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Consumer Appliances in Turkey

December 2022
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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

Consumer appliances sales stagnate in 2022
Average unit prices skyrocket due to a myriad of challenges
Domestic players maintain their strong places thanks to high levels of consumer trust, wide distribution, and affordable prices
E-commerce sees ongoing growth, with discounters are set to benefit
Consumer appliances is expected to demonstrate a positive growth by 2027
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2023
Table 3 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 4 Sales of Consumer Appliances by Category: Value 2017-2022
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 11 Sales of Small Appliances by Category: Volume 2017-2022
Table 12 Sales of Small Appliances by Category: Value 2017-2022
Table 13 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 14 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 15 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 16 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 17 NBO Company Shares of Small Appliances: % Volume2018-2022
Table 18 LBN Brand Shares of Small Appliances: % Volume2019-2022
Table 19 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 20 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 29 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 30 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Turkey

KEY DATA FINDINGS

Dishwashers follows same declining trends as other large appliances
Consumers increasingly seek eco-friendly dishwashers
Players now target male consumers, as well as women, with their marketing efforts
Improving economic conditions and revived housing market to positively affect sales over the forecast period
New connected technology offers exciting potential within dishwashers
Players offering the best value for money and greatest convenience set to see the strongest sales
Table 33 Sales of Dishwashers by Category: Volume 2017-2022
Table 34 Sales of Dishwashers by Category: Value 2017-2022
Table 35 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 36 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 37 Sales of Dishwashers by Format: % Volume 2017-2022
Table 38 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 39 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 40 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 41 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 42 Production of Dishwashers: Total Volume 2017-2022
Table 43 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 44 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in Turkey

KEY DATA FINDINGS

Higher standards of cleanliness during the era of COVID-19 means consumers have already purchased new home laundry appliances
Energy efficiency becomes increasingly important since the introduction of the EU energy labels
Players continue to increase their e-commerce and omnichannel strategies
Home laundry appliances set to see a bright future in terms of volume growth
Technologically advanced and environmentally friendly products to increase
High-capacity appliances to gain in popularity, in line with consumers seeking greater efficiency with one wash cycle
Table 47 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 48 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 51 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 54 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 58 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in Turkey

KEY DATA FINDINGS

Home-cooking trend is over with a return to out-of-home lifestyles
New technologies are launched to catch consumers’ attention and meet rising health and wellness trends
Connected devices increasingly noted, with local player Arçelik leading the charge
Sales to recover in line with cross-category trends
Demand for greater convenience will stimulate further interest in connected appliances
Arçelik AS to preserve its leading position
Table 63 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 64 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 67 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 68 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 72 NBO Company Shares of Ovens: % Volume 2018-2022
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 76 NBO Company Shares of Cookers: % Volume 2018-2022
Table 77 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 78 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 79 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 80 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 81 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in Turkey

KEY DATA FINDINGS

Microwaves continues to see declining trend as such appliances remain niche
Negative perceptions prevail, posing ongoing challenges for microwaves
Additional pressures added by the economic situation pushing up unit prices
Possible growth may come in line with cross-category trends
Consumer demand for built-in microwaves is predicted to rise
The shares of discounters and e-commerce are set to see good growth
Table 83 Sales of Microwaves by Category: Volume 2017-2022
Table 84 Sales of Microwaves by Category: Value 2017-2022
Table 85 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 86 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 87 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 88 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 89 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 90 Distribution of Microwaves by Format: % Volume 2017-2022
Table 91 Production of Microwaves: Total Volume 2017-2022
Table 92 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 93 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 94 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 95 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in Turkey

KEY DATA FINDINGS

Refrigeration appliances fall into a negative decline following the boost in sales seen during the pandemic lockdowns
Unit price hikes act as a deterrent for price-sensitive consumers
Arçelik maintains its lead as all players continue to enhance their e-commerce offerings
Positive growth is predicted during the forecast period
Demand for built-in refrigeration appliances is expected to increase
Discounters and e-commerce will continue to gain from economic uncertainty
Table 96 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 97 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 98 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 99 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 100 Sales of Freezers by Format: % Volume 2017-2022
Table 101 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 102 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 103 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 104 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 105 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 106 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 107 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 108 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 109 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 110 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 111 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 112 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 113 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 114 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 115 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 116 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 117 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in Turkey

KEY DATA FINDINGS

The summer weather of 2022 has not been favourable for air treatment products
Air purifiers maintains small positive growth in an ongoing trend
Expensive Japanese brands see less attention, as mass consumers become increasingly price-sensitive
Air treatment products to benefit from stronger sales over the forecast period
The weather temperatures in Turkey are expected to increase, further supporting sales
More focus on energy efficiency, clean air, and smart sensor technologies over the forecast period
Table 118 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 119 Sales of Air Treatment Products by Category: Value 2017-2022
Table 120 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 121 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 122 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 123 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 124 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 125 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 126 Production of Air Conditioners: Total Volume 2017-2022
Table 127 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 128 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 129 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 130 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in Turkey

KEY DATA FINDINGS

Food preparation appliances bucks negative trend seen in large appliances and maintains marginal growth
Food blogger trend continues, to further support sales in food preparation appliances
Local player Arzum maintains its top place across multiple subcategories thanks to offering high quality at affordable prices
Volume sales will maintain positive momentum over the forecast period
Increased number of cooking recipe websites and food bloggers continue to inspire consumers
E-commerce and discounters will see ongoing importance for food preparation appliance sales
Table 131 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 132 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 133 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 134 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 135 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 136 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 137 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 138 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 139 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 140 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 141 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in Turkey

KEY DATA FINDINGS

Lesser need for personal care appliances as salons and hairdressers reopen
Increased socialising benefits oral care products and facial cleaners
Players turn to e-commerce and promotional activities to maintain volume sales
Personal care appliances will be supported by the post-pandemic landscape over the forecast period
The competition between multinational and local players is set to increase
E-commerce to see its shares continue to grow – with the help of social media
Table 142 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 143 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 144 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 145 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 146 Sales of Body Shavers by Format: % Volume 2017-2022
Table 147 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 148 NBO Company Shares of Personal Care Appliances 2018-2022
Table 149 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 150 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 151 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 152 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 153 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 154 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in Turkey

KEY DATA FINDINGS

Consumers’ return to out-of-home lifestyles ends boom in sales
Light fryers is seeing the highest volume sales performance
Average unit prices continue to rise, turning lower-income consumers away from the category
Recovery in sales expected over the forecast period
Busy, modern lifestyles and the need for convenience will support growth
Local companies will continue to lead thanks to their strong quality-to-cost ratios and high consumer trust
Table 155 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 156 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 157 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 158 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 159 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 160 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 161 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 162 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 163 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 164 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 165 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in Turkey

KEY DATA FINDINGS

Sales boom in 2022, driven by astonishing popularity and performance of stick vacuum cleaners
Robotic vacuum cleaners lose their novelty value and fall into negative growth from their triple-figures sales spikes
Advertising methods switch to target men as well as women
Sales will continue to be driven by stick vacuum cleaners
Local companies will maintain their top places, thanks to ongoing investments into innovation
E-commerce and discounters will continue to appeal strongly over the forecast period
Table 167 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 168 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 169 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 170 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 171 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 172 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 173 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 174 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 175 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 176 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 178 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
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.

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