Homewares in Turkey

PROSPECTS

Glass homewares to see a pick-up in current value growth in the forecast period

Glass homewares recorded slow current value growth over the course of the review period. This was mainly due to increasing price competition as the products became more widely available in popular discounter chains.

Dinnerware growth benefits from widening availability in modern retailing

Dinnerware recorded dynamic current value growth in the final two years of the review period. This was, in part, due to the sharp rise in the unit price of porcelain, which had a significant impact on the value growth in this category.

Food storage will continue to benefit from changing lifestyles

Population density in urban areas and consumers’ lifestyles rapidly changed in Turkey over the review period, including a sharp rise in the size of the urban population in the country. This led to an increasing number of women participating in the workforce, which resulted in a marked decline in the average time spent on household chores, including cooking.

COMPETITIVE LANDSCAPE

Pasabahce still leads homewares, but loses share as glass homewares struggles

As an inevitable consequence of the decline in the value share of glass homewares, glassware specialist Pasabahce lost value share in 2018 and 2019. Nevertheless, it remains the clear leader in homewares thanks to its very strong brand recognition, which stems from being a first mover, and exceptionally wide distribution network across the country.

Price competition increases

Following the deterioration in the economy, category players started to pursue a strategy of putting their affordable products and aggressive price promotion campaigns into the foreground in order to attract the attention of price-sensitive consumers. Thanks to this, the vast majority of branded homeware products did not lose significant value share to their lower-quality no-name counterparts in 2019.

Discounters popular with price-sensitive consumers

Despite the fact that the economy is forecast to start recovering from 2020 onwards, consumers are expected to remain price-sensitive. As cautiousness will continue to be seen among shoppers, category players are expected to increase their willingness for their products to be sold through discounters.

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