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: 47 | Publication date: Oct 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
Home furnishings; Housewares
Executive summary
Home Furnishing and Housewares Market Evolving
Both sectors have strong local producers with a long history. After becoming major suppliers of the domestic market, manufacturers focused on improving design, production capacity and marketing. Market players are very strong and capable of competing at an international level. Experience gained in the local market contributed to some entering the international arena. Turkish manufacturers are now among the most known and widely presented in the world.
Raw Materials a Minor Issue Now but Might Get Bigger
Raw materials used to be covered 100% by local suppliers until 1999. However, since then the timber sector shrank every year due to mismanagement of forest resources and lack of government incentives to investors. As a consequence, all related industries looked for import alternatives. Currently around 70% of raw material needs for home furnishing are being met by local sources but the rest are imported, mainly from Russia.
Chinese Might Pose Threat for Entry Level Products
Home furnishing and housewares are also adversely affected by low quality, low priced Chinese products. Local manufacturers are taking several precautions, such as channel protection, design investment and lobbying for extra taxation to be imposed on imported Chinese goods. Chinese products are taking share especially at the low value high volume end of the market. Their presence is quite weak and products are usually sold by street vendors or at local bazaars.
Competition Is Healthier than Most Other Sectors in Turkey
Home furnishing and housewares sales are dominated by local companies, with little international competition for market share. There is also a growing opportunity for manufacturers in the export market. Currently, local companies export to more than 75 countries on a regular basis. When competition gets intense in one product category or sector, local manufacturers easily shift their interest to more profitable areas, concentrating on product differentiation. If this is not enough, then local companies turn to export markets rather than getting into a price war. This provides healthy growth rates and profitability for everyone in the sector.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Home Furnishing and Housewares Market Evolving
Raw Materials a Minor Issue Now but Might Get Bigger
Chinese Might Pose Threat for Entry Level Products
Competition Is Healthier than Most Other Sectors in Turkey
KEY TRENDS AND DEVELOPMENTS
Consumers Changing Attitudes Towards Impulse Buying
Exclusive Shops Growing
One Stop Shopping Gaining in Importance
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2001-2006
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2001-2006
Table 3 Housewares and Home Furnishings Company Shares 2004-2006
Table 4 Housewares and Home Furnishings Brand Shares 2004-2006
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2006-2011
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2006-2011
DEFINITIONS
Housewares
Home Furnishings
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
BOYDAK HOLDING CO - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Boydak Holding Co: Key Facts
Summary 3 Boydak Holding Co: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 4 Boydak Holding Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Boydak Holding Co: Competitive Position 2006
GURALLAR SIRKETLER GRUBU - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Gurallar Sirketler Grubu: Key Facts
Summary 7 Gurallar Sirketler Grubu: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 8 Gurallar Sirketler Grubu: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Gurallar Sirketler Grubu: Competitive Position 2006
IPEK MOBILYA AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Ipek Mobilya AS : Key Facts
Summary 11 Ipek Mobilya AS : Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 12 Ipek Mobilya AS : Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Ipek Mobilya AS: Competitive Position 2006
KELEBEK MOBILYA SANAYI VE TICARET AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Kelebek Mobilya Sanayi ve Ticaret AS: Key Facts
Summary 15 Kelebek Mobilya Sanayi ve Ticaret AS: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 16 Kelebek Mobilya Sanayi ve Ticaret AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Kelebek Mobilya Sanayi ve Ticaret AS: Competitive Position 2006
PASABAHCE CAM SAN VE TIC AS - HOUSEWARES AND HOME FURNISHINGS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Pasabahçe Cam San ve Tic AS: Key Facts
Summary 19 Pasabahçe Cam San ve Tic AS: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 20 Pasabahçe Cam San ve Tic AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Pasabahçe Cam San ve Tic AS: Competitive Position 2006
HOUSEWARES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2001-2006
Table 9 Sales of Housewares by Subsector: % Value Growth 2001-2006
Table 10 Sales of Housewares by Type 2001-2006
Table 11 Sales of Cookware by Type 2001-2006
Table 12 Sales of Kitchenware by Type 2001-2006
Table 13 Sales of Tableware and Crockery by Type 2001-2006
Table 14 Sales of Cutlery by Type 2001-2006
Table 15 Housewares Company Shares by Retail Value 2004-2006
Table 16 Housewares Brand Shares by Retail Value 2004-2006
Table 17 Sales of Housewares by Distribution Format: % Analysis 2001-2006
Table 18 Forecast Sales of Housewares by Subsector: Value 2006-2011
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2006-2011
HOME FURNISHINGS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2001-2006
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2001-2006
Table 22 Home Furnishings Company Shares by Retail Value 2004-2006
Table 23 Home Furnishings Brand Shares by Retail Value 2004-2006
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2006-2011
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2006-2011