Home and Garden in
Country Report
Executive Summary
Apr 2019Home and garden registers current value growth in 2018
Home and garden demonstrated another year of current value growth in 2018. However, in contrast with 2017, it was not due to an increase in overall consumer demand, which was stimulated by the government’s loose fiscal policy in 2017; rather, it was driven by rocketing average unit prices, particularly in the second half of 2018.
A dramatic slowdown in current value growth due to economic downturn
The initial signals of economic slowdown became significant in Turkey towards the second half of 2017. However, the government took measures to stimulate domestic demand, such as temporary tax cuts on a number of durable goods, which postponed the visibility of the effects of the slowdown in retail sales, until the deterioration in the exchange rate value of the Turkish lira became unbearable for companies and consumers, who were majorly in debt.
Branded products continue to benefit from retail modernisation
Over the course of the review period, branded home and garden products notably benefited from the gradual increase in purchasing power amongst consumers in the country. In line with this, the retail landscape was rapidly modernised in Turkey, along with the sharp rise in the number of shopping centres.
Sales increase through discounters and internet retailing
Over the review period, the product range available in discounters rapidly expanded in Turkey, in line with their increasing popularity and the fact that their outlet networks swiftly spread across the country. Home and garden was no exception; thus, the presence of such products gradually rose through this channel, as players increased their focus on emerging retail concepts in order to strengthen their positions in a fiercely competitive environment.
Current value growth due to rising prices and economic recovery
Although it is predicted that the downwards trend in the exchange value rate of the Turkish lira will continue, considering that companies had not yet passed the whole burden of increasing costs onto consumers, it is expected that price tags in home and garden will continue to increase rapidly in the early forecast period. Although there are no indications of a marked recovery in the economy and consumers are expected to remain cautious in their purchases, overall it is expected that home and garden will experience strong current value growth due to rising prices.
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Home and Garden in Turkey
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Overview
Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in Turkey with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Home and Garden industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
The Home and Garden in Turkey market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Home and Garden in Turkey?
- What are the major brands in Turkey?
- Is DIY suffering or benefiting from consumer austerity?
- How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
- Where is Do-it-for-me constraining sales of Do-It-Yourself?
- In which countries are Home and Garden Specialists opening more outlets?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our DIY and Gardening market research database.
Home and Garden in Turkey
EXECUTIVE SUMMARY
Home and garden registers current value growth in 2018
A dramatic slowdown in current value growth due to economic downturn
Branded products continue to benefit from retail modernisation
Sales increase through discounters and internet retailing
Current value growth due to rising prices and economic recovery
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2013-2018Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023
SOURCES
Summary 1 Research SourcesGardening in Turkey
HEADLINES
PROSPECTS
Value sales are expected to pick-up
Growing media is predicted to make a strong contribution to growth
Sales through emerging retail concepts will record healthy growth
COMPETITIVE LANDSCAPE
Gardena Dost Dis Tic Müm leads gardening
A rising number of players in emerging categories
Fierce competition between players in growing media
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2013-2018Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023
Home Furnishings in Turkey
HEADLINES
PROSPECTS
Temporary VAT exemption has no marked impact
Light sources will benefit from rising sales of higher-quality LED lamps
Home textiles is set to record slowing growth due to price competition
COMPETITIVE LANDSCAPE
Domestic companies continue to dominate home furnishings
The number of players in LED lamps is expected to gradually increase
Phasing-out inferior products should offset the price competition
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2013-2018Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023
Home Improvement in Turkey
HEADLINES
PROSPECTS
Economic hardship continues to hamper value growth
Power tools will make a strong contribution to value growth
Home paint is predicted to recover
COMPETITIVE LANDSCAPE
Domestic companies continue to lead
An increase in import tariffs on hand tools
Izmir El Aletleri San ve Tic acquires Gedore and Altas
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2013-2018Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023
Homewares in Turkey
HEADLINES
PROSPECTS
Slow current value growth in homewares in the forecast period
Food storage will continue to benefit from changing lifestyles
Increasing availability in emerging retail concepts
COMPETITIVE LANDSCAPE
Pasabahce Cam San ve Tic leads homewares
The price competition increases
The competitive landscape in homewares is predicted to change
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2013-2018Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023
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