Home Laundry Appliances in Turkey

PROSPECTS

Recovery expected in home laundry appliances as consumers make delayed replacement purchases

Home laundry appliances in Turkey recorded significant shrinkage in retail volume sales in both 2018 and 2019 due to dramatic economic hardship in the country and the removal of prior tax exemptions on durable goods which raised average unit prices sharply. It is expected that, parallel with economic recovery in Turkey, retail volume sales of home laundry appliances will rebound from 2021 onwards.

Larger capacity automatic washing machines remain popular among busy urban consumers

Retail volume sales of innovative freestanding automatic washing machines enjoyed substantial growth in Turkey until the country experienced economic downturn in 2018. Nevertheless, new product developments in automatic washing machines such as larger drum capacity and auto-dosage continued to gain a greater share of retail volume sales during the period of economic hardship.

Convenience need increases demand for automatic dryers and washer dryers

Alongside the healthy growth expected for freestanding automatic washing machines in the forecast period, automatic washer dryers and automatic dryers are also predicted to demonstrate positive retail volume growth. While this is largely attributable to their low annual sales base, growth will also be a result of the rapid increase in consumers’ need for convenience due to greater urbanisation and busier working lives.

COMPETITIVE LANDSCAPE

Highly recognised brands that meet consumers’ changing needs keep Arçelik AS at the top of home laundry appliances

Owing to its extensive dealership and nationwide technical after-sales service network, Arçelik AS maintained its strong leadership of home laundry appliances in 2019. Its brands, Arçelik, Beko and Altus, enjoy significant recognition among consumers of all income levels.

Economy brands expected to become more prominent in automatic dryers and automatic washer dryers

It is predicted that premiumisation will have a positive impact on value sales of freestanding automatic washing machines in the forecast period, with urban consumers, in particular, seeking more advanced, larger capacity appliances. However, in the other categories of home laundry appliances, namely automatic dryers and automatic washer dryers, it is expected that the presence of economy brands will increase due to the fact consumers in Turkey are becoming increasingly price-sensitive as a result of economic downturn.

Vestel introduces quietest mid-priced automatic washing machine

Vestel Beyaz Esya San ve Tic AS has launched its CMI 8912 model which is marketed as the quietest automatic washing machine ever in Turkey, with a noise level of only 39dB. The appliance also enables the user to add more clothes at any point during the washing cycle.

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