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Market Research Report

Home and Garden in Turkey

Published by Euromonitor International Product code 1009250
Published Content info 49 Pages
Delivery time: 1-2 business days
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Home and Garden in Turkey
Published: May 28, 2021 Content info: 49 Pages
Description

In 2020, home and garden registered double-digit value growth, exceeding the value CAGR demonstrated over the review period. Retail outlets closed at the beginning of the national lockdown, which affected sales negatively. However, when these reopened for business, home and garden stores made sales that compensated for and exceeded the losses suffered during lockdown. The prevalence of domestic production in this category meant that it was not significantly affected by disruptions to supply chai...

Euromonitor International's Home and Garden in Turkey report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2025 illustrate how market demand is expected to evolve in the medium-term

Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home and Garden market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market's major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
Product Code: HOMETR

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

  • Table 1 Sales of Home and Garden by Category: Value 2015-2020
  • Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020
  • Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020
  • Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020
  • Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020
  • Table 6 Distribution of Home and Garden by Format: % Value 2015-2020
  • Table 7 Distribution of Home and Garden by Format and Category: % Value 2020
  • Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025
  • Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

    • Summary 1 Research Sources

GARDENING IN TURKEY

KEY DATA FINDINGS

2020 IMPACT

Pots and planters receive a boost from increased time spent at home on balconies and indoors in 2020

Leading player Gardena maintains its strong performance in watering, but second-ranking Vilmorin Anadolu Tohumculuk gains ground

Fierce competition in lawn mowers helps keep prices down, and e-commerce sees especially strong growth as consumers shy away from busy public places

RECOVERY AND OPPORTUNITIES

Gardening is set to remain popular across the forecast period as a healthy, affordable way to enjoy the outdoors

The popularity of hobby gardening will continue to drive sales in gardening in the coming years

Dynamism in watering will be driven by the strong performance of branded products

CATEGORY DATA

  • Table 10 Sales of Gardening by Category: Value 2015-2020
  • Table 11 Sales of Gardening by Category: % Value Growth 2015-2020
  • Table 12 NBO Company Shares of Gardening: % Value 2016-2020
  • Table 13 LBN Brand Shares of Gardening: % Value 2017-2020
  • Table 14 Distribution of Gardening by Format: % Value 2015-2020
  • Table 15 Forecast Sales of Gardening by Category: Value 2020-2025
  • Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025

HOME FURNISHINGS IN TURKEY

KEY DATA FINDINGS

2020 IMPACT

Government sales in home furnishing a challenging economic climate

Domestic player Istikbal continues to lead home furnishings in 2020, but the category

Home office furniture records strong growth thanks to a shift in favour of home working, while growth in light-emitting diode lamps reflects government intervention as standards decline

RECOVERY AND OPPORTUNITIES

Home furnishings will record solid growth thanks to the performance of light-emitting diode lamps (LED), home office furniture and outdoor furniture

A revival in house sales will boost the performance of indoor furniture across the forecast period

E-commerce and discounters are set to continue gaining ground at the expense of other retail channels

CATEGORY DATA

  • Table 17 Sales of Home Furnishings by Category: Value 2015-2020
  • Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020
  • Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020
  • Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020
  • Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020
  • Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025
  • Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025

HOME IMPROVEMENT IN TURKEY

KEY DATA FINDINGS

2020 IMPACT

Home improvement benefits from home seclusion trend in 2020 and government initiatives designed to boost homebuying in the country

Domestic companies continue to lead home improvement in Turkey thanks to extensive network support

International players lead power tools, while Izmir El Aletleri San ve Tic dominates hand tools after Gedore and Altas acquisitions

RECOVERY AND OPPORTUNITIES

Home improvement will continue to benefit from increased home buying and home refurbishment, with e-commerce gaining ground on rival retail channels

Looking ahead, players will seek to widen their consumer base with launches across the price spectrum, while increased production in paint will lead to lower average unit prices

Power tools, particularly cordless models, will continue to register strong performance as consumers gravitate away from corded options

CATEGORY DATA

  • Table 25 Sales of Home Improvement by Category: Value 2015-2020
  • Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020
  • Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020
  • Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020
  • Table 29 Distribution of Home Improvement by Format: % Value 2015-2020
  • Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025
  • Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025

HOMEWARES IN TURKEY

KEY DATA FINDINGS

2020 IMPACT

Increased home dining gives homewares, particularly beverageware, a boost in 2020

Pasabahce Cam San ve Ticasabahce maintains the lead in homewares thanks to its strength in dining

Discounters are popular with price-sensitive consumers, while e-commerce offers unparalleled convenience

RECOVERY AND OPPORTUNITIES

Looking ahead, rising urbanisation will fuel growth in homewares, with discounters and e-commerce set to benefit the most

Glass homewares will continue to be hampered somewhat by a reduction in average unit prices as products become widely available in discounters

Food storage will continue to benefit from changing lifestyles, while growth in ovenware will reflect constrained budgets and lingering wariness about visiting busy public venues

CATEGORY DATA

  • Table 32 Sales of Homewares by Category: Value 2015-2020
  • Table 33 Sales of Homewares by Category: % Value Growth 2015-2020
  • Table 34 Sales of Homewares by Material: % Value 2015-2020
  • Table 35 NBO Company Shares of Homewares: % Value 2016-2020
  • Table 36 LBN Brand Shares of Homewares: % Value 2017-2020
  • Table 37 Distribution of Homewares by Format: % Value 2015-2020
  • Table 38 Forecast Sales of Homewares by Category: Value 2020-2025
  • Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025
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