due to their low prices. These products are usually sold at local bazaars, supermarkets and by street vendors. Turkish manufacturers are trying to focus on new designs and better quality products in order to compete with Chinese products in the market.
Furnishing Becoming More Trendy
Design patterns have started to play a crucial role in the Turkish furnishing market. Even the lower end of the market has experienced an improvement in this aspect. Turkish home furnishing was classical in the past at both the high-end and the low-end of the market. In the late 1990s manufacturers started to produce more modern products in the line with a trend for minimalism. The trend of furnishing is now based on leathers, comfortable fabrics and ergonomic designs, which are all easy to use in fast city life.
Government Support to Stimulate the Sector
After the negative impact of the 2008 financial crisis on all sectors it is expected that the government will announce an economic package that includes VAT reduction in some sectors in 2009. Furniture is one sector that contributes to the Turkish economy especially in terms of exports. Therefore it is expected that the anticipated economic package will include the furnishing sector. Since summer is the marriage season in Turkey it is likely that VAT cuts will be released in the second quarter of 2009 until the end of summer in order to stimulate the domestic consumption. Together with the VAT reduction companies are expecting to offer more promotions with better instalment options and a decrease in unit prices.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Impact of Economic Recession
Turkish People’s love for IKEA
Chinese Goods Affect the Houseware Market
Furnishing Becoming More Trendy
Government Support to Stimulate the Sector
KEY TRENDS AND DEVELOPMENTS
Impact of 2008 Financial Crisis
Branding Activities of Furniture Manufacturers
Design Becoming More Important
Kitchen - the Centre of the Home
Local Furniture Manufacturers Rule the Market
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2003-2008
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2003-2008
Table 3 Housewares and Home Furnishings Company Shares 2004-2008
Table 4 Housewares and Home Furnishings Brand Shares 2005-2008
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2008-2013
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
CILEK MOBILYA SANAYI TIC VE PAZARLAMA AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cilek Mobilya Sanayi ve Pazarlama Tic AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Cilek Mobilya Sanayi ve Pazarlama Tic AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 4 Cilek Mobilya Sanayi ve Pazarlama Tic AS: Competitive Position 2008
GURALLAR SIRKETLER GRUBU - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Gurallar Sirketler Grubu: Key Facts
Summary 6 Gurallar Sirketler Grubu: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Gurallar Sirketler Grubu: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 8 Gurallar Sirketler Grubu: Competitive Position 2008
ISTIKBAL MOBILYA SANAYI VE TICARET AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Istikbal Mobilya San ve Tic AS: Key Facts
Summary 10 Istikbal Mobilya San ve Tic AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Istikbal Mobilya San ve Tic AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 12 Istikbal Mobilya San ve Tic AS: Competitive Position 2008
PASABAHçE CAM SAN VE TIC AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Pasabahce Cam San ve Tic AS: Key Facts
Summary 14 Pasabahce Cam San ve Tic AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Pasabahce Cam San ve Tic S: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 16 Pasabahce Cam ve San Tic AS: Competitive Position 2008
YATAS YATAK VE YORGAN SAN VE TICARET AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Yatas Yatak ve Yorgan Sanayi Tic AS: Key Facts
Summary 18 Yatas Yatak ve Yorgan Sanayi Tic AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Yatas Yatak ve Yorgan Sanayi Tic AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 20 Yatas Yatak ve Yorgan Sanayi Tic AS: Competitive Position 2008
HOUSEWARES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 21 New Product Launches 2007- 2008
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2003-2008
Table 9 Sales of Housewares by Subsector: % Value Growth 2003-2008
Table 10 Sales of Housewares by Type: % Value Breakdown 2003-2008
Table 11 Sales of Cookware by Type: % Value Breakdown 2003-2008
Table 12 Sales of Kitchenware by Type: % Value Breakdown 2003-2008
Table 13 Sales of Tableware and Crockery by Type: % Value Breakdown 2003-2008
Table 14 Sales of Cutlery by Type: % Value Breakdown 2003-2008
Table 15 Housewares Company Shares 2004-2008
Table 16 Housewares Brand Shares 2005-2008
Table 17 Sales of Housewares by Distribution Format: % Analysis 2003-2008
Table 18 Forecast Sales of Housewares by Subsector: Value 2008-2013
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2008-2013
HOME FURNISHINGS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 22 New Product Launches 2007- 2008
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2003-2008
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2003-2008
Table 22 Home Furnishings Company Shares 2004-2008
Table 23 Home Furnishings Brand Shares 2005-2008
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2003-2008
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2008-2013
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2008-2013