In 2021, home and garden sales generated double digit value growth in current terms, exceeding the CAGR over the review period. This was helped by multiple factors including the re-opening of stores and a high number of weddings that took place after the lifting of the ban on socialisation.
Value sales in the market have been boosted by a steep rise in unit prices, as a result of increased raw material and import costs thanks to the devaluation of the Turkish Lira. This has meant that some products in the category, notably home furniture, decorative paint and bathroom and sanitaryware, saw a fall in volume sales as they have become less affordable, but still saw positive value growth because of increased unit prices.
The competitive environment for home and garden in Turkey is highly fragmented, largely because the country has a well-established home and garden production industry; its furniture industry is a manufacturing hub for many European countries. This means that there is plenty of room in the marketplace, which remains largely made up of smaller domestic producers.
The share of value sales generated by e-commerce has continued to rise in 2021, after the closure of stores due to COVID-19 in 2020 forced many consumers to shunt online for the first time. Consumer familiarity with and trust in the channel has strengthened rapidly, and the convenience of shopping online has meant that this new cohort has stayed with it.
Unit prices of home and garden products are expected to go up significantly in 2022 as a result of rising manufacturing costs. This is a result of the sharp increase the price of imported raw materials, on which Turkey is heavily reliant; two thirds of the raw materials in domestic homeware production, for example, are imported.
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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 Definitions
This report originates from Passport, our Home and Garden research and analysis database.
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