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Country Report

Home and Garden in

Home and Garden in Turkey

37 pages, May 2018

US$2,100

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Home and garden records positive current value growth in 2017

Following a dramatic slowdown in economic growth and sharp depreciation of the Turkish lira against the euro and the US dollar, home and garden recorded modest current value growth between 2013 and 2016. However, in 2017, although there was no significant change in consumer purchasing power, the market achieved double-digit current value growth.

Increasing price sensitivity of consumers hampers stronger value growth

Despite a sharp rise in volume sales in the majority of home and garden categories thanks to the positive impact of lower VAT and rising consumer confidence, stronger current value growth was hampered by intensifying price competition in numerous categories, particularly indoor furniture, home textiles, homewares and light sources. Fierce price competition was mainly seen between branded products in indoor furniture and home textiles, mainly due to the fact that the vast majority of the leading players opted to pursue aggressive price promotion campaigns following the reduction in VAT, while in homewares and light sources price competition largely stemmed from the huge price gap between branded and unbranded products.

Branded home and garden gains significant value share in 2017

The value share of branded home and garden products increased gradually over the review period. This was largely down to a rise in consumer purchasing power and a transformation of the retailing landscape following a construction boom in the country, leading to a rapid rise in the number of shopping centres, which are where consumers mainly find branded products.

Internet retailers and discounters play a key role in driving value growth

Home and garden companies have used more dynamic retailing channels to boost their value sales, particularly since 2013, when profits started to fall due to the negative economic outlook. Given the fact that internet retailing and discounters were two emerging channels in Turkey, companies increased their focus on expanding their retail distribution through them.

Further steady value growth anticipated over the forecast period

Home and garden is expected to record a positive value CAGR at constant 2017 prices over the forecast period, despite the fact that the reduction in VAT on indoor furniture was only temporary, ending in September 2017. Future growth will be mainly driven by indoor furniture companies running aggressive price promotions early in the forecast period, particularly supporting sales of branded products.

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Home and Garden Sample Report Home and Garden Sample Data

Overview

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.

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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.

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Home and Garden in Turkey

EXECUTIVE SUMMARY

Home and garden records positive current value growth in 2017

Increasing price sensitivity of consumers hampers stronger value growth

Branded home and garden gains significant value share in 2017

Internet retailers and discounters play a key role in driving value growth

Further steady value growth anticipated over the forecast period

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2012-2017
Table 2 Sales of Home and Garden by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Home and Garden: % Value 2013-2017
Table 4 LBN Brand Shares of Home and Garden: % Value 2014-2017
Table 5 Distribution of Home and Garden by Format: % Value 2012-2017
Table 6 Forecast Sales of Home and Garden by Category: Value 2017-2022
Table 7 Forecast Sales of Home and Garden by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Gardening in Turkey

HEADLINES

PROSPECTS

Massive urbanisation will continue to hamper growth

Internet retailing set to gain ground over the forecast period

COMPETITIVE LANDSCAPE

Gardena continues to lead gardening

Manufacturers expected to focus on emerging categories

Lawn mower manufacturers struggle to gain value share due to the category’s modest performance

CATEGORY DATA

Table 8 Sales of Gardening by Category: Value 2012-2017
Table 9 Sales of Gardening by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Gardening: % Value 2013-2017
Table 11 LBN Brand Shares of Gardening: % Value 2014-2017
Table 12 Distribution of Gardening by Format: % Value 2012-2017
Table 13 Forecast Sales of Gardening by Category: Value 2017-2022
Table 14 Forecast Sales of Gardening by Category: % Value Growth 2017-2022

Home Furnishings in Turkey

HEADLINES

PROSPECTS

Indoor furniture set to continue to record healthy growth as branded products gain ground

Price competition set to intensify, particularly in home textiles and light sources

Home furnishings through internet retailing set to perform very well

COMPETITIVE LANDSCAPE

Local players lead home furnishings

Brand manufacturers of LED lamps set to be challenged by strong volume sales of lower quality products

CATEGORY DATA

Table 15 Sales of Home Furnishings by Category: Value 2012-2017
Table 16 Sales of Home Furnishings by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Home Furnishings: % Value 2013-2017
Table 18 LBN Brand Shares of Home Furnishings: % Value 2014-2017
Table 19 LBN Brand Shares of Light Sources: % Value 2014-2017
Table 20 Distribution of Home Furnishings by Format: % Value 2012-2017
Table 21 Forecast Sales of Home Furnishings by Category: Value 2017-2022
Table 22 Forecast Sales of Home Furnishings by Category: % Value Growth 2017-2022

Home Improvement in Turkey

HEADLINES

PROSPECTS

Power tools to continue to make a significant contribution to category value growth

Per capita sales of decorative paint to register slow but positive growth

Value share of internet retailers and discounters expected to rise significantly

COMPETITIVE LANDSCAPE

Local players maintain their positions in home improvement

Home improvement manufacturers to focus on more innovative marketing and communication activities

Some small and medium-sized home improvement players expected to exit the marketplace

CATEGORY DATA

Table 23 Sales of Home Improvement by Category: Value 2012-2017
Table 24 Sales of Home Improvement by Category: % Value Growth 2012-2017
Table 25 NBO Company Shares of Home Improvement: % Value 2013-2017
Table 26 LBN Brand Shares of Home Improvement: % Value 2014-2017
Table 27 Distribution of Home Improvement by Format: % Value 2012-2017
Table 28 Forecast Sales of Home Improvement by Category: Value 2017-2022
Table 29 Forecast Sales of Home Improvement by Category: % Value Growth 2017-2022

Homewares in Turkey

HEADLINES

PROSPECTS

Homeware value sales predicted to recover in 2018

Food storage to remain the best performing category over the forecast period

Homewares through internet retailing set to register healthy future growth

COMPETITIVE LANDSCAPE

Pasabahce maintains its leading position

Branded homewares to continue to benefit from modernisation in the retailing landscape

Manufacturers expected to invest heavily in new product development

CATEGORY DATA

Table 30 Sales of Homewares by Category: Value 2012-2017
Table 31 Sales of Homewares by Category: % Value Growth 2012-2017
Table 32 Sales of Homewares by Material: % Value 2012-2017
Table 33 NBO Company Shares of Homewares: % Value 2013-2017
Table 34 LBN Brand Shares of Homewares: % Value 2014-2017
Table 35 Distribution of Homewares by Format: % Value 2012-2017
Table 36 Forecast Sales of Homewares by Category: Value 2017-2022
Table 37 Forecast Sales of Homewares by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home and Garden in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

Home and garden records positive current value growth in 2017

Increasing price sensitivity of consumers hampers stronger value growth

Branded home and garden gains significant value share in 2017

Internet retailers and discounters play a key role in driving value growth

Further steady value growth anticipated over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Home and Garden in Turkey

EXECUTIVE SUMMARY

Home and garden records positive current value growth in 2017

Increasing price sensitivity of consumers hampers stronger value growth

Branded home and garden gains significant value share in 2017

Internet retailers and discounters play a key role in driving value growth

Further steady value growth anticipated over the forecast period

MARKET DATA

SOURCES

Gardening in Turkey

HEADLINES

PROSPECTS

Massive urbanisation will continue to hamper growth

Internet retailing set to gain ground over the forecast period

COMPETITIVE LANDSCAPE

Gardena continues to lead gardening

Manufacturers expected to focus on emerging categories

Lawn mower manufacturers struggle to gain value share due to the category’s modest performance

CATEGORY DATA

Home Furnishings in Turkey

HEADLINES

PROSPECTS

Indoor furniture set to continue to record healthy growth as branded products gain ground

Price competition set to intensify, particularly in home textiles and light sources

Home furnishings through internet retailing set to perform very well

COMPETITIVE LANDSCAPE

Local players lead home furnishings

Brand manufacturers of LED lamps set to be challenged by strong volume sales of lower quality products

CATEGORY DATA

Home Improvement in Turkey

HEADLINES

PROSPECTS

Power tools to continue to make a significant contribution to category value growth

Per capita sales of decorative paint to register slow but positive growth

Value share of internet retailers and discounters expected to rise significantly

COMPETITIVE LANDSCAPE

Local players maintain their positions in home improvement

Home improvement manufacturers to focus on more innovative marketing and communication activities

Some small and medium-sized home improvement players expected to exit the marketplace

CATEGORY DATA

Homewares in Turkey

HEADLINES

PROSPECTS

Homeware value sales predicted to recover in 2018

Food storage to remain the best performing category over the forecast period

Homewares through internet retailing set to register healthy future growth

COMPETITIVE LANDSCAPE

Pasabahce maintains its leading position

Branded homewares to continue to benefit from modernisation in the retailing landscape

Manufacturers expected to invest heavily in new product development

CATEGORY DATA

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