Large Cooking Appliances in Turkey

PROSPECTS

The decline in large cooking appliances is expected to turn around in the mid-forecast period alongside economic recovery

Large cooking appliances registered dramatic decline in retail volume sales in Turkey in both 2018 and 2019 due to the country’s economic downturn and the removal of tax exemptions on durable goods such as consumer appliances. The decline in sales of large cooking appliances is expected to continue in the early part of the forecast period.

Lower-priced large cooking appliances take share from premium brands due to consumers’ restricted purchasing power

Large cooking appliances with a premium positioning demonstrated healthy growth during the early part of the review period in Turkey, with sales stimulated by the strong growth in the housing sector. However, due to the dramatic slowdown in the economy towards the end of the review period, consumers started to avoid this type of expense as their purchasing power diminished.

Built-in large cooking appliances benefits from consumers’ increasing preference for built-in hobs and ovens

Although negative developments predicted in the housing sector will markedly hamper sales of built-in major appliances in Turkey, it is expected that built-in large cooking appliances will constitute a notable exception and demonstrate healthy retail volume and value growth in the forecast period. This will largely be a consequence of changing lifestyles and trends in the country along with increasing urbanisation, with more consumers preferring built-in hobs and ovens for a sleek, modern look in their kitchens.

COMPETITIVE LANDSCAPE

Arçelik AS remains the clear leading player as its brands cover all price segments

Arçelik AS continued to lead retail volume sales of large cooking appliances in Turkey in 2019, largely owing to its exceptionally wide dealership network across the country and technical after-sales service. The company enjoys a first-mover advantage within major appliances and is able to offer large cooking appliances within every price segment with its highly recognised Arçelik, Beko and Altus brands.

Discounters retailing budget-friendly large cooking appliances gain share from premium appliance dealerships

The prospective rise in retail volume sales of large cooking appliances through emerging retailing channels, notably discounters, will bring about a marked share gain for local and economy brands in the forecast period. These brands frequently market their products through these channels.

Vestel launches a rustic range of large cooking appliances

Towards the end of the review period, Vestel Beyaz Esya San ve Tic AS launched its first rustic-design large cooking appliances. The series offers a wide range of products including ovens, built-in hobs and cooker hoods, in three different rustic designs.

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