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2025 Developments
Home and garden in Türkiye delivered robust value growth in 2025, with sales rising by 41% to TRY445,168 million, significantly outpacing Western European counterparts and underlining the attractiveness of this space, as well as persistent inflation. The resilience of demand is fuelled by urbanisation, rising total consumer expenditure, and ongoing adaptation to shrinking living spaces, which is driving innovation in compact furnishings, modular solutions, and small-space gardening. Companies succeed by aligning with shifting consumer expectations through omnichannel integration, value-led product ranges, and digital engagement, while simultaneously addressing growing priorities around sustainability, health, and affordability. As a result, Türkiye’s home and garden landscape remains highly fragmented but dynamic, offering strong opportunities for brands that focus on modularity, eco-friendly innovation, digital experience, and proximity retail, with homewares and home furnishings accounting for 72% of value and achieving the fastest growth in 2025.
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Overview:
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Turkey?
- Which are the leading brands in Home and Garden in Turkey?
- How are products distributed in Home and Garden in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Türkiye
2025 Developments
Key Data Insights
Koçtas and Ikea Adapt to Urban Small-Space Demand with City-Focused Solutions
Chart 1 Koçtas Expands Balcony Gardening
Shoppers Polarise between Entry-Tier Products and Premium Upgrades
Vitra’S Certified Eco Innovations Win Trust as Health and Sustainability Concerns Rise
Chart 2 Vitra Sets New Eco-Standard with its 100% Recycled Washbasin
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Digital-First Brands to Win Loyalty by Uniting Online and In-Store Journeys
Home Furnishings Expected to See Expansion of Small-Space Innovation
Diy and Difm Service Strategies to Reshape Consumer Project Behaviour
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Ikea and Local Leaders Defend Share as Design Innovation Shifts Focus to Homewares
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Home Products Specialists Drives In-Store Leadership While E-Commerce Accelerates
Koçtas Fix and Ikea Preowned Shape New Hybrid Shopping Models
Chart 9 Retail Channels 2020-2025
Chart 10 Economic Context for Home and Garden
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Home and Garden
Chart 14 Population 2020-2030
Chart 15 Consumer Expenditure 2020-2030
Chart 16 Population by Generation 2025
Home Improvement in Türkiye
Key Data Insights
Home Improvement Summary
Dynamic Retail Value Growth Driven by Inflation and a Shift Towards Diy Solutions
Vitra and Artema Accelerate Eco-Driven Upgrades Amid Tightening Rules
Chart 17 Vitra Sets New Eco-Standard with its 100% Recycled Washbasin
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Discounters Set to Expand Affordable Ranges as Inflation Drives Polarisation
Bathroom Suppliers Strengthen Premium and Sustainable Offers to Retain Share
Urban-Focused Innovation in Ready-To-Install to Drive Growth
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Kaleseramik, Betek Boya and Eczacibasi Defend Share with Breadth and Compliance
Chart 22 Company Shares 2025
Chart 23 Brand Shares 2025
Home Improvement and Gardening Stores Maintains Leadership through Expert-Led In-Store Experiences
Major Chains Drive Digital Integration and Modular Diy Innovation
Chart 24 Value-Led Diy Ranges Reshape Turkish Home Improvement under Sustained Inflation, Led by Koçtas
Hepsiburada and Trendyol Boost Online Sales of Tools and Kits with Bundled Offerings
Chart 25 Retail Channels 2020-2025
Chart 26 Economic Context for Home Improvement
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Home Improvement
Chart 30 Population 2020-2030
Chart 31 Consumer Expenditure 2020-2030
Chart 32 Population by Generation 2025
Gardening in Türkiye
Key Data Insights
Gardening Summary
Consumer Search for Value Drives Move to Omnichannel Purchasing as Inflation Reshapes Spending
Horticulture Continues to Lead Sales, but Pots and Planters Rises as Balcony Gardening Increases
Koçtas Targets Urban Households with Small-Space Edible Gardening Starter Kits
Chart 33 Koçtas Expands Balcony Gardening as Inflation-Hit Turkish Households Grow Their Own Food
Chart 34 Value Sales 2020-2030
Chart 35 Value Sales by Category 2025
A Blending of Online Research with Expert In-Store Advice
Urban Dwellers Set to Drive Demand for Compact Kits
Regulatory Changes to Push Demand Towards Communal and Legal Gardening Spaces
Chart 36 Forecast Value Sales 2020-2030
Chart 37 Forecast Value Sales by Category 2025-2030
Private Label and Gardena Reshape Value and Innovation Dynamics
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Home Improvement and Gardening Stores Maintains Its Lead While Discounters Rises
E-Commerce Marketplaces Reshape Product Access, with Omnichannel Rising in Importance
Chart 40 Retail Channels 2020-2025
Chart 41 Economic Context for Gardening
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Gardening
Chart 45 Population 2020-2030
Chart 46 Consumer Expenditure 2020-2030
Chart 47 Population by Generation 2025
Homewares in Türkiye
Key Data Insights
Homewares Summary
Growth Continues, with Space-Saving Designs Meeting Urban Demand
Chart 48 Ikea Türkiye's Compact New-Format Store Merchandises Small-Space Living for Urban Apartment Dwellers
Pasabahce Drives Sustainability Credentials through Recycled Materials
Chart 49 Pasabahce Brings Sustainable Packaging and Recycled-Glass Ranges into Mainstream Turkish Homewares
Karaca and English Home Integrate Digital and In-Store Journeys for Higher Shopper Expectations
Chart 50 Karaca Advances Omnichannel Homewares Retail with Hybrid Physical-Plus-Digital Store Formats
Chart 51 Value Sales 2020-2030
Chart 52 Value Sales by Category 2025
Compact Designs Likely to Attract Younger Urban Households Seeking Space Efficiency
Design-Forward Dining Will Set the Pace as Visual Trends Drive up Value
Compliance Pressures to Reshape Export Strategies as Differentiation Tool
Chart 53 Forecast Value Sales 2020-2030
Chart 54 Forecast Value Sales by Category 2025-2030
Pasabahce and Karaca Sustain Leadership as Design and Omnichannel Strategies Shape Value
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Homewares and Home Furnishing Stores Maintains Leadership as Retail E-Commerce Accelerates
Ikea, Karaca and Pasabahce Reshape Retail with Compact Stores and Circular Design
Chart 57 Retail Channels 2020-2025
Chart 58 Economic Context for Homewares
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Homewares
Chart 62 Population 2020-2030
Chart 63 Consumer Expenditure 2020-2030
Chart 64 Population by Generation 2025
Home Furnishings in Türkiye
Key Data Insights
Home Furnishings Summary
Chart 65 Key Industry Trends for Home Furnishings
Indoor Living Dominates, with Both Premium and Budget Options Driving Sales
Ikea and Vivense Offer Modular and Configurable Furniture for Small Spaces
Chart 66 Ikea's Modular Storage Targets Türkiye's Compact Apartments
Jysk Accelerates Online Expansion While Bellona and Dogtas Win Trust by Certifying Materials and Boosting Recycling
Chart 67 Jysk Türkiye Accelerates Omnichannel Expansion, Pairing New Stores with a Stronger Digital Journey
Chart 68 Value Sales 2020-2030
Chart 69 Value Sales by Category 2025
Ikea and Vivense Drive Growth by Adapting to Compact Living
Digital Showrooms and Omnichannel Strategies to Build Lasting Consumer Trust
Certified Materials and Circular Services Will Be Differentiators
Chart 70 Forecast Value Sales 2020-2030
Chart 71 Forecast Value Sales by Category 2025-2030
Dealer-Led Acquisition Reshapes Control of Bellona and Istikbal
Modular Design and Smart Features Strengthen Brand Positioning
Chart 72 Company Shares 2025
Chart 73 Brand Shares 2025
Homewares and Home Furnishing Stores Benefits From Experiential Retail
Trendyol and Hepsiburada Accelerate E-Commerce Gains with Digital Innovation
Chart 74 Retail Channels 2020-2025
Digital Immersion and Ergonomic Design Emerge as the Core Innovation Drivers
Recent Launches Show the Trend Moving From Concept to the Shelf
Innovation Pays off in Trust, Pricing Power and Export Readiness
Chart 75 Economic Context for Home Furnishings
Chart 76 Real Gdp Growth 2020-2030
Chart 77 Inflation 2020-2030
Chart 78 Consumer Context for Home Furnishings
Chart 79 Population 2020-2030
Chart 80 Consumer Expenditure 2020-2030
Chart 81 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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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
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This report originates from Passport, our Home and Garden research and analysis database.
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