Consumer Appliances in Turkey

Consumer Appliances in Turkey

EXECUTIVE SUMMARY

Volume growth by consumer appliances continues in 2017

Price competition intensifies among manufacturers of consumer appliances

Arçelik AS maintains its leading position in consumer appliances in 2017

Discounters and internet retailers gain share within consumer appliances

Consumer appliances set to continue to record positive volume growth over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2012-2017
Table 2 Replacement Cycles of Consumer Appliances by Category 2012-2017
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2017-2022

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2012-2017
Table 6 Sales of Consumer Appliances by Category: Value 2012-2017
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2012-2017
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2012-2017
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2012-2017
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2012-2017
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2012-2017
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2012-2017
Table 13 Sales of Small Appliances by Category: Volume 2012-2017
Table 14 Sales of Small Appliances by Category: Value 2012-2017
Table 15 Sales of Small Appliances by Category: % Volume Growth 2012-2017
Table 16 Sales of Small Appliances by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Major Appliances: % Volume 2013-2017
Table 18 LBN Brand Shares of Major Appliances: % Volume 2014-2017
Table 19 NBO Company Shares of Small Appliances: % Volume 2013-2017
Table 20 LBN Brand Shares of Small Appliances: % Volume 2014-2017
Table 21 Distribution of Major Appliances by Format: % Volume 2012-2017
Table 22 Distribution of Small Appliances by Format: % Volume 2012-2017
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2017-2022
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2017-2022
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 31 Forecast Sales of Small Appliances by Category: Volume 2017-2022
Table 32 Forecast Sales of Small Appliances by Category: Value 2017-2022
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Treatment Products in Turkey

HEADLINES

PROSPECTS

Air treatment products will continue to grow over the forecast period

Value growth will be mainly driven by predicted rise in volume sales of inverter air conditioners

Availability of multi-split air conditioners will become significant over the forecast period

COMPETITIVE LANDSCAPE

Arçelik AS continues to lead air treatment products in 2017

Economy brands gain volume share as consumers reduce their expenses

The availability of connected air conditioners increases in 2017

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2012-2017
Table 36 Sales of Air Treatment Products by Category: Value 2012-2017
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2012-2017
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2012-2017
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2013-2017
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2013-2017
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2014-2017
Table 42 Distribution of Air Treatment Products by Format: % Volume 2012-2017
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2012-2017
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2017-2022
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2017-2022
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2017-2022

Dishwashers in Turkey

HEADLINES

PROSPECTS

Urbanisation will continue to lead growth over forecast period

Growing demand for multi-programme dishwashers is set to drive up value sales

Full size dishwashers will continue to be major preference of consumers

COMPETITIVE LANDSCAPE

Local manufacturers maintain lead in dishwashers

South Korean giants Samsung and LG gain strong volume share

Connected dishwashers register dynamic growth due to ongoing investments

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2012-2017
Table 49 Sales of Dishwashers by Category: Value 2012-2017
Table 50 Sales of Dishwashers by Category: % Volume Growth 2012-2017
Table 51 Sales of Dishwashers by Category: % Value Growth 2012-2017
Table 52 Sales of Dishwashers by Format: % Volume 2012-2017
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2013-2017
Table 54 NBO Company Shares of Dishwashers: % Volume 2013-2017
Table 55 LBN Brand Shares of Dishwashers: % Volume 2014-2017
Table 56 Distribution of Dishwashers by Format: % Volume 2012-2017
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2012-2017
Table 58 Forecast Sales of Dishwashers by Category: Volume 2017-2022
Table 59 Forecast Sales of Dishwashers by Category: Value 2017-2022
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2017-2022

Food Preparation Appliances in Turkey

HEADLINES

PROSPECTS

Blenders will continue to drive growth of food preparation appliances

The average unit price of mixers is set to increase due to premiumisation

Slow juicers will become widely available across retailers over forecast period

COMPETITIVE LANDSCAPE

Arzum Elektrikli Ev Aletleri San ve Tic AS leads food preparation appliances

Intense price competition amongst players in blenders

Most players aim to increase the presence of their products through internet retailing

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2012-2017
Table 63 Sales of Food Preparation Appliances by Category: Value 2012-2017
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2012-2017
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2013-2017
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2014-2017
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2012-2017
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022

Home Laundry Appliances in Turkey

HEADLINES

PROSPECTS

Increasing interest in automatic tumble dryers will drive volume growth

Healthy volume growth is expected for automatic washer dryers over forecast period

Growing demand for greater energy efficiency and larger capacity will positively affect value growth

COMPETITIVE LANDSCAPE

Arçelik AS maintains its dominance of home laundry appliances in 2017

Energy efficiency is the major focus of manufacturers

Presence of connected home laundry appliances increases alongside investment

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2012-2017
Table 74 Sales of Home Laundry Appliances by Category: Value 2012-2017
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2012-2017
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2012-2017
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2013-2017
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2012-2017
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2012-2017
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2013-2017
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2013-2017
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2014-2017
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2012-2017
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2012-2017
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022

Large Cooking Appliances in Turkey

HEADLINES

PROSPECTS

Consumers’ increasing interest in built-in large cooking appliances will continue

Cookers is expected to demonstrate slow growth

Strong volume sales of innovative large cooking appliances will drive value growth

COMPETITIVE LANDSCAPE

Arçelik AS leads large cooking appliances

Mid-tier companies begin to gain volume share in 2017

Connected ovens become significant in Turkey in 2017

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2012-2017
Table 90 Sales of Large Cooking Appliances by Category: Value 2012-2017
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2012-2017
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2012-2017
Table 93 Sales of Built-in Hobs by Format: % Volume 2012-2017
Table 94 Sales of Ovens by Connected Appliances: % Volume 2013-2017
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2013-2017
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2014-2017
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2013-2017
Table 98 NBO Company Shares of Ovens: % Volume 2013-2017
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2013-2017
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2013-2017
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2013-2017
Table 102 NBO Company Shares of Cookers: % Volume 2013-2017
Table 103 Distribution of Large Cooking Appliances by Format: % Volume 2012-2017
Table 104 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2012-2017
Table 105 Forecast Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 106 Forecast Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022

Microwaves in Turkey

HEADLINES

PROSPECTS

Increasing need for convenience and practicality will be main drivers of volume growth

Health concerns regarding microwaves will continue to be significant

Internet retailing is set to demonstrate strong growth over the forecast period

COMPETITIVE LANDSCAPE

Arçelik AS continues to dominate microwaves in 2017

South Korean giants, Samsung and LG demonstrate strong growth in microwaves

Category players pay attention to consumers’ priorities to gain share

CATEGORY DATA

Table 109 Sales of Microwaves by Category: Volume 2012-2017
Table 110 Sales of Microwaves by Category: Value 2012-2017
Table 111 Sales of Microwaves by Category: % Volume Growth 2012-2017
Table 112 Sales of Microwaves by Category: % Value Growth 2012-2017
Table 113 Sales of Microwaves by Connected Appliances: % Volume 2013-2017
Table 114 NBO Company Shares of Microwaves: % Volume 2013-2017
Table 115 LBN Brand Shares of Microwaves: % Volume 2014-2017
Table 116 Distribution of Microwaves by Format: % Volume 2012-2017
Table 117 Production, Imports and Exports of Microwaves: Total Volume 2012-2017
Table 118 Forecast Sales of Microwaves by Category: Volume 2017-2022
Table 119 Forecast Sales of Microwaves by Category: Value 2017-2022
Table 120 Forecast Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 121 Forecast Sales of Microwaves by Category: % Value Growth 2017-2022

Personal Care Appliances in Turkey

HEADLINES

PROSPECTS

Urbanisation will continue to be an important factor behind volume growth

New product developments are set to make significant contribution to value growth

Alternative retailing channels are expected to gain volume within personal care appliances

COMPETITIVE LANDSCAPE

International brands dominate personal care appliances in Turkey

Presence of economy brands increases

Increasing number of players expected to enter electric facial cleansers

CATEGORY DATA

Table 122 Sales of Personal Care Appliances by Category: Volume 2012-2017
Table 123 Sales of Personal Care Appliances by Category: Value 2012-2017
Table 124 Sales of Personal Care Appliances by Category: % Volume Growth 2012-2017
Table 125 Sales of Personal Care Appliances by Category: % Value Growth 2012-2017
Table 126 Sales of Body Shavers by Format: % Volume 2012-2017
Table 127 Sales of Hair Care Appliances by Format: % Volume 2012-2017
Table 128 NBO Company Shares of Personal Care Appliances 2013-2017
Table 129 LBN Brand Shares of Personal Care Appliances 2014-2017
Table 130 Distribution of Personal Care Appliances by Format: % Volume 2012-2017
Table 131 Forecast Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 132 Forecast Sales of Personal Care Appliances by Category: Value 2017-2022
Table 133 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 134 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2017-2022

Refrigeration Appliances in Turkey

HEADLINES

PROSPECTS

Increasing popularity of double door format will drive volume growth of fridge freezers

Dynamic volume growth of larger-capacity and energy-efficient refrigeration appliances will boost value growth

Freezers will continue to record strong growth over forecast period

COMPETITIVE LANDSCAPE

Domestic large-scale manufacturers maintain strength despite fierce price competition

Samsung’s exceptional growth continues in refrigeration appliances

Players invest in marketing communication to promote their connected refrigeration appliances

CATEGORY DATA

Table 135 Sales of Refrigeration Appliances by Category: Volume 2012-2017
Table 136 Sales of Refrigeration Appliances by Category: Value 2012-2017
Table 137 Sales of Refrigeration Appliances by Category: % Volume Growth 2012-2017
Table 138 Sales of Refrigeration Appliances by Category: % Value Growth 2012-2017
Table 139 Sales of Freezers by Format: % Volume 2012-2017
Table 140 Sales of Freezers by Volume Capacity: % Volume 2012-2017
Table 141 Sales of Fridge Freezers by Format: % Volume 2012-2017
Table 142 Sales of Fridge Freezers by Volume Capacity: % Volume 2012-2017
Table 143 Sales of Fridge Freezers by Connected Appliances: % Volume 2013-2017
Table 144 Sales of Fridges by Volume Capacity: % Volume 2012-2017
Table 145 NBO Company Shares of Refrigeration Appliances: % Volume 2013-2017
Table 146 LBN Brand Shares of Refrigeration Appliances: % Volume 2014-2017
Table 147 NBO Company Shares of Built-in Fridge Freezers: % Volume 2013-2017
Table 148 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2013-2017
Table 149 NBO Company Shares of Built-in Fridges: % Volume 2013-2017
Table 150 NBO Company Shares of Freestanding Fridges: % Volume 2013-2017
Table 151 Distribution of Refrigeration Appliances by Format: % Volume 2012-2017
Table 152 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2012-2017
Table 153 Forecast Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 154 Forecast Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 155 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022

Small Cooking Appliances in Turkey

HEADLINES

PROSPECTS

Perpetual increase in volume sales of coffee machines will continue to drive growth

Average unit price of small cooking appliances will register downward trend at constant 2017 prices

Significance of alternative retailing channels will increase over the forecast period

COMPETITIVE LANDSCAPE

Arçelik AS maintains its leadership of small cooking appliances in 2017

Economy brands gain volume share as increasing number of consumers opt for more affordable options

Companies offering pod coffee machines continue to demonstrate healthy growth

CATEGORY DATA

Table 157 Sales of Small Cooking Appliances by Category: Volume 2012-2017
Table 158 Sales of Small Cooking Appliances by Category: Value 2012-2017
Table 159 Sales of Small Cooking Appliances by Category: % Volume Growth 2012-2017
Table 160 Sales of Small Cooking Appliances by Category: % Value Growth 2012-2017
Table 161 Sales of Fresstanding Hobs by Format: % Volume 2012-2017
Table 162 NBO Company Shares of Small Cooking Appliances: % Volume 2013-2017
Table 163 LBN Brand Shares of Small Cooking Appliances: % Volume 2014-2017
Table 164 Distribution of Small Cooking Appliances by Format: % Volume 2012-2017
Table 165 Forecast Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 166 Forecast Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022

Vacuum Cleaners in Turkey

HEADLINES

PROSPECTS

Upward trend will continue in vacuum cleaners along with rising volume sales of new product developments

Vacuum cleaners will record healthy value growth as products with low energy efficiency will phase out

Volume share of stick format is set to increase due to the convenience it provides

COMPETITIVE LANDSCAPE

Arçelik AS retains its strength in vacuum cleaners in 2017

Philips gains significant volume share due to investing in new product development

Competitive landscape of robotic vacuum cleaners rapidly transforms

CATEGORY DATA

Table 169 Sales of Vacuum Cleaners by Category: Volume 2012-2017
Table 170 Sales of Vacuum Cleaners by Category: Value 2012-2017
Table 171 Sales of Vacuum Cleaners by Category: % Volume Growth 2012-2017
Table 172 Sales of Vacuum Cleaners by Category: % Value Growth 2012-2017
Table 173 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2013-2017
Table 174 NBO Company Shares of Vacuum Cleaners: % Volume 2013-2017
Table 175 LBN Brand Shares of Vacuum Cleaners: % Volume 2014-2017
Table 176 Distribution of Vacuum Cleaners by Format: % Volume 2012-2017
Table 177 Forecast Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 178 Forecast Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 179 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022

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