The performance of home and garden in Turkey in 2022 was characterised by inordinately high inflation. According to OECD figures, the country witnessed an annual inflation rate of 73.
Price pressures drove consumers to trade down in their product choices in a number of home and garden categories. In home furnishings, for example, consumers increasingly opted for relatively inexpensive ready-to-assemble furniture, and only opted for new, premium furniture if heavy promotions were applied.
Home and garden is highly fragmented in Turkey, with all players holding value shares of 6% or less in 2022. In gardening, Gardena was the leading brand in 2022, accounting for more than a tenth of sales, but private label also accounted for a significant share of sales, as the lower prices of such products were attractive to consumers facing price pressures in 2022.
E-commerce continued to gain value share across home and garden categories in 2022, due to the increasing popularity of the channel both during and after the pandemic. E-commerce provided a convenient way to buy products during lockdowns, and continued to see growth in 2022, as there was a lasting increase in the amount of time spent at home, and consumers valued its convenience.
Turkish consumers are expected to get some relief from the burgeoning price pressures over the forecast period. Inflation is expected to fall; supply chain disruptions are expected to ease; and in the run-up to the election, the incumbent government is expected to provide support through consumer credit and lower mortgage rates, which will also boost new home ownership.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See All of Our DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
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