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Home Laundry Appliances in
Turkey

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Urbanisation and increasing need for larger capacity automatic washing machines to drive volume growth

Overall sales of major appliances, including home laundry appliances, registered a sharp double-digit growth by the end of 2017, due to the fiscal stimulus policy of the government, which brought about a number of tax exemptions for durable goods and real estate. However, as economic unease became significant, many Turkish consumers who aimed to buy a new home laundry appliance later in the future, preferred to purchase it in 2017 rather than 2018, to take the advantage of the price discounts stemming from tax exemptions.

Automatic dryers to make significant contribution to overall volume growth

While home laundry appliances demonstrated very dynamic volume growth in Turkey when the entire review period is taken into consideration, automatic dryers made the most significant contribution to the growth largely owing to the rapid increase in the need for convenience due to urbanisation. In 2018, automatic dryers stood out among the rest of home laundry appliances as being the least affected in terms of declining retail volume sales.

Connected home laundry appliances not expected to become mainstream

The average unit price of home laundry appliances recorded drastic current value growth at the end of the review period, mainly due to the termination of tax exemption and the sharp depreciation of local currency against the US dollar, rather than increasing sales of premium products. Although connected home laundry appliances gained volume share within the category in 2018, its overall sales are still far from making a notable impact on the value sales of home laundry appliances.

COMPETITIVE LANDSCAPE
Arçelik AS maintains leadership of home laundry appliances

Arçelik AS, as the one of the first movers of major appliances in Turkey, maintained its leadership of home laundry appliances in 2018, due to its exceptionally wide distribution and dealership networks across the country and high recognition level of its brands. In addition, its wide product portfolio that appeals to all socioeconomic groups under Arçelik, Beko and its economy brand Altus also gave the company a significant competitive advantage over the course of the review period.

LG and Samsung expected to become important brands over forecast period

Although they held low retail volume share within home laundry appliances, LG and Samsung continued to record strong volume growth as they have been present in Turkey less than a decade. Their performances are largely due to reaping the fruits of being credible brands in the eyes of Turkish consumers, considered to offer highly available consumer electronics of good quality.

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Home Laundry Appliances in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Laundry Appliances 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 Laundry Appliances industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Laundry Appliances in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and 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 Laundry Appliances in Turkey?
  • What are the major brands in Turkey?
  • What is the average volume capacity for washing machines in Turkey?
  • Has there been a shift from front loading to top loading washing machines?
  • What is the sizing of automatic versus semi-automatic washing machines in Turkey?

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 Consumer Appliances market research database.

Home Laundry Appliances in Turkey - Category analysis

HEADLINES

PROSPECTS

Urbanisation and increasing need for larger capacity automatic washing machines to drive volume growth
Automatic dryers to make significant contribution to overall volume growth
Connected home laundry appliances not expected to become mainstream

COMPETITIVE LANDSCAPE

Arçelik AS maintains leadership of home laundry appliances
LG and Samsung expected to become important brands over forecast period

CATEGORY DATA

Table 1 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 2 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 12 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Turkey - Industry Overview

EXECUTIVE SUMMARY

Consumer appliances declines in retail volume terms in 2018
Urbanisation and increasing need for convenience protects volume base at a certain level
Small appliance specialists fare better due to softer decline
Sales through emerging retailing concepts record positive volume growth
Consumer appliances is set to rebound over the forecast period

MARKET INDICATORS

Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 18 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 21 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 22 Sales of Consumer Appliances by Category: Value 2013-2018
Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 24 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 29 Sales of Small Appliances by Category: Volume 2013-2018
Table 30 Sales of Small Appliances by Category: Value 2013-2018
Table 31 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 32 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 35 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 36 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 37 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 38 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources