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Country Report

Large Cooking Appliances in

Large Cooking Appliances in Turkey

39 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Large cooking appliances to benefit from urban transformation

Large cooking appliances experienced dynamic retail volume growth in 2017, due to the government’s domestic demand stimulation strategy, which led to temporary tax exemption on various commodity groups including large cooking appliances. As most local consumers opted to purchase large cooking appliances in 2017 to benefit from the price advantage, the category registered a volume decline immediately after the termination of tax exemption in 2018, while economic hardship, which caused a significant stagnation in the purchasing power of consumers, also had a marked impact on the overall demand at the end of the review period.

Premium large cooking appliances will register marginal volume growth over forecast period

Large cooking appliances that have a premium positioning demonstrated healthy growth over the course of the review period, as the category was stimulated by the strong growth in housing, while connected ovens demonstrated marginal annual volume sales, as most consumers still perceive such features as a luxury in Turkey. However, at the end of the review period, a marked slowdown was observed in the volume sales of products with a premium nature in the category, as consumers opted to tighten their belts and avoid extra expenses due to the stagnation in their purchasing power.

COMPETITIVE LANDSCAPE

Arçelik AS and BSH Ev Aletleri Sanayi ve Ticaret AS dominate

Enjoying first-mover advantage within major appliances, Arçelik AS and BSH Ev Aletleri Sanayi ve Ticaret AS held dominant combined retail volume share in 2018. In addition, both companies significantly benefitted from owning highly-recognised brands such as Arçelik, Beko, Bosch and Siemens, providing a wide range of products at every price level and having exceptionally wide dealership networks mainly consisting of independent major appliance specialist retailers across the country.

Fragmentation will result in share loss for leading players over the forecast period

While leading players are expected to lose volume share to those offering more affordable large cooking appliances, the likes of Samsung are predicted to gain further retail volume share during the forecast period. This will be mainly as a consequence of their heavy investments in the expansion of their distribution and dealership networks across the country, while Samsung has already benefitted from the positive brand perception that it has successfully built over the review period through its widely available consumer electronics.

New product development with Vestel AF8796 B Oven

Vestel’s new oven with new technology called “Hot air shield” was initially launched in 2017. Hot air shield technology, which is claimed to be pioneered by Vestel, blocks the extremely warm air that rushes out when opening up the oven.

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Large Cooking Appliances Sample Report Large Cooking Appliances Sample Data

Overview

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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.

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Overview

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

The Large Cooking 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 Large Cooking Appliances in Turkey?
What are the major brands in Turkey?
What is the most common cooking appliances in Turkey?
Has there been a shift to higher unit price built-in products?

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.

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Large Cooking Appliances in Turkey - Category analysis

HEADLINES

PROSPECTS

Large cooking appliances to benefit from urban transformation

Premium large cooking appliances will register marginal volume growth over forecast period

COMPETITIVE LANDSCAPE

Arçelik AS and BSH Ev Aletleri Sanayi ve Ticaret AS dominate

Fragmentation will result in share loss for leading players over the forecast period

New product development with Vestel AF8796 B Oven

Chart 1 Vestel AF8796 B Oven

CATEGORY DATA

Table 1 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 2 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 3 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 6 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 7 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 8 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 9 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 10 NBO Company Shares of Ovens: % Volume 2014-2018
Table 11 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 12 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 13 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 14 NBO Company Shares of Cookers: % Volume 2014-2018
Table 15 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 16 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 17 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 18 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 19 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 20 Forecast Sales of Large Cooking 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 21 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 22 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 23 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 24 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 25 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 26 Sales of Consumer Appliances by Category: Value 2013-2018
Table 27 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 28 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 29 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 30 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 31 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 32 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 33 Sales of Small Appliances by Category: Volume 2013-2018
Table 34 Sales of Small Appliances by Category: Value 2013-2018
Table 35 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 36 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 38 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 39 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 40 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 41 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 42 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 43 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 44 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 45 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 46 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 48 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 49 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 50 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 51 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 52 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 53 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 54 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

Megatrends

Country Report

Large Cooking Appliances in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Large cooking appliances to benefit from urban transformation

Premium large cooking appliances will register marginal volume growth over forecast period

COMPETITIVE LANDSCAPE

Arçelik AS and BSH Ev Aletleri Sanayi ve Ticaret AS dominate

Fragmentation will result in share loss for leading players over the forecast period

New product development with Vestel AF8796 B Oven

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Large Cooking Appliances in Turkey - Category analysis

HEADLINES

PROSPECTS

Large cooking appliances to benefit from urban transformation

Premium large cooking appliances will register marginal volume growth over forecast period

COMPETITIVE LANDSCAPE

Arçelik AS and BSH Ev Aletleri Sanayi ve Ticaret AS dominate

Fragmentation will result in share loss for leading players over the forecast period

New product development with Vestel AF8796 B Oven

CATEGORY DATA

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

MARKET DATA

SOURCES

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