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Home Laundry Appliances in Turkey
November 2021
2021 DEVELOPMENTS
Demand increases as consumers carry out more wash loads
Sales of home laundry appliances continued to benefit from the impact of COVID-19 in 2021. People spent more time at home due to COVID-19 restrictions and as such were able to carry out wash loads more frequently.
Automatic dryers benefit from rise in apartment living
Automatic dryers continued to see growth in retail volume terms in 2021. This was due to the large number of people living in apartments for who the space to dry clothes at home is limited.
Arçelik retains its dominance in the face of mounting competition
Arçelik AS maintained its dominance within home laundry appliances in 2021. Arçelik remains the leading brand in 2021, closely followed by one of the company’s other brands, Beko.
PROSPECTS AND OPPORTUNITIES
Positive growth expected over the forecast period
Over the forecast period, home laundry appliances is expected to continue registering positive volume growth. The increasing number of households due to urbanisation and purchase of new homes, combined with consumer demand for improved technology is expected to support growth in the category.
Energy efficiency plays a vital role in shaping demand for home laundry appliances
2020 and 2021 saw the launch of new and more technologically advanced home laundry appliances that met the rising consumer demand for products that promised greater hygiene combined with lower energy consumption. An example of these products was the pure and powerful steam functions offered by LG's latest automatic washing machines and automatic dryers which claim to eliminate harmful bacteria and germs as well as unpleasant odours.
Companies expected to focus on offering home laundry appliances with artificial intelligence and connected technology
Artificial intelligence (AI) technology is expected to become one of the focus areas in the forecast period. Automatic washing machines with artificial intelligence are able to learn the habits of their users, and therefore optimise the programming according to a specific consumer’s habits.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry Appliances 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.
If you're in the Home Laundry Appliances 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 Laundry Appliances 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 Laundry Appliances in Turkey?
Which are the leading brands in Turkey?
How are products distributed in Turkey?
To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
How are considerations such as urban development and the rise in single-person households determining sales growth?
Where is future growth expected to be most dynamic?
Home Laundry Appliances in Turkey - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand increases as consumers carry out more wash loads
Automatic dryers benefit from rise in apartment living
Arçelik retains its dominance in the face of mounting competition
PROSPECTS AND OPPORTUNITIES
Positive growth expected over the forecast period
Energy efficiency plays a vital role in shaping demand for home laundry appliances
Companies expected to focus on offering home laundry appliances with artificial intelligence and connected technology
CATEGORY DATA
Table 1 Sales of Home Laundry Appliances by Category: Volume 2016-2021Table 2 Sales of Home Laundry Appliances by Category: Value 2016-2021Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2016-2021Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2016-2021Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2016-2021Table 6 Sales of Automatic Washing Machines by Format: % Volume 2016-2021Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2016-2021Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2017-2021Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2017-2021Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2018-2021Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2016-2021Table 12 Production of Home Laundry Appliances: Total Volume 2016-2021Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2021-2026Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2021-2026Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2021-2026Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2021-2026
Consumer Appliances in Turkey - Industry Overview
EXECUTIVE SUMMARY
Consumer appliances in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
MARKET INDICATORS
Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2016-2021Table 18 Replacement Cycles of Consumer Appliances by Category 2016-2021Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2021-2026Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2021-2026
MARKET DATA
Table 21 Sales of Consumer Appliances by Category: Volume 2016-2021Table 22 Sales of Consumer Appliances by Category: Value 2016-2021Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2016-2021Table 24 Sales of Consumer Appliances by Category: % Value Growth 2016-2021Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2016-2021Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2016-2021Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2016-2021Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2016-2021Table 29 Sales of Small Appliances by Category: Volume 2016-2021Table 30 Sales of Small Appliances by Category: Value 2016-2021Table 31 Sales of Small Appliances by Category: % Volume Growth 2016-2021Table 32 Sales of Small Appliances by Category: % Value Growth 2016-2021Table 33 NBO Company Shares of Major Appliances: % Volume 2017-2021Table 34 LBN Brand Shares of Major Appliances: % Volume 2018-2021Table 35 NBO Company Shares of Small Appliances: % Volume 2017-2021Table 36 LBN Brand Shares of Small Appliances: % Volume 2018-2021Table 37 Distribution of Major Appliances by Format: % Volume 2016-2021Table 38 Distribution of Small Appliances by Format: % Volume 2016-2021Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2021-2026Table 40 Forecast Sales of Consumer Appliances by Category: Value 2021-2026Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2021-2026Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2021-2026Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2021-2026Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2021-2026Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2021-2026Table 47 Forecast Sales of Small Appliances by Category: Volume 2021-2026Table 48 Forecast Sales of Small Appliances by Category: Value 2021-2026Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2021-2026Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Home Laundry Appliances
Built-in Home Laundry Appliances
Freestanding Home Laundry Appliances
Built-in Automatic Dryers
Freestanding Automatic Dryers
Built-in Automatic Washer Dryers
Freestanding Automatic Washer Dryers
Built-in Automatic Washing Machines
Freestanding Automatic Washing Machines
Semi-Automatic Washing Machines
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.