Vacuum Cleaners in Turkey

PROSPECTS

Replacements previously postponed and a preference for more practical formats will revive sales of vacuum cleaners

Vacuum cleaners in Turkey demonstrated a drastic downward trend in terms of retail volume sales in 2018 and 2019 due to significant economic hardship in the country. Due to diminishing income levels, consumers are avoiding purchasing outdated types of vacuum cleaners.

The consumer shift towards new product developments is expected to boost value sales growth

The expected increase in retail volume sales of new product developments will bring about a premiumisation effect in relation to value sales of vacuum cleaners. Consequently, current value sales will record healthy growth over the forecast period.

Discounters and internet retailing are the only channels to gain share in 2019

Electronics and appliance specialist retailers remained the dominant channel for purchases of vacuum cleaners in Turkey in 2019. However, it lost retail volume share in 2019 as discounters and internet retailing gained ground.

COMPETITIVE LANDSCAPE

Fakir leads due to its strength in stick vacuum cleaners and its budget-friendly prices

Amid intense competition in vacuum cleaners in Turkey, Fakir from Saruhan AS remained the leading brand in 2019. This was largely thanks to its particular strength in stick vacuum cleaners, the only category to witness positive growth over the review period as a whole despite declining sales in 2018 and 2019.

Philips retains its position due to its strength in cylinder vacuum cleaners

Philips remained the second-placed brand in 2019, continuing to follow Fakir closely in terms of retail volume sales. It remained the leading international brand in vacuum cleaners in 2019 due to its expertise in cylinder vacuum cleaners.

International brands focus on new product development while local brands continue to offer affordability

New product development activities are expected to be pioneered by international players in vacuum cleaners in Turkey over the forecast period. It is predicted that international brands such as Philips, Rowenta, Dyson and Electrolux will benefit from this and gain further retail volume share in the forecast period, while local brands such as Fakir and Fantom are expected to retain their strength by offering similar products at more affordable price levels.

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