Large Cooking Appliances in Turkey

2020 IMPACT

Uncertain economic times create hesitant consumers in 2020 with many putting off large purchases

Retail volume sales of large cooking appliances were already experiencing a decline in 2018 and 2019 due to the country’s economic downturn and the removal of tax exemptions on durable goods such as consumer appliances. The trend is expected to continue in 2020, although the retail volume decline is expected to be much slower in 2020 than was seen in 2019.

Increased use of ovens may shorten the replacement lifecycle

While all other large cooking appliances are set to experience a decline in retail volume sales in 2020, ovens is set to post a stagnant performance. Since consumers have increased their at home cooking habits in 2020, there is likely more urgency to replace or purchase such appliances.

Consumer preference of built-in large cooking appliances continues

Large cooking appliances continues to attract strong interest in the built-in format as it fits better with the overall kitchen design and coordinates better with other appliances. Moreover, the built-in format allows space savings, as living spaces are shrinking due to the urbanisation consumers are moving towards built-in format.

Ongoing economic downturn delays new product development

In 2020, no new product development was seen in large cooking appliances. The emergence of the COVID-19 pandemic diminished consumer confidence in 2020, meaning many Turkish consumers remained unwilling to spend, especially on bigger purchases such as large cooking appliances.

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