Consumer Appliances in Turkey

Name: Consumer Appliances in Turkey
Brand: Euromonitor International
Price: 2750 USD

January 2024

USD 2,750

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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Dishwashers
Home Laundry Appliances
Large Cooking Appliances
Microwaves
Refrigeration Appliances
Air Treatment Products
Food Preparation Appliances
Personal Care Appliances
Small Cooking Appliances
Vacuum Cleaners

If you're in the Consumer Appliances industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Turkey report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country

This report answers:

What is the market size of Consumer Appliances in Turkey?
Which are the leading brands in Turkey?
How are products distributed in Turkey?
To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
How are considerations such as urban development and the rise in single-person households determining sales growth?
Where is future growth expected to be most dynamic?

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Consumer Appliances in Turkey

EXECUTIVE SUMMARY

Consumer appliances record growth, despite the major earthquake which hit the country in February 2023

Devaluation of the TRY and increase in VAT lead to price hikes

Price competition between companies intensifies

E-commerce continues to grow

Consumer appliances has good prospects for ongoing growth

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024

Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024

MARKET DATA

Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023

Table 4 Sales of Consumer Appliances by Category: Value 2018-2023

Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023

Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023

Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023

Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023

Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023

Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023

Table 11 Sales of Small Appliances by Category: Volume 2018-2023

Table 12 Sales of Small Appliances by Category: Value 2018-2023

Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023

Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023

Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023

Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023

Table 17 NBO Company Shares of Small Appliances: % Volume2019-2023

Table 18 LBN Brand Shares of Small Appliances: % Volume2020-2023

Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023

Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023

Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028

Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028

Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028

Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028

Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028

Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028

Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028

Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028

Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028

Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028

Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028

Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

Dishwashers in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Dishwashers offering energy efficiency and improved technologies drive growth

Arçelik AS maintains its lead in dishwashers, thanks to offering products to meet consumer demand

Price promotions and campaigns shape the competitive environment

PROSPECTS AND OPPORTUNITIES

Dishwashers will be considered more of a necessity over the forecast period

The share of local brands is predicted to increase, thanks to offering trendsetting appliances at affordable prices

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 33 Sales of Dishwashers by Category: Volume 2018-2023

Table 34 Sales of Dishwashers by Category: Value 2018-2023

Table 35 Sales of Dishwashers by Category: % Volume Growth 2018-2023

Table 36 Sales of Dishwashers by Category: % Value Growth 2018-2023

Table 37 Sales of Dishwashers by Format: % Volume 2018-2023

Table 38 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023

Table 39 NBO Company Shares of Dishwashers: % Volume 2019-2023

Table 40 LBN Brand Shares of Dishwashers: % Volume 2020-2023

Table 41 Distribution of Dishwashers by Format: % Volume 2018-2023

Table 42 Production of Dishwashers: Total Volume 2018-2023

Table 43 Forecast Sales of Dishwashers by Category: Volume 2023-2028

Table 44 Forecast Sales of Dishwashers by Category: Value 2023-2028

Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028

Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028

Home Laundry Appliances in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Automatic dryers remain popular for their convenience and perceived germ-killing features

Greater capacities and high-tech models see increased demand

Average unit prices continue to rise, while players create special offers to maintain consumer demand

PROSPECTS AND OPPORTUNITIES

Ongoing volume sales will be supported by the increasing number of houses

Household penetration of automatic dryers is predicted to increase

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 47 Sales of Home Laundry Appliances by Category: Volume 2018-2023

Table 48 Sales of Home Laundry Appliances by Category: Value 2018-2023

Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023

Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Table 51 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023

Table 52 Sales of Automatic Washing Machines by Format: % Volume 2018-2023

Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023

Table 54 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023

Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023

Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023

Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023

Table 58 Production of Home Laundry Appliances: Total Volume 2018-2023

Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028

Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028

Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028

Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028

Large Cooking Appliances in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers desire modern designs, attractive colour schemes, and technology advancements in large cooking appliances

Built-in appliances benefit from special promotional campaigns

Wide range of price points mean there is an affordable large cooking appliance to suit all budgets

PROSPECTS AND OPPORTUNITIES

Increased number of modern households to stimulate sales over the forecast period

Average unit prices will continue to rise, while players offer bundle discounts to stimulate sales

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 63 Sales of Large Cooking Appliances by Category: Volume 2018-2023

Table 64 Sales of Large Cooking Appliances by Category: Value 2018-2023

Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023

Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Table 67 Sales of Built-in Hobs by Format: % Volume 2018-2023

Table 68 Sales of Ovens by Smart Appliances: % Volume 2019-2023

Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023

Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023

Table 71 NBO Company Shares of Built-in Hobs: % Volume 2019-2023

Table 72 NBO Company Shares of Ovens: % Volume 2019-2023

Table 73 NBO Company Shares of Cooker Hoods: % Volume 2019-2023

Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023

Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023

Table 76 NBO Company Shares of Cookers: % Volume 2019-2023

Table 77 NBO Company Shares of Range Cookers: % Volume 2019-2023

Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023

Table 79 Production of Large Cooking Appliances: Total Volume 2018-2023

Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028

Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028

Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028

Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028

Microwaves in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Microwaves continue on a declining trend, as such products are deemed unnecessary

Average unit prices continue to rise, placing further downwards pressure on an already declining category

Energy efficiency remains an important factor for consumers

PROSPECTS AND OPPORTUNITIES

Increased number of modern households may stimulate sales over the forecast period

The share of built-in products is set to grow, in line with modern home trends

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 84 Sales of Microwaves by Category: Volume 2018-2023

Table 85 Sales of Microwaves by Category: Value 2018-2023

Table 86 Sales of Microwaves by Category: % Volume Growth 2018-2023

Table 87 Sales of Microwaves by Category: % Value Growth 2018-2023

Table 88 Sales of Microwaves by Smart Appliances: % Volume 2019-2023

Table 89 NBO Company Shares of Microwaves: % Volume 2019-2023

Table 90 LBN Brand Shares of Microwaves: % Volume 2020-2023

Table 91 Distribution of Microwaves by Format: % Volume 2018-2023

Table 92 Production of Microwaves: Total Volume 2018-2023

Table 93 Forecast Sales of Microwaves by Category: Volume 2023-2028

Table 94 Forecast Sales of Microwaves by Category: Value 2023-2028

Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028

Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028

Refrigeration Appliances in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Refrigeration appliances remains in a volume slump in 2023

Large capacity fridge-freezers see good demand

E-commerce continues to grow its distribution share

PROSPECTS AND OPPORTUNITIES

Volume sales are expected to return to positive growth over the forecast period

The share of products with higher energy efficiency is set to increase

Average unit prices predicted to continue rising

CATEGORY DATA

Table 97 Sales of Refrigeration Appliances by Category: Volume 2018-2023

Table 98 Sales of Refrigeration Appliances by Category: Value 2018-2023

Table 99 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023

Table 100 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Table 101 Sales of Freezers by Format: % Volume 2018-2023

Table 102 Sales of Freezers by Volume Capacity: % Volume 2018-2023

Table 103 Sales of Fridge Freezers by Format: % Volume 2018-2023

Table 104 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023

Table 105 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023

Table 106 Sales of Fridges by Volume Capacity: % Volume 2018-2023

Table 107 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023

Table 108 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023

Table 109 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023

Table 110 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023

Table 111 NBO Company Shares of Built-in Fridges: % Volume 2019-2023

Table 112 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023

Table 113 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023

Table 114 Production of Refrigeration Appliances: Total Volume 2018-2023

Table 115 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028

Table 116 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028

Table 117 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028

Table 118 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028

Air Treatment Products in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

The hot summer of 2023 has helped to support growth in air treatment products

Average unit prices continue to rise, affecting appliances in a cross-category trend

Air purifiers remain popular, despite being a somewhat expensive “niche”

PROSPECTS AND OPPORTUNITIES

Ongoing heatwaves, air pollution, and the building of new houses will support sales over the forecast period

Local players expected to gain shares thanks to their offer of high quality and affordable prices

Energy efficiency and added-value features set to become increasingly popular

CATEGORY DATA

Table 119 Sales of Air Treatment Products by Category: Volume 2018-2023

Table 120 Sales of Air Treatment Products by Category: Value 2018-2023

Table 121 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023

Table 122 Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Table 123 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023

Table 124 NBO Company Shares of Air Treatment Products: % Volume 2019-2023

Table 125 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023

Table 126 Distribution of Air Treatment Products by Format: % Volume 2018-2023

Table 127 Production of Air Conditioners: Total Volume 2018-2023

Table 128 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028

Table 129 Forecast Sales of Air Treatment Products by Category: Value 2023-2028

Table 130 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028

Table 131 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028

Food Preparation Appliances in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Food preparation appliances continue to be supported by home-cooking and home-baking trends

Average unit prices continue to rise, affecting appliances in a cross-category trend

The sales of juice extractors went down

PROSPECTS AND OPPORTUNITIES

Increasing number of modern houses will continue to support sales

Local brands expected to maintain and grow their share, thanks to offering an attractive quality-to-price ratio

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 132 Sales of Food Preparation Appliances by Category: Volume 2018-2023

Table 133 Sales of Food Preparation Appliances by Category: Value 2018-2023

Table 134 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023

Table 135 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Table 136 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023

Table 137 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023

Table 138 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023

Table 139 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028

Table 140 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028

Table 141 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028

Table 142 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028

Personal Care Appliances in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising urbanisation and out-of-home lifestyles support growth in personal care appliances

Hair care appliances shows the strongest performance

Average unit prices continue to rise, affecting appliances in a cross-category trend

PROSPECTS AND OPPORTUNITIES

The image-conscious young population will be a major driver of growth over the forecast period

Competition set to be based on advancements in technology and price

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 143 Sales of Personal Care Appliances by Category: Volume 2018-2023

Table 144 Sales of Personal Care Appliances by Category: Value 2018-2023

Table 145 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023

Table 146 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Table 147 Sales of Body Shavers by Format: % Volume 2018-2023

Table 148 Sales of Hair Care Appliances by Format: % Volume 2018-2023

Table 149 NBO Company Shares of Personal Care Appliances 2019-2023

Table 150 LBN Brand Shares of Personal Care Appliances 2020-2023

Table 151 Distribution of Personal Care Appliances by Format: % Volume 2018-2023

Table 152 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028

Table 153 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028

Table 154 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028

Table 155 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028

Small Cooking Appliances in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Light fryers continue to attract attention, thanks to been perceived as healthy and energy efficient small cooking appliances

Espresso coffee machines help to drive growth in coffee machines

Average unit prices continue to rise, affecting appliances in a cross-category trend

PROSPECTS AND OPPORTUNITIES

Sales will be driven by growth in light fryers and coffee machines

Rice cookers and slow cookers have little potential for growth

Competition between local and international brands is set to become fiercer

CATEGORY DATA

Table 156 Sales of Small Cooking Appliances by Category: Volume 2018-2023

Table 157 Sales of Small Cooking Appliances by Category: Value 2018-2023

Table 158 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023

Table 159 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Table 160 Sales of Freestanding Hobs by Format: % Volume 2018-2023

Table 161 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023

Table 162 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023

Table 163 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023

Table 164 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028

Table 165 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028

Table 166 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028

Table 167 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028

Vacuum Cleaners in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Stick and robotic vacuum cleaners drive sales in the category

Average unit prices continue to rise, affecting appliances in a cross-category trend

Local companies become increasingly relevant in vacuum cleaners

PROSPECTS AND OPPORTUNITIES

Convenience and energy efficiency are set to shape ongoing consumer demand

Vacuum cleaners with dust bags set to become increasingly outdated

E-commerce continues to grow its distribution share

CATEGORY DATA

Table 168 Sales of Vacuum Cleaners by Category: Volume 2018-2023

Table 169 Sales of Vacuum Cleaners by Category: Value 2018-2023

Table 170 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023

Table 171 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Table 172 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023

Table 173 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023

Table 174 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023

Table 175 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023

Table 176 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028

Table 177 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028

Table 178 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028

Table 179 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028

The following categories and subcategories are included:

Consumer Appliances

- Built-In Major Appliances
- Freestanding Major Appliances
- - Built-in Dishwashers
  - Freestanding Dishwashers
- - Built-in Home Laundry Appliances
  - Freestanding Home Laundry Appliances
  - - Built-in Automatic Dryers
    - Freestanding Automatic Dryers
  - - Built-in Automatic Washer Dryers
    - Freestanding Automatic Washer Dryers
  - - Built-in Automatic Washing Machines
    - Freestanding Automatic Washing Machines
  - Semi-Automatic Washing Machines
- - Built-in Large Cooking Appliances
  - Freestanding Large Cooking Appliances
  - Built-in Hobs
  - Ovens
  - - Built-in Cooker Hoods
    - Freestanding Cooker Hoods
  - Cookers
  - Range Cookers
- - Built-in Microwaves
  - Freestanding Microwaves
- - Built-in Refrigeration Appliances
  - Freestanding Refrigeration Appliances
  - - Built-in Electric Wine Coolers/Chillers
    - Freestanding Electric Wine Coolers/Chillers
  - - Built-in Freezers
    - Freestanding Freezers
  - - Built-in Fridge Freezers
    - Freestanding Fridge Freezers
  - - Built-in Fridges
    - Freestanding Fridges
- - Air Purifiers
  - - - Portable Room Air Conditioners
      - Split Air Conditioners
      - Window Air Conditioners
    - Air Coolers
    - Cooling Fans
  - Dehumidifiers
  - Humidifiers
- - Blenders
  - Food Processors
  - - Centrifugal Juicers
    - Slow Juicers
  - Mixers
  - Other Food Preparation Appliances
- Heating Appliances
- Irons
- - Body Shavers
  - Electric Facial Cleansers
  - Hair Care Appliances
  - - Battery Toothbrush Units
    - Electric Toothbrush Units
    - Other Oral Care Appliances
  - Other Personal Care Appliances
- - Breadmakers
  - - - Espresso Coffee Machines
      - Filter Coffee Machines
      - Other Standard Coffee Machines
    - - Hard Pods
      - Soft Pods
  - Coffee Mills
  - - Light Fryers
    - Deep Fat Fryers
  - Electric Grills
  - Electric Steamers
  - Freestanding Hobs
  - Kettles
  - Rice Cookers
  - Slow Cookers
  - Other Small Cooking Appliances
- - - Cylinder Vacuum Cleaners
    - Handheld Vacuum Cleaners
    - Stick Vacuum Cleaners
    - Upright Vacuum Cleaners
    - Steam Vacuum Cleaners
  - Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

See All of Our Definitions

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What's New

Consumer Appliances in Turkey

Consumer appliances record growth, despite the major earthquake which hit the country in February 2023

Devaluation of the TRY and increase in VAT lead to price hikes

Price competition between companies intensifies

E-commerce continues to grow

Consumer appliances has good prospects for ongoing growth

Overview:

The Consumer Appliances in Turkey report includes:

This report answers:

Consumer Appliances in Turkey

Consumer appliances record growth, despite the major earthquake which hit the country in February 2023

Devaluation of the TRY and increase in VAT lead to price hikes

Price competition between companies intensifies

E-commerce continues to grow

Consumer appliances has good prospects for ongoing growth

DISCLAIMER

Dishwashers in Turkey

KEY DATA FINDINGS

Dishwashers offering energy efficiency and improved technologies drive growth

Arçelik AS maintains its lead in dishwashers, thanks to offering products to meet consumer demand

Price promotions and campaigns shape the competitive environment

Dishwashers will be considered more of a necessity over the forecast period

The share of local brands is predicted to increase, thanks to offering trendsetting appliances at affordable prices

E-commerce continues to grow its distribution share

Home Laundry Appliances in Turkey

KEY DATA FINDINGS

Automatic dryers remain popular for their convenience and perceived germ-killing features

Greater capacities and high-tech models see increased demand

Average unit prices continue to rise, while players create special offers to maintain consumer demand

Ongoing volume sales will be supported by the increasing number of houses

Household penetration of automatic dryers is predicted to increase

E-commerce continues to grow its distribution share

Large Cooking Appliances in Turkey

KEY DATA FINDINGS

Consumers desire modern designs, attractive colour schemes, and technology advancements in large cooking appliances

Built-in appliances benefit from special promotional campaigns

Wide range of price points mean there is an affordable large cooking appliance to suit all budgets

Increased number of modern households to stimulate sales over the forecast period

Average unit prices will continue to rise, while players offer bundle discounts to stimulate sales

E-commerce continues to grow its distribution share

Microwaves in Turkey

KEY DATA FINDINGS

Microwaves continue on a declining trend, as such products are deemed unnecessary

Average unit prices continue to rise, placing further downwards pressure on an already declining category

Energy efficiency remains an important factor for consumers

Increased number of modern households may stimulate sales over the forecast period

The share of built-in products is set to grow, in line with modern home trends

E-commerce continues to grow its distribution share

Refrigeration Appliances in Turkey

KEY DATA FINDINGS

Refrigeration appliances remains in a volume slump in 2023

Large capacity fridge-freezers see good demand

E-commerce continues to grow its distribution share

Volume sales are expected to return to positive growth over the forecast period

The share of products with higher energy efficiency is set to increase

Average unit prices predicted to continue rising

Air Treatment Products in Turkey

KEY DATA FINDINGS

The hot summer of 2023 has helped to support growth in air treatment products

Average unit prices continue to rise, affecting appliances in a cross-category trend

Air purifiers remain popular, despite being a somewhat expensive “niche”

Ongoing heatwaves, air pollution, and the building of new houses will support sales over the forecast period

Local players expected to gain shares thanks to their offer of high quality and affordable prices

Energy efficiency and added-value features set to become increasingly popular

Food Preparation Appliances in Turkey

KEY DATA FINDINGS

Food preparation appliances continue to be supported by home-cooking and home-baking trends

Average unit prices continue to rise, affecting appliances in a cross-category trend

The sales of juice extractors went down

Increasing number of modern houses will continue to support sales

Local brands expected to maintain and grow their share, thanks to offering an attractive quality-to-price ratio

E-commerce continues to grow its distribution share

Personal Care Appliances in Turkey

KEY DATA FINDINGS

Rising urbanisation and out-of-home lifestyles support growth in personal care appliances

Hair care appliances shows the strongest performance

Average unit prices continue to rise, affecting appliances in a cross-category trend

The image-conscious young population will be a major driver of growth over the forecast period

Competition set to be based on advancements in technology and price