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Country Report

Home and Garden in

Home and Garden in Turkey

May 2021

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!

COVID-19 impact on home and garden

In 2020, home and garden registered double-digit value growth, exceeding the value CAGR demonstrated over the review period. Retail outlets closed at the beginning of the national lockdown, which affected sales negatively.

COVID-19 country impact

Even before the country’s first COVID-19 case was announced, the Turkish authorities halted flights from China and Iran, closing the border with Iran on 12 March 2020. All flights from Italy, South Korea and Iraq were then prohibited.

Company response

Following long-standing economic decline that was exacerbated by the COVID-19 pandemic, players in home and garden in Turkey are prioritising affordable ranges and pursuing aggressive price promotion campaigns in order to attract the attention of price-sensitive consumers.

Retailing shift

There were little or no problems related to the distribution of home and garden products during the COVID-19 pandemic. However, homewares and home furnishing stores, home improvement and gardening stores and department all suffered from the fact that many consumers were reluctant to shop in busy public places for non-essential goods.

What next for home and garden?

Home and garden is expected to continue to register good current value growth across the forecast period, even as the country continues to grapple with the pandemic. Further lockdowns are likely until the local population is fully vaccinated, and more time spent at home is likely to continue to benefit the category.

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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

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2015-2020
Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020
Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020
Table 6 Distribution of Home and Garden by Format: % Value 2015-2020
Table 7 Distribution of Home and Garden by Format and Category: % Value 2020
Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Gardening in Turkey

KEY DATA FINDINGS

2020 IMPACT

Pots and planters receive a boost from increased time spent at home on balconies and indoors in 2020

Leading player Gardena maintains its strong performance in watering, but second-ranking Vilmorin Anadolu Tohumculuk gains ground

Fierce competition in lawn mowers helps keep prices down, and e-commerce sees especially strong growth as consumers shy away from busy public places

RECOVERY AND OPPORTUNITIES

Gardening is set to remain popular across the forecast period as a healthy, affordable way to enjoy the outdoors

The popularity of hobby gardening will continue to drive sales in gardening in the coming years

Dynamism in watering will be driven by the strong performance of branded products

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2015-2020
Table 11 Sales of Gardening by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Gardening: % Value 2016-2020
Table 13 LBN Brand Shares of Gardening: % Value 2017-2020
Table 14 Distribution of Gardening by Format: % Value 2015-2020
Table 15 Forecast Sales of Gardening by Category: Value 2020-2025
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025

Home Furnishings in Turkey

KEY DATA FINDINGS

2020 IMPACT

Government sales in home furnishing a challenging economic climate

Domestic player Istikbal continues to lead home furnishings in 2020, but the category

Home office furniture records strong growth thanks to a shift in favour of home working, while growth in light-emitting diode lamps reflects government intervention as standards decline

RECOVERY AND OPPORTUNITIES

Home furnishings will record solid growth thanks to the performance of light-emitting diode lamps (LED), home office furniture and outdoor furniture

A revival in house sales will boost the performance of indoor furniture across the forecast period

E-commerce and discounters are set to continue gaining ground at the expense of other retail channels

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2015-2020
Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020
Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020
Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020
Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020
Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025

Home Improvement in Turkey

KEY DATA FINDINGS

2020 IMPACT

Home improvement benefits from home seclusion trend in 2020 and government initiatives designed to boost homebuying in the country

Domestic companies continue to lead home improvement in Turkey thanks to extensive network support

International players lead power tools, while Izmir El Aletleri San ve Tic dominates hand tools after Gedore and Altas acquisitions

RECOVERY AND OPPORTUNITIES

Home improvement will continue to benefit from increased home buying and home refurbishment, with e-commerce gaining ground on rival retail channels

Looking ahead, players will seek to widen their consumer base with launches across the price spectrum, while increased production in paint will lead to lower average unit prices

Power tools, particularly cordless models, will continue to register strong performance as consumers gravitate away from corded options

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2015-2020
Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020
Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020
Table 29 Distribution of Home Improvement by Format: % Value 2015-2020
Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025

Homewares in Turkey

KEY DATA FINDINGS

2020 IMPACT

Increased home dining gives homewares, particularly beverageware, a boost in 2020

Pasabahce Cam San ve Ticasabahce maintains the lead in homewares thanks to its strength in dining

Discounters are popular with price-sensitive consumers, while e-commerce offers unparalleled convenience

RECOVERY AND OPPORTUNITIES

Looking ahead, rising urbanisation will fuel growth in homewares, with discounters and e-commerce set to benefit the most

Glass homewares will continue to be hampered somewhat by a reduction in average unit prices as products become widely available in discounters

Food storage will continue to benefit from changing lifestyles, while growth in ovenware will reflect constrained budgets and lingering wariness about visiting busy public venues

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2015-2020
Table 33 Sales of Homewares by Category: % Value Growth 2015-2020
Table 34 Sales of Homewares by Material: % Value 2015-2020
Table 35 NBO Company Shares of Homewares: % Value 2016-2020
Table 36 LBN Brand Shares of Homewares: % Value 2017-2020
Table 37 Distribution of Homewares by Format: % Value 2015-2020
Table 38 Forecast Sales of Homewares by Category: Value 2020-2025
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home and Garden in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home and Garden in Turkey

EXECUTIVE SUMMARY

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Gardening in Turkey

KEY DATA FINDINGS

2020 IMPACT

Pots and planters receive a boost from increased time spent at home on balconies and indoors in 2020

Leading player Gardena maintains its strong performance in watering, but second-ranking Vilmorin Anadolu Tohumculuk gains ground

Fierce competition in lawn mowers helps keep prices down, and e-commerce sees especially strong growth as consumers shy away from busy public places

RECOVERY AND OPPORTUNITIES

Gardening is set to remain popular across the forecast period as a healthy, affordable way to enjoy the outdoors

The popularity of hobby gardening will continue to drive sales in gardening in the coming years

Dynamism in watering will be driven by the strong performance of branded products

CATEGORY DATA

Home Furnishings in Turkey

KEY DATA FINDINGS

2020 IMPACT

Government sales in home furnishing a challenging economic climate

Domestic player Istikbal continues to lead home furnishings in 2020, but the category

Home office furniture records strong growth thanks to a shift in favour of home working, while growth in light-emitting diode lamps reflects government intervention as standards decline

RECOVERY AND OPPORTUNITIES

Home furnishings will record solid growth thanks to the performance of light-emitting diode lamps (LED), home office furniture and outdoor furniture

A revival in house sales will boost the performance of indoor furniture across the forecast period

E-commerce and discounters are set to continue gaining ground at the expense of other retail channels

CATEGORY DATA

Home Improvement in Turkey

KEY DATA FINDINGS

2020 IMPACT

Home improvement benefits from home seclusion trend in 2020 and government initiatives designed to boost homebuying in the country

Domestic companies continue to lead home improvement in Turkey thanks to extensive network support

International players lead power tools, while Izmir El Aletleri San ve Tic dominates hand tools after Gedore and Altas acquisitions

RECOVERY AND OPPORTUNITIES

Home improvement will continue to benefit from increased home buying and home refurbishment, with e-commerce gaining ground on rival retail channels

Looking ahead, players will seek to widen their consumer base with launches across the price spectrum, while increased production in paint will lead to lower average unit prices

Power tools, particularly cordless models, will continue to register strong performance as consumers gravitate away from corded options

CATEGORY DATA

Homewares in Turkey

KEY DATA FINDINGS

2020 IMPACT

Increased home dining gives homewares, particularly beverageware, a boost in 2020

Pasabahce Cam San ve Ticasabahce maintains the lead in homewares thanks to its strength in dining

Discounters are popular with price-sensitive consumers, while e-commerce offers unparalleled convenience

RECOVERY AND OPPORTUNITIES

Looking ahead, rising urbanisation will fuel growth in homewares, with discounters and e-commerce set to benefit the most

Glass homewares will continue to be hampered somewhat by a reduction in average unit prices as products become widely available in discounters

Food storage will continue to benefit from changing lifestyles, while growth in ovenware will reflect constrained budgets and lingering wariness about visiting busy public venues

CATEGORY DATA

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