Consumer Appliances in Turkey

Consumer Appliances in Turkey

EXECUTIVE SUMMARY

Economic downturn causes ongoing decline in retail volume sales of consumer appliances

Value growth in 2019 continues to be determined by sharply rising average unit prices

Arçelik AS remains the leading player

Discounters and internet retailing continue to gain ground

Revival in retail volume sales of consumer appliances is expected over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Value 2014-2019
Table 6 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 12 Sales of Small Appliances by Category: Volume 2014-2019
Table 13 Sales of Small Appliances by Category: Value 2014-2019
Table 14 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 15 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 17 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 18 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 19 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 20 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 21 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 22 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 23 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 30 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in Turkey

HEADLINES

PROSPECTS

Replacement sales of air conditioners previously postponed are expected to underlie the return to positive retail volume growth of air treatment products

Sales remain low for air treatment product categories that are considered luxury

Greater volume sales of air conditioners through discounters expected to achieve growth above the average for cooling

COMPETITIVE LANDSCAPE

Arçelik AS leads air treatment products due to holding the top position in split air conditioners

Domestic Fakir’s wide product range supports its position among the top-tier brands

Daikin launches new series of split air conditioners

Chart 1 Daikin Shira Eco FTXP35M Split Air Conditioner

CATEGORY DATA

Table 34 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 35 Sales of Air Treatment Products by Category: Value 2014-2019
Table 36 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 38 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 39 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 40 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 41 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 42 Production, Imports and Exports of Air Conditioners: Total Volume 2014-2019
Table 43 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 44 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 46 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Turkey

HEADLINES

PROSPECTS

Only slight recovery is expected for dishwashers following economic downturn

Value growth in dishwashers is boosted by multiprogramme appliances but hindered by maturity and price competition

Discounters gains ground in the retail volume distribution of dishwashers as manufacturers seek additional channels

COMPETITIVE LANDSCAPE

Arçelik AS remains the strongest player due to its familiar brands in all price segments

International entrants gain ground in dishwashers with substantial investment in distribution and local production

Decrease in profitability is expected to lead to greater promotion of economy brands

CATEGORY DATA

Table 47 Sales of Dishwashers by Category: Volume 2014-2019
Table 48 Sales of Dishwashers by Category: Value 2014-2019
Table 49 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 50 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 51 Sales of Dishwashers by Format: % Volume 2014-2019
Table 52 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 53 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 54 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 55 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 56 Production, Imports and Exports of Dishwashers: Total Volume 2014-2019
Table 57 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 59 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 60 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in Turkey

HEADLINES

PROSPECTS

Decline in food preparation appliances due to consumers’ reduced purchasing power is expected to turn around with the increasing need for convenience

Slow juicers predicted to grow fastest but with a limited consumer base

Premiumisation will support value growth that is struggling due to price competition

COMPETITIVE LANDSCAPE

Local player Arzum Elektrikli Ev Aletleri maintains its lead with competitively priced food preparation appliances

Arçelik AS is a top player in food preparation appliances due to consumer loyalty

Discounters expected to become more prominent in the distribution of food preparation appliances in Turkey

CATEGORY DATA

Table 61 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 63 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 64 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 65 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 66 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 67 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 68 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 70 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in Turkey

HEADLINES

PROSPECTS

Recovery expected in home laundry appliances as consumers make delayed replacement purchases

Larger capacity automatic washing machines remain popular among busy urban consumers

Convenience need increases demand for automatic dryers and washer dryers

COMPETITIVE LANDSCAPE

Highly recognised brands that meet consumers’ changing needs keep Arçelik AS at the top of home laundry appliances

Economy brands expected to become more prominent in automatic dryers and automatic washer dryers

Vestel introduces quietest mid-priced automatic washing machine

Chart 2 Vestel CMI 8912 Automatic Washing Machine

CATEGORY DATA

Table 72 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 74 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 75 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 76 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 77 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 78 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 79 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 80 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 81 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 82 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 83 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2014-2019
Table 84 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 85 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 86 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in Turkey

HEADLINES

PROSPECTS

The decline in large cooking appliances is expected to turn around in the mid-forecast period alongside economic recovery

Lower-priced large cooking appliances take share from premium brands due to consumers’ restricted purchasing power

Built-in large cooking appliances benefits from consumers’ increasing preference for built-in hobs and ovens

COMPETITIVE LANDSCAPE

Arçelik AS remains the clear leading player as its brands cover all price segments

Discounters retailing budget-friendly large cooking appliances gain share from premium appliance dealerships

Vestel launches a rustic range of large cooking appliances

Chart 3 Vestel AF-7688 RK Oven

CATEGORY DATA

Table 88 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 89 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 90 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 91 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 92 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 93 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 94 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 95 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 96 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 97 NBO Company Shares of Ovens: % Volume 2015-2019
Table 98 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 99 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 100 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 101 NBO Company Shares of Cookers: % Volume 2015-2019
Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 103 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2014-2019
Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in Turkey

HEADLINES

PROSPECTS

Sales of microwaves in Turkey continue to decline amid economic downturn

Household penetration rate of microwaves is expected to remain very low

Value sales hindered by consumers’ reduced purchasing power

COMPETITIVE LANDSCAPE

Dominant Arçelik AS faces competition from more affordable brands

Samsung focuses on increasing its retail volume share of microwaves with expansion investment

Manufacturers of connected microwaves expected to push their products in electrical stores

CATEGORY DATA

Table 108 Sales of Microwaves by Category: Volume 2014-2019
Table 109 Sales of Microwaves by Category: Value 2014-2019
Table 110 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 111 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 112 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 113 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 114 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 115 Distribution of Microwaves by Format: % Volume 2014-2019
Table 116 Production, Imports and Exports of Microwaves: Total Volume 2014-2019
Table 117 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 118 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in Turkey

HEADLINES

PROSPECTS

The need for convenience is expected to return personal care appliances to positive growth

Changing lifestyles benefit personal care appliances that are higher-end and offer greater convenience

Consumers purchase basic hair dryers during economic hardship but are expected to be able to afford more sophisticated hair care appliances as incomes rise

COMPETITIVE LANDSCAPE

Philips continues to lead personal care appliances due to the success of its body shavers

Arzum gains retail volume share by expanding its product range and distribution

Local players expand their distribution in discounters to increase their retail volume sales

CATEGORY DATA

Table 121 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 122 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 123 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 124 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 125 Sales of Body Shavers by Format: % Volume 2014-2019
Table 126 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 127 NBO Company Shares of Personal Care Appliances 2015-2019
Table 128 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 129 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 130 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 131 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 132 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 133 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in Turkey

HEADLINES

PROSPECTS

Decline continues in 2019 due to ongoing sharp price rises and difficult economic circumstances

Freezers performs best mainly due to ongoing urbanisation

Popularity of standard fridge freezers limits value growth

COMPETITIVE LANDSCAPE

Arçelik AS leads thanks to its nationwide distribution and brands in all price segments

Samsung maintains its position with further investment to expand its distribution

Arçelik launches a carbon fibre fridge freezer

Chart 4 Arçelik Diamond 283720 Fridge Freezer

CATEGORY DATA

Table 134 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 135 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 136 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 137 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 138 Sales of Freezers by Format: % Volume 2014-2019
Table 139 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 140 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 141 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 142 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 143 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 144 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 145 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 146 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 147 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 148 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 149 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 150 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 151 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 152 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 153 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Turkey

HEADLINES

PROSPECTS

Coffee machines and sandwich makers are expected to drive the return of small cooking appliances to positive volume growth

Constrained purchasing power expected to underlie continued decline in non-essential small cooking appliances

Price competition is expected to hinder value growth despite premiumisation and new product developments

COMPETITIVE LANDSCAPE

High brand recognition keeps Arçelik AS at the top of small cooking appliances

Second-placed Arzum Elektrikli Ev Aletleri strengthens its position in small cooking appliances by increasing its distribution in discounters

Fakir gains retail volume share by expanding its range of coffee machines

CATEGORY DATA

Table 154 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 155 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 156 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 157 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 158 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 159 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 160 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 161 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 162 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 163 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 165 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Turkey

HEADLINES

PROSPECTS

Replacements previously postponed and a preference for more practical formats will revive sales of vacuum cleaners

The consumer shift towards new product developments is expected to boost value sales growth

Discounters and internet retailing are the only channels to gain share in 2019

COMPETITIVE LANDSCAPE

Fakir leads due to its strength in stick vacuum cleaners and its budget-friendly prices

Philips retains its position due to its strength in cylinder vacuum cleaners

International brands focus on new product development while local brands continue to offer affordability

CATEGORY DATA

Table 166 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 167 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 168 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 169 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 170 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 171 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 172 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 173 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 174 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 175 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 176 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

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